2012 MENA

Customer barometer
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Welcome
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In this report
1 Executive summary
2 New consumer trends 10
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3 Implications Ior business 34
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4 Businesscritical checklist 48
5 The design oI the survey 50
Demographics 54
7 Appendix
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1
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2
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5mart organizations will mobilize web communities
as corporate advocates.
When companies hnd out what consumers want Irom
them, they must reshape their entire value chain
in response.
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Companies must personalize all elements
oI their service.
5hopping must remain a leisure experience,
whether in a physical store or online.
Technology is essential to both personalizing
and keeping retail Iun.
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.+ *()*E=F9;mklge]jZYjge]l]j
KYm\a9jYZaY
Female 26% Male 74%
Gender
A
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6
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4
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Age
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., *()*E=F9;mklge]jZYjge]l]j
M9=
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Gender
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Age
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40%
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1
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0%
10%
20%
30%
40%
50%
60%
.- *()*E=F9;mklge]jZYjge]l]j
.. *()*E=F9;mklge]jZYjge]l]j
7
Appendix
>gj]Y[`hjg\m[lgjk]jna[]af[dm\]\afl`]kmjn]q$o]`Yn]\]n]dgh]\
Yj]kmdlhjgd]l`Ylj]][lkl`]Yfko]jklgl`]o`gd]im]klagffYaj]
afgf][`Yjl^gj]Y[`[Yl]_gjq&
./ *()*E=F9;mklge]jZYjge]l]j
>gj]Y[`hjg\m[lgjk]jna[]af[dm\]\
afl`]kmjn]q$o]`Yn]\]n]dgh]\Y
j]kmdlhjgd]l`Ylj]][lkl`]Yfko]jk
lgl`]o`gd]im]klagffYaj]afgf][`Yjl
^gj]Y[`[Yl]_gjq&L`]log_jYh`k
j]hj]k]fl]\k`goY[gehYjakgf
Z]lo]]f_dgZYdYf\E=F9j]kmdlk&
9o]Z%ZYk]\lggdoaddZ]YnYadYZd]
l`YlYddgokmk]jklg[mklgear]l`]
j]kmdlkgZlYaf]\\mjaf_l`]kmjn]q^gj
af\ana\mYdhmjhgk]k&Mk]jkoaddZ]YZd]
lgk]d][lZ]lo]]femdlahd][gmflja]k
gjhjg\m[lk'k]jna[]k$Yf\dl]jgf
\a^^]j]flYkh][lk$km[`YkY_]$_]f\]j$
af[ge]&AfY\\alagf$mhlgn]\a^^]j]fl
hjgd]k[YfZ]gn]jdYa\lgeYc]\aj][l
[gehYjakgfk&
.0 *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
;Yjk
.1 *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
;dgl`]k
/( *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
;geeg\ala]k
/) *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
;gfkme]j]d][ljgfa[k
Pesult prohles
/* *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
;gfkme]jdgYf
/+ *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
<jm_kgje]\a[Ydkmhhdq
Pesult prohles
/, *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
>gg\Yf\Z]n]jY_]k
/- *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
?gn]jfe]flYdYml`gjala]k
Pesult prohles
/. *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
Pesult prohles
@gmk]`gd\afkmjYf[]k
// *()*E=F9;mklge]jZYjge]l]j
( * , . 0 )(K[Yd]
:jYf\dgqYdlq
J]d]nYf[]e]\aY ;dYkka[[`Yff]dk
Gfdaf]
H]jkgfYd[gflY[l
Kg[aYde]\aY ?gg\af^gjeYlagfZYk]
:Y\af^gjeYlagfZYk]
Afm]f[]Zmqaf_
\][akagfgfdaf]
?gg\o]Zkal]
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
Afm]f[]Zmqaf_
\][akagfafklgj]
?gg\klgj]\]ka_f
?gg\Y\na[]
9nYadYZadalq
HjgeglagfYdg^^]jk
L]jekg^\]dan]jq
AehgjlYf[]g^
Y^l]j%kYd]kk]jna[]
L][`fa[YdYkkaklYf[]
Gj_YfarYlagfYdYkkaklYf[]
OYjjYflqgj_gg\oadd
DgqYdlqhjg_jYek
?jY\]h]jkgfYdj]dYlagfk`ah
)dgo]klhgkkaZd]k[gj]
)(`a_`]klhgkkaZd]k[gj]
E=F9
?dgZYd
( *( ,( .( 0( )((!
DYkl)*egfl`k Gfdaf]hmj[`Yk]
Klgj]hmj[`Yk]
9kh][lkafm]f[af_
Zmqaf_\][akagf
Hja[]gjl]jekg^\]dan]jq
ImYdalqgjoYjjYflq
9nYadYZadalq
:jYf\gjaeY_]
L][`fa[Yd^]Ylmj]k
;gehYfa]k]l`a[Ydgj]fnajgfe]flYdYhhjgY[`
Hj]^]jj]\jgml]
^gjhmj[`Ykaf_
Hj]\geafYfldqklgj]
Hj]\geafYfldqgfdaf]
Eap]\afZgl`[`Yff]dk
Hj]^]jj]\hYqe]fl
e]l`g\
;Yk`
;j]\al[Yj\
<aj][lgj]d][ljgfa[hYqe]fl
Gl`]jhYqe]fle]l`g\k
E=F9
?dgZYd
L]d]h`gf]gjegZad][gfljY[l
Pesult prohles
=jfklQgmf_
9kkmjYf[]tLYptLjYfkY[lagfkt9\nakgjq
9Zgml=jfklQgmf_
=jfklQgmf_akY_dgZYdd]Y\]jafYkkmjYf[]$lYp$ljYfkY[lagf
Yf\Y\nakgjqk]jna[]k&Ogjd\oa\]$gmj)-*$(((h]ghd]Yj]
mfal]\Zqgmjk`Yj]\nYdm]kYf\YfmfoYn]jaf_[geeale]fl
lgimYdalq&O]eYc]Y\a^^]j]f[]Zq`]dhaf_gmjh]ghd]$
gmj[da]flkYf\gmjoa\]j[geemfala]kY[`a]n]
l`]ajhgl]flaYd&
=jfklQgmf_j]^]jklgl`]_dgZYdgj_YfarYlagfg^e]eZ]j
jekg^=jfklQgmf_?dgZYdDaeal]\$]Y[`g^o`a[`
akYk]hYjYl]d]_Yd]flalq&=jfklQgmf_?dgZYdDaeal]\$
YMC[gehYfqdaeal]\Zq_mYjYfl]]$\g]kfglhjgna\]
k]jna[]klg[da]flk&>gjegj]af^gjeYlagfYZgmlgmj
gj_YfarYlagf$hd]Yk]nakalooo&]q&[ge&
L`]E=F9hjY[la[]g^=jfklQgmf_`YkZ]]fgh]jYlaf_
afl`]j]_agfkaf[])1*+&>gjgn]j0-q]Yjk$o]`Yn]]ngdn]\
lge]]ll`]d]_YdYf\[gee]j[aYd\]n]dghe]flkg^l`]
j]_agf&9[jgkkE=F9$o]`Yn]gn]j,$(((h]ghd]mfal]\
Y[jgkk)0g^[]kYf\)+9jYZ[gmflja]k$k`Yjaf_
l`]kYe]nYdm]kYf\YfmfoYn]jaf_[geeale]fllgimYdalq&
>gjegj]af^gjeYlagf$
hd]Yk]nakalooo&]q&[ge'e]fY&
*()*=Q?EDaeal]\&
9ddJa_`lkJ]k]jn]\&
=Q?fg&9M)*-(
=<Fgf]&
L`akhmZda[Ylagf[gflYafkaf^gjeYlagfafkmeeYjq^gje
Yf\akl`]j]^gj]afl]f\]\^gj_]f]jYd_ma\Yf[]gfdq&Alakfglafl]f\]\
lgZ]YkmZklalml]^gj\]lYad]\j]k]Yj[`gjl`]]p]j[ak]g^hjg^]kkagfYd
bm\_e]fl&F]al`]j=Q?EDaeal]\fgjYfqgl`]je]eZ]jg^l`]_dgZYd
=jfklQgmf_gj_YfarYlagf[YfY[[]hlYfqj]khgfkaZadalq^gjdgkk
g[[Ykagf]\lgYfqh]jkgfY[laf_gjj]^jYafaf_^jgeY[lagfYkYj]kmdl
g^YfqeYl]jaYdafl`akhmZda[Ylagf&GfYfqkh][a[eYll]j$j]^]j]f[]
k`gmd\Z]eY\]lgl`]YhhjghjaYl]Y\nakgj&
L`]na]okg^l`]l`aj\hYjlqo`a[`Yj]hmZdak`]\Yj]fglf][]kkYjadq
Z]l`]na]okg^?dgZYd=jfklQgmf_Gj_YfarYlagf$l`]j]^gj]l`]q
k`gmd\Z]k]]fafl`][gfl]plg^l`]lae]o`]fl`]qo]j]eY\]&