Emerging Consumer Survey Databook 2014

Emerging Consumer
Survey Databook 2014

Research Institute
Thought leadership from Credit Suisse Research
and the worlds foremost experts
February 2014
Contents
For more information, please contact:
Mujtaba Rana, Vice President
Thematic Equity Research
Credit Suisse Investment Banking
+44 20 7883 3773
mujtaba.rana@credit-suisse.com
3 Introduction
4 Credit Suisse Consumer Survey Universe
5 Brazil
30 China
58 India
85 Indonesia
110 Mexico
136 Russia
162 Saudi Arabia
185 South Africa
211 Turkey
237 Appendix: Methodology
238 About the survey
239 Imprint
240 General disclaimer/Important information
February 2014
Credit Suisse Emerging Consumer Survey Databook 2014 Source: Credit Suisse Emerging Consumer Survey 2014
Introduction
This Credit Suisse Emerging Consumer Survey Databook provides granular detail of the market
research that underpins the conclusions and themes highlighted in the Credit Suisse Emerging
Consumer Survey 2014, a comprehensive and exclusive study of the consumption patterns and
plans of individuals residing in nine key economies across the emerging world. Specifically, the
markets we have incorporated in this survey are China, India, Brazil, Russia, Mexico, Saudi Arabia,
South Africa, Indonesia and Turkey. In total, these markets account for almost 3.5 billion people.
As comprehensive as this Databook is, we have not provided every aspect of the detail which can
be derived from the survey along the lines of gender, age, city and rural/urban locations. This is
available on request. The pages that follow have focused on income bands as a source of
disaggregation of the responses which was a principal feature of the themes we have explored.
This report builds on work Credit Suisse published on consumption trends in emerging markets
over the past 36 months. The Emerging Consumer Surveys in 2013, 2012 and 2011 were in
themselves an extension to the China Consumer Survey, a publication released annually since
2005. The survey structure and questionnaire used in this previous work has been used as a
template for this project, ensuring both a degree of consistency with previous work and a
comparable dataset across the different countries.
To conduct the primary research for this project, the Credit Suisse Research Institute engaged the
global market research firm Nielsen to advise on the questionnaire construction and to undertake
the interview process on our behalf. Using a global firm with local offices has provided a consistent
approach to this multi-region survey, as well as allowing sufficient flexibility to incorporate questions
specific to the countries concerned.
This survey is designed to capture information regarding the spending patterns (past, present and
future) and general lifestyles and aspirations of the consumers across these markets. The data is
proprietary to Credit Suisse and is based on face-to-face interviews carried out in 91 distinct
regional areas, spread over the nine different countries. Data from such a sample will vary in quality
due to the sampling and non-sampling problems inherent in all surveys. Approximately 1,500
respondents were surveyed for each region, with the largest two markets (India and China) having
a larger sample size of 2,500 each. The male-to-female split between respondents was roughly
50:50 in all cases, with rural-to-urban split varying by country.
A total of 16,000 respondents were screened and surveyed on questions within 12 categories: 1)
general income and wealth, 2) autos, 3) food and beverages, 4) household and personal care, 5)
luxury goods, 6) technology, 7) telecoms, 8) internet, 9) travelling, 10) property, 11) education and
12) healthcare. Detailed results from each of the eight markets are shown in the "Country Specific
Data" section from page 5 onwards. The survey methodology is described in the appendix.
Although each respondent was asked up to 120 questions during the course of the survey, the
Databook aims to present detailed information on those areas which investors may find most
compelling and those which garnered the most thought-provoking ideas during the course of our
study. Certain topics are more pertinent in some markets than others: questions on holiday plans
yielded far more interesting results in Russia and Saudi Arabia than they did in Indonesia, for
instance. Similarly, questions on stock market investments are more pertinent in China than they
are in India. Nevertheless, for the sake of consistency, we have included a standard set of results
for each market in this Databook. Numbered references within the tables, such as A7 and D5,
allude to specific questions surveyed. More detail is available on request.
Mujtaba Rana
Equity Research, Credit Suisse Investment Banking

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Credit Suisse Consumer Survey Universe

February 2014
Credit Suisse Emerging Consumer Survey Databook 2014 Source: Credit Suisse Emerging Consumer Survey 2014 5
Brazil
Missing a beat
The structural optimism among Brazilians again comes across in our survey, but near-term risks do emerge. Brazilian consumers
remain the most upbeat when judged by the balance of respondents who see their personal finances as likely to improve in the next
six months.
However, the more immediate perceptions are less bullish. When asked whether it was a good time to make a major purchase,
Brazilians were the third most pessimistic in our survey with a net 10% figure claiming it was a bad time. This would be
consistent with the prevailing environment of slower economic growth (2% in 2013), social unrest, higher inflation and lower real
income growth. To a large degree, the buoyant nature of the longer-term optimism might be explained by the ongoing low
unemployment rate and its positive impact on real wage growth. Moreover, the high level of optimism may also be supported by
ongoing government sponsored initiatives, including social programs such Bolsa Familia, Minha Casa Minha Vida (housing
subsidies for low-income consumers) and Minha Casa Melhor (subsidies for purchases by low-income consumers), and ample
credit availability.
Unsurprisingly, however, the actual year-on-year decline in the degree of optimism has been most acute at the lower end of the
income spectrum, as evidenced by a 16% and 36% year-on-year decrease in confidence in the two lowest income brackets we
surveyed. This may be primarily explained by the substantial increase in food inflation during 2013 (5.5% in the last 12 months
the highest level among all the economies surveyed).
With regard to consumption, momentum continues to favor the discretionary end. The following sectors showed the greatest
momentum in spending: smartphones (+17% versus +11% in our 2012 survey), fashion apparel (+10%), computers (+6%),
internet access (+5%) and smartphone penetration is still relatively low at 45%, suggesting further ample room for growth, with
respondents showing net +8% growth over the coming year. Categories which showed strong forward growth in our 2012 survey,
however, are not forecast to grow as strongly this year autos (+26% versus 4%), meat (+6% versus 13%) and spirits (+3%
versus 5%) to name but a few. While penetration of the other categories is already high, we expect them to continue growing at
lower rates. More basic spending on beer, carbonated drinks and dairy products declined, which may be explained by the negative
impact of food inflation on lower income consumers.
February 2014
Brazil: Brand penetration
Penetration of local and foreign brands through each sector, along with parent company details. Defined
as the percentage of respondents who have purchased that brand in the last 3-12 months.
Red = avg. penetration increasing over 12 months, Green = remaining steady, Blue = decreasing over 12 months.

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

Sector Brand 2012 2013
3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Dairy Nestle 55% 51% 12% 78% 64% -2% 66% 58% Nestl NESN VX
Dairy Danone 45% 33% 1% 46% 47% 1% 45% 40% Danone BN FP
Dairy Parmalat 25% 34% -6% 47% 42% -4% 36% 38% Parmalat PLT IM
Dairy Batavo 39% 21% -8% 34% 39% 8% 36% 30% Batavo Cooperati private
Dairy Vigor 35% 16% -4% 23% 31% 10% 29% 23% Vigor VIGR3 BZ
Dairy Leco 12% 10% -1% 17% 17% 0% 14% 14% Vigor VIGR3 BZ
Dairy Catupiry 0% 0% 0% 0% 7% 7% 0% 4% Laticnios Catup private
Dairy Philadelphia 1% 1% 0% 9% 6% -13% 5% 4% Kraft Foods Gr KRFT US
Dairy Mller 1% 0% 0% 0% 3% 3% 0% 2% Mller private
Dairy Flora 0% 0% 0% 0% 1% 1% 0% 1% Unilever ULVR LN
Dairy Lactalis 0% 0% 0% 1% 1% 1% 1% 1% Lactalis private
Dairy Anchor 0% 0% 0% 0% 1% 1% 0% 1% Fonterra FCG NZ
Dairy Lurpack 0% 0% 0% 0% 1% 1% 0% 1% Danish Dairy Bo private
Dairy Kraft 0% 1% 1% 8% 0% -11% 4% 0% Kraft Foods Gr KRFT US
Dairy Aviao 1% 0% -1% 1% 0% -6% 1% 0% Gonalves Salles private
Dairy Fonterra 0% 0% 0% 1% 0% 0% 1% 0% Fonterra FCG NZ
Dairy Perdigo 0% 0% 0% 0% 0% 0% 0% 0% Perdigo private
Dairy Sadia 0% 0% -2% 0% 0% -2% 0% 0% Sadia (BRF-Br) BRFS3 BZ
Dairy Scala 0% 0% 0% 0% 0% -8% 0% 0% Scala Dairy private
Cigarettes Free 10% 7% 7% 30% 32% 32% 20% 20% Souza Cruz (BAT) BATS LN
Cigarettes Hollywood 18% 18% 18% 14% 21% 21% 16% 20% Souza Cruz (BAT) BATS LN
Cigarettes Marlboro 7% 7% 7% 28% 32% 32% 17% 19% Philip Morris In PM US
Cigarettes Derby 25% 27% 27% 5% 5% 5% 15% 16% Souza Cruz (BAT) BATS LN
Cigarettes Dunhill 5% 2% 2% 17% 10% 10% 11% 6% Richemont CFR VX
Cigarettes L&M 4% 4% 4% 8% 4% 4% 6% 4% Philip Morris In MO US
Cigarettes Shelton 0% 1% 1% 0% 6% 6% 0% 4% Philip Morris In PM US
Cigarettes Lucky Strike 2% 1% 1% 3% 4% 4% 2% 2% BAT BATS LN
Cigarettes Hilton 2% 2% 2% 0% 2% 2% 1% 2% BAT BATS LN
Cigarettes Camel 1% 0% 0% 0% 0% 0% 0% 0% R. J. Reynolds T private
Cigarettes Philip Morri 1% 0% 0% 0% 0% 0% 1% 0% Philip Morris In PM US
Soft Drinks Coca-Cola 91% 83% 12% 99% 86% -2% 95% 84% The Coca-Cola KO US
Soft Drinks Guaran Ant 43% 59% 23% 74% 65% 10% 58% 62% AmBev AMBV4 BZ
Soft Drinks Fanta 51% 43% 18% 54% 43% -5% 53% 43% The Coca-Cola KO US
Soft Drinks Pepsi Cola 12% 16% 1% 21% 21% 10% 17% 19% The Coca-Cola KO US
Soft Drinks Sprite 7% 14% 4% 15% 20% 6% 11% 17% The Coca-Cola KO US
Soft Drinks Kuat 10% 18% 9% 15% 13% -1% 12% 16% The Coca-Cola KO US
Soft Drinks Dolly 22% 14% -11% 5% 12% -2% 13% 13% Ragi Refrigerant private
Soft Drinks Schincariol 8% 15% 5% 4% 2% 0% 6% 9% Brasil Kirin private
Soft Drinks Conveno 14% 8% -4% 8% 8% 4% 11% 8% Primo Schincario private
Soft Drinks Itubaina 4% 3% 1% 1% 2% -2% 3% 2% Brasil Kirin private
Soft Drinks 7-Up 0% 0% 0% 1% 2% 2% 1% 1% PepsiCo PEP US
Soft Drinks Sukita 3% 1% -3% 2% 0% -2% 3% 0% AmBev AMBV4 BZ
Soft Drinks Del Rey 0% 0% -2% 0% 0% 0% 0% 0% Cia Del Rey private
Soft Drinks Lilt 0% 0% 0% 1% 0% 0% 1% 0% The Coca-Cola KO US
Beer Skol 44% 67% 4% 62% 68% -4% 53% 67% AmBev AMBV4 BZ
Beer Brahma 23% 47% 12% 42% 41% -5% 33% 44% AmBev AMBV4 BZ
Beer Antarctica 18% 28% 9% 43% 25% 15% 31% 27% AmBev AMBV4 BZ
Beer Nova Schin 55% 42% 20% 6% 11% 6% 30% 27% Brasil Kirin private
Beer Itaipava 24% 16% 1% 29% 16% -12% 27% 16% Cervejaria Petr private
Beer Heineken 1% 2% 2% 13% 22% 10% 7% 12% Heineken Intl. HEIA NA
Beer Kaiser 5% 7% 1% 1% 5% -5% 3% 6% Avery Brewing private
Beer Bohemia 3% 1% -1% 13% 11% -11% 8% 6% AmBev AMBV4 BZ
Beer Budweiser 0% 1% 1% 7% 7% 7% 4% 4% AmBev AMBV4 BZ
Beer Bavaria 37% 3% 1% 3% 3% -10% 20% 3% Bavaria Brewery Delisted
Beer Devassa 0% 3% 2% 0% 2% -1% 0% 2% Brasil Kirin private
Beer Stella Artoi 0% 0% 0% 6% 3% -1% 3% 2% AmBev AMBV4 BZ
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Beer Sol 0% 1% 0% 0% 1% -2% 0% 1% Heineken Intl. HEIA NA
Beer Malzebier 0% 0% 0% 0% 1% 1% 0% 0% AmBev AMBV4 BZ
Beer Crystal 1% 0% -1% 0% 0% 0% 1% 0% Cervejaria Petr private
Beer Erdinger 0% 0% 0% 0% 0% -3% 0% 0% Erdinger Weibr private
Beer Miller 0% 0% 0% 3% 0% 0% 1% 0% SABMiller and Mo JV
Beer Tiger 0% 0% 0% 1% 0% 0% 1% 0% Asia Pacific Bre APB SP
Spirits Smirnoff 57% 30% -13% 42% 40% 1% 49% 35% Diageo DGE LN
Spirits Johnnie Walk 10% 8% -20% 45% 42% 9% 28% 25% Diageo DGE LN
Spirits Absolut 7% 6% 5% 25% 34% 30% 16% 20% Pernod Ricard RI FP
Spirits Bacardi 8% 6% 6% 12% 12% 9% 10% 9% Bacardi BACDA US
Spirits Cachaa - 51 18% 11% -7% 2% 7% 3% 10% 9% Companhia Mller private
Spirits J&B 0% 1% 1% 7% 9% 9% 4% 5% Diageo DGE LN
Spirits Cachaa Vel 6% 3% -2% 0% 7% -4% 3% 5% Indstrias Reuni private
Spirits Campari 7% 3% -11% 4% 4% -1% 5% 4% Campari Grp CPR IM
Spirits Chivas Regal 0% 0% 0% 0% 7% 7% 0% 4% Pernod Ricard RI FP
Spirits Passaport 2% 1% 0% 5% 5% -3% 4% 3% Pernod Ricard RI FP
Spirits Jack Daniels 0% 0% 0% 10% 5% -3% 5% 3% Brown-Forman BF/B US
Spirits Nemiroff 3% 1% -11% 0% 4% 4% 1% 2% Nemiroff private
Spirits Captain Morg 0% 0% 0% 0% 2% 2% 0% 1% Diageo DGE LN
Spirits Malibuu 1% 0% 0% 6% 2% 2% 3% 1% Pernod Ricard RI FP
Spirits Baileys 1% 0% 0% 0% 0% 0% 1% 0% Diageo DGE LN
Spirits Chivas 0% 0% 0% 4% 0% 0% 2% 0% Pernod Ricard RI FP
Spirits Jgermeister 0% 0% 0% 0% 0% 0% 0% 0% Mast-Jgermeiste private
Spirits Jim Beam 1% 0% 0% 0% 0% 0% 1% 0% Beam BEAM US
Spirits Ricard 0% 0% 0% 0% 0% 0% 0% 0% Pernod Ricard RI FP
Bottled Water Bonafont 26% 14% 10% 18% 25% 8% 22% 19% Danone BN FP
Bottled Water Minalba 12% 10% 6% 26% 24% 2% 19% 17% Minalba Alimento private
Bottled Water Lindoya 6% 7% -8% 12% 23% -2% 9% 15% Lindoiano Fontes private
Bottled Water Schincariol 5% 6% 1% 10% 10% 5% 7% 8% Brasil Kirin private
Bottled Water Prata 4% 4% 2% 11% 9% 6% 8% 6% guas Prata Ltda private
Bottled Water Aqua 2% 1% 0% 6% 4% 4% 4% 3% The Coca-Cola KO US
Bottled Water So Loureno 5% 0% -1% 11% 1% -4% 8% 1% Nestl NESN VX
Bottled Water Vital 1% 0% 0% 3% 1% 1% 2% 0% The Coca-Cola KO US
Bottled Water Aquafina 1% 0% 0% 2% 0% 0% 2% 0% PepsiCo PEP US
Bottled Water Dasani 0% 0% 0% 1% 0% 0% 1% 0% The Coca-Cola KO US
Bottled Water Evian 0% 0% 0% 1% 0% 0% 1% 0% Danone BN FP
Bottled Water Vittel 0% 0% 0% 1% 0% 0% 1% 0% Nestl NESN VX
Autos Fiat 48% 38% -2% 32% 32% 6% 40% 35% Fiat S.p.A F IM
Autos Volkswagen 18% 41% 11% 18% 15% -15% 18% 28% Volkswagen VOW3 GR
Autos GM 7% 14% -1% 8% 13% -4% 8% 14% General Motors GM US
Autos Ford 9% 6% -6% 10% 11% 8% 10% 9% Ford Motor F US
Autos Citroen 2% 0% 0% 5% 5% 5% 4% 3% PSA Peugeot Citr UG FP
Autos Renault 0% 0% 0% 2% 5% -1% 1% 2% Renault S.A. RNO FP
Autos Honda 17% 0% -1% 2% 4% -1% 10% 2% Honda Motor 7267 JP
Autos Peugeot 0% 1% 1% 4% 3% -3% 2% 2% PSA Peugeot Citr UG FP
Autos Hyundai 0% 0% 0% 4% 3% 2% 2% 2% Hyundai Motor 005380 KS
Autos Merc-Benz 0% 0% 0% 1% 2% 2% 1% 1% Daimler AG DAI GR
Autos Toyota 0% 0% -1% 4% 2% -2% 2% 1% Toyota Motor 7203 JP
Autos Audi 0% 0% 0% 0% 2% 2% 0% 1% Audi (Volkswagen VOW3 GR
Autos BMW 0% 0% 0% 0% 1% 1% 0% 1% BMW BMW GR
Autos Nissan 0% 0% 0% 6% 1% 1% 3% 1% Nissan Motor 7201 JP
Autos Volvo 0% 0% 0% 0% 1% 1% 0% 1% AB Volvo VOLVB SS
Autos Mitsubishi 0% 1% 1% 0% 0% 0% 0% 0% Mitsubishi Motor 7211 JP
Autos Kia 0% 0% -1% 2% 0% -2% 1% 0% Kia Motors 000270 KS
Autos Seat 0% 0% 0% 0% 0% 0% 0% 0% SEAT (Volkswagen VOW3 GR
Autos Subaru 0% 0% 0% 0% 0% 0% 0% 0% Fuji Heavy Ind 7270 JP
Cosmetics Natura 44% 46% 14% 69% 66% 12% 56% 56% Natura Cosmtico NATU3 BZ
Cosmetics Avon 59% 70% 17% 50% 39% -9% 54% 55% Avon Products, I AVP US
Cosmetics Boticrio 24% 17% 11% 60% 57% 31% 42% 37% O Boticrio private
Cosmetics Dove 15% 18% -16% 38% 45% 6% 26% 32% Unilever ULVR LN
Cosmetics Lux 26% 35% 3% 21% 18% 7% 23% 27% Unilever ULVR LN
Cosmetics Nivea 19% 9% 2% 40% 40% 24% 30% 25% Beiersdorf BEI GR
Cosmetics Johnson & Jo 26% 11% -10% 38% 28% 5% 32% 20% Johnson & Johnso JNJ US
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Cosmetics LOreal 4% 3% -1% 27% 19% -1% 15% 11% L'Oral OR FP
Cosmetics Chanel 0% 0% 0% 4% 10% 10% 2% 5% Chanel S.A. private
Cosmetics Mary Kay 0% 0% 0% 0% 10% 10% 0% 5% Mary Kay, 5698C US
Cosmetics Vult 0% 1% 0% 9% 6% 4% 5% 3% Vult Cosmetics private
Cosmetics Vita Derm 1% 0% 0% 3% 5% 3% 2% 3% Vita Derm private
Cosmetics Biotherm 0% 0% 0% 1% 4% 4% 1% 2% Biotherm (L'Ora OR FP
Cosmetics Lancme 0% 0% 0% 8% 4% 0% 4% 2% Lancme Paris private
Cosmetics Neutrogena 0% 0% 0% 0% 4% 4% 0% 2% Johnson & Johnso JNJ US
Cosmetics Olay 0% 0% 0% 2% 3% 3% 1% 2% Procter & Gamble PG US
Cosmetics Ponds 0% 0% 0% 0% 3% 3% 0% 2% Unilever ULVR LN
Cosmetics Maybelline 0% 0% 0% 1% 3% 3% 1% 1% L'Oral OR FP
Cosmetics Este Lauder 0% 0% 0% 1% 2% 2% 1% 1% Este Lauder Com EL US
Cosmetics Marcelo Beau 0% 0% 0% 2% 2% 2% 1% 1% Marcelo Beauty C private
Cosmetics Amway 0% 1% 1% 0% 1% 1% 0% 1% Amway (Alticor) private
Cosmetics Artistry 0% 0% 0% 0% 1% 1% 0% 0% Access Business private
Cosmetics Clinique 0% 0% 0% 5% 1% 1% 2% 0% Clinique Laborat NYSE EL
Cosmetics Max Factor 0% 0% 0% 0% 0% 0% 0% 0% Procter & Gamble PG US
Cosmetics Clarins 0% 0% 0% 1% 0% 0% 1% 0% Clarins Grp private
Cosmetics Covergirl 0% 0% 0% 2% 0% 0% 1% 0% Procter & Gamble PG US
Sportswear Adidas 24% 67% 52% 22% 44% 19% 23% 56% Adidas ADS GR
Sportswear Nike 28% 32% 22% 38% 56% 21% 33% 44% Nike, NKE US
Sportswear Puma 3% 6% 3% 7% 29% 25% 5% 17% Puma SE PUM GR
Sportswear Reebok 3% 10% -4% 10% 21% 3% 6% 15% Reebok (Adidas) ADS GR
Sportswear Olympikus 13% 12% 3% 23% 18% 5% 18% 15% Vulcabrasazalei VULC3 BZ
Sportswear Mizuno 2% 6% -4% 2% 24% 13% 2% 15% Mizuno 8022 JP
Sportswear Penalty 3% 5% 4% 2% 9% 9% 2% 7% Penalty private
Sportswear Fila 4% 5% 4% 3% 8% -11% 3% 6% Fila. private
Sportswear Topper 3% 5% 3% 8% 6% 6% 5% 6% Topper (Alpargat private
Sportswear Diadora 1% 2% 2% 0% 7% 7% 1% 4% Diadora private
Sportswear Umbro 0% 3% 2% 0% 6% 6% 0% 4% Umbro (Iconix) ICON US
Sportswear Wilson 0% 1% 1% 0% 6% 6% 0% 3% Wilson Sporting AMEAS FH
Sportswear Speedo 0% 1% 1% 0% 5% 5% 0% 3% Speedo Intl. (Pe private
Sportswear Le Coq Sport 0% 0% 0% 0% 4% 4% 0% 2% Le Coq Sportif private
Sportswear Asics 0% 1% 1% 0% 3% 3% 0% 2% ASICS 7936 JP
Sportswear Champion 0% 0% -9% 3% 3% 3% 1% 1% HanesBrands HBI US
Sportswear Kappa 0% 0% 0% 3% 1% 1% 1% 1% Kappa private
Sportswear K-Swiss 0% 0% 0% 3% 1% 1% 1% 1% K-Swiss, Inc (E- private
Sportswear Converse 1% 0% -1% 0% 1% 1% 1% 0% Nike, NKE US
Sportswear Fred Perry 0% 0% 0% 2% 0% 0% 1% 0% Fred Perry private
Sportswear Timberland 0% 0% -1% 6% 0% -7% 3% 0% Timberland LLC VFC US
Handsets Samsung 16% 31% 19% 32% 34% 14% 24% 32% Samsung Electron 005930 KS
Handsets Nokia 55% 38% 2% 28% 22% -3% 42% 30% Nokia NOK1V FH
Handsets Motorola 10% 16% 0% 11% 10% -27% 11% 13% Motorola, MSI:US
Handsets LG 11% 9% -9% 12% 13% 4% 12% 11% LG Electronics 066570 KS
Handsets Apple 0% 0% 0% 8% 8% 6% 4% 4% Apple AAPL US
Handsets Blackberry 0% 0% 0% 6% 4% 4% 3% 2% BlackBerry BBRY US
Handsets Sony Ericsso 2% 1% -9% 1% 3% -1% 2% 2% Sony Mobile Com 6758 JP
Handsets Alcatel 0% 2% 2% 1% 1% 1% 1% 1% Alcatel-Lucent ALU FP
Handsets Huawei 0% 0% 0% 0% 2% 2% 0% 1% Huawei Tech private
Handsets Google 0% 0% 0% 0% 1% 1% 0% 1% Google GOOG US
Handsets Philips 0% 0% 0% 0% 0% 0% 0% 0% Koninklijke Phil PHIA NA
Handsets Sharp 0% 0% 0% 1% 0% 0% 1% 0% Sharp 6753 JP
Handsets Siemens 1% 0% 0% 0% 0% 0% 0% 0% Siemens AG SIE GR
Handsets NEC 0% 0% 0% 0% 0% 0% 0% 0% NEC 6701 JP
Handsets Panasonic 0% 0% 0% 0% 0% 0% 0% 0% Panasonic 6752 JP
TV Samsung 63% 28% -10% 35% 51% -13% 49% 39% Samsung Electron 005930 KS
TV Panasonic 2% 35% 34% 0% 5% 5% 1% 20% Panasonic 6752 JP
TV LG 11% 11% 0% 18% 11% 0% 14% 11% LG Electronics 066570 KS
TV Sony 8% 2% -14% 23% 17% 6% 16% 10% Sony 6758 JP
TV Philips 2% 7% -4% 0% 0% 0% 1% 4% Koninklijke Phil PHIA NA
TV Toshiba 4% 6% 0% 0% 0% 0% 2% 3% Toshiba 6502 JP
TV Sanyo 1% 1% -1% 0% 0% 0% 1% 1% SANYO Electric 6764 JP
TV Sharp 1% 1% -1% 6% 0% 0% 3% 1% Sharp 6753 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
TV Mitsubishi 1% 0% -2% 0% 0% 0% 1% 0% Mitsubishi Elect 6503 JP
Computers Samsung 45% 20% -33% 50% 30% 30% 47% 25% Samsung Electron 005930 KS
Computers Apple 2% 6% 5% 6% 22% -5% 4% 14% Apple AAPL US
Computers Positivo 11% 15% 15% 0% 4% 4% 5% 10% Positivo Inform POSI3 BZ
Computers HP 2% 3% 1% 11% 10% 10% 7% 6% HP HPQ US
Computers Sony 0% 2% -1% 0% 6% 6% 0% 4% Sony 6758 JP
Computers LG 0% 1% 1% 0% 7% 7% 0% 4% LG Electronics 066570 KS
Computers Acer 13% 5% 4% 0% 0% 0% 7% 3% Acer 2353 TT
Computers ASUS 0% 3% 3% 0% 2% 2% 0% 2% Asus 2357 TT
Computers Philips 2% 1% -5% 0% 3% -8% 1% 2% Koninklijke Phil PHIA NA
Computers DELL 5% 1% -1% 0% 2% -9% 2% 2% Dell private
Computers Toshiba 1% 1% -2% 0% 2% 2% 1% 2% Toshiba 6502 JP
Computers Motorola 0% 0% 0% 0% 2% 2% 0% 1% Motorola, MSI:US
Computers Sharp 0% 1% 0% 0% 0% 0% 0% 0% Sharp 6753 JP
Computers Compaq 1% 0% 0% 0% 0% 0% 1% 0% HP HPQ US
Computers Itautec 1% 0% 0% 6% 0% 0% 3% 0% Itautec ITEC3 BZ
Computers Semp Toshiba 1% 0% 0% 0% 0% 0% 1% 0% Toshiba 6502 JP
Fashion C & A Marisa 48% 54% 17% 36% 30% 8% 42% 42% C&A private
Fashion Renner 12% 27% 7% 29% 34% 13% 20% 31% Lojas Renner S.A LREN3 BZ
Fashion Lacoste 2% 13% 13% 6% 25% 20% 4% 19% Lacoste private
Fashion Calvin Klein 1% 3% 3% 10% 18% 10% 5% 11% Phillips-Van Heu PVH US
Fashion Hering 7% 5% 4% 24% 13% 2% 16% 9% CIA HERING HGTX3 BZ
Fashion Levi's 0% 2% 2% 0% 16% 16% 0% 9% Levi Strauss & private
Fashion Forum 1% 1% 0% 10% 17% 3% 5% 9% Colcci private
Fashion TNG 4% 3% 3% 16% 15% -3% 10% 9% TNG Comrcio de private
Fashion ZARA 0% 1% 0% 5% 15% 12% 3% 8% Industria de Dis ITX SM
Fashion Louis Vuitto 0% 0% 0% 5% 15% 15% 3% 8% LVMH MC FP
Fashion Dolce & Gabb 1% 2% -1% 10% 12% 7% 6% 7% Dolce & Gabbana private
Fashion Hugo Boss 1% 3% 3% 8% 10% 6% 4% 7% Hugo Boss AG BOSS GR
Fashion Armani 0% 0% 0% 2% 13% 11% 1% 7% Giorgio Armani S private
Fashion Gucci 0% 1% 1% 9% 12% 12% 5% 7% Gucci Grp GUCG US
Fashion Polo Ralph L 0% 1% -6% 10% 11% 7% 5% 6% Ralph Lauren RL US
Fashion Guess 0% 1% 0% 2% 11% 11% 1% 6% Guess GES US
Fashion Tommy Hilfig 0% 0% 0% 3% 11% 11% 2% 6% Phillips-Van Heu PVH US
Fashion Pierre Cardi 0% 2% -2% 8% 8% 4% 4% 5% Socit de Gesti private
Fashion Christian Di 1% 0% 0% 2% 7% 2% 2% 4% LVMH MC FP
Fashion Carmim 0% 0% 0% 2% 7% 2% 1% 4% Carmim private
Fashion Dunhill 0% 1% 1% 0% 6% 6% 0% 3% BAT BATS LN
Fashion Kenzo 0% 2% 2% 5% 4% 4% 3% 3% LVMH MC FP
Fashion Prada 0% 0% -3% 7% 4% 4% 3% 2% Prada S.p.A. 1913 HK
Fashion Hermes 8% 1% 0% 2% 2% 2% 5% 2% Herms Intl. S.A RMS FP
Fashion Givenchy 0% 0% 0% 2% 3% 3% 1% 1% LVMH MC FP
Fashion Goldlion 0% 0% 0% 0% 2% 2% 0% 1% Goldlion Holding 533 HK
Fashion H&M 0% 1% 0% 0% 1% 1% 0% 1% H & M Hennes & M HMB SS
Fashion Mango 0% 0% 0% 3% 1% 1% 2% 1% Punto Fa, S.L. private
Fashion Escada 0% 0% 0% 0% 1% 1% 0% 1% Escada ESC GR
Fashion Idice 0% 0% 0% 4% 1% 1% 2% 1% Valdermar Iodice private
Fashion Osmoze 1% 0% 0% 0% 1% -2% 0% 1% Osmoze Grp private
Fashion Y.S.L. 0% 0% 0% 0% 1% 1% 0% 0% Yves Saint Laure private
Fashion Burberry 0% 0% 0% 0% 0% 0% 0% 0% Burberry Grp BRBY LN
Fashion Levis 1% 0% 0% 15% 0% 0% 8% 0% Levi Strauss & private
Fashion Valentino 1% 0% 0% 4% 0% 0% 2% 0% Valentino SpA VLNT IM
Fashion Versace 0% 0% 0% 6% 0% 0% 3% 0% Gianni Versace S GIAN IM
February 2014
Brazil: Demographics
Figure 1: A6. Could you please tell me your age? Figure 2: N2. What is your total after tax monthly income?

Note: Sample size: 1,500 respondents across 5 geographical regions

Figure 3: Urban / Rural split Figure 4: Male / Female split

Figure 5: A9. How many people live in your household?
% of respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer not
to answer
D.K
1 5 0 15 8 4 4 0 0 0 0 6 2
2 17 25 21 19 18 15 17 12 6 7 17 12
3 29 38 26 29 31 31 34 20 24 23 24 23
4 29 38 20 24 30 29 27 43 30 28 30 26
5 or more 21 0 19 20 17 20 23 25 40 42 24 37
Mean 3.46 3.13 3.06 3.29 3.40 3.47 3.56 3.80 4.04 4.05 3.49 3.84

32
41
17
10
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
8
15
34
14
8
5
3 3
0
10
20
30
40
B
e
t
w
e
e
n

R
$
4
9
0

-

R
$
1
,
1
4
1
B
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R
$
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,
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-

R
$
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,
6
3
0
B
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n

R
$
1
,
6
3
1

-

R
$
3
,
2
6
0
B
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t
w
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e
n

R
$
3
,
2
6
1

-

R
$
4
,
8
9
0
B
e
t
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n

R
$
4
,
8
9
1

-

R
$
6
,
5
2
0
B
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n

R
$
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,
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R
$
8
,
1
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R
$
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1
,
4
1
0
M
o
r
e

t
h
a
n
R
$

1
1
,
4
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%

o
f

r
e
s
p
o
n
d
e
n
t
s
30
70
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50 50
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Figure 6: A15. In your opinion is now a good time to make a major purchase?

Figure 7: A15 (b) In your opinion is now a good time to make a major purchase? Percentage of respondents who are positive
minus percentage who are negative..

Figure 8: A16. Do you think the state of your own finances over the next 6 months will be better, worse or about the same?

Figure 9: A16 (b) Do you think the state of your own finances over the next 6 months will be better, worse or about the
same? Percentage of respondents who are positive minus percentage who are negative..
Source: Credit Suisse emerging markets consumer survey.
NB: Income brackets based on average monthly household income.

0
6 7
25
26
27
42
45 41
50
40
38
50 55
58
46
43 46
44
47
21
18
12 10 9
0%
20%
40%
60%
80%
100%
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Excellent time Good time Not such a good time A bad time
-42
-46
-40
-12
-4
-9
12
-7
-60
-40
-20
0
20
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
63
45
56
63
58
72 69
72 70
38
50
42
33 41
27 30
28 30
0%
20%
40%
60%
80%
100%
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Better About the same Worse
63
40
54
59
57
70
68
72
70
0
15
30
45
60
75
90
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Brazil: Income and Other
Figure 10: N1. What savings or investment channels, if any, does your household use to save money?
% of
respondents (by
income bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Bank account 34 22 22 27 32 40 45 52 42 46 23 26
Life insurance 6 11 2 4 5 7 9 10 14 13 5 7
Stock market 2 0 0 2 2 3 1 2 1 6 3 0
Cash 10 11 4 5 11 7 15 15 13 13 12 12
Mutual Fund 2 11 1 1 2 1 1 1 2 0 4 2
Treasury Bond 2 0 1 1 2 1 3 1 0 4 3 4
Property 3 0 0 2 2 5 2 4 10 15 6 2
No savings 41 44 70 58 44 37 24 15 17 4 45 47
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 11: N3. To what extent has your household income changed in the last 12 months?
Declined > 20% 2 0 5 5 2 1 1 2 0 0 3 2
-10% to -20% 4 0 11 6 3 3 5 2 2 5 3 7
-10% to flat 8 25 10 8 7 7 9 6 4 9 8 9
Unchanged 62 38 55 61 66 65 44 54 54 51 76 70
Flat to +10% 14 0 9 13 13 18 20 19 24 19 6 5
+10 to +20% 6 38 9 5 5 2 12 11 10 7 3 2
+20 to +30% 2 0 0 2 2 3 6 4 4 0 0 0
30%+ 1 0 2 0 1 0 2 1 2 9 1 0
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 12: N4. In what way do you expect your household income to change in the next 12 months?
Declined > 20% 1 13 1 0 1 0 1 0 0 0 0 2
-10% to -20% 2 0 4 3 1 1 2 0 2 0 3 2
-10% to flat 2 13 3 1 2 3 3 5 0 2 1 0
Unchanged 34 13 42 43 37 29 23 28 16 21 26 40
Flat to +10% 30 25 21 32 31 35 27 21 30 42 28 23
+10 to +20% 18 13 16 8 18 18 20 22 30 16 25 19
+20 to +30% 8 25 9 6 6 10 14 14 14 2 10 2
30%+ 6 0 4 6 4 3 10 10 8 16 5 7
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 13: N5. What proportion of your spending is done via credit cards?
0-5% 5 13 5 3 5 6 4 5 0 12 1 2
6-10% 9 13 4 8 10 9 14 10 12 5 2 9
11-15% 5 13 3 5 4 7 8 7 8 5 1 2
16-20% 7 0 3 3 7 9 8 9 6 9 8 12
21-25% 11 0 8 6 11 15 15 15 10 9 12 2
More than 25% 26 13 7 18 25 28 32 42 54 58 33 7
No credit card 34 50 62 53 36 23 18 11 8 2 25 51
Mean % exp 21 13 17 20 20 20 20 22 24 23 25 17
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 14: N6. How do you think your purchases on credit card are likely to change in the next 12 months?
Rising 24 0 19 22 21 27 28 25 28 36 21 20
Staying the same 57 100 61 58 62 49 52 51 57 50 65 52
Decreasing 19 0 21 20 18 24 20 23 15 15 14 28
Base : Unwtd 994 4 44 104 321 168 93 72 46 42 79 21
February 2014
Figure 15: N10: How effective is your government at solving problems that relate to you?
Very effective 2 13 3 2 2 3 2 1 4 0 3 0
Quite effective 16 25 30 20 14 15 19 11 18 7 11 14
Not very effective 30 63 20 28 30 31 33 43 42 33 30 23
Not at all effective 45 0 39 43 51 47 42 43 30 51 40 35
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 16: N11: Do you think that more economic growth will lead to a changed political system?
Yes 55 76 49 57 54 64 61 56 66 46 45 30
No 40 13 41 39 43 33 36 42 30 52 41 47
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 17: N12: What do you feel is the biggest risk to your country?
Political risk 46 36 49 44 47 47 41 47 46 39 42 53
Military risk 9 18 11 10 9 6 11 8 5 10 14 13
Social risk 15 27 17 16 16 16 17 10 17 9 14 7
Economic risk 20 18 13 21 19 22 21 21 18 20 22 15
Domestic instability
risk
10 0 10 9 8 9 11 14 14 22 9 12
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

Figure 18: N13: Do you feel that buying domestic brands supports your nation?
Yes 79 63 77 85 79 82 87 82 86 70 69 53
No 17 38 15 12 20 17 10 17 8 31 16 26
Base : Unwtd 1,500 8 117 219 503 217 113 81 50 43 106 43

February 2014
Brazil: Automobiles
Figure 19: B1. Does your household currently own a car that is driven for personal use?
% of
respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Yes 54 38 20 31 47 68 84 80 98 92 70 62
No 46 63 80 69 53 32 16 20 3 8 30 38

Figure 20: B2. Does your household own a motorcycle / 2-wheeler for personal use?
Yes 15 13 10 10 13 22 18 27 13 16 14 21
No 85 88 90 90 87 78 82 73 88 84 86 79

Figure 21: B3. How many cars do you own in your household?
1 70 100 96 94 87 73 71 42 28 14 53 71
2 22 0 4 6 11 22 25 47 41 40 34 17
3 or more 8 0 0 0 2 5 4 12 31 46 13 13

Figure 22: B7. How did you finance it?
All Cash 27 33 57 42 25 24 23 25 15 51 23 21
Cash + Credit 52 33 17 40 51 58 60 63 77 26 53 50
All Auto loan 13 33 13 12 19 14 11 5 8 11 11 8
Base : Unwtd 747 3 23 65 220 130 84 60 39 35 64 24

Figure 23: B10. Will you or your family purchase or replace a passenger car in the next 12 months?
Source: Credit Suisse emerging markets consumer survey
Figure 24: B4. What brand is the car your household last purchased?
Fiat 35 33 39 43 38 30 37 22 38 37 30 33
Volkswagen 21 67 30 25 23 22 17 25 8 11 22 21
GM 17 0 22 20 15 22 19 18 13 9 9 21
Ford 11 0 9 9 12 8 15 13 10 11 13 13
Renault 5 0 0 0 6 5 5 3 5 6 8 0
Citroen 2 0 0 0 1 2 0 7 8 0 2 8
Toyota 1 0 0 0 0 1 0 3 0 3 2 4
Base : Unwtd 747 3 23 65 220 130 84 60 39 35 64 24
0
5
7
4
6
11
5
10
21
13
11 11
16
21
19
21
10
21
13
15
16
26
21
20
21
25
24
25
19
17
22
25
27
21
30
16
50
44 44
28
22 22
27
23
8
0
10
20
30
40
50
60
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
Definitely will Probably will Not sure Probably wont Definitely wont
February 2014
Figure 25: B16. How do you plan to finance the upcoming car purchase?
All Cash 16 0 17 21 10 16 10 35 13 38 11 29
Cash + Credit 64 100 50 34 72 65 73 60 88 63 78 57
All Credit 16 0 17 39 14 18 17 5 0 0 11 0
D.K. 4 0 17 5 4 2 0 0 0 0 0 14
Base : Unwtd 291 1 18 38 93 51 30 20 8 16 9 7

Figure 26: B17. How much do you plan to spend on the car you or your household is planning to purchase?
Upto R$ 10000 6 0 11 13 3 6 7 0 25 0 0 0
R$ 10001 - 15000 16 0 28 34 12 14 13 15 13 0 22 0
R$ 15001 - 20000 20 0 17 24 26 18 10 25 13 0 22 29
R$ 20001 - 30000 32 0 22 13 48 27 40 15 25 31 0 29
More than R$ 30000 21 0 11 11 5 27 27 45 25 69 44 14
Base : Unwtd 291 1 18 38 93 51 30 20 8 16 9 7

Figure 27: B15. Which car brand are you most likely purchase?
Foreign 98 100 100 97 99 100 100 100 75 100 100 86
Fiat 28 0 33 44 23 29 35 25 0 11 20 57
Volkswagen 29 100 25 33 38 22 26 20 25 22 40 0
GM 13 0 17 5 12 22 13 10 25 11 10 0
Local 0 0 0 0 0 0 0 0 13 0 0 0
Base : Unwtd 291 1 18 38 93 51 30 20 8 16 9 7
February 2014
Brazil: Food & Beverage
Figure 28: C1. Have you purchased any of these products in the last 3 months?
% of respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Drinks: Yes
94 100 96 92 94 97 97 98 93 83 93 85
Drinks: No
6 0 4 8 6 3 3 2 7 17 7 15
Drinks: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Beer: Yes
59 63 55 51 55 67 66 72 78 80 57 33
Beer: No
41 38 45 49 45 33 34 28 22 20 43 68
Beer: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Bottled Water: Yes
59 63 40 53 58 66 77 75 76 67 47 43
Bottled Water: No
41 38 60 47 42 34 23 25 24 33 53 58
Bottled Water:Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Spirits: Yes
30 25 25 23 25 39 37 33 61 53 23 20
Spirits: No
70 75 75 77 75 61 63 67 39 47 77 80
Spirits: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Dairy: Yes
90 100 87 87 91 90 91 98 98 87 84 83
Dairy: No
10 0 13 13 9 10 9 2 2 13 16 18
Dairy: Base
1,218 8 99 177 408 176 92 64 41 30 83 40

Figure 29: C2. Which brands of the following have you purchased in the last 3 months?
Drinks - Foreign 59 57 57 55 60 62 55 60 57 68 58 57
Coca-Cola 32 30 29 30 32 34 32 34 29 30 31 31
Drinks - Local 41 43 43 45 40 38 45 40 43 32 42 42
Guarana Antartic 21 26 19 18 21 22 24 28 25 17 24 24
Dolly 6 0 8 7 5 5 7 4 5 3 4 6
Drinks - Base 1,145 8 95 163 383 170 89 63 38 25 77 34
Beer - Foreign 10 0 4 4 9 10 12 11 14 23 15 5
Beer - Local 90 100 96 96 91 90 88 89 86 77 85 95
Skol 32 31 27 30 33 31 39 31 28 34 32 38
Brahma 21 23 17 22 24 21 20 15 28 9 16 14
Antartica 11 15 12 10 10 12 9 10 9 16 13 14
Itaipava 10 0 12 11 8 9 11 10 9 0 14 19
Beer - Base 717 5 54 91 226 118 61 46 32 24 47 13
Water - Foreign 1 0 0 3 1 1 0 0 2 6 3 0
Water - Local 97 80 100 94 98 95 96 99 95 94 96 100
Crystal 20 20 23 25 20 17 15 19 24 34 11 37
Bonafont 16 0 20 7 18 18 14 20 14 9 20 7
Minalba 14 0 10 10 16 11 12 14 19 9 22 11
Water - Base 718 5 40 93 238 116 71 48 31 20 39 17
Spirits - Foreign 70 50 29 56 67 74 73 71 87 68 88 73
Smirnoff 23 50 16 14 28 29 25 23 18 12 15 13
Johnnie Walker 14 0 3 14 13 10 8 15 21 24 27 33
Spirits - Local 27 50 65 44 30 24 21 25 10 32 12 20
Cachaca - 51 6 0 13 12 6 4 6 4 1 4 2 7
Conhaques 4 0 6 10 3 6 6 4 0 0 2 0
Spirits - Base 361 2 25 40 102 69 34 21 25 16 19 8
Dairy - Foreign 45 71 42 43 46 44 46 51 46 42 46 40
Nestle 17 29 19 17 19 17 17 21 16 16 13 11
Dairy - Local 54 29 58 56 54 54 53 49 52 58 54 54
Qualy 15 24 18 17 17 14 11 15 11 22 12 20
Dairy - Base 1,094 8 86 154 372 158 84 63 40 26 70 33

February 2014
Figure 30: C3. Do you expect to spend more on any of these products in the next 12 months?
% of respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Drinks: Yes 28 13 15 19 31 33 36 41 29 13 37 5
Drinks: No
72 88 85 81 69 67 64 59 71 87 63 95
Drinks: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Beer: Yes
16 0 18 12 16 14 16 25 22 17 20 5
Beer: No
84 100 82 88 84 86 84 75 78 83 80 95
Beer: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Water: Yes
31 0 18 21 31 41 41 44 37 30 29 8
Water: No
69 100 82 79 69 59 59 56 63 70 71 93
Water: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Spirits: Yes
7 0 6 8 5 7 10 11 10 10 6 3
Spirits: No
93 100 94 92 95 93 90 89 90 90 94 98
Spirits: Base
1,218 8 99 177 408 176 92 64 41 30 83 40
Dairy: Yes
39 25 28 27 40 44 48 53 46 37 47 18
Dairy: No
61 75 72 73 60 56 52 47 54 63 53 83
Dairy: Base
1,218 8 99 177 408 176 92 64 41 30 83 40

Figure 31: C4. What % of your diet is made up of meat?
0% 1 13 1 1 2 1 0 0 0 3 1 0
0-5% 11 38 19 18 9 10 5 13 20 7 2 5
6-15% 36 38 40 40 41 35 34 38 24 30 14 20
16-25% 24 0 19 20 25 26 28 16 32 23 33 23
More than 25% 21 13 11 14 18 23 29 31 22 30 33 30

Figure 32: C5. How do you think your meat consumption is likely to change over the next 12 months?
Figure 33: C5 (b) Percentage of respondents planning on consuming more meat minus respondents planning less

19 19
14 14
20
16
20
13
75
70 69
77 74
71
58
68
80
0
11 10 10 12
9
26
0%
20%
40%
60%
80%
100%
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
P
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d

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.

l
i
k
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y

t
o

c
h
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g
e

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t
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)
More The same Less
26
8
9
4
2
11
-10
8
6
-20
-10
0
10
20
30
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Figure 34: C6. What level of inflation have you seen over the past 12 months on basic food and drink?
Below 1% 1 0 1 0 1 2 0 0 0 0 0 0
1-3% 10 13 5 11 12 11 14 14 10 0 5 3
3-5% 16 0 15 13 17 18 26 20 24 30 4 5
5-7% 14 0 16 9 17 18 15 23 15 7 4 3
7-10% 12 0 10 11 14 10 15 5 12 23 11 8
Above 10% 28 75 25 39 26 27 21 30 22 20 28 40
Havent noticed any 5 0 2 3 4 4 4 5 7 0 22 3
D.K. 13 13 25 14 9 10 4 3 10 20 28 40
Base : Unwtd 1,218 8 99 177 408 176 92 64 41 30 83 40

Figure 35: C7. How sensitive are you to rising food and drink prices generally?
Very sensitive 57 88 62 66 59 53 48 45 49 40 52 63
Somewhat sensitive 36 0 33 27 37 40 46 41 32 47 35 28
Somewhat not
sensitive
7 13 5 7 4 6 7 14 17 13 13 5
Not at all sensitive 0 0 0 0 0 0 0 0 2 0 0 5
Base : Unwtd 1,218 8 99 177 408 176 92 64 41 30 83 40

February 2014
Brazil: Home & Personal Care
Figure 36: E1. Have you purchased any of these products in the last 3 months?
% of respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Tissues: Yes 91 100 95 94 93 88 92 90 89 83 81 78
Tissues: No 9 0 5 6 7 12 8 10 11 18 19 22
Tissues: Base 1,354 7 110 206 459 201 93 70 46 40 86 36
Fem Hygiene: Yes 85 40 83 82 85 82 98 85 83 94 91 91
Fem Hygiene: No 15 60 17 18 15 18 2 15 17 6 9 9
Fem Hygiene: Base 670 5 53 111 224 99 44 27 23 17 45 22
Cosmetics: Yes 82 57 75 77 85 82 87 91 78 78 78 75
Cosmetics: No 18 43 25 23 15 18 13 9 22 23 22 25
Cosmetics: Base 1,354 7 110 206 459 201 93 70 46 40 86 36

Figure 37: E2. Which brands have you purchased in the last 3 months?
Tissues - Foreign 24 0 16 14 20 30 30 30 46 17 34 22
Scott 13 0 8 9 12 16 16 19 15 15 11 16
Kleenex 4 0 3 1 3 5 4 3 11 2 8 2
Tissues - Local 73 100 78 83 76 68 66 69 52 83 65 73
Personal 35 56 35 42 37 30 31 32 27 33 35 33
Neve 24 22 20 20 22 26 24 34 21 33 24 31
Tissues - Base 1,227 7 104 194 425 176 86 63 41 33 70 28
Fem Hygiene - Foreign 43 50 41 41 45 39 35 43 62 45 45 50
Always 32 0 35 34 34 28 24 22 31 30 37 41
Fem Hygiene - Local 56 50 56 59 54 60 65 57 38 50 55 50
Sempre Livre 25 0 27 35 23 30 24 22 12 20 14 26
Intimus Gel 16 0 12 12 16 16 22 19 12 10 23 21
Fem Hygiene - Base 570 2 44 91 190 81 43 23 19 16 41 20
Cosmetics - Foreign 62 60 65 64 60 61 57 61 66 61 67 67
Avon 17 40 27 22 17 17 14 10 10 12 12 26
Dove 12 0 11 12 11 11 13 14 11 13 13 13
Cosmetics - Local 38 40 35 35 40 38 42 39 34 39 33 32
Natura 21 20 20 19 24 21 23 19 14 21 19 22
Boticrio 13 0 12 10 12 15 17 17 15 13 10 7
Cosmetics - Base 1,104 4 83 158 389 164 81 64 36 31 67 27

Figure 38: E3. Do you expect to spend more on any of these products in the next 12 months?
Tissues: Yes 20 14 11 16 23 24 19 21 22 13 33 3
Tissues: Base 1,354 7 110 206 459 201 93 70 46 40 86 36
Fem Hygiene: Yes 15 0 8 10 20 13 20 22 17 24 18 0
Fem Hygiene: Base 670 5 53 111 224 99 44 27 23 17 45 22
Cosmetics: Yes 27 14 17 19 27 34 30 36 37 28 33 3
Cosmetics: Base 1,354 7 110 206 459 201 93 70 46 40 86 36
February 2014
Brazil: Luxury Goods
Figure 39: F9. Do you favour domestic brands, or do you favour western luxury brands?
Domestic 36 100 44 47 40 29 36 25 8 16 24 19
Western 39 0 39 40 38 40 36 28 47 42 46 42
No preference 23 0 15 10 22 31 25 43 44 39 21 25
Base : Unwtd 1,229 7 104 191 411 169 83 67 38 31 92 36

Figure 40: F6. Are you planning to purchase any goods from
these categories in next 12 months? FASHION
these categories in next 12 months? LEATHER

Source: Credit Suisse emerging markets consumer survey Source: Credit Suisse emerging markets consumer survey

these categories in next 12 months? WATCHES
these categories in next 12 months? JEWELLERY

43
60
68
72
75
81
79
66
87
0
20
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100
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s
February 2014
these categories in next 12 months? PERFUMES
these categories in next 12 months? SPORTSWEAR


57
71 71
67
76
80
84
79
74
0
20
40
60
80
100
L
e
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s

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February 2014
Brazil: Technology and Internet
Figure 46: G1/ H1 / H2. Personal computer, Mobile phone, and Smartphone penetration

Figure 47: G4. Which of the following electronics products/services are you most likely to purchase in the next 12m?
% of respondents (by
income bracket)
Tota
l
Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151 -
11,410
More than
R $ 11,411
Would
prefer
not to
answer
D.K
Blue-Ray DVD Player 1 0 1 2 1 1 2 1 0 0 3 0
Camcorder 2 0 1 0 1 2 2 5 4 9 1 2
Desktop computer 2 0 2 2 2 2 1 2 0 2 0 2
Digital Camera 3 0 3 4 2 4 4 3 2 4 0 5
DVD Player 1 0 1 0 1 0 1 0 2 2 0 2
E-Reader 0 0 0 0 0 0 0 0 0 0 0 0
Gaming facility 1 0 0 1 2 1 2 1 2 0 1 7
GPS/Navigation 2 0 0 0 1 3 1 7 4 4 2 0
Internet Service
(Broadband / Dial Up)
1 0 1 2 0 0 1 0 0 0 1 0
Mobile Phone (Basic) 3 13 6 7 3 1 2 1 0 2 1 2
Smartphone 8 0 6 6 8 10 8 8 12 20 6 14
MP3 0 0 1 0 0 1 0 1 0 0 0 0
Netbook 3 0 4 4 4 2 2 0 5 2 1 0
Notebook PC 7 0 12 9 7 4 4 14 4 7 7 2
LCD TV 11 13 12 9 15 10 15 7 9 7 7 11
Flat screen TV 3 0 2 4 2 2 4 6 4 2 2 5
Tablet 7 0 2 5 7 10 12 5 14 7 9 0
None of these 45 75 49 45 44 47 37 38 40 31 58 48
0%
20%
40%
60%
80%
100%
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Computers Phones Smart Phones
Income group
February 2014
Figure 48: l6. What services have you used in the last 6 months?

Figure 49: I1. Do you have access to the Internet?
% of
respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Yes 86 75 61 66 86 94 97 100 99 100 88 86
No 14 25 39 34 14 6 3 0 1 0 12 14

Figure 50: I1.1. If so, do you have broadband access already, or expect to have it within 12 months?
Yes 90 50 80 84 87 96 97 95 93 97 91 100
No 10 50 20 16 13 3 3 5 7 3 9 0
Base : Unwtd 1,169 6 66 130 398 187 104 77 43 38 86 34

Figure 51: I11. How do you think your purchasing on the internet is likely to change in the next 6 months?
More 31 0 21 29 26 30 39 35 39 58 39 39
The same 59 67 64 52 65 64 54 55 53 37 58 50
Less 10 33 16 18 10 7 7 10 7 6 3 12
Base : Unwtd 1,169 6 66 130 398 187 104 77 43 38 86 34
49
43
50
23
30
48
16
25
42
9 8
21
87
89
91
34
57 58
1
3 2
0
20
40
60
80
100
Low Income Medium Income High Income
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Brazil: Telecommunications
Figure 52: H1. Do you currently own and use a handset for personal use?
% of respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Yes, I pay for it 93 88 84 89 95 95 97 99 91 97 94 88
Yes, employer pays 1 0 0 1 1 1 1 0 2 0 1 0
Yes, somebody else
pays
2 0 4 2 1 2 1 1 5 3 3 2
No, I do not 4 13 11 8 4 1 1 0 2 0 2 10
Base : Unwtd 1,434 8 114 210 484 209 109 78 43 35 103 41

Figure 53: H3. What brand is your current mobile handset?
Foreign
95 101 97 98 97 96 100 96 95 101 98 97
Nokia
26 43 37 33 25 24 22 24 17 26 17 24
Samsung
34 29 30 33 35 30 42 32 36 34 32 46
Local
2 0 3 3 2 0 1 2 2 0 2 0
Base
1,373 7 101 193 465 206 108 78 42 35 101 37

Figure 54: H11. Do you plan to upgrade to a Smartphone in the next 12 months?
Yes 46 0 33 37 44 53 61 62 57 0 60 80
No 54 100 67 63 56 47 39 38 43 100 40 20
Base : Unwtd 405 1 46 70 151 55 28 21 7 1 15 10

Figure 55: H12. Which brand of Smartphone handset will you buy?
Foreign 83 100 91 85 76 85 92 90 83 94 84 93
Samsung 42 50 35 45 39 39 54 49 39 21 48 60
Nokia 15 50 32 19 12 17 12 9 14 26 10 0
Local 0 0 0 1 0 0 0 0 0 0 0 0
Dont Know 16 0 8 13 23 15 8 11 18 5 14 7
Base 710 2 62 99 250 100 59 47 28 19 29 15

Figure 56: H13. Is your next handset likely to be a 3G handset?
Yes 56 0 44 37 51 60 64 72 71 84 76 87
No 21 100 29 32 24 16 14 11 11 5 7 7
Dont Know 24 0 27 30 25 24 22 17 18 11 17 7
Base 710 2 62 99 250 100 59 47 28 19 29 15

Figure 57: H8. How much do you spend, on average, on mobile telephone bills per month?
57
64
50
35
16 17
3 5
14
26
37
45
52
36
35
26
31
5
10
12
17
28
33
19
14
11
14
19
14
6 6
15
26 26
0%
20%
40%
60%
80%
100%
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Upto 20 $ (20) 20 a 40 $ (30) 40 a 70 $ (55) 70 a 100 $ (85) More than 100 $ (100)
February 2014
Brazil: Travel
Figure 58: J1/J6. Have you been / Are you planning to go on holiday in the last / next 12 months?

Figure 59: J2. Where did you go on your last holiday?
% of
respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
At home 32 100 63 48 40 19 16 27 12 8 29 33
Elsewhere in
the country
66 0 37 52 59 79 82 70 77 88 60 67
International
destination
3 0 0 0 1 2 2 3 12 4 11 0
Base : Unwtd 586 2 27 61 209 91 57 37 26 26 35 15

Figure 60: J4. What was the main form of transport that you used to reach your holiday destination?
Car 53 0 30 38 53 62 69 67 30 46 44 40
Bus 19 0 60 50 25 12 6 0 4 4 24 30
Ship 2 0 0 0 1 3 2 4 0 0 12 0
Aeroplane 26 0 10 13 21 23 23 30 65 50 20 30
Base : Unwtd 399 0 10 32 126 74 48 27 23 24 25 10

Figure 61: J7. Where are you planning to go for your next holiday?
At home 17 0 22 27 20 12 11 6 8 0 14 38
Elsewhere in
the country
81 100 78 72 80 86 88 89 83 94 80 62
International
destination
2 0 0 1 0 2 2 6 8 6 6 0
Base : Unwtd 822 1 36 98 294 127 66 53 36 33 49 29
25
23
29
43
44
53
50
55
63
13
31
45
59
62
61
71
76
80
0
15
30
45
60
75
90
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
Taken holiday in the last 12 months Planning to take holiday in the next 12 months
February 2014
Brazil: Property
Figure 62: K1. Do you or your family live in your own property?
% of
respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Yes 75 86 73 71 68 79 82 85 91 95 75 76
No 25 14 27 30 32 22 18 15 9 5 25 24
Base : Unwtd 1,372 7 103 200 464 200 102 74 47 40 97 38

Figure 63: K2. If you do not own your own property, on what terms do you occupy the property?
Rented 94 100 93 92 95 95 100 100 100 100 88 89
Allocated 2 0 4 2 1 2 0 0 0 0 8 0
Borrowed 4 0 4 7 5 2 0 0 0 0 4 11
Base : Unwtd 348 1 28 59 149 43 18 11 4 2 24 9

Figure 64: K6. If you are planning to purchase a property in the next 2 years, what is the main motivation for doing so?
Upgrade 23 100 40 17 26 17 22 23 38 13 17 20
First-time buyer 41 0 53 49 48 42 39 32 13 6 22 50
Investment 18 0 0 12 12 25 22 27 25 56 22 10
Change of location 11 0 7 12 10 11 9 5 13 19 9 20
Holiday property 7 0 0 7 3 6 9 14 13 6 30 0
Base : Unwtd 336 1 15 41 124 53 23 22 8 16 23 10

Figure 65: K9. How, if at all, do you expect local property prices to change in the next 12 months?
Increase 56 86 57 70 55 60 60 51 45 68 38 42
No Change 19 14 16 18 18 17 25 26 28 15 27 13
Decrease 16 0 11 6 22 20 14 22 21 16 10 11
Dont know 8 0 17 8 5 4 1 1 6 3 26 34
Base : Unwtd 1,372 7 103 200 464 200 102 74 47 40 97 38

Figure 66: K10. How much of your total wealth is made up of property?
Below 25% 33 100 31 34 44 33 27 22 19 20 12 21
25% - 50% 26 0 18 28 28 27 29 28 40 33 18 18
51% - 75% 14 0 13 11 9 20 25 31 19 23 14 8
76% - 95% 7 0 3 6 7 7 11 16 6 15 7 5
Above 95% 4 0 7 6 3 3 3 1 4 8 5 5
Don't know 14 0 28 17 9 12 5 1 11 3 43 42
Base : Unwtd 1,372 7 103 200 464 200 102 74 47 40 97 38

Figure 67: K5. Do you or your household intend to purchase a property in the next 2 years?
Source: Company data, Credit Suisse estimates
14 15
21
27 27
23
30
17
40
86 85
80
73 74
77
70
83
60
0%
20%
40%
60%
80%
100%
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014
Figure 68: K4 & K7 Property Financing: ALL CASH

Figure 69: K4 & K7 Property Financing: CASH + CREDIT

Figure 70: K4 & K7 Property Financing: ALL CREDIT

33
39
31
24 24 24
40
45
27
12
14
6
26
9
13
25
0
10
20
30
40
50
60
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0
16
26
28
43
49
59
51
37
0
40 39
54
62
35
73
75
56
0
20
40
60
80
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0
15
11
14
9
11
8
5
3
0
33
44
29
28
26
18
0
13
0
10
20
30
40
50
Less than R$
489
R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
R$ 8,151 - R$
11,410
More than R$
11,411
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Brazil: Education
Figure 71: L3. Do you conduct any education online?
Yes 8 0 6 4 6 9 12 7 12 15 11 12
No 92 100 94 96 94 91 88 93 88 85 89 88
Base : Unwtd 1,419 8 112 210 480 207 101 69 49 41 100 42

Figure 72: L6. Do you intend to spend more, or less, on education or training courses in the next 12 months
More 15 13 11 11 14 18 22 23 22 20 11 21
About the same 65 38 64 70 67 68 64 64 67 76 53 38
Less 19 50 25 19 19 14 14 13 10 5 36 40
Base : Unwtd 1,419 8 112 210 480 207 101 69 49 41 100 42

Figure 73: L6. Do you intend to spend more, or less, on education or training courses in the next 12 months?
13
11 11
14
18
22
23
50
25
19 19
14 14
13
0
10
20
30
40
50
60
Less than R$ 489 R$ 490 - R$
1,141
R$ 1,142 - R$
1,630
R$ 1,631 - R$
3,260
R$ 3,261 - R$
4,890
R$ 4,891 - R$
6,520
R$ 6,521 - R$
8,150
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
Brazil: Healthcare
Figure 74: M1. Does your household have access to free or partially-free health care from the State?
% of
respondents
(by income
bracket)
Total Less
than
R$ 489
R$ 490 -
1,142
R$ 1,142
- 1,630
R$ 1,631
- 3,260
R$ 3,261
- 4,890
R$ 4,891
- 6,520
R$ 6,521
- 8,150
R$ 8,151
- 11,410
More
than R
$ 11,411
Would
prefer
not to
answer
D.K
Yes 76 63 92 82 80 77 67 66 57 43 69 61
No 24 38 8 18 20 23 33 34 43 58 31 39
Base : Unwtd 1,409 8 110 211 483 201 101 71 46 40 97 41

Figure 75: M2. What services, if any, could you get free from the state?
Hospital 21 23 22 22 21 20 21 20 21 19 20 21
Emergency Room 21 18 22 21 21 21 21 21 21 21 21 20
Prescriptions 19 18 18 19 20 19 19 20 20 17 19 19
Vaccinations 21 18 21 21 20 21 21 21 21 27 22 24
Diagnostic tests 18 23 17 16 18 18 18 19 19 17 18 15
Base : Unwtd 1072 5 101 174 387 155 68 47 26 17 67 25

Figure 76: M8. Is anyone in your household a regular purchaser of medicines (more than one item per month)?
Yes 26 50 20 26 24 29 21 39 15 50 16 27
No 74 50 80 74 76 71 79 61 85 50 84 73
Base : Unwtd 1,409 8 110 211 483 201 101 71 46 40 97 41

Figure 77: M12. Thinking now about everyone in your household, would you expect to be spending more or less on medicines
over the next 12 months?
More 3 0 4 3 2 4 7 3 2 0 0 0
Same 48 63 43 49 46 54 45 41 63 68 54 34
Less 49 38 54 48 51 42 49 56 35 33 46 66
Base : Unwtd 1,409 8 110 211 483 201 101 71 46 40 97 41

Figure 78: M13. How much extra would you be willing to pay for an international medicine brand, rather than a locally
produced product?
Wouldnt pay extra 85 100 88 89 87 83 89 75 59 73 87 90
1-10% extra 12 0 12 7 11 15 9 18 28 20 6 10
11-20% extra 2 0 0 2 1 1 1 6 11 3 5 0
21-30% extra 1 0 0 1 0 1 0 1 2 0 1 0
More than 30% extra 0 0 0 0 0 0 1 0 0 5 1 0
Base : Unwtd 1,409 8 110 211 483 201 101 71 46 40 97 41

Figure 79: M14. Do you trust local brands as much as international brands on efficacy and safety?
Only efficacy 12 0 9 10 14 10 11 15 17 8 13 0
Only safety 2 0 2 2 2 1 1 3 2 3 2 5
Both 79 100 76 79 80 81 86 77 67 78 72 71
Neither 2 0 3 5 2 2 0 3 2 3 1 2
Base : Unwtd 1,409 8 110 211 483 201 101 71 46 40 97 41

February 2014
China
Consumer reforms ahead
China emerges across a wide range of indicators in the survey as robustly positioned, despite some broader macro concerns about
growth that prevail in China. Our broad barometer of optimism measuring the perception of financial conditions six months ahead
has remained unchanged at 38%, leaving China second in our rankings. This is also backed by a rise in the percentage of
respondents who thought now was a good time to make a major purchase, which at over 15% is the highest in the survey.
For most Chinese, incomes are still rising. 40% more respondents said that their income was better rather than worse. Their future
expectations are ranked third in the survey. However, compared to the 2012 survey, there are signs of income growth beginning to
slow as in other emerging economies.
As in previous surveys, one distinguishing characteristic of Chinese consumers is their much higher savings ratio compared to other
countries (over 30%). This is probably partly due to cultural factors, as well as the desire of young Chinese to own property and the
savings needed to support such a purchase. Food is one item that Chinese consumers spend less income on compared with many
other countries. This is in keeping with the dramatic improvement in Chinas agricultural productivity in the last 30 years.
The ongoing momentum behind discretionary spending notably on cars, holidays and smartphones is marked both in terms of
Chinas own history and the other emerging economies surveyed. However, while the latter should continue, we note that
penetration rates are now relatively high, potentially constraining future growth.
This survey was conducted before the recent announcement of structural reforms at the 3
rd
Plenary Session of 18th CPC. These
have the potential to support the theme of growth rebalancing towards consumption in the medium term, not least via the influence
of the planned changes to Chinas one-child policy. A key factor here is the potential stimulus to those in the crucial younger age
brackets in our survey (1829 and 3045). These groups are already optimistic and, as we have shown, have greater purchasing
power in any event. For example, 12% of people in the 1829 age bracket see now as an excellent time to spend compared to
5%8% in previous years. In the 3945 age group, those of prime childrearing age, spending willingness has reached a new high:
18% think now is an excellent time to spend, versus 10%14% in 20102012. The underlying reason is the improvement in
their financial outlook.
February 2014
China: Brand penetration

% penetration at LOWER
income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent Company Listed/ Private
Dairy Mengniu 67% 55% -12% 63% 57% -12% 65% 56% China Mengniu 2319 HK
Dairy Yili 51% 41% -23% 59% 45% -14% 55% 43% Inner Mong. Yili 600887 CH
Dairy Bright 16% 17% -3% 36% 33% -2% 26% 25% Bright Food 600597 CH
Dairy Nestle 7% 11% 5% 11% 18% 2% 9% 14% Nestl NESN VX
Dairy Sanyuan 6% 8% -5% 12% 14% 5% 9% 11% Beijing Sanyuan 600429 CH
Dairy Danone 0% 0% -1% 4% 8% 1% 2% 4% Danone BN FP
Dairy Jule 1% 1% 1% 2% 5% 5% 2% 3% Jule Dairy private
Dairy Wahaha 0% 8% 8% 0% 5% 5% 0% 6% Hangzhou Waha private
Dairy Vitasoy 2% 5% 5% 1% 3% 3% 2% 4% Vitasoy Intl 345 HK
Dairy wondersun 9% 5% -1% 3% 3% 2% 6% 4% wondersun Dairy private
Dairy Junlebao 5% 8% 8% 1% 2% 2% 3% 5% Junlebao Dairy 2319 HK
Dairy Kraft 0% 4% 4% 3% 2% 0% 1% 3% Kraft Foods Gr KRFT US
Dairy Fengxing 3% 1% 1% 1% 2% 2% 2% 2% Guangzhou Fengxi private
Dairy Xiangmanlo 2% 1% 1% 1% 2% 2% 1% 2% Wuhan Wei. Xia. private
Dairy Yashili 2% 4% 2% 2% 2% -1% 2% 3% Guangdong Yashil private
Dairy New hope 0% 1% 1% 0% 2% 2% 0% 2% New Hope Group private
Dairy Sanlu 0% 1% 0% 0% 1% 0% 0% 1% Sanlu Group private
Dairy Huishan 0% 5% 5% 0% 1% 1% 0% 3% China Huishan Da 6863 HK
Dairy Shengyuan 2% 2% 1% 1% 1% 0% 2% 2% Qingdao Sheng Yu private
Dairy Changfu 0% 0% 0% 0% 1% 1% 0% 0% Fujian Changfu OQASUZ CH
Dairy Feihe 2% 1% 0% 1% 1% 0% 1% 1% Feihe Dairy ADY US
Dairy Lurpack 0% 0% 0% 0% 0% 0% 0% 0% Danish Dairy Boa private
Dairy Philadelphia 0% 1% 1% 0% 0% 0% 0% 1% Kraft Foods Grou KRFT US
Dairy Delikang 2% 3% 3% 1% 0% 0% 1% 1% Delikang Dairy private
Dairy Yinqiao 3% 5% 5% 0% 0% 0% 2% 2% Yinqiao(Ch Dairy CDG SP
Cigarettes Chunghwa 6% 7% 7% 25% 20% 20% 16% 14% Shanghai Tobacc private
Cigarettes Yuxi 10% 8% 8% 14% 20% 20% 12% 14% Hongta Tobacco private
Cigarettes Hongshuangxi 12% 7% 7% 22% 19% 19% 17% 13% Shanghai Tobacc private
Cigarettes Liqun 5% 9% 9% 13% 17% 17% 9% 13% Zhejiang Tobacco private
Cigarettes Yunyan 7% 7% 7% 13% 17% 17% 10% 12% Hongyunhonghe private
Cigarettes Hongtashan 24% 21% 21% 14% 14% 14% 19% 18% Hongta Tobacco private
Cigarettes Huanghelou 19% 19% 19% 13% 13% 13% 16% 16% Hubei China Tob private
Cigarettes Pride 8% 9% 9% 5% 12% 12% 7% 10% Ch Tob Chuanyu private
Cigarettes Shuangxi 5% 3% 3% 6% 8% 8% 5% 6% Ch Tbc Guangdon private
Cigarettes Septwolves 12% 6% 6% 10% 7% 7% 11% 6% Longyan Cigarett private
Cigarettes Panda 2% 2% 2% 5% 5% 5% 3% 4% Shanghai Tobacco private
Cigarettes Zhongnanhai 4% 4% 4% 7% 5% 5% 6% 5% Shanghai Tobacco private
Cigarettes Wuyeshen 1% 1% 1% 3% 3% 3% 2% 2% Meizhou Cigarett private
Cigarettes Camel 0% 1% 1% 1% 3% 3% 1% 2% R. J. Reynolds private
Cigarettes Tianzi 0% 1% 1% 1% 3% 3% 1% 2% Chongqing Tobac private
Cigarettes Danghongying 1% 1% 1% 1% 2% 2% 1% 2% Ningbo Cigarette private
Cigarettes Hongjinglong 9% 9% 9% 4% 2% 2% 7% 6% China Tbc Hubei private
Cigarettes Kent 0% 0% 0% 2% 2% 2% 1% 1% BAT BATS LN
Cigarettes Derby 1% 1% 1% 1% 2% 2% 1% 2% BAT BATS LN
Cigarettes Dunhill 0% 0% 0% 1% 2% 2% 1% 1% BAT BATS LN
Cigarettes Lark 0% 1% 1% 2% 2% 2% 1% 1% Philip Morris In PM US
Cigarettes Cocopalm 0% 0% 0% 1% 1% 1% 1% 1% Guangzhou No.1 BATS LN
Cigarettes Daqianmen 2% 2% 2% 0% 1% 1% 1% 2% Shanghai Tobacco private
Cigarettes Glamour 0% 0% 0% 0% 1% 1% 0% 1% Japan Tobacco 2914 JP
Cigarettes Mild Seven 1% 1% 1% 1% 1% 1% 1% 1% Japan Tobacco 2914 JP
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Cigarettes Cleopatra 0% 1% 1% 1% 1% 1% 0% 1% Eastern Company EML US
Cigarettes Haomao 7% 8% 8% 1% 1% 1% 4% 5% China Tobacco Sh private
Cigarettes
Benson &
Hedges
0% 1% 1% 0% 1% 1% 0% 1% Philip Morris In PM US
Cigarettes Chesterfield 0% 0% 0% 0% 1% 1% 0% 0% Philip Morris In MO US
Cigarettes Houwang 11% 10% 10% 2% 1% 1% 7% 6% China Tobacco Sh private
Cigarettes Jinsheng 0% 0% 0% 0% 1% 1% 0% 0% Nanchang Cigaret private
Cigarettes Parliament 0% 0% 0% 0% 1% 1% 0% 0% Philip Morris In PM US
Cigarettes Viceroy 0% 0% 0% 0% 1% 1% 0% 0% British American BATS LN
Cigarettes Winston 0% 0% 0% 0% 1% 1% 0% 0% R. J. Reynolds T RAI US
Cigarettes Xihu 0% 0% 0% 0% 1% 1% 0% 0% Hangzhou Cigaret private
Cigarettes Yan'an 1% 1% 1% 0% 0% 0% 1% 1% Shaanxi China Ci private
Cigarettes Pall Mall 0% 1% 1% 1% 0% 0% 1% 0% British American BATS LN
Beer Tsingtao 39% 37% 0% 51% 46% 6% 45% 42% Tsingtao Brewery 168 HK
Beer Snow 44% 54% 17% 39% 43% 8% 41% 49% CR Snow(SAB-CRE) JV
Beer Budweiser 6% 5% -2% 31% 31% -1% 19% 18% AmBev AMBV4 BZ
Beer Yanjing 22% 23% -14% 25% 26% -2% 23% 25% Beijing Yanjing 000729 CH
Beer Harbin 12% 8% 4% 12% 15% 7% 12% 12% Harbin Brewery ABI BB
Beer Suntory 4% 1% -1% 16% 12% 3% 10% 7% Suntory 2587 JP
Beer Carlsberg 2% 1% 0% 7% 10% 1% 5% 6% Carlsberg Group CARLB DC
Beer Heineken 1% 1% 0% 5% 8% 0% 3% 5% Heineken Intl HEIA NA
Beer Zhujiang 17% 7% 0% 8% 8% -3% 12% 7% Guangzhou Zhujia 002461 CH
Beer Kingway 1% 4% 2% 1% 3% 1% 1% 4% Kingway Brewery 291 HK
Beer Sedrin 0% 0% -1% 0% 3% 0% 0% 2% InBev (AB InBev) ABI BB
Beer Tiger 1% 1% 1% 2% 3% -1% 1% 2% Asia Pacific Bre APB SP
Beer Corona 0% 1% 1% 1% 2% 2% 1% 2% Modelo(AB InBev) ABI BB
Beer Shancheng 0% 2% 1% 0% 2% 0% 0% 2% Chongqing Brew 600132 CH
Beer San Miguel 3% 1% -1% 2% 1% -2% 3% 1% San Miguel Brew SMC PM
Beer Beck's 0% 0% -1% 2% 1% 0% 1% 1% AmBev AMBV4 BZ
Beer Amstel 0% 1% 1% 0% 1% 0% 0% 1% Heineken Intl HEIA NA
Beer Chero 5% 5% -2% 1% 1% -2% 3% 3% Tsingtao Brewery 168 HK
Beer Ginsber 0% 1% 1% 0% 1% 1% 0% 1% SiPing Ginsberg private
Beer Zhonghua 0% 0% 0% 1% 1% 0% 1% 0% Zhejiang Qianjia private
Beer Daxue 0% 1% 1% 0% 0% 0% 0% 1% Dalian Daxue Bre ABI BB
Beer Fosters 0% 0% 0% 0% 0% 0% 0% 0% SABMiller SAB LN
Beer Kingstar 0% 1% 1% 0% 0% 0% 0% 1% Henan Jinxing Br private
Beer Miller 0% 1% 1% 1% 0% 0% 1% 1% SAB & Molson JV
Beer Peroni 7% 0% -9% 11% 0% -13% 9% 0% SABMiller SAB LN
Beer Stella Artois 0% 0% 0% 0% 0% 0% 0% 0% AmBev AMBV4 BZ
Beer Anchor 0% 0% 0% 0% 0% 0% 0% 0% Fonterra FCG NZ
Beer Bboss 0% 1% 1% 0% 0% 0% 0% 0% Jiangsu Big Boss private
Beer Carling 0% 0% 0% 0% 0% 0% 0% 0% Molson Coors Bre TAP US
Beer Guinness 1% 0% 0% 2% 0% 0% 2% 0% St. James's Gate DGE LN
Beer Immense 4% 4% 4% 1% 0% 0% 2% 2% Tsingtao Brewery 168 HK
Spirits Niulanshan 12% 14% 14% 19% 21% 21% 16% 18% Beijing Shunxin 000860 CH
Spirits Luzhoulaojia 5% 4% -8% 12% 18% 1% 9% 11% Luzhou Laojiao 000568 CH
Spirits Wuliangye 13% 6% -1% 14% 16% 7% 14% 11% Wuliangye Group private
Spirits Jiannanchun 1% 1% -3% 10% 14% 11% 6% 8% VATS Group private
Spirits Maotai 15% 1% -8% 12% 13% -4% 14% 7% China Kweichow private
Spirits Jinliufu 4% 8% 1% 8% 8% 1% 6% 8% VATS Group private
Spirits Absolut 0% 3% 2% 10% 7% -3% 5% 5% Pernod Ricard RI FP
Spirits Hennessy 0% 2% 0% 10% 7% 0% 5% 4% LVMH MC FP
Spirits Xiaohutuxian 3% 0% -4% 5% 7% 0% 4% 3% Guangzhou Zhujia private
Spirits Langjiu 1% 6% -3% 11% 6% -2% 6% 6% Sichuan Langjiu private
Spirits Yanghe 4% 3% 3% 1% 6% 6% 2% 5% Jiangsu Yanghe 002304 CH
Spirits Bacardi 0% 0% 0% 3% 5% 5% 2% 3% Bacardi Limited BACDA US
Spirits Swellfun 0% 0% 0% 1% 5% 5% 1% 3% Sichuan Swellfun 600779 CH
Spirits first cellar 0% 0% -2% 5% 5% 1% 2% 3% Luzhou Laojiao 000568 CH
Spirits Jack Daniels 0% 0% 0% 4% 4% 2% 2% 2% Brown-Forman BF/B US
Spirits Tuopaiqujiu 1% 2% -8% 2% 4% 1% 2% 3% Sichuan Tuopai 600702 CH
Spirits Confucian 0% 2% 2% 1% 4% 2% 0% 3% Qufu Confucius private
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Spirits Gujing 0% 1% 1% 5% 4% 4% 3% 2% Anhui Gujing Dis 000596 CH
Spirits Xinghuacun 1% 2% -1% 1% 3% 2% 1% 3% Shandong Xinghua private
Spirits Daohuaxiang 5% 1% -4% 6% 3% -1% 6% 2% Daohuaxiang Liqu private
Spirits Jiugui 0% 6% 6% 2% 3% 1% 1% 5% Jiugui Liquor 000799 CH
Spirits Smirnoff 0% 0% 0% 1% 3% 2% 1% 2% Diageo DGE LN
Spirits Johnnie Walk 0% 1% 1% 1% 2% 2% 0% 2% Diageo DGE LN
Spirits J&B 0% 1% 0% 1% 2% 0% 1% 2% Diageo DGE LN
Spirits Liuyanghe 1% 3% -1% 2% 2% 0% 2% 2% Liuyanghe Liquor private
Spirits Campari 0% 2% 2% 0% 1% 1% 0% 2% Campari Group CPR IM
Spirits Nemiroff 0% 0% -1% 1% 1% -1% 1% 1% Nemiroff private
Spirits Taibai 2% 4% 4% 0% 1% 1% 1% 3% VATS Group private
Spirits Xifeng 7% 10% 10% 1% 1% 1% 4% 6% Shaanxi Xifeng private
Spirits Jgermeister 1% 2% 2% 0% 0% 0% 1% 1% Mast-Jgermeiste private
Spirits Ricard 0% 1% 1% 0% 0% -1% 0% 1% Pernod Ricard RI FP
Bottled Water Nongfu Sprin 59% 48% -1% 70% 60% 0% 65% 54% Nongfu Spring Co private
Bottled Water Master kong 54% 43% -17% 42% 35% -14% 48% 39% Ting Hsin Intern private
Bottled Water Wahaha 24% 36% 1% 24% 34% 3% 24% 35% Hangzhou Wahaha private
Bottled Water Cestbon 17% 12% 2% 15% 29% 9% 16% 21% C'estbon Food 291 HK
Bottled Water Robust 11% 9% -11% 12% 14% -8% 11% 12% Guangdong Robust BN FP
Bottled Water IceDew 0% 12% 12% 0% 11% 11% 0% 11% The Coca-Cola Co KO US
Bottled Water Watsons 3% 4% 4% 8% 9% 9% 6% 6% Hutchison Whampo 13 HK
Bottled Water Ganten 2% 1% 0% 4% 4% 0% 3% 2% Shenzhen Ganten private
Bottled Water Health 2% 2% 1% 1% 3% -1% 2% 2% Shenzhen Danone private
Bottled Water Laoshan 1% 2% 0% 2% 2% 2% 1% 2% Qingdao Laoshan private
Bottled Water Tibet Spring 0% 0% -1% 2% 2% 0% 1% 1% Tibet 5100 Water 1115 HK
Bottled Water Aqua 0% 0% 0% 0% 1% 0% 0% 1% The Coca-Cola Co KO US
Bottled Water Dinghu 2% 0% 0% 0% 1% 1% 1% 1% Dinghu Mountain private
Bottled Water Volvic 0% 0% 0% 0% 1% 0% 0% 1% Danone BN FP
Bottled Water NAYA 0% 1% 1% 0% 0% 0% 0% 1% Danone BN FP
Bottled Water Perrier 0% 0% 0% 0% 0% 0% 0% 0% Nestl NESN VX
Bottled Water SPA 0% 0% 0% 0% 0% 0% 0% 0% Spadel Group private
Bottled Water Buxton 0% 1% 1% 0% 0% -1% 0% 0% Nestl NESN VX
Bottled Water Dasani 0% 0% 0% 0% 0% 0% 0% 0% The Coca-Cola Co KO US
Autos Volkswagen 21% 18% 9% 20% 17% 5% 21% 17% Volkswagen VOW3 GR
Autos GM 4% 3% -4% 7% 9% 5% 6% 6% General Motors GM US
Autos Toyota 6% 3% 3% 5% 8% 3% 5% 6% Toyota Motor 7203 JP
Autos Hyundai 19% 9% 7% 11% 8% 4% 15% 9% Hyundai Motor Co 005380 KS
Autos Honda 0% 0% -11% 9% 8% -5% 4% 4% Honda Motor Co 7267 JP
Autos Audi 7% 5% 4% 3% 5% 1% 5% 5% Audi (Volkswagen) VOW3 GR
Autos Mazda 0% 2% -3% 4% 4% 1% 2% 3% Mazda Motor Corp 7261 JP
Autos Nissan 2% 5% 5% 5% 4% -1% 4% 5% Nissan Motor Co 7201 JP
Autos Ford 0% 3% 2% 2% 3% -3% 1% 3% Ford Motor Co F US
Autos Kia 6% 6% 6% 2% 2% 1% 4% 4% Kia Motors Corp 000270 KS
Autos Mitsubishi 0% 2% 2% 0% 2% -1% 0% 2% Mitsubishi Motor 7211 JP
Autos Peugeot 0% 3% 3% 3% 2% 1% 1% 2% PSA Peugeot Citr UG FP
Autos Huachen 0% 0% 0% 0% 1% 1% 0% 1% Brilliance Auto 1114 HK
Autos Haima 0% 0% -4% 1% 1% 0% 0% 0% FAW Haima Auto private
Autos Hongqi 0% 0% 0% 0% 1% 0% 0% 0% FAW Car Co 000800 CH
Autos Range Rover 0% 0% 0% 1% 1% 1% 0% 0% Tata Motors TTMT IN
Autos Maruti Suz 0% 0% -3% 0% 1% 0% 0% 0% Maruti Suzuki In MSIL IN
Autos Subaru 0% 0% 0% 1% 1% 0% 0% 0% Fuji Heavy Indus 7270 JP
Autos Tianjin-faw 0% 0% 0% 1% 1% 1% 1% 0% FAW Tianjin 000927 CH
Autos Zhonghua 0% 0% 0% 0% 1% 0% 0% 0% Brilliance Auto 1114 HK
Autos Chrysler 0% 2% 2% 0% 0% 0% 0% 1% Chrysler Group private
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Autos Fiat 0% 0% 0% 0% 0% 0% 0% 0% Fiat S.p.A F IM
Autos Porsche 0% 0% 0% 0% 0% 0% 0% 0% Porsche Auto PAH3 GR
Autos Renault 0% 0% 0% 0% 0% 0% 0% 0% Renault S.A. RNO FP
Autos Beijing Jeep 0% 0% 0% 1% 0% 0% 0% 0% Beijing Jeep Cor private
Autos Besturn 0% 0% -1% 0% 0% 0% 0% 0% FAW Car Company 000800 CH
Autos Bingjing-hyu 15% 0% -1% 2% 0% -1% 9% 0% Beijing Hyundai IJAIZZ CH
Autos BYD 0% 0% -1% 2% 0% -3% 1% 0% BYD Co Ltd 1211 HK
Autos changansuz 0% 0% -1% 2% 0% 0% 1% 0% Changan Suzuki private
Autos Changhe 2% 0% 0% 0% 0% 0% 1% 0% Jiangxi Changhe private
Autos Chery 2% 0% -9% 3% 0% -3% 3% 0% Chery Automobile CACTZ CH
Autos Geely 0% 0% -2% 2% 0% -2% 1% 0% Zhejiang Geely H private
Autos GW 0% 0% 0% 0% 0% -1% 0% 0% Great Wall Motor 2333 HK
Autos Hafei 0% 0% -5% 0% 0% 0% 0% 0% Harbin HF Automo private
Autos Shoutheast 0% 1% 1% 0% 0% 0% 0% 1% Soueast private
Cosmetics Olay 13% 16% -9% 23% 22% -1% 18% 19% Procter & Gamble PG US
Cosmetics Inoherb 9% 6% 3% 12% 11% 6% 11% 9% Shanghai Inoherb 0557747D CH
Cosmetics Dabao 24% 21% -2% 13% 9% 1% 19% 15% Johnson & Johnso JNJ US
Cosmetics Este Lauder 0% 3% 2% 7% 8% 2% 3% 5% Este Lauder Co EL US
Cosmetics Avon 8% 14% -3% 11% 7% -10% 10% 11% Avon Products AVP US
Cosmetics Nivea 6% 7% 3% 9% 7% -5% 7% 7% Beiersdorf BEI GR
Cosmetics Chcedo 3% 8% 3% 9% 7% 3% 6% 7% Jala Group Inc JALA US
Cosmetics Maybelline 8% 8% 3% 6% 7% -1% 7% 8% L'Oral OR FP
Cosmetics Tjoy 16% 9% -7% 11% 7% -5% 14% 8% Coty Inc COTY US
Cosmetics Mary Kay 0% 4% 4% 0% 5% 5% 0% 4% Mary Kay, Inc. 5698C US
Cosmetics Dove 2% 3% 3% 5% 4% 3% 3% 4% Unilever ULVR LN
Cosmetics Ponds 4% 4% -2% 6% 4% -3% 5% 4% Unilever ULVR LN
Cosmetics Herborist 2% 1% -1% 3% 4% -1% 3% 2% Shanghai Jawha 600315 CH
Cosmetics Longliqi 3% 6% 1% 5% 4% 0% 4% 5% Jiangsu Longliqi private
Cosmetics AUPRES 4% 3% 3% 3% 3% 3% 4% 3% Shiseido Company 4911 JP
Cosmetics Doctor li 3% 3% -1% 3% 3% -1% 3% 3% Sisder Health private
Cosmetics Neutrogena 0% 1% 1% 0% 3% 3% 0% 2% Johnson & Johnso JNJ US
Cosmetics Clinique 0% 1% 1% 3% 3% -2% 1% 2% Clinique Laborat NYSE EL
Cosmetics Johnson & Jo 5% 5% -2% 5% 2% -7% 5% 4% Johnson & Johnso JNJ US
Cosmetics Artistry 0% 2% 2% 0% 2% 2% 0% 2% Access Business private
Cosmetics Yumeijing 5% 6% 3% 3% 2% 2% 4% 4% Tianjin Yumeijin private
Cosmetics Clarins 0% 2% 2% 0% 2% 1% 0% 2% Clarins Group private
Cosmetics Meijiajing 8% 9% 1% 2% 2% -1% 5% 6% Shanghai Jawha 600315 CH
Cosmetics Biotherm 0% 1% 1% 0% 1% 1% 0% 1% Biotherm(L'Oral) OR FP
Cosmetics Body Shop 0% 0% 0% 0% 1% 1% 0% 0% The Body Shop In BOS LN
Cosmetics Oriflame 0% 0% 0% 0% 1% 1% 0% 1% Oriflame Cosmeti ORI SS
Cosmetics Caisy 0% 0% -1% 1% 0% -2% 1% 0% Guangzhou Caisy private
Cosmetics Cortry 0% 0% 0% 0% 0% 0% 0% 0% Shanghai Jawha 600315 CH
Cosmetics Zhaogui 0% 0% 0% 1% 0% 0% 0% 0% Beijing Zhaogui private
Sportswear Nike 6% 18% 5% 45% 46% 7% 26% 32% Nike, Inc. NKE US
Sportswear Lining 27% 29% 3% 15% 27% 7% 21% 28% Li Ning Company 2331 HK
Sportswear Anta 11% 9% -8% 11% 15% 1% 11% 12% ANTA Sports Prod 2020 HK
Sportswear Xtep 15% 14% 3% 5% 13% 6% 10% 14% Xtep Internation 1368 HK
Sportswear 361 361 15% 5% -2% 7% 11% 7% 11% 8% 361 Degrees Gr 1361 HK
Sportswear Converse 3% 4% 2% 5% 11% 1% 4% 8% Nike, Inc. NKE US
Sportswear Jordan 6% 12% 6% 4% 9% 4% 5% 11% Nike, Inc. NKE US
Sportswear Metersbonw 5% 2% -3% 4% 6% 2% 4% 4% Metersbonwe Gr 002269 CH
Sportswear Erke 3% 6% 3% 3% 5% 2% 3% 5% HongXing Erke Gr private
Sportswear Guirenniao 1% 7% 7% 4% 4% 4% 3% 6% Guirenniao Co Lt EGATMZ CH
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Sportswear Kappa 1% 2% -1% 4% 4% 1% 2% 3% Kappa private
Sportswear Peak 5% 3% -5% 0% 4% 2% 3% 4% Peak Sport Prod 1968 HK
Sportswear Champion 1% 0% -1% 1% 3% 3% 1% 2% HanesBrands Inc. HBI US
Sportswear Double Star 5% 6% 6% 1% 3% 3% 3% 5% Doublestar Group private
Sportswear Reebok 3% 1% 0% 2% 2% 0% 3% 1% Reebok (Adidas) ADS GR
Sportswear Mizuno 0% 1% 1% 0% 2% 0% 0% 1% Mizuno Corp 8022 JP
Sportswear Diadora 0% 0% -1% 0% 1% 0% 0% 1% Diadora private
Sportswear Fila 0% 1% 1% 0% 1% 1% 0% 1% Fila, Ltd. private
Sportswear K-Swiss 0% 0% 0% 0% 1% 1% 0% 1% K-Swiss(E-Land) private
Sportswear Tonlion 0% 0% 0% 0% 1% 0% 0% 1% Ningbo Beyond Fa private
Sportswear Umbro 0% 1% 0% 0% 1% -1% 0% 1% Umbro (Iconix) ICON US
Sportswear Speedo 0% 0% 0% 0% 0% 0% 0% 0% Speedo Intl private
Sportswear Timberland 1% 0% 0% 1% 0% 0% 1% 0% Timberland LLC VFC US
Handsets Nokia 25% 17% -21% 22% 12% -35% 24% 15% Nokia Corp NOK1V FH
Handsets Motorola 4% 1% -5% 5% 4% -1% 4% 3% Motorola, Inc. MSI:US
Handsets Lenovo 6% 6% 3% 3% 3% 1% 5% 5% Lenovo Group 992 HK
Handsets HTC 1% 1% 1% 5% 3% 2% 3% 2% HTC Corporation 2498 TT
Handsets ZTE 0% 5% 5% 0% 3% 3% 0% 4% ZTE Corporation 763 HK
Handsets Bubugao 2% 2% 1% 2% 2% 0% 2% 2% BBK Electronics private
Handsets Sony Ericss 3% 1% -3% 3% 2% -4% 3% 1% Sony Mobile Com 6758 JP
Handsets Coolpad 2% 4% 4% 2% 1% 1% 2% 3% Coolpad private
Handsets Oppo 0% 2% 1% 1% 1% 0% 1% 2% OPPO Electronics 0056647D US
Handsets Meizu 0% 0% 0% 0% 1% 1% 0% 1% Meizu Tech private
Handsets Gionee 3% 2% 1% 1% 1% 0% 2% 2% Gionee private
Handsets LG 3% 1% -1% 3% 1% -1% 3% 1% LG Electronics 066570 KS
Handsets Changhong 0% 1% 0% 0% 0% 0% 0% 1% Sichuan Changhon 600839 CH
Handsets Dopod 0% 0% 0% 0% 0% -1% 0% 0% HTC Corporation 2498 TT
Handsets Google 0% 0% 0% 0% 0% 0% 0% 0% Google GOOG US
Handsets Konka 2% 1% 0% 1% 0% 0% 1% 1% Konka Group 000016 CH
Handsets Philips 2% 1% 1% 1% 0% -1% 2% 1% Philips PHIA NA
Handsets Sharp 1% 0% 0% 1% 0% 0% 1% 0% Sharp Corp 6753 JP
Handsets TCL 0% 0% -1% 0% 0% 0% 0% 0% TCL Corporation 000100 CH
Handsets Chinabird 0% 0% -1% 1% 0% 0% 1% 0% Ningbo Bird 600130 CH
Handsets Haier 1% 0% -1% 1% 0% -1% 1% 0% Haier Group 1169 HK
Handsets Kejian 0% 0% 0% 0% 0% 0% 0% 0% China Kejian Co 000035:CH
Handsets K-Touch 3% 1% -3% 2% 0% -2% 2% 0% Jaina Group private
Handsets Mitsubishi 0% 1% 0% 0% 0% 0% 0% 0% Mitsubishi Motor 7211 JP
Handsets Newman 0% 0% 0% 0% 0% 0% 0% 0% Beijing Newman private
Handsets Panasonic 0% 0% 0% 0% 0% -1% 0% 0% Panasonic Corp 6752 JP
Handsets Skyworth 0% 0% 0% 0% 0% 0% 0% 0% Skyworth 751 HK
Handsets Yulong 0% 0% 0% 0% 0% 0% 0% 0% China Wireless 2369 HK
TV Samsung 7% 10% -8% 14% 22% 7% 11% 16% Samsung Electron 005930 KS
TV Sony 4% 4% -1% 12% 13% -5% 8% 8% Sony Corporation 6758 JP
TV Philips 0% 4% 1% 4% 12% 3% 2% 8% Philips PHIA NA
TV Changhong 4% 33% 22% 9% 9% 1% 7% 21% Sichuan Changhon 600839 CH
TV Panasonic 17% 3% -3% 8% 8% -1% 12% 6% Panasonic Corp 6752 JP
TV Skyworth 11% 3% -5% 6% 8% 4% 9% 6% Skyworth 751 HK
TV Sharp 4% 2% -1% 11% 6% -4% 7% 4% Sharp Corp 6753 JP
TV Haier 0% 16% 8% 6% 5% 0% 3% 11% Haier Group 1169 HK
TV Konka 11% 11% -1% 3% 4% 1% 7% 7% Konka Group 000016 CH
TV Toshiba 0% 0% -3% 4% 2% 0% 2% 1% Toshiba 6502 JP
TV Canca 0% 3% 3% 0% 1% 1% 0% 2% Chaozhou Chuangj private
TV Hisense 20% 4% -4% 4% 1% 0% 12% 3% Hisense 600060 CH
TV Hitachi 0% 0% 0% 5% 1% 0% 3% 1% Hitachi, Ltd. 6501 JP
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
TV TCL 7% 2% 0% 4% 1% -4% 6% 2% TCL Corporation 000100 CH
TV LG 4% 2% 1% 3% 1% -1% 3% 1% LG Electronics 066570 KS
TV Sanyo 7% 0% -1% 1% 1% 1% 4% 0% SANYO Electric 6764 JP
TV BenQ 0% 0% 0% 0% 0% -1% 0% 0% BenQ Corporation 8215 TT
TV Mitsubishi 0% 0% -1% 0% 0% -1% 0% 0% Mitsubishi Motor 7211 JP
TV Pioneer 0% 0% 0% 1% 0% 0% 1% 0% Pioneer Corp 6773 JP
TV Xoceco 0% 0% -3% 0% 0% 0% 0% 0% Xiamen Overseas 600870 CH
Computers Apple 31% 13% 8% 37% 37% 26% 34% 25% Apple AAPL US
Computers Lenovo 21% 17% -7% 16% 16% -2% 18% 17% Lenovo Group 992 HK
Computers Samsung 19% 21% 14% 13% 13% 9% 16% 17% Samsung Electron 005930 KS
Computers Sony 1% 7% -1% 6% 4% -5% 4% 6% Sony Corporation 6758 JP
Computers HP 4% 8% 0% 6% 4% -10% 5% 6% HP HPQ US
Computers Acer 12% 6% 6% 3% 3% 1% 7% 5% Acer Inc. 2353 TT
Computers Philips 0% 7% 5% 5% 1% -2% 2% 4% Philips PHIA NA
Computers Toshiba 3% 0% 0% 1% 1% -1% 2% 1% Toshiba 6502 JP
Computers Haier 0% 1% 0% 0% 1% -1% 0% 1% Haier Group 1169 HK
Computers Blackberry 0% 0% 0% 0% 0% 0% 0% 0% BlackBerry BBRY US
Computers Compaq 0% 4% 4% 0% 0% -1% 0% 2% HP HPQ US
Computers Founder 0% 0% -1% 1% 0% -1% 1% 0% Founder Technolo 600601 CH
Computers Fujitsu 0% 1% 1% 1% 0% 0% 0% 1% Fujitsu Limited 6702 JP
Computers Nexus 0% 0% 0% 0% 0% 0% 0% 0% Google GOOG US
Computers HASEE 1% 0% -1% 0% 0% -2% 1% 0% Hasee Computers 7976342Z CH
Computers NEC 0% 0% 0% 0% 0% 0% 0% 0% NEC Corporation 6701 JP
Computers Sharp 0% 0% -1% 1% 0% -1% 0% 0% Sharp Corp 6753 JP
Computers BenQ 0% 1% 1% 1% 0% -1% 0% 1% BenQ Corporation 8215 TT
Computers Greatwall 0% 0% 0% 0% 0% -1% 0% 0% China Greatwall 000066 CH
Computers IBM 0% 0% -1% 1% 0% -2% 0% 0% IBM IBM US
Computers TCL 0% 0% 0% 0% 0% 0% 0% 0% TCL Corporation 000100 CH
Computers Tongfang 0% 0% -3% 0% 0% -2% 0% 0% Tsinghua Tongfan 600100 CH
Fashion Septwolves 0% 8% 8% 0% 13% 13% 0% 11% Fujian Septwolve 002029 CH
Fashion Semir 3% 9% 9% 4% 11% 11% 4% 10% The Semir Group 002563 CH
Fashion Yishion 1% 7% 7% 2% 10% 10% 2% 9% Yishion private
Fashion Metersbonwe 0% 6% 6% 0% 8% 8% 0% 7% Metersbonwe Gr 002269 CH
Fashion youngor 1% 2% 0% 1% 7% 4% 1% 5% Youngor Group Co 600177 CH
Fashion Lacoste 3% 4% 2% 8% 6% -2% 6% 5% Lacoste private
Fashion Girdear 1% 3% 2% 1% 6% 2% 1% 5% Girdear Fashion private
Fashion Hongdou 4% 9% 4% 4% 6% 4% 4% 7% The HOdo Group private
Fashion Dunhill 1% 1% 0% 4% 5% 2% 2% 3% British American BATS LN
Fashion Pierre Cardi 0% 6% 3% 1% 5% 2% 1% 6% Pierre Cardin private
Fashion Valentino 2% 3% -4% 4% 5% 0% 3% 4% Valentino SpA VLNT IM
Fashion Burberry 4% 3% 1% 3% 5% 4% 4% 4% Burberry Group BRBY LN
Fashion Heilan 0% 2% 2% 0% 5% 5% 0% 4% Heilan Home HJBAPZ CH
Fashion Hermes 1% 6% 5% 3% 5% 4% 2% 5% Herms Intl RMS FP
Fashion Red Dragonfly 0% 2% 2% 0% 5% 5% 0% 4% Red Dragonfly Fa private
Fashion Etam 0% 6% 6% 3% 5% 5% 2% 5% Etam Group private
Fashion Fairyfair 1% 4% 0% 3% 5% -3% 2% 5% Shenzhen Fairyfa private
Fashion Baoxiniao 2% 5% 4% 3% 4% 2% 2% 5% Zhejiang Baoxini 002154 CH
Fashion Giorgio Armani 0% 1% 1% 3% 4% 1% 1% 3% Giorgio Armani S private
Fashion JNBY 1% 0% -2% 2% 4% 2% 1% 2% Just Naturally B private
Fashion Qipai 0% 1% 0% 2% 4% -1% 1% 2% Qipai Group Co private
Fashion Gucci 0% 0% 0% 3% 3% 1% 2% 2% Gucci Group GUCG US
Fashion Louis Vuitton 2% 1% 1% 0% 3% 2% 1% 2% LVMH MC FP
Fashion ZARA 0% 1% 0% 1% 2% -3% 1% 2% Industria de Dis ITX SM
Fashion Christian Dior 3% 1% 1% 1% 2% 1% 2% 2% LVMH MC FP
Fashion Lilang 0% 1% 1% 0% 2% 2% 0% 2% China Lilang 1234 HK
Fashion Erdos 0% 1% 1% 0% 2% 2% 0% 1% Erdos Group private
Fashion Joeone 0% 3% 3% 0% 2% 2% 0% 2% Joeone Co., Ltd 601566 CH
Fashion Versace 1% 0% 0% 1% 2% -1% 1% 1% Gianni Versace S GIAN IM
February 2014

income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Fashion Dolce & Gabb 0% 1% 1% 0% 1% 1% 0% 1% Dolce & Gabbana private
Fashion Guess 1% 1% 0% 0% 1% 1% 1% 1% Guess, Inc. GES US
Fashion Shanshan 2% 1% 0% 1% 1% 1% 2% 1% Shanshan Group private
Soft Drinks Coca-Cola 61% 56% -5% 68% 69% 1% 65% 63% The Coca-Cola Co KO US
Soft Drinks Sprite 54% 47% 2% 36% 52% 5% 45% 50% The Coca-Cola Co KO US
Soft Drinks Pepsi Cola 33% 29% -17% 51% 49% -4% 42% 39% The Coca-Cola Co KO US
Soft Drinks Mirinda 14% 18% 4% 25% 25% 2% 19% 22% PepsiCo PEP US
Soft Drinks Mizone 21% 11% -3% 22% 25% 5% 22% 18% Frucor (Suntory) private
Soft Drinks Fanta 23% 21% 6% 27% 23% 0% 25% 22% The Coca-Cola Co KO US
Soft Drinks 7-Up 16% 15% 2% 23% 22% -7% 20% 19% PepsiCo PEP US
Soft Drinks Wahaha 19% 16% 3% 10% 12% 0% 15% 14% Hangzhou Waha private
Soft Drinks Scream 8% 3% -1% 7% 9% 3% 8% 6% farmer spring In private
Soft Drinks Guozhiguole 14% 6% -11% 9% 8% -5% 11% 7% China Huiyuan Ju 1886:HK
Soft Drinks Jianlibao 16% 7% 1% 6% 8% 2% 11% 7% Jianlibao Group private
Soft Drinks Lucozade 4% 2% 0% 2% 3% -1% 3% 3% Suntory private
Soft Drinks Mountain Dew 2% 0% -1% 3% 3% -1% 3% 2% PepsiCo PEP US
Soft Drinks Appletiser 2% 2% 2% 1% 1% 1% 2% 2% SABMiller SAB LN
Soft Drinks Dr Pepper 0% 0% 0% 1% 0% 0% 0% 0% Dr Pepper Snappl DPS US
Soft Drinks Lilt 0% 0% 0% 1% 0% -1% 0% 0% The Coca-Cola Co KO US
February 2014
China: Demographics


Figure 82: Urban / Rural split Figure 83: : Male / Female split

% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer not
to answer
D.K
1 2 14 3 1 2 1 1 1 1 1 1 0 2
2 9 14 15 12 14 14 7 10 6 7 6 5 7
3 47 40 33 37 39 56 56 53 54 50 46 33 31
4 23 20 24 27 27 14 20 19 21 25 25 30 31
5 or more 21 20 19 19 24 20 18 16 18 22 32 33 31

Mean 3.49 3.05 3.53 3.57 3.45 3.27 3.44 3.43 3.46 3.50 3.64 3.89 3.80


26
41
20
13
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
4
5
7 7
10
7 7
14
18
13
0
5
10
15
20
U
n
d
e
r

R
M
B
2
0
0
0

(
1
5
0
0
)
R
M
B

2
0
0
0
-
2
9
9
9
(
2
4
9
9
.
5
)
R
M
B

3
0
0
0
-
3
9
9
9
(
3
4
9
9
.
5
)
R
M
B

4
0
0
0
-
4
9
9
9
(
4
4
9
9
.
5
)
R
M
B

5
0
0
0
-
5
9
9
9

(
5
5
0
0
)
R
M
B

6
0
0
0
-
6
9
9
9

(
6
5
0
0
)
R
M
B

7
0
0
0
-
7
9
9
9

(
7
5
0
0
)
R
M
B

8
0
0
0
-
9
9
9
9

(
9
0
0
0
)
R
M
B

1
0
0
0
0
-
1
4
9
9
9
(
1
2
5
0
0
)
A
b
o
v
e

R
M
B
1
5
0
0
0
(
2
0
0
0
0
)
%

o
f

r
e
s
p
o
n
d
e
n
t
s
30
70
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50 50
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
19
16
20
17
24
16
21
17
14 13
37
53
50
59 48
57
56
55
67
57
37
28
26
20
26
24 21
26
19
28
6 4
3 3 2 2
2 2 1
2
0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Figure 86: A15 (b) In your opinion is now a good time to make a major purchase? Percentage of respondents who are
positive minus percentage who are negative..
Source: Company data, Credit Suisse estimates

Source: Credit Suisse survey. NB: Income brackets based on average monthly household income.

13
37
41
53
44
47
54
44
61
40
0
20
40
60
80
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
37
34 35 34
40
44 42 44 47 48
45
57
58 62
56
51 56 53
52 49
0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
20
25 28
30
35
40 40
41
45 46
0
10
20
30
40
50
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
China: Income and Other
% of
respondents (by
income bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Bank account 45 49 56 52 51 48 55 53 47 41 33 49 53
Life insurance 13 8 12 12 14 12 11 11 13 13 14 16 11
Stock market 7 2 1 5 5 8 6 5 7 11 9 6 3
Cash 14 9 17 12 13 12 14 15 13 14 15 11 17
Mutual Fund 7 2 1 3 6 6 4 7 7 8 10 3 6
Treasury bond 3 1 2 3 2 4 2 1 4 4 4 2 2
Property 6 2 3 5 4 5 5 5 6 7 10 5 5
Collectables 2 1 2 1 0 1 1 0 1 2 3 2 0
No extra saving 3 25 7 7 5 4 1 2 2 0 2 5 4
Base : Unwtd 2580 110 127 178 184 265 183 180 363 454 324 81 131

Declined > 20% 2 12 2 3 3 2 4 2 1 1 2 0 2
-10% to -20% 3 6 6 4 7 3 5 6 2 2 2 4 2
-10% to flat 3 3 2 7 3 4 5 5 2 2 4 0 2
Unchanged 62 62 72 62 63 69 64 64 63 58 48 65 69
Flat to +10% 17 8 11 15 17 14 11 12 22 24 16 12 11
+10 to +20% 9 5 7 8 4 5 8 8 7 9 18 10 11
+20 to +30% 2 0 1 2 1 2 1 3 2 3 6 5 2
30%+ 1 1 0 0 1 1 0 1 0 0 5 1 1
Base : Unwtd 2,580 110 127 178 184 265 183 180 363 454 324 81 131

Declined > 20% 1 6 0 3 1 1 1 1 1 0 1 2 2
-10% to -20% 2 2 6 3 1 2 2 1 2 1 2 0 1
-10% to flat 2 4 2 3 3 2 2 2 1 1 1 2 1
Unchanged 55 70 61 56 60 62 55 57 53 48 44 64 63
Flat to +10% 20 7 18 20 20 14 20 22 29 23 21 14 13
+10 to +20% 14 5 10 11 12 14 15 10 12 20 20 10 11
+20 to +30% 4 2 3 2 2 3 4 5 2 4 6 4 6
30%+ 2 3 0 2 1 2 1 2 1 2 5 2 4
Base : Unwtd 2,580 110 127 178 184 265 183 180 363 454 324 81 131

0-5% 10 12 11 8 12 9 11 7 7 10 11 11 15
6-10% 10 5 10 12 18 10 10 13 8 9 10 7 5
11-15% 7 4 6 10 9 9 8 8 7 8 9 5 0
16-20% 6 1 5 6 2 6 5 7 7 8 9 2 1
21-25% 3 0 4 2 1 2 3 3 4 5 6 0 1
More than 25% 9 1 3 4 3 7 5 8 9 13 20 12 10
No credit card 49 69 54 53 50 54 56 50 55 43 32 42 50
Mean % exp 14 7 12 13 10 14 12 14 16 16 17 15 13
Base : Unwtd 2580 110 127 178 184 265 183 180 363 454 324 81 131

Rising 35 30 29 37 33 35 36 25 38 37 42 32 15
Staying the same 58 71 61 59 60 55 57 66 60 56 51 62 74
Decreasing 7 0 10 3 8 10 7 9 2 7 7 6 11
Base : Unwtd 1,315 34 59 83 92 122 81 90 165 257 219 47 66
February 2014
Figure 94: N10. How effective is your government at solving problems that relate to you?
Very effective 6 4 6 6 8 6 4 9 6 7 7 10 3
Quite effective 57 58 57 61 64 64 61 54 53 54 58 57 51
Not very effective 19 9 19 16 15 16 19 21 22 23 19 14 10
Not at all effective 9 8 9 8 7 7 8 8 12 11 9 9 11
Base : Unwtd 2,580 110 127 178 184 265 183 180 363 454 324 81 131

Figure 95: N11. Do you think that more economic growth will lead to a changed political system?
Yes 61 51 55 62 59 55 57 59 62 69 69 55 49
No 20 10 23 18 20 22 28 27 23 22 19 12 8
Base : Unwtd 2,580 110 127 178 184 265 183 180 363 454 324 81 131

Figure 96: N12. What do you feel is the biggest risk to your country?
Political risk 14 22 15 16 19 13 15 9 12 13 15 23 16
Military risk 12 12 11 13 13 15 10 12 14 13 10 13 10
Social risk 25 17 23 19 20 23 25 28 25 27 25 20 29
Economic risk 40 40 45 43 41 40 42 42 41 40 38 33 34
risk
9 9 6 7 7 9 7 9 8 8 12 11 11
Base : Unwtd 2580 110 127 178 184 265 183 180 363 454 324 81 131

Figure 97: N13. Do you feel that buying domestic brands supports your nation?
Yes 85 82 85 88 87 80 86 81 89 90 85 81 71
No 11 7 12 9 8 14 12 14 8 9 13 10 13
Base : Unwtd 2,580 110 127 178 184 265 183 180 363 454 324 81 131

February 2014
China: Automobiles
% of
respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Yes 31 12 17 24 22 25 25 22 25 34 64 51 34
No 69 88 83 76 78 75 75 78 75 66 36 49 66

Yes 31 26 32 31 30 28 26 29 35 28 29 45 44
No 69 74 68 69 70 72 74 71 65 72 71 55 56

1 70 100 96 94 87 73 71 42 28 14 53 71 70
2 22 0 4 6 11 22 25 47 41 40 34 17 22
3 or more 8 0 0 0 2 5 4 12 31 46 13 13 8

All Cash 27 33 57 42 25 24 23 25 15 51 23 21 27
Cash + Credit 52 33 17 40 51 58 60 63 77 26 53 50 52
All Credit 13 33 13 12 19 14 11 5 8 11 11 8 13
Dont Know 7 0 13 6 5 4 7 7 0 11 13 21 7
Base : Unwtd 747 3 23 65 220 130 84 60 39 35 64 24 747

Foreign Cars 81 54 75 78 79 79 84 76 82 84 88 70 60
Volkswagen 16 15 15 23 16 16 16 24 18 16 16 10 7
GM 8 0 0 8 5 13 5 3 8 10 8 13 7
Local Cars 14 15 15 20 18 13 12 19 14 14 10 20 14
Tianjin-faw 1 0 0 0 5 2 2 3 1 1 0 0 5
Haima 1 0 0 0 3 2 0 0 1 1 0 0 2
Base : Unwtd 759 13 20 40 38 62 43 37 87 146 190 40 43
2
3
4 4
5
3
5
4
5
8
9
8
9
14
19
16
17
15
19
22
10
13
15
13 13
15
12
13
15
11
9
17
15 15
18
17
22
17
18
17
66
55
54
47
42
45
40
46
39
40
0
10
20
30
40
50
60
70
80
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014

All Cash 53 58 43 27 58 58 39 64 43 58 64 44 39
Cash + Credit 38 25 43 55 42 34 42 25 49 38 34 28 30
All Credit 3 0 0 9 0 2 3 6 5 3 0 0 4
Part Exchange 2 0 0 5 0 5 6 3 2 0 2 0 0
Dont Know 5 17 14 5 0 2 9 3 2 1 0 28 26
Base : Unwtd 511 12 14 22 31 62 33 36 65 104 91 18 23

Upto RMB 100000
18 42 29 27 23 24 24 28 17 8 11 22 13
RMB 100000 -
400000
63 42 64 50 71 60 52 61 58 79 66 39 48
RMB 40000
700000
11 0 7 18 3 11 18 8 11 10 16 11 9
RMB 700000
1000000
2 0 0 5 0 2 3 0 8 3 1 0 0
More than RMB
1000000
2 0 0 0 0 2 0 3 3 1 5 0 0
Base : Unwtd
511 12 14 22 31 62 33 36 65 104 91 18 23

Foreign Cars 86 33 71 82 77 79 89 89 92 92 88 83 64
Volkswagen 15 17 12 14 18 19 20 13 10 15 15 22 8
Toyota 10 0 6 11 5 7 11 20 8 10 12 13 8
Local Cars 8 33 24 11 15 8 7 7 5 5 6 9 4
Haima 1 0 0 0 3 0 0 0 2 1 2 0 0
Base : Unwtd 511 12 14 22 31 62 33 36 65 104 91 18 23
February 2014
China: Food & Beverage
% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Drinks: Yes 67 54 53 56 62 63 71 67 76 74 74 62 66
Drinks: No 33 46 47 44 38 37 29 33 24 26 26 38 34
Drinks: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Beer: Yes 65 56 50 58 65 67 60 62 74 66 78 65 52
Beer: No 35 44 50 42 35 33 40 38 26 34 22 35 48
Beer: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Bottled Water: Yes 78 67 67 67 78 73 80 78 85 83 83 77 73
Bottled Water: No 22 33 33 33 22 27 20 22 15 17 17 23 27
Bottled Water:Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Spirits: Yes 18 17 13 22 18 14 20 16 15 19 24 18 19
Spirits: No 82 83 87 78 82 86 80 84 85 81 76 82 81
Spirits: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Dairy: Yes 76 69 62 73 78 74 78 72 81 85 82 66 62
Dairy: No 24 31 38 27 22 26 22 28 19 15 18 34 38
Dairy: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122

Drinks - Foreign 80 81 79 78 82 80 80 81 80 80 79 77 80
Coca-Cola 22 28 22 20 26 21 22 20 22 22 23 19 20
Drinks - Local 20 17 19 22 18 20 20 19 20 20 21 22 18
Mizone 7 4 5 5 6 6 8 6 8 8 9 8 7
Wahaha 4 7 7 6 6 5 3 5 5 4 3 6 3
Drinks - Base 1,550 56 62 91 104 155 123 109 226 286 212 46 80
Beer - Foreign 20 5 5 11 14 13 15 16 21 28 30 26 18
Budweiser 11 3 1 4 6 6 7 10 13 16 13 13 13
Beer - Local 79 93 92 87 86 85 85 84 78 71 69 73 80
Snow 24 26 34 35 33 30 28 28 20 19 18 25 21
Tsingtao 21 23 22 19 20 20 23 21 23 21 18 19 18
Yanjing 12 17 16 9 14 15 13 11 10 11 13 10 14
Beer - Base 1,502 58 59 95 109 164 105 101 221 256 223 48 63
Water - Foreign 6 6 4 7 6 6 3 7 4 5 10 5 4
Water - Local 93 91 93 91 93 93 97 93 96 94 89 95 94
Nongfu Spring 27 29 23 26 31 23 32 24 31 27 26 27 23
Master Kong 19 21 27 24 19 22 19 21 19 17 13 16 23
Wahaha 17 21 22 17 19 18 17 14 17 17 13 23 12
Water - Base 1,793 69 78 110 130 180 140 127 255 322 236 57 89
Spirits - Foreign 18 20 0 12 13 18 5 18 13 19 27 11 26
Spirits - Local 79 76 76 81 85 77 93 77 85 78 73 86 59
Niulanshan 10 12 6 11 11 9 10 18 9 12 9 7 0
Luzhoulaojiao 8 4 0 4 11 9 14 11 13 7 6 11 6
Wuliangye 6 4 6 4 2 4 2 5 3 11 8 18 3
Maotai 5 0 0 2 4 5 2 5 6 8 5 0 3
Spirits - Base 419 17 15 36 30 35 35 26 44 75 70 13 23
Dairy - Foreign 13 10 7 10 10 11 9 13 12 16 16 10 12
Dairy - Local 86 89 90 90 88 88 90 87 87 83 83 86 81
Mengniu 27 32 29 23 26 27 31 28 28 27 24 26 28
Yili 20 22 19 21 22 18 21 24 21 21 20 9 20
Bright 13 7 10 10 12 10 11 13 18 15 13 12 7
Dairy - Base 1,758 71 72 119 130 181 135 117 242 331 235 49 76

February 2014
% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Drinks: Yes 23 29 25 26 23 20 22 21 22 22 27 19 21
Drinks: No 77 71 75 74 77 80 78 79 78 78 73 81 79
Drinks: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Beer: Yes 24 32 24 27 24 24 21 20 22 21 31 15 20
Beer: No 76 68 76 73 76 76 79 80 78 79 69 85 80
Beer: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Water: Yes 34 31 32 36 37 33 35 30 29 35 41 31 39
Water: No 66 69 68 64 63 67 65 70 71 65 59 69 61
Water: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Spirits: Yes 9 10 10 13 11 7 9 6 7 9 13 8 8
Spirits: No 91 90 90 87 89 93 91 94 93 91 87 92 92
Spirits: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122
Dairy: Yes 44 42 38 50 47 47 44 39 40 46 50 42 38
Dairy: No 56 58 62 50 53 53 56 61 60 54 50 58 62
Dairy: Base 2,303 103 117 163 167 246 174 163 299 389 286 74 122

0% 1 8 3 1 2 1 1 1 1 1 0 4 1
0-5% 18 37 23 29 20 21 23 15 14 13 14 18 13
6-15% 29 18 32 28 36 28 27 31 27 30 29 32 20
16-25% 19 11 15 17 16 22 20 18 25 22 20 15 14
More than 25% 29 21 21 21 24 26 26 34 31 33 37 20 39

Below 1% 6 11 5 7 7 8 6 9 5 5 3 3 3
1-3% 21 23 17 21 30 20 26 27 22 25 16 14 9
3-5% 19 8 18 25 21 25 18 19 21 20 21 11 11
5-7% 8 8 9 9 6 7 6 9 10 10 9 5 6
7-10% 7 5 4 5 4 5 8 8 9 9 8 8 3
Above 10% 14 15 16 10 11 14 14 9 13 13 22 14 14
Havent noticed any 12 10 11 13 11 12 16 9 13 12 14 15 13
D.K. 12 21 20 10 10 10 6 10 7 6 6 31 40
Base : Unwtd 2,303 103 117 163 167 246 174 163 299 389 286 74 122

Very sensitive 15 26 19 21 17 18 13 17 12 9 14 16 11
Somewhat sensitive 39 26 32 34 43 38 42 42 47 47 36 34 26
Somewhat not
sensitive
41 40 41 42 35 40 42 36 37 41 44 45 53
Not at all sensitive 5 8 8 4 6 4 3 5 4 3 6 5 9
Base : Unwtd 2,303 103 117 163 167 246 174 163 299 389 286 74 122

February 2014

25
33
24
21
24
20 19 19 21
54
44
48
56
59 51
62 65
62 57
28
30
20 20 21
25
17 16
19
22
0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
P
l
a
n
n
e
d

s
p
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n
d

o
n

m
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a
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1
2

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(
%

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t
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i
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)
More The same Less
-10
-5
13
4
0
-1
3 3
0
-1
-20
-10
0
10
20
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
China: Home & Personal Care
% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Tissues: Yes 82 70 73 82 83 83 82 82 83 86 88 72 79
Tissues: No 18 30 27 18 17 17 18 18 17 14 12 28 21
Tissues: Base 2,429 105 123 169 179 249 177 170 324 422 306 79 126
Fem Hygiene: Yes 73 52 67 71 69 68 83 72 80 76 79 83 67
Fem Hygiene: No 27 48 33 29 31 32 17 28 20 24 21 18 33
Fem Hygiene: Base 1,215 60 84 86 98 133 99 67 153 202 117 40 76
Cosmetics: Yes 48 33 46 44 48 46 49 43 49 56 51 53 44
Cosmetics: No 52 67 54 56 52 54 51 57 51 44 49 47 56
Cosmetics: Base 2,429 105 123 169 179 249 177 170 324 422 306 79 126

Tissues - Foreign 20 15 14 15 18 20 18 19 23 25 23 9 4
Tissues - Local 78 79 80 82 81 77 80 80 76 74 75 84 86
Xinxinxiangyin 23 23 25 24 27 27 25 26 23 20 21 29 22

Qingfeng
17 14 18 19 15 15 17 19 18 17 17 16 14
Tissues - Base 2,002 73 90 138 149 207 146 140 270 363 270 57 99
Fem Hygiene - Foreign 61 69 62 56 59 63 50 60 65 63 65 62 56
Whisper 21 26 22 23 16 19 16 23 23 22 26 20 18
Fem Hygiene - Local 38 30 34 44 40 35 49 39 35 37 34 38 42
Sofy 14 13 7 12 10 13 14 20 14 17 17 15 14
ABC 7 2 2 4 4 6 11 5 5 8 8 3 14
Yimu 5 4 9 12 11 4 5 3 5 1 3 8 1
Fem Hygiene - Base 890 31 56 61 68 91 82 48 123 154 92 33 51
Cosmetics - Foreign 62 56 52 55 51 63 60 57 63 69 72 58 59
L'Oreal 12 7 6 6 10 12 10 9 12 14 18 7 13
Olay 11 9 8 8 9 15 12 11 13 12 8 7 8
Cosmetics - Local 35 40 43 42 47 35 38 39 37 29 26 39 34
Dabao 6 12 9 11 11 6 4 7 5 6 3 11 2
Inoherb 5 2 4 4 8 4 5 5 7 4 5 7 4
Cosmetics - Base 1,176 35 57 75 86 115 87 73 159 235 156 42 56

Tissues: Yes 33 28 37 38 36 36 32 28 32 30 38 28 32
Tissues: Base 2,429 105 123 169 179 249 177 170 324 422 306 79 126
Fem Hygiene: Yes 27 18 33 41 19 26 33 21 25 20 37 30 26
Fem Hygiene: Base 1,215 60 84 86 98 133 99 67 153 202 117 40 76
Cosmetics: Yes 24 17 32 28 25 23 25 17 23 24 28 27 21
Cosmetics: Base 2,429 105 123 169 179 249 177 170 324 422 306 79 126
February 2014
China: Luxury Goods
Domestic 56 74 68 67 58 61 57 50 63 51 41 57 44
Western 14 5 6 7 14 12 13 12 11 19 27 13 11
No preference 26 17 21 26 26 24 29 33 23 29 30 23 29
Base : Unwtd 2,209 103 112 148 155 239 161 160 299 380 271 70 111





35
54 53
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February 2014

10
11
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9
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B

4
,
0
0
0
-
4
,
9
9
9
R
M
B

5
,
0
0
0
-
5
,
9
9
9
R
M
B

6
,
0
0
0
-
6
,
9
9
9
R
M
B

7
,
0
0
0
-
7
,
9
9
9
R
M
B

8
,
0
0
0
-
9
,
9
9
9
R
M
B

1
,
0
0
0
0
-
1
4
,
9
9
9
A
b
o
v
e

R
M
B
1
5
,
0
0
0
%

o
f

r
e
s
p
o
n
d
e
n
t
s
45 46
51
55
54 56 58
56 57
61
0
10
20
30
40
50
60
70
U
n
d
e
r

R
M
B
2
,
0
0
0
R
M
B

2
,
0
0
0
-
2
,
9
9
9
R
M
B

3
,
0
0
0
-
3
,
9
9
9
R
M
B

4
,
0
0
0
-
4
,
9
9
9
R
M
B

5
,
0
0
0
-
5
,
9
9
9
R
M
B

6
,
0
0
0
-
6
,
9
9
9
R
M
B

7
,
0
0
0
-
7
,
9
9
9
R
M
B

8
,
0
0
0
-
9
,
9
9
9
R
M
B

1
,
0
0
0
0
-
1
4
,
9
9
9
A
b
o
v
e

R
M
B
1
5
,
0
0
0
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
China: Technology and Internet

% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Blu-Ray Player 1 3 0 0 0 1 0 0 0 1 1 0 1
Camcorder 3 3 1 6 2 4 2 3 2 4 3 3 1
Desktop computer 4 3 5 5 6 5 6 5 3 2 3 4 1
Digital Camera 7 5 8 9 8 7 6 7 7 5 5 9 5
DVD Player 1 1 1 3 1 3 1 2 1 1 1 0 1
E-Reader 1 1 0 2 1 3 0 1 1 1 1 0 1
Gaming facility 2 0 1 5 1 2 2 1 1 1 1 3 1
GPS/Navigation 1 1 2 1 2 2 0 2 1 0 2 2 1
Internet Service 1 0 1 0 1 3 2 1 2 2 2 2 1
Mobile Phone 2 2 3 2 2 2 1 3 1 1 1 1 3
Smartphone 18 9 14 14 19 15 17 18 22 19 20 18 16
MP3 1 0 1 2 0 0 0 0 0 1 1 3 1
Netbook 2 1 2 2 1 2 2 1 2 2 2 3 2
Notebook PC 9 4 7 8 8 7 9 5 10 10 11 11 13
Stereo HiFi 1 1 2 1 1 1 1 0 2 1 3 1 1
Traditional TV 0 2 0 1 0 1 0 1 0 0 1 0 0
LCD TV 7 8 13 5 8 6 5 10 8 7 5 3 6
Flat screen TV 2 4 1 3 1 1 2 1 3 3 3 1 1
Tablet 5 3 2 1 4 4 6 5 3 7 7 3 9
None of these 33 50 36 30 33 31 35 36 31 32 28 30 36

Figure 127: G6. Which brand of TV (LCD Flat screen) are you most likely to purchase?
Foreign Brands 50 15 29 28 45 29 47 53 59 60 81 25 60
Samsung 18 15 14 0 10 17 33 16 11 22 32 0 30
Sony 8 0 0 11 10 0 0 16 9 16 13 0 0
Philips 8 0 0 11 10 4 7 5 11 13 13 0 0
Local Brands 47 85 67 61 50 63 40 47 41 38 19 75 30
Changhong 17 62 14 22 30 17 27 26 11 13 3 0 0
Haier 8 8 24 17 0 21 0 0 5 7 3 25 10
Skyworth 7 0 10 0 0 17 0 5 11 7 6 0 10
Base : Unwtd 264 13 21 18 20 24 15 19 44 45 31 4 10

0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014
Figure 128: : l6. What services have you used in the last 6 months?

% of
respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Yes 81 50 65 64 67 76 84 81 83 88 93 81 85
No 19 50 35 36 33 24 16 19 17 12 7 19 15

Yes 89 86 80 79 81 90 90 87 95 94 92 76 76
No 10 9 19 18 16 9 10 11 5 6 7 16 19
Dont know 2 5 1 3 3 2 0 2 0 1 1 9 5

Figure 131: IC3. What is your most frequently used payment method for e-commerce?
Taobaos Alipay 42 29 42 46 34 36 41 35 41 46 44 46 57
Banks debit
cards
9 5 18 7 7 9 7 13 7 10 8 18 4
Cash on delivery 12 10 15 11 9 18 11 12 18 10 11 15 9
Chinapay (Union
Pay)
18 38 9 16 29 17 29 17 17 17 18 8 17
Credit cards 1,079 21 33 57 56 102 70 69 152 229 198 39 53

More 40 28 43 36 39 37 39 33 45 42 48 38 29
The same 49 47 37 49 47 52 49 60 48 49 42 48 56
Less 11 26 20 15 14 10 12 6 7 9 10 13 15
Base 1,756 43 70 100 100 173 134 126 252 340 265 58 95

58
0
66
31
37
50
51
56
67
12 12
23
25
43
57
27
36
42
1 2
5
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
China: Telecommunications
% of respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Yes, I pay for it 92 87 84 87 92 90 94 90 95 94 94 91 89
Yes, employer pays 2 1 4 4 2 4 2 4 1 1 3 1 0
Yes, somebody else
pays
4 3 7 5 3 4 4 5 4 5 2 3 10
No, I do not 2 10 5 4 2 2 1 2 0 0 0 5 1
Base : Unwtd 2,377 104 114 160 172 250 173 166 342 415 287 77 117

Foreign 64 51 44 67 60 63 69 73 67 74 74 49 52
Samsung 23 17 14 22 24 23 20 16 26 29 27 19 18
Nokia 14 21 13 16 10 15 18 21 16 11 10 8 4
Local 32 38 55 33 38 31 31 29 33 22 24 42 40
Base 2,333 94 108 153 169 244 172 163 341 414 286 73 116

Yes 52 25 54 55 61 54 67 50 41 48 50 83 100
No 48 75 46 45 39 46 33 50 59 52 50 17 0
Base : Unwtd 229 12 13 22 23 24 18 22 29 42 16 6 2

Foreign 79 55 73 80 77 81 90 84 86 86 88 72 70
Samsung 38 17 42 28 42 40 34 39 47 40 37 31 27
Apple 29 17 11 23 20 22 37 32 25 37 38 29 29
Local 10 32 24 14 19 14 7 12 8 8 11 24 8
Lenovo 2 3 4 5 5 3 1 1 1 2 2 3 2
Base 1,448 35 53 93 96 147 111 99 230 304 194 35 51

Yes 74 66 64 62 75 75 71 73 74 76 80 83 69
No 19 26 26 24 16 18 23 20 18 18 13 11 16
Dont Know 8 9 9 14 9 7 6 7 8 6 6 6 16
Base 1,448 35 53 93 96 147 111 99 230 304 194 35 51

69
56
43 42
32 31
27 26
13
17
33
43
41
44
44
47 49
46
40
6
12
17
19
20
21 21
29
35
3
2 1 4
0 2 1 1 0 1
0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
RMB 50 or less (50) RMB 51-100 (75) RMB 101-250 (175) RMB 251-500 (375) More than RMB 500 (500)
February 2014
China: Travel

% of
respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
At home 7 15 10 19 6 9 5 7 6 6 2 12 7
Elsewhere in
the country
88 81 90 78 89 90 93 92 91 86 86 81 84
International
destination
5 4 0 3 5 1 2 1 3 8 12 1 9
Base : Unwtd 1,305 26 41 78 82 126 92 90 185 266 220 43 56

Car 15 18 27 17 10 16 16 17 12 14 16 16 13
Bus 23 27 27 21 25 31 25 33 28 18 14 18 23
Train 36 36 35 49 51 38 44 40 42 29 27 32 35
Ship 1 5 0 0 1 1 0 0 1 1 0 3 0
Aeroplane 25 14 11 13 12 14 15 10 17 37 42 32 29
Other 0 0 0 0 1 0 0 0 1 0 1 0 0
Base : Unwtd 1,213 22 37 63 77 115 87 84 173 249 216 38 52

At home 4 10 5 6 1 4 4 6 6 3 1 3 3
Elsewhere in
the country
86 90 94 89 94 92 94 91 86 81 75 92 87
International
destination
10 0 1 5 5 4 2 3 8 16 24 5 10
Base : Unwtd 1,436 31 65 87 85 131 103 98 213 292 232 37 62
24
33
46 46
49
52
51
53
61
70
29
53
51
48 51
58
55
61
67
74
0
15
30
45
60
75
90
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
,9999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
China: Property
Figure 143: K1. Do you or your family own a property?
% of
respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Yes 81 60 75 79 80 82 82 80 86 86 84 77 75
No 19 40 25 21 20 18 18 20 14 14 16 23 25
Base : Unwtd 2,354 105 117 169 170 250 166 164 321 412 287 75 118

Rented 94 100 93 92 95 95 100 100 100 100 88 89 94
Allocated 2 0 4 2 1 2 0 0 0 0 8 0 2
Borrowed 4 0 4 7 5 2 0 0 0 0 4 11 4
Base : Unwtd 348 1 28 59 149 43 18 11 4 2 24 9 348

Upgrade 43 60 24 44 46 49 38 55 39 43 41 45 36
First-time home 23 13 48 19 12 34 36 15 27 21 21 9 18
Investment 13 0 0 14 15 10 12 10 13 13 22 18 14
Change of location 16 27 29 16 22 5 14 13 18 16 14 18 21
Base : Unwtd 539 15 21 43 41 59 42 40 62 91 86 11 28

Increase 62 41 52 61 58 63 59 61 66 68 72 51 49
No change 19 21 20 21 25 22 25 23 19 18 14 12 15
Decrease 8 14 12 7 9 7 9 8 7 9 7 4 6
Base : Unwtd 2,354 105 117 169 170 250 166 164 321 412 287 75 118

Below 25% 42 48 43 47 51 47 41 43 40 43 37 31 24
25% - 50% 24 7 15 24 20 17 27 23 33 30 30 8 13
51% - 75% 11 5 7 8 6 11 11 15 11 13 15 7 6
76% - 95% 4 2 0 2 2 4 5 5 5 3 5 3 3
Above 95% 1 0 1 1 2 2 3 2 0 1 3 0 0
Don't know 19 39 35 18 19 19 12 13 11 9 10 52 55
Base : Unwtd 2,354 105 117 169 170 250 166 164 321 412 287 75 118

Figure 148: : K5. Do you or your household intend to purchase a property in the next 2 years?

14
18
25 24 24 25 24
19
22
30
86
82
75 76 76 75 76
81
78
70
0%
20%
40%
60%
80%
100%
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


54
49
52
55
59
56
57
54
59
20
29
26
17
27
29
28
32
25
28
0
10
20
30
40
50
60
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
21
32
34 34
29
35
32
36
32 32
53
71
67
76
66
64 63
60
70
69
0
20
40
60
80
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0
1
2
1
2
3
2
3
2
1
13
0
7
2
5
7
10
6
2 2
0
3
6
9
12
15
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB 1,0000-
14,999
Above RMB
15,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
China: Education
Figure 152: L3. Do you yourself currently participate in any adult continuing education?
Yes 16 11 12 19 16 22 18 15 12 14 20 16 18
No 84 89 88 81 84 78 82 85 88 86 80 84 83
Base : Unwtd 2,365 104 118 159 165 244 174 171 339 412 292 67 120

More 13 8 12 15 11 14 9 9 9 13 20 21 19
About the same 75 74 75 72 77 71 76 82 83 78 72 54 63
Less 12 18 14 13 12 15 15 9 8 9 8 25 18
Base : Unwtd 2,365 104 118 159 165 244 174 171 339 412 292 67 120

8
12
15
11
14
9 9 9
13
20
18
14
13
12
15 15
9
8
9
8
0
5
10
15
20
25
Under RMB
2,000
RMB 2,000-
2,999
RMB 3,000-
3,999
RMB 4,000-
4,999
RMB 5,000-
5,999
RMB 6,000-
6,999
RMB 7,000-
7,999
RMB 8,000-
9,999
RMB
1,0000-
14,999
Above RMB
15,000
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
China: Healthcare
% of
respondents
(by income
bracket)
Total Up to
RMB
2000
RMB
2000 -
3000
RMB
3000 -
4000
RMB
4000 -
5000
RMB
5000 -
6000
RMB
6000 -
7000
RMB
7000 -
8000
RMB
8000 -
10000
RMB
10000-
15000
RMB
15000 +
Would
prefer
not to
answer
D.K
Yes 73 59 71 69 70 75 70 68 79 79 78 73 57
No 27 41 29 31 30 25 30 32 21 21 22 27 43
Base : Unwtd 2,390 105 120 164 171 248 175 171 326 413 300 75 122

Hospital 35 44 41 41 41 38 35 33 34 33 29 47 35
Emergency Room 16 12 13 16 13 15 15 16 16 18 19 9 14
Prescriptions 18 18 22 17 17 18 21 16 17 18 19 18 18
Vaccinations 11 8 8 14 13 11 10 13 12 10 13 10 13
Outpatient Service 20 18 16 13 17 19 19 22 21 21 20 17 21
Base : Unwtd 1747 62 85 113 120 185 122 116 259 327 233 55 70

Yes 41 50 46 48 48 49 45 42 35 35 39 29 25
No 59 50 54 52 52 51 55 58 65 65 61 71 75
Base : Unwtd 2,390 105 120 164 171 248 175 171 326 413 300 75 122

Figure 158: M12. Thinking now about everyone in your household, would you expect to be spending more or less on
medicines over the next 12 months?
More 11 13 9 12 11 15 10 13 8 9 13 7 2
Same 48 39 34 40 39 42 48 53 59 55 47 37 43
Less 42 48 57 48 50 44 42 33 33 36 39 56 54
Base : Unwtd 2,390 105 120 164 171 248 175 171 326 413 300 75 122

produced product?
Wouldnt pay extra 66 84 78 71 70 70 69 60 61 60 54 79 80
1-10% extra 24 10 15 20 19 21 26 28 29 29 29 13 13
11-20% extra 7 2 6 7 8 7 3 7 8 8 9 4 3
21-30% extra 2 0 1 1 1 1 1 4 2 2 4 4 2
More than 30% extra 2 4 0 1 2 0 1 1 1 2 4 0 2
Base : Unwtd 2,390 105 120 164 171 248 175 171 326 413 300 75 122

produced product?
Only efficacy 10 6 8 12 10 8 12 11 13 11 8 8 7
Only safety 5 6 3 5 5 6 10 6 5 4 6 3 2
Both 52 50 48 54 51 # 43 50 57 57
Neither 21 15 23 20 19 20 29 19 16 19 25 23 19
Base : Unwtd 2,390 105 120 164 171 248 175 171 326 413 300 75 122

February 2014
India
Rural revival
With a net percentage of Indians expecting their financial position to improve in the next six months, India ranks fifth in our list of
countries, despite optimism slipping four percentage points since last year. However and as flagged earlier in the report these
headlines conceal a great deal about India, not least the significant trends of relative improvement across the income scale and in the
rural/urban dynamic.
Beneath the headline readings, there are signs of an underlying improvement. More people believe this is a good time to purchase big
ticket items (a net balance of 7% versus 5% last year) and more people now expect inflation to fall a sign that that entrenched high
inflation expectations may moderate.
The rural versus urban consumer emerges as a key contrast in this survey. The responses show rural areas seeing a much bigger
improvement than urban in most categories, in turn closing penetration gaps (out of 15 categories, rural areas outscore urban in 11 of
them for forward-looking spending intentions). Driving this is far greater optimism with regard to incomes between the rural & urban
communities. For example the net balance of those expecting income to rise rather than fall was +6% in rural areas versus 15% in
urban areas. 11% of respondents saw increases in excess of 20%.
In terms of spending categories, we have seen more growth in discretionary categories such as smartphones (supported by more
investment in internet access) and cars in 2013 even if the rates of increase lag those in other countries such as China and Brazil.
However, the improving trend is expected to continue going forward, alongside areas such as watches and branded goods. In fact,
there was a sharp fall in consumers wishing to buy unbranded items as consumers become more brand conscious. More generally,
trading up seems to be the theme. People are buying smartphones rather than conventional mobiles and fewer people bought entry-
level cars.
Looking to the long term, structural positives appear for the Indian consumer. The savings ratio at 12% remains relatively high versus
other EM countries, as does the emphasis on education with nearly 10% of income kept aside for additional spend. Meanwhile, the
country has one of the lowest penetration levels across categories of the nine emerging markets surveyed. India has one the lowest
consumption rates for items like beer, spirits, meat and cigarettes and its internet penetration rate is the lowest in the survey.
February 2014
India: Brand penetration

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent Co Listed/ Private
Dairy Amul 32% 45% -4% 54% 56% 5% 43% 51% Gujarat coop Coop
Dairy Britannia 12% 25% 20% 33% 18% 11% 22% 21% Britannia Ind BRIT IN
Dairy Thirumala 5% 3% 2% 8% 18% 13% 6% 11% Tirumala Milk private
Dairy Mother Daily 16% 25% 6% 25% 17% 4% 20% 21% Mother Dairy State-owned
Dairy Cadburys 12% 15% 10% 30% 16% 1% 21% 16% Mondelz Intl MDLZ US
Dairy Nandini 7% 3% 2% 14% 15% -13% 11% 9% Karnataka Milk State-owned
Dairy Arokya 3% 1% 0% 4% 11% 10% 3% 6% Hatsun Agro Prod HTSMF IN
Dairy Milkmaid 2% 1% 1% 2% 7% 6% 2% 4% Nestl NESN VX
Dairy Parag 7% 3% -7% 2% 6% 3% 4% 4% Parag Milk Foods private
Dairy Heritage 2% 8% 4% 2% 5% 4% 2% 7% Heritage Foods HTFI IN
Dairy Every Day 3% 7% 6% 0% 5% 2% 2% 6% Nestl NESN VX
Dairy NUTRALITE 0% 1% 1% 0% 4% 4% 0% 3% Zydus Cadila private
Dairy Amulya 1% 4% 1% 4% 4% 3% 3% 4% Amul Cooperative
Dairy Mahanand 0% 8% 7% 3% 4% 3% 2% 6% MRSDMM State-owned
Dairy Gokula 0% 9% 5% 2% 3% 1% 1% 6% Kolhapur coop private
Dairy Kwality Wall 2% 6% 3% 8% 3% 1% 5% 5% Hind. Unilever HUVR IN
Dairy Chitale 2% 7% 4% 6% 2% -8% 4% 4% Chitale Dairy private
Dairy Nilgiris 0% 0% 0% 3% 2% 2% 1% 1% Nilgiris Dairy private
Dairy Anik 1% 0% -5% 1% 1% 0% 1% 1% Anik Ind ANIK IN
Dairy Anmol 2% 0% -1% 1% 1% 1% 2% 1% Anmol Dairy Delisted
Dairy Metro 8% 9% 5% 2% 1% -1% 5% 5% Metro Milk Prod private
Dairy Milkman 5% 5% 5% 2% 1% 0% 4% 3% Britannia Ind BRIT IN
Dairy Sagar 0% 0% -2% 1% 1% -3% 0% 1% Dudhsagar Dairy private
Dairy Trupti 0% 0% 0% 0% 1% 0% 0% 1% Trupti Dairy private
Dairy Berkeley Far 0% 0% -1% 0% 0% 0% 0% 0% Dean Foods DF US
Dairy Danone 0% 1% 1% 0% 0% 0% 0% 1% Danone BN FP
Dairy Hatsun 1% 0% -1% 0% 0% 0% 1% 0% Hatsun Agro Prod HTSMF IN
Dairy Kraft 0% 0% 0% 0% 0% 0% 0% 0% Kraft Foods Gr KRFT US
Dairy Lurpack 0% 0% 0% 0% 0% 0% 0% 0% Danish Dairy Boa private
Dairy VIMAL 0% 0% 0% 0% 0% 0% 0% 0% Vimal Dairy private
Dairy Haringatha 0% 0% 0% 1% 0% 0% 1% 0% Haringhata dairy State-owned
Cigarettes Gold Flake 45% 12% 12% 41% 56% 56% 43% 34% ITC ITC IN
Cigarettes Classic 6% 19% 19% 18% 21% 21% 12% 20% ITC ITC IN
Cigarettes Benson & Hed 3% 16% 16% 0% 20% 20% 2% 18% Philip Morris In PM US
Cigarettes Charms 0% 0% 0% 0% 9% 9% 0% 5% VST Ind VST IN
Cigarettes Wills Gold F 4% 14% 14% 19% 8% 8% 12% 11% ITC ITC IN
Cigarettes Navy Cut 10% 3% 3% 9% 5% 5% 10% 4% ITC ITC IN
Cigarettes Capstan 3% 0% 0% 0% 3% 3% 2% 2% ITC ITC IN
Cigarettes Flake 15% 18% 18% 5% 3% 3% 10% 11% ITC ITC IN
Cigarettes India Kings 0% 2% 2% 0% 3% 3% 0% 3% ITC ITC IN
Cigarettes Charminar 1% 0% 0% 0% 2% 2% 1% 1% VST Ind VST IN
Cigarettes Berkeley 0% 0% 0% 0% 1% 1% 0% 1% ITC ITC IN
Cigarettes Four Square 1% 0% 0% 3% 1% 1% 2% 1% Godfrey Phillips GP IN
Cigarettes FS1 0% 0% 0% 0% 1% 1% 0% 1% Godfrey Phillips GP IN
Cigarettes Bristol 0% 3% 3% 5% 0% 0% 2% 2% ITC ITC IN
Cigarettes Chesterfield 1% 0% 0% 5% 0% 0% 3% 0% Philip Morris In PM US
Cigarettes Cleopatra 10% 0% 0% 21% 0% 0% 15% 0% Eastern Co EML US
Cigarettes Glamour 0% 0% 0% 5% 0% 0% 3% 0% Japan Tobacco In 2914 JP
Cigarettes Just Black 0% 2% 2% 2% 0% 0% 1% 1% Golden Tobacco GTO IN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Cigarettes Pall Mall 0% 0% 0% 2% 0% 0% 1% 0% BAT BATS LN
Cigarettes Silk Cut 18% 7% 7% 0% 0% 0% 9% 3% ITC ITC IN
Cigarettes Winston 10% 0% 0% 8% 0% 0% 9% 0% R. J. Reynolds RAI US
Soft Drinks Sprite 61% 42% 6% 36% 39% -1% 48% 41% The Coca-Cola Co KO US
Soft Drinks 7-Up 24% 29% -2% 26% 35% 7% 25% 32% PepsiCo PEP US
Soft Drinks Fanta 19% 18% -4% 34% 33% -2% 26% 26% The Coca-Cola Co KO US
Soft Drinks Mirinda 27% 32% 7% 40% 32% -5% 33% 32% PepsiCo PEP US
Soft Drinks Limca 9% 30% 10% 32% 29% 5% 21% 30% The Coca-Cola Co KO US
Soft Drinks Coca-Cola 19% 30% 11% 37% 26% -1% 28% 28% The Coca-Cola Co KO US
Soft Drinks Thums up 41% 47% 16% 43% 25% -5% 42% 36% The Coca-Cola Co KO US
Soft Drinks Pepsi Cola 11% 12% -8% 39% 24% 6% 25% 18% The Coca-Cola Co KO US
Soft Drinks Mountain Dew 6% 5% -8% 9% 11% 6% 8% 8% PepsiCo PEP US
Soft Drinks Lilt 0% 0% -2% 1% 4% 2% 0% 2% The Coca-Cola Co KO US
Soft Drinks Appletiser 0% 0% -2% 1% 2% 1% 1% 1% SABMiller SAB LN
Soft Drinks Dr Pepper 1% 0% -3% 1% 2% 1% 1% 1% Dr Pepper Snappl DPS US
Soft Drinks Lucozade 0% 0% -2% 1% 2% 2% 1% 1% Suntory private
Soft Drinks Big 0% 1% 1% 0% 1% 1% 0% 1% Ajegroup private
Beer Kingfisher 84% 49% -28% 62% 42% -28% 73% 46% United Breweries UB IN
Beer Guinness 0% 0% 0% 0% 15% 15% 0% 8% St. James's Gate DGE LN
Beer Knock Out 12% 5% 5% 8% 15% 7% 10% 10% SABMiller SAB LN
Beer Haywards 34% 14% 14% 18% 13% 9% 26% 14% SABMiller SAB LN
Beer Royal Challe 8% 8% -9% 6% 13% 5% 7% 11% United Breweries UB IN
Beer Tuborg 0% 2% 2% 5% 10% 10% 2% 6% Carlsberg Gr CARLB DC
Beer Carlsberg 0% 0% 0% 5% 5% 5% 2% 3% Carlsberg Gr CARLB DC
Beer Corona 0% 0% 0% 0% 5% 5% 0% 3% Modelo(AB InBev) ABI BB
Beer London Pilsn 0% 0% 0% 0% 4% -3% 0% 2% United Breweries UB IN
Beer Golden Eagle 0% 0% 0% 0% 3% -8% 0% 2% Mohan Meakin private
Beer Khajuraho 6% 0% 0% 0% 3% 3% 3% 2% Lilasons Ind private
Beer Kings Beer 7% 4% 4% 10% 3% 3% 8% 3% Impala Distiller private
Beer Peroni 0% 0% 0% 0% 3% 3% 0% 2% SABMiller SAB LN
Beer Sand Piper 0% 0% 0% 0% 1% 1% 0% 1% United Breweries UB IN
Beer Amberro 0% 0% 0% 0% 0% 0% 0% 0% Kool Breweries private
Beer Becks 0% 0% 0% 0% 0% 0% 0% 0% AmBev AMBV4 BZ
Beer Carling 0% 0% 0% 0% 0% -4% 0% 0% Molson Coors Bre TAP US
Beer Heineken 0% 0% 0% 0% 0% -4% 0% 0% Heineken Intl HEIA NA
Beer Kalyani 11% 4% 0% 6% 0% -4% 9% 2% United Breweries UB IN
Beer Miller 0% 0% 0% 0% 0% 0% 0% 0% SAB and Molson JV
Beer San Miguel 0% 0% 0% 0% 0% 0% 0% 0% San Miguel Brew SMC PM
Beer Tiger 0% 0% 0% 0% 0% -7% 0% 0% Asia Pacific Bre APB SP
Spirits McDowells N 17% 46% 38% 13% 35% -20% 15% 41% United Breweries UB IN
Spirits Royal Stag 3% 0% -50% 18% 25% 17% 10% 13% Pernod Ricard RI FP
Spirits Signature 3% 0% 0% 4% 19% -14% 4% 10% United Breweries UB IN
Spirits 100 Pipers 14% 0% 0% 20% 17% 0% 17% 9% Pernod Ricard RI FP
Spirits Green Label 0% 3% 3% 10% 9% 2% 5% 6% Diageo DGE LN
Spirits Royal Challe 25% 10% 10% 22% 8% -9% 24% 9% United Breweries UB IN
Spirits Aristrocrat 11% 0% 0% 3% 7% -16% 7% 4% Jagatjit Ind JGI IN
Spirits Blenders Pri 14% 3% 3% 24% 6% -10% 19% 5% Pernod Ricard RI FP
Spirits Imperial Blu 3% 0% -33% 3% 5% -12% 3% 2% Pernod Ricard RI FP
Spirits Antiquiti 0% 0% 0% 10% 3% -20% 5% 2% United Breweries UB IN
Spirits Bacardi 3% 0% 0% 4% 2% -32% 4% 1% Bacardi BACDA US
Spirits Bagpippers 6% 0% 0% 6% 2% -15% 6% 1% United Breweries UB IN
Spirits Chivas Regal 0% 0% 0% 0% 2% -15% 0% 1% Pernod Ricard RI FP
Spirits Jack Daniels 0% 0% 0% 0% 2% 2% 0% 1% Brown-Formanorat BF/B US
Spirits Mansion Hous 0% 0% 0% 0% 2% 2% 0% 1% Tilaknagar Ind TLNGR IN
Spirits Old Tavern 0% 3% 3% 0% 2% 2% 0% 2% United Breweries UB IN
Spirits Romonov 0% 0% 0% 8% 2% -15% 4% 1% United Breweries UB IN
Spirits Shark Tooth 0% 0% 0% 0% 2% 2% 0% 1% Diageo DGE LN
Spirits Smirnoff 0% 0% 0% 0% 2% -15% 0% 1% Diageo DGE LN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Spirits Absolut 0% 0% 0% 4% 0% -17% 2% 0% Pernod Ricard RI FP
Spirits Camino Real 0% 0% 0% 6% 0% 0% 3% 0% Jardine Wines private
Spirits Fuel 0% 5% 5% 0% 0% -23% 0% 3% Seagram (PR) RI FP
Spirits Gordons 0% 0% 0% 0% 0% -13% 0% 0% Diageo DGE LN
Spirits J&B 3% 0% -100% 0% 0% -100% 2% 0% Diageo DGE LN
Spirits Johnnie Walk 0% 0% 0% 3% 0% -32% 1% 0% Diageo DGE LN
Spirits Malibuu 0% 0% 0% 0% 0% -7% 0% 0% Pernod Ricard RI FP
Spirits Nemiroff 3% 0% 0% 0% 0% 0% 2% 0% Nemiroff private
Spirits Old Monk 0% 3% 3% 0% 0% -23% 0% 1% Mohan Meakin private
Spirits White Mischi 0% 0% -33% 0% 0% 0% 0% 0% United Breweries UB IN
Bottled Water Bisleri 48% 52% -8% 66% 76% 12% 57% 64% Bisleri Intl Pvt private
Bottled Water Aquafina 43% 27% -5% 34% 24% -8% 39% 26% PepsiCo PEP US
Bottled Water Kinley 18% 34% 13% 18% 21% 0% 18% 28% The Coca-Cola Co KO US
Bottled Water Aqua 7% 12% -4% 6% 16% 7% 7% 14% The Coca-Cola Co KO US
Bottled Water Kingfisher 7% 8% 5% 9% 9% -2% 8% 9% United Breweries UB IN
Bottled Water Bailley 6% 8% 5% 8% 8% 1% 7% 8% Parle Agro Pvt.. private
Bottled Water Dasani 1% 0% 0% 0% 2% 2% 1% 1% The Coca-Cola Co KO US
Bottled Water Himalayan 6% 0% -5% 5% 1% -2% 6% 1% Tata Global Bvg TGBL IN
Bottled Water Buxton 0% 1% 1% 1% 1% 1% 1% 1% Nestl NESN VX
Bottled Water Manikchand 2% 0% 0% 0% 1% 0% 1% 0% Manikchand Gr private
Bottled Water McDowells N 0% 0% 0% 1% 1% -1% 0% 0% United Breweries UB IN
Bottled Water SPA 0% 0% 0% 0% 0% 0% 0% 0% Spadel Gr private
Bottled Water NAYA 0% 0% 0% 0% 0% -1% 0% 0% Danone BN FP
Bottled Water Volvic 0% 0% 0% 3% 0% -2% 2% 0% Danone BN FP
Autos Maruti Suzuk 64% 19% -52% 43% 45% -1% 54% 32% Maruti Suzuki In MSIL IN
Autos Hyundai 26% 3% -1% 18% 13% -3% 22% 8% Hyundai Motor Co 005380 KS
Autos TATA 5% 0% 0% 9% 9% -7% 7% 5% Tata Motors TTMT IN
Autos Honda 0% 33% 33% 3% 7% 5% 2% 20% Honda Motor Co 7267 JP
Autos Toyota 0% 0% -4% 4% 3% 0% 2% 2% Toyota Motor 7203 JP
Autos Fiat 0% 0% 0% 1% 1% -1% 1% 1% Fiat S.p.A. F IM
Autos Ford 0% 3% 3% 3% 1% -3% 2% 2% Ford Motor Co F US
Autos Mazda 0% 0% 0% 0% 1% 1% 0% 0% Mazda Motororati 7261 JP
Autos Opel 0% 0% 0% 0% 1% 1% 0% 0% General Motors C GM US
Autos Nissan 0% 0% 0% 0% 0% 0% 0% 0% Nissan Motor Co 7201 JP
Autos Audi 0% 0% 0% 1% 0% 0% 1% 0% Audi(Volkswagen) VOW3 GR
Autos Chevrolet 0% 0% 0% 4% 0% 0% 2% 0% General Motors GM US
Autos Daihatsu 0% 0% -2% 0% 0% 0% 0% 0% Daihatsu Motor 7267 JP
Autos Ferrari 0% 0% -2% 0% 0% 0% 0% 0% Fiat S.p.A. F IM
Autos Mahindra & M 0% 0% -17% 2% 0% -4% 1% 0% Mahindra & Mahin MM IN
Autos Peugeot 0% 0% 0% 0% 0% -1% 0% 0% PSA Peugeot Citr UG FP
Autos Seat 0% 0% 0% 0% 0% 0% 0% 0% SEAT(Volkswagen) VOW3 GR
Autos Skoda 0% 0% 0% 0% 0% -1% 0% 0% Volkswagen VOW3 GR
Autos Volkswagen 5% 0% 0% 0% 0% 0% 2% 0% Volkswagen VOW3 GR
Cosmetics Parachute 26% 49% 11% 55% 44% -4% 41% 47% Marico MRCO IN
Cosmetics Fair & Lovel 30% 37% -15% 46% 36% -8% 38% 36% Hind. Unilever HUVR IN
Cosmetics Lux 28% 24% -3% 20% 18% -7% 24% 21% Unilever ULVR LN
Cosmetics Garnier 6% 4% -2% 21% 13% 1% 13% 9% L'Oral OR FP
Cosmetics Lakme 2% 4% -8% 17% 12% -1% 10% 8% Unilever ULVR LN
Cosmetics Bajaj Almond 9% 8% 4% 7% 12% 9% 8% 10% Bajaj BJCOR IN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Cosmetics LOreal 0% 0% 0% 6% 9% 6% 3% 5% L'Oral OR FP
Cosmetics Denim 1% 3% 0% 10% 9% 1% 6% 6% Hind. Unilever HUVR IN
Cosmetics Cinthol 2% 1% -6% 20% 8% -1% 11% 5% Godrej Consumer GCPL IN
Cosmetics Dabur Vatika 3% 9% 3% 6% 8% -3% 4% 9% Dabur India DABUR IN
Cosmetics Himalaya 2% 12% 9% 3% 8% 4% 3% 10% Himalaya Drug Co private
Cosmetics Nivea 2% 1% -3% 10% 8% -2% 6% 4% Beiersdorf BEI GR
Cosmetics Vaseline 9% 2% -1% 8% 7% 0% 8% 5% Unilever ULVR LN
Cosmetics Dabur Amla 3% 6% -10% 8% 7% -2% 6% 6% Dabur India DABUR IN
Cosmetics Navratna 4% 1% -8% 4% 7% 1% 4% 4% Emami HMN IN
Cosmetics Santoor 3% 9% 5% 8% 7% -1% 6% 8% Wipro Consumer private
Cosmetics Wild stone 4% 5% 0% 3% 7% 4% 4% 6% McNROE Cons Pr private
Cosmetics Axe 4% 4% 2% 11% 6% 2% 8% 5% Hind. Unilever HUVR IN
Cosmetics Boroplus 4% 1% -2% 2% 6% 4% 3% 4% Emami HMN IN
Cosmetics Olay 1% 3% 2% 5% 6% 2% 3% 5% Procter & Gamble PG US
Cosmetics Johnsons ba 1% 1% -2% 4% 5% 1% 2% 3% Johnson & Johnso JNJ US
Cosmetics Dabur 2% 2% -4% 4% 5% 0% 3% 3% Dabur India DABUR IN
Cosmetics Gokul 1% 1% -4% 3% 5% 1% 2% 3% Tiesar Personal private
Cosmetics Fairever 3% 16% 12% 4% 4% -4% 4% 10% CavinKare private
Cosmetics Nihar 3% 8% 4% 10% 4% 3% 7% 6% Marico MRCO IN
Cosmetics Revlon 1% 1% 0% 1% 4% 1% 1% 3% Revlon REV US
Cosmetics ELLE 18 1% 8% 7% 4% 4% -2% 3% 6% Hind. Unilever HUVR IN
Cosmetics Johnson & Jo 1% 2% -6% 4% 4% -2% 3% 3% Johnson & Johnso JNJ US
Cosmetics Body Shop 9% 4% 0% 7% 3% -3% 8% 4% The Body Shop In BOS LN
Cosmetics Koe Karpin 1% 0% -3% 1% 3% 2% 1% 2% Dey's Medical private
Cosmetics Liril 1% 2% 1% 16% 3% -2% 8% 2% Hind. Unilever HUVR IN
Cosmetics Vicco Turmer 0% 2% 1% 2% 3% 1% 1% 2% Vicco Gr private
Cosmetics Fa 0% 1% 0% 4% 3% -1% 2% 2% Henkel HEN3 GR
Cosmetics Lancme 0% 1% 0% 1% 2% -1% 1% 2% Lancme Paris private
Cosmetics Amway 1% 6% 4% 2% 2% -3% 2% 4% Amway (Alticor) private
Sportswear Reebok 23% 16% 3% 34% 33% 15% 29% 25% Reebok(Adidas) ADS GR
Sportswear Action 2% 11% 5% 11% 25% -1% 7% 18% Action Shoes private
Sportswear Power 0% 1% 1% 5% 8% 4% 3% 5% Bata India BATA IN
Sportswear Lakhani 6% 12% 9% 2% 7% -5% 4% 10% Lakhani India LKI IN
Sportswear Champion 0% 7% 7% 1% 6% 4% 1% 6% HanesBrands Inc. HBI US
Sportswear Babolat 0% 0% 0% 2% 2% 2% 1% 1% Babolat private
Sportswear Lotto 1% 5% 4% 0% 2% -1% 1% 3% Lotto Sport Ital private
Sportswear Converse 0% 9% 9% 0% 2% 0% 0% 5% Nike, Inc. NKE US
Sportswear Speedo 0% 0% 0% 0% 1% 1% 0% 1% Speedo(Pent) private
Sportswear Fila 1% 0% 0% 0% 1% 1% 1% 0% Fila private
Sportswear Timberland 0% 0% 0% 0% 0% 0% 0% 0% Timberland LLC VFC US
Sportswear Fred Perry 0% 0% 0% 0% 0% -2% 0% 0% Fred Perry private
Sportswear Jordan 0% 0% 0% 0% 0% 0% 0% 0% Nike, Inc. NKE US
Sportswear Mizuno 0% 0% 0% 1% 0% 0% 1% 0% Mizunooration 8022 JP
Sportswear Umbro 0% 0% -1% 0% 0% 0% 0% 0% Umbro (Iconix) ICON US
Handsets Nokia 64% 41% -28% 49% 47% -24% 57% 44% Nokiaoration NOK1V FH
Handsets Micromax 1% 1% 0% 2% 5% 4% 1% 3% Micromax private
Handsets Sony Ericsso 0% 5% 4% 3% 2% -3% 2% 4% Sony Mobile Com 6758 JP
Handsets HTC 0% 0% 0% 1% 1% -1% 1% 1% HTCoration 2498 TT
Handsets MAXX 1% 0% 0% 1% 1% 1% 1% 1% Maxx MAXX US
Handsets Karbonn 0% 1% 0% 1% 1% 1% 1% 1% Karbonn Mobiles private
Handsets Sharp 0% 0% 0% 0% 1% 1% 0% 1% Sharporation 6753 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Handsets Lava 0% 0% 0% 0% 0% 0% 0% 0% Lava Intl private
Handsets Panasonic 0% 0% 0% 1% 0% 0% 0% 0% Panasonicoration 6752 JP
Handsets Philips 0% 0% 0% 0% 0% 0% 0% 0% Philips PHIA NA
Handsets BenQ 1% 0% 0% 0% 0% 0% 0% 0% BenQoration 8215 TT
Handsets Intex 0% 0% 0% 0% 0% 0% 0% 0% Intex Tech private
Handsets Lemon 0% 0% 0% 0% 0% 0% 0% 0% Fastrack Communi private
Handsets Motorola 1% 0% 0% 0% 0% -2% 1% 0% Motorola, Inc. MSI:US
Handsets NEC 0% 1% 1% 0% 0% -1% 0% 1% NECoration 6701 JP
Handsets Onida 0% 0% 0% 0% 0% 0% 0% 0% MIRC Electronics MIRC IN
Handsets Siemens 0% 0% -1% 0% 0% 0% 0% 0% Siemens AG SIE GR
Handsets Spice 0% 0% 0% 1% 0% 0% 0% 0% Spice Telecom private
Handsets Videocon 0% 0% 0% 0% 0% 0% 0% 0% Videocon Ind VCLF IN
TV Sony 16% 13% 5% 25% 21% -3% 20% 17% Sonyoration 6758 JP
TV Sanyo 5% 0% 0% 0% 3% 0% 2% 2% SANYO Electric 6764 JP
TV Sharp 0% 0% 0% 0% 3% 3% 0% 2% Sharporation 6753 JP
TV Panasonic 5% 3% 3% 1% 3% 3% 3% 3% Panasonicoration 6752 JP
TV Philips 0% 0% 0% 0% 1% -6% 0% 1% Philips PHIA NA
TV Onida 0% 0% 0% 4% 0% 0% 2% 0% MIRC Electronics MIRC IN
TV Pioneer 0% 7% 7% 0% 0% 0% 0% 3% Pioneeroration 6773 JP
TV Videocon 5% 0% 0% 0% 0% 0% 2% 0% Videocon Ind VCLF IN
Computers Samsung 22% 0% -5% 20% 16% 9% 21% 8% Samsung Electron 005930 KS
Computers Lenovo 8% 0% 0% 0% 14% 14% 4% 7% Lenovo Gr 992 HK
Computers DELL 15% 17% 10% 49% 12% -8% 32% 14% Dell private
Computers Sony 0% 0% 0% 0% 8% 8% 0% 4% Sonyoration 6758 JP
Computers Acer 0% 0% -5% 4% 3% -7% 2% 2% Acer Inc. 2353 TT
Computers IBM 0% 0% 0% 0% 2% 2% 0% 1% IBM IBM US
Computers LG 4% 0% -54% 6% 2% 2% 5% 1% LG Electronics 066570 KS
Computers Sharp 0% 0% -7% 0% 2% -2% 0% 1% Sharporation 6753 JP
Computers Toshiba 0% 0% 0% 2% 2% -15% 1% 1% Toshiba 6502 JP
Computers Fujitsu 0% 0% 0% 0% 0% -3% 0% 0% Fujitsu 6702 JP
Computers HCL 4% 0% 0% 0% 0% 0% 2% 0% HCL Infosystem HCLI IN
Computers Philips 0% 0% 0% 6% 0% 0% 3% 0% Philips PHIA NA
Computers Videocon 0% 0% 0% 2% 0% 0% 1% 0% Videocon Ind VCLF IN
Fashion Levi's 13% 15% 13% 29% 36% 28% 21% 26% Levi Strauss private
Fashion Jockey 9% 14% 10% 26% 28% 23% 18% 21% Jockey Intl, Inc private
Fashion Bata 7% 30% 2% 13% 22% -21% 10% 26% Bata India BATA IN
Fashion Lee Cooper 4% 7% 5% 31% 16% 9% 17% 12% Lee Cooper Brand ICON US
Fashion Allen Solly 1% 2% 1% 26% 13% 4% 13% 7% Madura Fashion private
Fashion Van Heusen 0% 2% 2% 4% 11% 2% 2% 7% PVH PVH US
Fashion Tommy Hilfig 1% 0% 0% 9% 7% 6% 5% 4% Phillips-Van Heu PVH US
Fashion Burberry 0% 0% -2% 1% 5% 4% 1% 3% Burberry Gr BRBY LN
Fashion Provogue 0% 3% 2% 3% 5% -2% 2% 4% Provogue PROV IN
Fashion Red Tape 0% 2% 2% 4% 4% 4% 2% 3% Mirza Intl MRZI IN
Fashion Gucci 0% 1% 1% 2% 3% 0% 1% 2% Gucci Gr GUCG US
Fashion GAP 0% 4% 4% 3% 3% 2% 1% 3% Gap Inc. GPS US
Fashion Polo Ralph L 0% 6% 6% 1% 3% 3% 1% 4% Ralph Laurenorat RL US
Fashion ZARA 0% 1% 1% 0% 3% 2% 0% 2% Industria de Dis ITX SM
Fashion DKNY 0% 0% 0% 0% 2% 2% 0% 1% LVMH MC FP
Fashion Marks & Spen 1% 1% 1% 0% 2% 1% 1% 2% Marks & Spencer MKS LN
Fashion Giorgio Arma 0% 0% 0% 1% 1% 0% 1% 1% Giorgio Armani private
Fashion Franco Leone 0% 2% 2% 0% 1% 1% 0% 2% Franco Leone Sho private
Fashion Christian Di 0% 0% 0% 2% 1% 0% 1% 0% LVMH MC FP
Fashion FCUK 0% 0% 0% 0% 1% 1% 0% 1% French Connectio FCCN LN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Fashion Louis Vuitto 1% 2% 2% 1% 1% 0% 1% 1% LVMH MC FP
Fashion Pierre Cardi 0% 0% 0% 1% 1% 0% 1% 1% Pierre Cardin private
Fashion Samsonite 0% 0% 0% 0% 1% 1% 0% 0% Samsonite Intl 1910 HK
Fashion H&M 1% 0% -1% 0% 1% 0% 1% 1% H & M Hennes & M HMB SS
Fashion Y.S.L. 0% 1% 1% 0% 1% 0% 0% 1% Yves Sa La(Kerin private
Fashion Cline 0% 0% 0% 0% 0% 0% 0% 0% LVMH MC FP
Fashion Dolce & Gabb 0% 0% 0% 1% 0% -1% 1% 0% Dolce & Gabbana private
Fashion Versace 0% 1% 1% 0% 0% 0% 0% 1% Gianni Versace GIAN IM

February 2014
India: Demographics



income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than Rs.
50000/-
Would
prefer not
to answer
D.K
1 1 0 0 0 1 1 1 1 1 4 4 0
2 4 0 6 6 4 4 4 4 5 2 8 5
3 19 14 23 25 19 18 19 16 19 16 8 19
4 42 57 38 44 47 44 37 39 24 39 40 38
5 or more 35 29 32 25 29 33 39 40 51 38 40 38

Mean 4.04 4.14 3.96 3.89 3.97 4.05 4.07 4.15 4.20 4.06 4.04 4.10


35
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30
40
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2
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,
0
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3
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3
0
,
0
0
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o

4
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,
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4
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o
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e

t
h
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n
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s
.
5
0
,
0
0
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%

o
f

r
e
s
p
o
n
d
e
n
t
s
30
70
0
20
40
60
80
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
58
42
0
10
20
30
40
50
60
70
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
14
36
13
45
44
51 52
53
46
30
30
29
40
44
32 32
25
25
20
45
11
6 6 6 7
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
positive minus percentage who are negative..


-2
0
23 23
36
32 32
-14
-30
-10
10
30
50
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
29
17
20
29 28
43 41
33
29
71
81 73
62
61
48
45
51
56
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
29
15
13
20
17
34
27
17
14
0
10
20
30
40
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
India: Income and Other
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Bank account 33 41 43 34 36 34 32 28 30 25 35 38
Life insurance 25 24 31 22 22 26 26 24 25 24 29 25
Stock market 2 0 2 3 1 1 2 3 6 5 3 6
Cash 18 6 10 16 19 19 18 18 14 17 10 15
Mutual Fund 3 0 1 4 2 1 3 5 6 5 1 2
Property 8 18 5 11 10 6 7 8 8 7 7 4
Gold and Jewellery 12 12 5 10 10 12 12 12 8 17 12 8
No extra money for saving 0 0 2 0 1 0 0 0 1 0 1 2
Base : Unwtd 2596 7 47 201 505 763 606 218 86 117 25 21

Declined more than 20% 3 0 4 9 3 2 3 3 2 0 4 5
-10% to -20% 10 0 21 9 7 12 11 14 14 3 0 10
-10% to flat 9 0 9 8 7 11 10 9 5 5 12 5
Unchanged 43 71 38 49 47 44 43 39 30 21 68 48
Flat to +10% 14 14 9 9 19 15 13 13 7 14 8 0
+10 to +20% 8 0 0 3 5 7 10 9 19 23 0 0
+20 to +30% 3 0 2 3 5 2 1 2 6 9 4 0
30%+ 1 0 0 0 1 0 0 1 0 4 0 0
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

Declined more than 20% 4 14 2 6 4 3 4 4 2 1 0 5
-10% to -20% 11 0 21 15 8 13 12 11 12 3 4 14
-10% to flat 6 0 2 4 4 8 6 11 2 5 0 0
Unchanged 35 43 32 41 45 34 30 26 30 38 68 29
Flat to +10% 17 0 15 13 16 19 20 18 13 15 8 14
+10 to +20% 14 0 0 5 12 13 19 15 20 26 12 5
+20 to +30% 5 14 0 3 6 5 4 7 8 3 4 0
30%+ 1 0 2 3 1 1 1 2 5 0 0 0
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

0-5% 2 0 0 3 2 2 2 6 1 1 0 5
6-10% 9 0 9 5 8 8 11 10 12 11 4 5
11-15% 8 0 2 3 6 7 10 10 10 15 8 0
16-20% 3 0 0 1 4 3 2 6 5 2 0 0
21-25% 1 0 2 0 1 0 1 2 1 0 0 0
More than 25% 0 0 2 0 0 0 0 0 1 1 0 0
I have no credit card 75 100 83 86 78 77 71 60 67 70 84 90
Mean % exp on card 11.10 0.00 13.71 9.48 11.09 11.00 11.26 10.94 12.29 11.38 11.17 5.00
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

Rising 55 0 26 28 57 49 65 52 57 69 75 50
Staying the same 41 0 75 64 43 48 30 43 36 26 0 50
Decreasing 4 0 0 7 0 3 6 5 7 6 25 0
Base : Unwtd 649 0 8 28 109 172 175 88 28 35 4 2
February 2014
Very effective 13 0 9 11 13 13 16 13 16 7 12 24
Quite effective 38 57 36 33 38 44 37 36 27 21 48 24
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

Yes 84 43 79 89 85 87 84 81 71 73 76 77
No 16 57 21 11 15 13 16 18 29 26 24 24
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

Political risk 42 27 45 53 43 45 39 33 50 32 38 50
Military risk 9 0 3 11 8 9 10 11 6 10 18 8
Social risk 12 27 21 7 10 14 14 16 14 10 3 4
Economic risk 30 36 31 26 30 26 32 36 26 32 32 38
Domestic instability risk 7 9 1 2 8 7 5 4 5 16 9 0
Base : Unwtd 2596 7 47 201 505 763 606 218 86 117 25 21

Yes 84 43 79 89 85 87 84 81 71 73 76 77
No 16 57 21 11 15 13 16 18 29 26 24 24
Base : Unwtd 2,596 7 47 201 505 763 606 218 86 117 25 21

February 2014
India: Automobiles
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Yes 19 29 2 6 10 14 23 34 41 43 32 30
No 81 71 98 94 90 86 77 66 59 57 68 70

Yes 73 71 67 50 65 80 78 74 71 77 60 70
No 27 29 33 50 35 20 22 26 29 23 40 30

1 90 100 0 92 94 89 95 95 88 67 100 67
2 10 0 100 8 6 10 4 5 12 33 0 33
3 or more 1 0 0 0 0 1 1 0 0 0 0 0

All Cash 21 0 0 25 29 12 19 26 24 27 25 0
Cash + Auto loan 58 50 100 58 47 65 52 62 68 63 25 67
All Auto loan 4 0 0 8 2 3 7 1 0 2 25 0
D.K. 17 50 0 8 22 20 22 11 9 8 25 33
Base : Unwtd 475 2 1 12 51 101 138 73 34 49 8 6

29
0
1
2
3 3
5 5
4
0
2
5 5
6
9
6
5 5
0
15
12
11
27
21
24
18
24
14
17
19
20
15
12
17
5
9
57
63
60
59
46
49
42
64
52
0
10
20
30
40
50
60
70
80
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
Local 62 50 0 67 57 55 64 62 79 67 50 67
Maruti Suzuki 40 0 0 58 43 32 38 38 50 47 38 50
TATA 8 0 0 0 6 10 8 11 9 8 0 0
Foreign 34 0 100 17 33 41 36 34 21 31 38 33
Hyundai 16 0 0 8 18 21 12 19 9 10 38 17
Dont Know 4 50 0 17 10 4 1 4 0 2 13 0
Base : Unwtd 475 2 1 12 51 101 138 73 34 49 8 6

All Cash 10 50 0 0 0 12 15 4 13 18 0 0
Cash + Auto loan 65 50 100 50 63 65 68 74 50 64 0 67
All Auto loan 15 0 0 42 26 14 4 9 38 18 0 33
Dont Know. 10 0 0 8 11 9 13 13 0 0 0 0
Base : Unwtd 236 2 1 12 35 69 72 23 8 11 0 3

Figure 186: B17. How much do you plan to spend on the car you or your household is planning to purchase ?
1 to 2 Lakhs (150000) 2 0 0 8 0 3 1 0 0 0 0 0
3 to 4 Lakhs (350000) 22 0 0 25 31 25 19 17 13 9 0 33
5 to 7 Lakhs (600000) 39 0 0 42 51 35 39 52 25 18 0 33
8 to 10 Lakhs (900000) 17 50 0 8 11 16 18 22 50 18 0 0
10 to 15 Lakhs (1250000) 9 0 100 8 0 13 8 0 13 36 0 0
More than 15 Lakhs 3 50 0 0 3 0 3 0 0 9 0 33
Don't know 8 0 0 8 3 9 11 9 0 9 0 0
Base : Unwtd 236 2 1 12 35 69 72 23 8 11 0 3

Local 48 0 100 33 56 44 55 54 44 27 0 0
Maruti Suzuki 26 0 100 25 42 22 26 25 22 20 0 0
TATA 13 0 0 8 8 12 22 8 0 7 0 0
Mahindra & Mahindra 3 0 0 0 3 5 1 8 0 0 0 0
Foreign 51 100 0 67 44 56 45 42 56 73 0 67
Hyundai 15 50 0 8 14 17 14 13 11 20 0 0
Honda 9 50 0 17 14 5 5 8 22 13 0 0
Base : Unwtd 253 2 1 12 36 77 74 24 9 15 0 3
February 2014
India: Food & Beverage
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs.
10001 to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Carbonated Drinks: Yes 90 100 89 87 92 88 92 90 82 90 96 86
Carbonated Drinks: No 10 0 11 13 8 12 8 10 18 10 4 14
Carbonated Drinks: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Beer: Yes 11 0 18 10 13 8 10 16 14 10 12 5
Beer: No 89 100 82 90 87 92 90 84 86 90 88 95
Beer: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Bottled Water: Yes 73 100 71 76 72 70 74 76 82 84 76 52
Bottled Water: No 27 0 29 24 28 30 26 24 18 16 24 48
Bottled Water: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Spirits: Yes 6 0 2 7 7 5 8 10 8 6 4 0
Spirits: No 94 100 98 93 93 95 92 90 92 94 96 100
Spirits: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Dairy: Yes 90 83 80 92 88 90 91 88 87 93 96 81
Dairy: No 10 17 20 8 12 10 9 12 13 7 4 19
Dairy: Base 2,491 6 45 191 476 735 590 209 79 114 25 21

Figure 189: C2. Which brand of drinks have you purchased in the last 3 months?
Carbonated - Foreign 72 57 70 68 69 70 74 78 76 80 68 68
Sprite 15 7 16 23 16 15 14 16 14 14 10 9
Miranda 12 7 13 12 11 10 12 13 10 15 15 11
Carbonated - Local 28 43 30 32 31 29 26 22 24 20 32 32
Thums Up 15 14 19 21 15 16 14 11 14 5 13 21
Limca 10 21 8 6 11 10 9 7 9 15 19 11
Carbonated - Base 2,237 6 40 167 437 649 540 188 65 103 24 18
Beer - Foreign 24 0 8 9 14 24 14 57 36 44 25 0
Fosters 7 0 8 0 6 8 5 16 5 11 0 0
Beer - Local 76 0 92 91 86 76 85 43 64 56 75 100
Kingfisher 43 0 58 48 47 54 46 24 32 17 25 0
Haywards 8 0 25 4 7 5 10 8 5 11 0 0
Knock Out 7 0 0 13 6 3 9 6 9 11 0 0
Beer - Base 267 0 8 19 64 58 59 33 11 11 3 1
Bottled Water - Foreign 48 57 40 54 54 49 46 45 33 39 39 53
Aquafina 20 14 22 18 19 24 21 22 13 8 21 18
Bottled Water - Local 52 43 60 46 46 51 53 55 67 61 61 47
Bisleri 37 43 42 25 32 37 39 39 51 46 42 41
Bottled Water - Base 1,824 6 32 145 341 513 438 158 65 96 19 11
Spirits - Foreign 16 0 0 6 14 7 22 26 30 22 0 0
Spirits - Local 84 0 100 94 86 93 78 74 70 78 100 0
McDowells No1 23 0 100 28 35 21 14 19 20 33 50 0
Royal Stag 15 0 0 0 12 16 20 16 30 0 0 0
Spirits - Base 159 0 1 13 31 35 45 20 6 7 1 0
Dairy - Foreign 13 0 14 13 11 13 13 11 12 10 15 18
Dairy - Local 88 100 88 87 89 86 86 90 86 91 85 83
Amul 25 22 23 19 23 27 25 28 29 15 28 22
Mother Daily 8 11 11 13 9 6 8 7 11 5 10 5
Dairy - Base 2,230 5 36 175 417 659 538 184 69 106 24 17

February 2014
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Carbonated Drinks: Yes 47 67 40 26 39 45 59 59 49 58 44 29
Carbonated Drinks: No 53 33 60 74 61 55 41 41 51 42 56 71
Base : Unwtd 2,491 6 45 191 476 735 590 209 79 114 25 21
Beer: Yes 7 0 7 3 7 5 8 15 9 6 8 0
Beer: No 93 100 93 97 93 95 92 85 91 94 92 100
Beer: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Bottled Water: Yes 34 33 36 17 28 30 44 47 34 50 20 29
Bottled Water: No 66 67 64 83 72 70 56 53 66 50 80 71
Bottled Water: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Spirits: Yes 4 0 4 3 4 3 4 7 6 6 4 5
Spirits: No 96 100 96 97 96 97 96 93 94 94 96 95
Spirits: Base 2,491 6 45 191 476 735 590 209 79 114 25 21
Dairy: Yes 67 83 67 36 62 73 70 68 73 70 56 57
Dairy: No 33 17 33 64 38 27 30 32 27 30 44 43
Dairy: Base 2,491 6 45 191 476 735 590 209 79 114 25 21

0% (0) 29 33 27 20 19 36 31 29 41 28 44 38
0-5% (2.5) 16 50 31 35 21 14 11 11 13 9 36 19
6-15% (10) 28 0 22 24 38 26 27 30 19 17 12 5
16-25% (20) 15 0 13 16 8 14 19 20 20 17 0 29
More than 25% (30) 8 0 4 2 9 7 9 8 4 23 4 10

Below 1% 10 0 22 27 12 6 6 6 5 13 4 5
1-3% 17 50 13 21 23 18 12 9 11 28 20 14
3-5% 17 17 11 14 15 20 16 16 9 19 8 33
5-7% 11 17 7 8 12 12 13 13 8 10 12 14
7-10% 12 0 13 5 13 11 15 17 18 5 4 10
Above 10% 22 0 16 13 16 22 26 30 46 18 12 19
D.K. 4 17 2 3 2 4 5 4 4 4 28 0
Base : Unwtd 2,491 6 45 191 476 735 590 209 79 114 25 21

Very sensitive 50 33 49 32 47 52 51 55 53 50 80 43
Somewhat not sensitive 5 17 9 3 4 3 5 4 4 14 4 10
Base : Unwtd 2,491 6 45 191 476 735 590 209 79 114 25 21

February 2014

22
40
36
26 24
29
12
18
17
69
54
59
68 70
66
75
74
33
9
5 4 6 6 5
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
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g
e

i
n
t
a
k
e
)
More The same Less
17
13
35
32
20
18
24
-1
10
-10
0
10
20
30
40
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
India: Home & Personal Care
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Feminine Hygiene: Yes 76 100 58 77 75 76 77 73 62 90 57 63
Feminine Hygiene: No 24 0 42 23 25 24 23 27 38 10 43 38
Feminine Hygiene: Base 1,064 1 24 53 222 338 261 66 26 51 14 8
Cosmetics: Yes 87 86 70 87 89 88 88 82 79 81 88 95
Cosmetics: No 13 14 30 13 11 12 12 18 21 19 12 5
Cosmetics: Base 2,504 7 47 194 486 739 581 210 80 114 25 21

Whisper 43 100 29 47 42 45 43 42 43 35 67 60
Stayfree 26 0 21 10 28 26 24 25 29 43 22 20
Shapers 2 0 0 2 2 1 1 0 0 6 0 0
Fem Hygiene - Base 804 1 14 41 167 257 201 48 16 46 8 5
Ponds 7 0 9 8 8 8 7 6 6 6 4 13
Lux 7 17 2 6 6 8 7 6 3 6 8 14
Cosmetics - Local 61 72 71 64 62 61 61 58 60 64 54 52
Fair & Lovely 11 6 17 15 11 11 10 10 8 10 6 8
Parachute 12 22 17 11 11 12 12 10 8 16 6 6
Santoor 2 0 7 2 2 2 2 2 2 2 4 3
Cosmetics - Base 2,173 6 33 168 434 653 510 172 63 92 22 20

Feminine Hygiene: Yes 54 0 38 40 56 57 57 44 46 59 36 38
Feminine Hygiene: No 46 100 63 60 44 43 43 56 54 41 64 63
Feminine Hygiene: Base 1,064 1 24 53 222 338 261 66 26 51 14 8
Cosmetics: Yes 53 43 51 28 52 62 54 49 40 56 48 48
Cosmetics: No 47 57 49 72 48 38 46 51 60 44 52 52
Cosmetics: Base 2,504 7 47 194 486 739 581 210 80 114 25 21

February 2014
India: Luxury Goods
Figure 199: F9. Do you expect to spend more on any of these products in the next 12 months?
Domestic 76 67 72 82 81 77 73 75 71 68 74 86
Western 9 0 9 6 5 7 12 9 17 20 13 0
No preference 12 33 17 8 12 13 11 12 10 12 4 0
Base : Unwtd 2,467 6 47 190 479 732 573 206 79 111 23 21





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0
0
/
-
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s
.

1
5
,
0
0
1

t
o
2
0
,
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0
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/
-
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s
.

2
0
,
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t
o
3
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/
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.

3
0
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o
4
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4
0
,
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o
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o
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e

t
h
a
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s
.
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0
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0
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0
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-
%

o
f

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e
s
p
o
n
d
e
n
t
s
33
23
35
24 24
27 29 28
45
0
10
20
30
40
50
U
p

t
o

5
,
0
0
0
/
-
R
s
.

5
,
0
0
0

t
o
7
,
5
0
0
/
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s
.

7
,
5
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1

t
o
1
0
,
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0
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/
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R
s
.

1
0
,
0
0
1

t
o
1
5
,
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/
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s
.

1
5
,
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o
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.

2
0
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1

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o
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s
.

3
0
,
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o
4
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0
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s
.

4
0
,
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1

t
o
5
0
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0
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0
/
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o
r
e

t
h
a
n
R
s
.
5
0
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0
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0
/
-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014

67
45
36
46
45
55 57
46
39
0
20
40
60
80
U
p

t
o

5
,
0
0
0
/
-
R
s
.

5
,
0
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o
7
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o
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o
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.

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,
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o
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o
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3
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o
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4
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s
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o
f

r
e
s
p
o
n
d
e
n
t
s
67
49
38 38
46
53 57
51
39
0
20
40
60
80
U
p

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o

5
,
0
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0
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s
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,
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o
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,
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o
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,
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o
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3
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,
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o
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4
0
,
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o
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o
r
e

t
h
a
n
R
s
.
5
0
,
0
0
0
/
-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
India: Technology and Internet

income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Blue-Ray DVD Player 0 0 0 1 1 0 0 0 0 0 4 0
Camcorder 0 0 0 0 0 0 0 0 0 0 0 0
Digital Camera 2 0 2 2 2 1 2 1 1 3 9 0
DVD Player 3 0 11 2 1 4 2 3 3 5 0 0
Gaming facility 0 0 0 0 0 0 0 0 0 0 0 0
Internet Service (Broadband /
Dial Up)
0 0 0 0 0 0 0 0 0 0 0 0
Mobile Phone (Basic) 2 0 2 1 1 2 1 3 2 1 4 0
Smartphone 4 0 2 2 3 4 6 4 7 5 9 5
MP3 2 0 0 0 1 2 3 7 3 0 0 0
Netbook 0 0 0 0 0 1 0 1 0 0 0 0
Notebook PC 1 0 0 0 1 1 1 2 0 1 0 0
Stereo HiFi 0 0 0 0 0 1 0 1 0 0 0 0
LCD TV 6 0 9 6 6 5 5 11 8 8 0 5
Flat screen TV 1 0 2 1 1 1 1 2 3 3 0 0
Tablet 2 0 0 1 1 1 3 2 5 3 0 0
None of these 73 100 72 84 80 74 69 58 64 71 70 86
Base : Unwtd 2,497 7 47 189 485 734 588 212 82 109 23 21

Figure 208: GI1. How many hours of power supply does your household receive every day?
0-4 hours 0 0 4 0 1 0 0 0 0 1 0 0
5-8 hours 1 0 0 1 1 1 1 1 0 0 0 0
9-12 hours 13 14 21 24 18 13 9 5 7 2 0 10
12+ hours 86 86 74 76 80 86 90 94 93 97 100 90

Figure 209: GI2. Do you have access to DTH (direct-to-home) or Cable Television now, or plan to have it in the next 12m?
Now: DTH 25 29 32 9 17 29 26 41 44 25 9 19
Now: Cable Television 73 71 60 91 81 70 74 58 56 74 91 81
Now: None 1 0 9 0 2 1 1 0 0 1 0 0
Next 12m: DTH 17 14 36 11 13 16 18 28 15 13 9 14
Next 12m: Cable Television 36 29 21 48 37 34 42 35 30 19 26 33
Next 12m: None 47 57 43 41 51 50 40 37 55 68 65 52
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Yes 35 58 14 0 22 20 0 # 0 46 62 63
No 69 43 87 80 81 73 62 48 48 68 60 55

Yes 55 25 33 55 57 54 54 60 66 54 20 11
No 45 75 67 45 41 46 46 40 34 46 80 89
Dont know 1 0 0 0 2 1 0 0 0 0 0 0

More 41 25 33 13 34 32 56 46 59 44 20 11
The same 42 25 50 83 46 51 28 39 30 43 50 78
Less 16 50 17 5 20 18 16 15 12 14 30 11
Base: Unwtd 777 4 6 40 95 199 222 111 44 37 10 9

68
54
58
12
27
37
10
18
31
7
13
23
80
71
74
52
38
31
1
3
7
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
India: Telecommunications
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Yes, I own and pay for it 83 86 84 84 81 80 87 89 95 83 71 80
Yes, my employer pays 10 0 4 7 12 13 7 5 4 10 13 20
Yes, somebody else pays 4 14 9 6 4 5 4 3 1 4 4 0
No, I do not own one 3 0 2 4 4 2 2 2 0 3 13 0
Base : Unwtd 2,519 7 45 196 500 744 583 204 84 112 24 20

Foreign 87 97 87 89 83 86 89 94 86 88 84 86
Nokia 55 72 61 60 57 54 53 59 38 51 59 53
Samsung 23 25 20 19 21 23 24 24 32 27 17 27
Local 10 0 9 8 14 10 8 4 13 8 13 7
Base 2395 36 51 190 491 677 498 195 72 91 64 30

Yes 27 0 33 13 19 24 33 50 29 50 12 0
No 73 100 67 87 81 76 67 50 71 50 88 100

Foreign 87 86 79 92 88 88 87 93 88 97 97 85
Nokia 47 29 39 55 50 48 42 48 48 46 48 50
Samsung 31 29 36 24 30 30 36 36 30 39 29 20
Local 8 0 15 9 8 7 12 9 11 4 5 15
Base 2,454 7 44 189 482 728 571 199 84 109 21 20

Yes 42 100 0 19 27 35 56 71 59 21 22 75
No 49 0 75 57 56 59 39 23 27 73 67 25
Dont Know 9 0 25 24 17 7 5 6 14 6 11 0
Base 594 1 4 37 88 150 165 66 22 48 9 4

43
57
47
32
25
20 21 21
43
27
30
34
40
39
21
19
41
7
14
21
20
23
24 29
23
8
9
11 7
3
10
24
20 21
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Up to Rs. 200/- Rs. 201 to 300/- Rs. 301 to 500/- Rs. 501 to 750/- More than Rs. 751/-
February 2014
India: Travel

income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
At home 25 0 73 48 36 25 24 19 11 5 14 25
Elsewhere in the country 73 100 27 50 63 75 74 78 83 95 86 75
International Destination 1 0 0 3 1 1 1 3 6 0 0 0
Base : Unwtd 1,075 1 11 40 170 321 298 115 36 57 14 12

Car 18 0 0 14 13 10 20 18 41 39 17 44
Bus 34 0 67 43 32 41 35 16 16 39 33 33
Train 44 100 33 43 53 45 42 59 31 20 50 11
Ship 1 0 0 0 1 1 0 0 0 2 0 0
Aeroplane 2 0 0 0 0 1 3 5 13 0 0 11
Other 1 0 0 0 1 1 0 1 0 0 0 0
Base : Unwtd 801 1 3 21 109 242 225 93 32 54 12 9

At home 23 0 62 43 38 18 22 16 10 9 0 40
International Destination. 2 0 0 5 1 1 2 4 10 0 0 0
Base : Unwtd 1,012 1 13 42 164 311 276 122 39 23 11 10

14
23
21
34
43
50
54
41
49
14
27
22
33
42
46
57
45
20
0
15
30
45
60
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
India: Property
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Yes 73 86 65 73 70 72 76 78 84 68 76 65
No 27 14 35 27 30 28 24 22 16 32 24 35
Base : Unwtd 2,520 7 46 197 498 745 585 208 82 107 25 20

Rented 86 100 100 92 89 89 79 67 92 100 83 86
Allocated 11 0 0 6 8 9 18 33 0 0 17 14
Others 2 0 0 2 2 2 3 0 0 0 0 0
Base : Unwtd 676 1 16 53 148 210 143 45 13 34 6 7

Upgrade 20 0 14 35 19 17 18 19 47 0 0 25
First-time home buyer 21 0 29 6 17 25 18 22 20 45 50 25
Investment 35 0 29 41 43 29 35 44 27 27 0 25
Base : Unwtd 301 0 7 17 53 83 82 27 15 11 2 4

Increase 69 85 65 54 65 71 73 65 70 70 88 70
About the same 19 0 22 29 22 18 16 22 10 11 0 15
Decrease 4 14 2 4 5 5 3 4 6 3 0 0
Base : Unwtd 2,520 7 46 197 498 745 585 208 82 107 25 20

Below 25%
23 29 24 20 21 24 25 19 11 31 20 10
25% - 50%
36 14 48 51 40 37 30 35 24 31 32 45
51% - 75%
15 14 7 12 15 15 17 16 12 13 8 15
76% - 95%
7 0 7 3 3 8 8 11 10 6 12 0
Above 95%
6 0 0 1 7 6 4 6 23 7 0 5
Don't know
14 43 15 13 13 11 16 13 20 13 28 25
Base : Unwtd 2,520 7 46 197 498 745 585 208 82 107 25 20


0
15
9 11 11
14 13
18
10
100
85
91 89 89
86 87
82
90
0%
20%
40%
60%
80%
100%
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


50
57
63
50
37
42
39
32
33
0 0
18
15
20
16
22
47
9
0
10
20
30
40
50
60
70
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
17
27
24
31
43
42
40
54 53
0
71
35
36
53
63
67
27
64
0
20
40
60
80
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0
7
5 5
4
2
5
1
5
0
14
35
36
12
6
4
0 0
0
10
20
30
40
50
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
Rs. 40,001 to
50,000/-
More than
Rs.50,000/-
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
India: Education
Yes 6 0 6 1 3 5 10 11 12 7 9 5
No 94 100 94 99 97 95 90 89 88 93 91 95
Base : Unwtd 2,541 7 47 197 497 751 596 207 85 113 22 19

More 8 0 6 4 8 7 12 10 7 3 18 5
About the same 70 86 70 81 73 73 62 71 72 54 77 68
Less 22 14 23 15 19 20 26 19 21 43 5 26
Base : Unwtd 2,541 7 47 197 497 751 596 207 85 113 22 19

0
6
4
8
7
12
10
14
23
15
19
20
26
19
0
10
20
30
Up to 5,000/- Rs. 5,000 to
7,500/-
Rs. 7,501 to
10,000/-
Rs. 10,001 to
15,000/-
Rs. 15,001 to
20,000/-
Rs. 20,001 to
30,000/-
Rs. 30,001 to
40,000/-
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
India: Healthcare
income bracket)
Total Up to
5000/-
Rs. 5000
to
7500/-
Rs.
7501to
10000/-
Rs. 1001
to
15000/-
Rs.
15001 to
20000/-
Rs.
20001 to
30000/-
Rs.
30001 to
40000/-
Rs.
40001 to
50000/-
More
than
Rs.5000
0/-
Would
prefer
not to
answer
D.K
Yes 16 29 13 10 14 13 18 23 23 20 35 6
No 84 71 87 90 86 87 82 77 77 80 65 94
Base : Unwtd 2,508 7 47 197 491 736 593 208 83 105 23 18

Hospital 87 36 71 89 88 85 88 93 89 100 89 83
Emergency Room 29 14 21 21 34 34 28 37 31 13 20 25
Prescriptions 36 86 54 33 43 33 37 41 40 17 11 25
Vaccinations 29 14 21 30 23 22 32 37 43 83 16 8
Base : Unwtd 1044 14 24 96 206 267 207 92 35 46 45 12

Yes 26 0 19 13 26 26 27 25 40 17 61 28
No 74 100 81 87 74 74 73 75 60 83 39 72
Base : Unwtd 2,508 7 47 197 491 736 593 208 83 105 23 18

igure 239: M12. Thinking now about everyone in your household, would you expect to be spending more or less on medicines
over the next 12 months?
More 18 0 17 9 16 18 21 22 20 12 61 28
Same
61 71 45 75 65 65 55 56 58 55 30 67
Less
20 29 38 16 19 16 24 23 22 32 9 6
Base : Unwtd 2,508 7 47 197 491 736 593 208 83 105 23 18

produced product?
Wont pay extra 49 100 70 41 45 56 47 46 46 46 39 67
1-10% extra 44 0 30 56 48 39 44 40 45 46 52 33
11-20% extra 6 0 0 3 6 5 7 13 10 9 9 0
21-30% extra 1 0 0 1 0 0 1 1 0 0 0 0
more than 30% extra 0 0 0 0 0 0 1 0 0 0 0 0
Base : Unwtd 2,508 7 47 197 491 736 593 208 83 105 23 18

Only efficacy 38 43 21 57 46 37 34 32 23 29 17 22
Only safety 6 14 4 4 6 6 8 5 7 10 0 6
Both 53 43 66 36 44 54 56 59 69 61 78 61
Neither 1 0 2 1 1 1 1 1 1 0 4 6
Base : Unwtd
2,508 7 47 197 491 736 593 208 83 105 23 18

February 2014
Indonesia
Structurally strong, cyclical nerves
Indonesia is still one of the most positive structural stories in the consumer survey with broad-based optimism supported by strong
momentum in future income expectations (as the charts suggest). However, the confidence level has slipped slightly since last
years survey. The net proportion of consumers who expressed confidence in their finances for the next six months stands at 38%.
While this is enough to rank Indonesia third in our survey, it represents a 2% drop compared to a year ago. The percentage of
respondents who thought now was a good time to make a major purchase (net 13%) also declined.
However, we would stress that these nearer-term observations should be set alongside the positive structural story. Indonesian
consumers have the most optimistic view of their income prospects. Around 44% of those surveyed expect their household income
to improve in the next twelve months, building on the ongoing momentum of previous years. Not surprisingly, those in rural areas
are more optimistic than those in urban communities. Optimism mostly stems from the lower-income group, which received a huge
increase in the minimum wage this year (nationwide average was 18% in 2013 versus 8% in 2012 and 9.5% in 2011), while
those in urban areas are more skeptical, perhaps given the expectation of an economic slowdown, the weakening of the rupiah, as
well as the upcoming parliamentary and presidential elections in 2014. Wage momentum may moderate now given the base
effects, and the survey reflects this. We would note that the government has announced a 10% increase in wages for the Jakarta
region.
Indonesians are still spending more on food than other emerging economies. It accounts for around 35% of the household budget.
Food inflation was higher in 2013 than in 2012, mainly due to the removal of a fuel subsidy in June. Structurally, this has a relative
impact on other areas of household spending (e.g. autos, housing, entertainment, healthcare, and education) and also on the
money that can be set aside for savings.
Spending on discretionary items continues to be reflected in preferences. Notably, spending on autos is higher than the average for
the countries surveyed because public transport is limited. Spending on housing is lower, which is ascribed to the introduction of a
higher minimum downpayment for property purchases, which came into force at the end of September, amid fears of a property
bubble. Technology is a standout theme in the survey, with a huge increase in spending on internet access, and a shift from
conventional mobile phones to smartphones.
February 2014
Indonesia: Brand penetration

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Dairy Milk Ultra 20% 29% 14% 31% 48% -8% 26% 39% Ultrajaya Milk Ind ULTJ IJ
Dairy Indomilk 30% 46% 13% 22% 18% -18% 26% 32% Austr Indon Milk private
Dairy Blue Band 0% 13% 13% 0% 14% 14% 0% 14% Unilever ULVR LN
Dairy Simas 0% 7% 7% 0% 8% 8% 0% 8% Indofood Agri Res IFAR SP
Dairy Ovaltine 2% 4% 0% 10% 6% -18% 6% 5% Asso Brit Foods ABF LN
Dairy Kraft 2% 3% 0% 10% 3% -21% 6% 3% Kraft Foods KRFT US
Dairy Sari Husada 7% 3% -7% 9% 3% -7% 8% 3% Sari Husada private
Dairy Anchor 1% 0% 0% 4% 0% -4% 3% 0% Fonterra FCG NZ
Dairy Berk Farms 2% 0% 0% 4% 0% 0% 3% 0% Dean Foods DF US
Dairy Danone 1% 4% 0% 6% 0% -28% 4% 2% Danone BN FP
Dairy Forvita 0% 1% 1% 0% 0% 0% 0% 1% Bina Karya Prima private
Dairy Philadelphia 0% 0% 0% 0% 0% 0% 0% 0% Kraft Foods KRFT US
Cigarettes Samp. A Mild 15% 17% 5% 51% 36% 5% 33% 27% HM Sampoerna HMSP IJ
Cigarettes Dji Sam Soe 17% 14% -1% 24% 28% 11% 21% 21% HM Sampoerna HMSP IJ
Cigarettes U Mild 3% 6% 5% 0% 8% 8% 2% 7% HM Sampoerna HMSP IJ
Cigarettes Djarum Super 9% 19% -1% 4% 6% 6% 7% 13% Djarum private
Cigarettes Gud Garam 13% 9% -4% 6% 3% 3% 10% 6% Gudang Garam GGRM IJ
Cigarettes Garam Surya 22% 16% -4% 23% 3% -25% 23% 10% Gudang Garam GGRM IJ
Cigarettes Marlboro 3% 4% 0% 16% 3% -16% 10% 4% Philip Morris In PM US
Cigarettes A Mild 0% 2% 2% 0% 0% 0% 0% 1% Hanjaya Mandala PHJMF US
Cigarettes Ardath 0% 0% 0% 0% 0% 0% 0% 0% Ardath Tobacco private
Cigarettes Bens & Hedg 1% 0% 0% 0% 0% 0% 1% 0% Philip Morris In PM US
Cigarettes Clas Mild 3% 6% 1% 0% 0% -8% 2% 3% Nojorono private
Cigarettes Djarum 76 5% 3% 1% 0% 0% 0% 3% 2% Djarum private
Cigarettes Djarum Black 1% 0% 0% 7% 0% 0% 4% 0% Djarum private
Cigarettes Djarum Coklat 8% 11% 2% 0% 0% 0% 4% 6% Djarum private
Cigarettes GG Mild 0% 0% 0% 0% 0% 0% 0% 0% Gudang Garam GGRM IJ
Cigarettes GL 2% 0% 0% 0% 0% 0% 1% 0% Gudang Garam GGRM IJ
Cigarettes LA Lights 1% 0% -1% 0% 0% 0% 1% 0% Djarum private
Cigarettes Minak Djinggo 3% 1% 0% 0% 0% 0% 2% 1% Nojorono Tobacco private
Cigarettes Mustang 0% 0% 0% 0% 0% 0% 0% 0% Djarum private
Cigarettes Pro Mild 0% 1% 1% 0% 0% 0% 0% 1% Gudang Garam . GGRM IJ
Cigarettes Sampo Hijau 11% 7% -1% 9% 0% 0% 10% 4% HM Sampoerna HMSP IJ
Cigarettes Star Mild 1% 0% -3% 0% 0% 0% 1% 0% Lestariputra Wir private
Cigarettes X Mild 1% 1% -1% 0% 0% 0% 1% 1% Bentoel Intl Inv RMBA IJ
Soft Drinks Coca-Cola 58% 48% -9% 82% 79% -14% 70% 64% The Coca-Cola KO US
Soft Drinks Big Cola 0% 55% 55% 0% 51% 51% 0% 53% Ajegroup private
Soft Drinks Fanta 47% 47% -20% 63% 40% -42% 55% 44% The Coca-Cola KO US
Soft Drinks Sprite 48% 47% -1% 86% 39% -9% 67% 43% The Coca-Cola KO US
Soft Drinks Pepsi Cola 3% 4% -2% 38% 24% 24% 21% 14% The Coca-Cola KO US
Soft Drinks Tebs 4% 3% 2% 3% 8% 8% 4% 6% Sinar Sosro private
Soft Drinks 7-Up 0% 0% -1% 0% 2% -4% 0% 1% PepsiCo PEP US
Soft Drinks A&W 0% 0% -2% 3% 0% 0% 2% 0% Dr Pepper Snap DPS US
Soft Drinks Bintang Zero 0% 2% -1% 0% 0% 0% 0% 1% Multi Bintang Ind MLBI IJ
Soft Drinks Dr Pepper 0% 0% 0% 6% 0% 0% 3% 0% Dr Pepper Snap DPS US
Soft Drinks F&N 3% 2% -7% 6% 0% 0% 5% 1% Fraser and Neave FNN SP
Soft Drinks Green Sands 3% 2% 1% 3% 0% 0% 3% 1% Multi Bintang Ind MLBI IJ
Soft Drinks Lilt 0% 0% 0% 0% 0% 0% 0% 0% The Coca-Cola KO US
Soft Drinks Mayora'sTora 0% 0% 0% 0% 0% 0% 0% 0% Mayora Indah MYOR IJ
Soft Drinks Mirinda 1% 0% -1% 6% 0% 0% 4% 0% PepsiCo PEP US
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Bottled Water Aqua 86% 86% -4% 100% 100% 5% 93% 93% The Coca-Cola KO US
Bottled Water Ron 88 2% 4% -3% 0% 8% 8% 1% 6% Panfila Indosari private
Bottled Water 2 Tang 3% 5% -4% 9% 2% -11% 6% 4% 2 Tang private
Bottled Water Anda 0% 0% -1% 0% 2% -7% 0% 1% GTS Global Fresh private
Bottled Water Alto 1% 1% 0% 2% 0% 0% 2% 1% Tri Banyan Tirta ALTO IJ
Bottled Water Perrier 0% 0% -1% 0% 0% 0% 0% 0% Nestl NESN VX
Autos Mitsubishi 11% 7% -1% 28% 33% 33% 20% 20% Mitsubishi Motor 7211 JP
Autos Toyota 11% 34% 23% 17% 30% 7% 14% 32% Toyota Motor 7203 JP
Autos Daihatsu 0% 30% 22% 8% 16% -21% 4% 23% Daihatsu Motor 7267 JP
Autos Ford 0% 0% 0% 0% 5% -2% 0% 3% Ford Motor F US
Autos Maruti Suz 11% 7% -12% 43% 5% -2% 27% 6% Maruti Suzuki Ind MSIL IN
Autos Hyundai 0% 0% 0% 0% 0% -7% 0% 0% Hyundai Motor 005380 KS
Autos Kia 0% 0% 0% 0% 0% -7% 0% 0% Kia Motors 000270 KS
Autos Lexus 0% 0% 0% 4% 0% 0% 2% 0% Toyota Motor 7203 JP
Autos Opel 0% 0% 0% 0% 0% -7% 0% 0% General Motors GM US
Cosmetics Ponds 21% 29% -5% 39% 72% 15% 30% 51% Unilever ULVR LN
Cosmetics Citra 30% 33% -3% 46% 71% 39% 38% 52% Unilever Indon UNVR IJ
Cosmetics Maybelline 1% 1% 1% 4% 28% 28% 3% 15% L'Oral OR FP
Cosmetics Sariayu 7% 7% -1% 6% 15% 0% 7% 11% Martha Tilaar private
Cosmetics Viva 21% 18% -5% 15% 7% 0% 18% 13% Vitapharm private
Cosmetics Oriflame 0% 2% 2% 0% 6% 6% 0% 4% Oriflame Cosmet ORI SS
Cosmetics Johnson & Jo 1% 3% 0% 4% 4% -11% 3% 4% Johnson & John JNJ US
Cosmetics Biotherm 0% 0% 0% 0% 2% 2% 0% 1% Biotherm(L'Oral) OR FP
Cosmetics Mustika Ratu 3% 2% 0% 11% 2% -20% 7% 2% Mustika Ratu MRAT IJ
Cosmetics Olay 7% 7% 3% 7% 2% -12% 7% 5% Procter & Gamble PG US
Cosmetics Avon 2% 1% -1% 0% 0% 0% 1% 1% Avon Products AVP US
Cosmetics Clarins 0% 0% 0% 0% 0% 0% 0% 0% Clarins private
Cosmetics Clinique 0% 0% 0% 0% 0% 0% 0% 0% Clinique Lab NYSE EL
Cosmetics Fanbo 3% 2% -3% 4% 0% -7% 4% 1% Fanbo Cosmetics private
Cosmetics Ristra 0% 0% 0% 0% 0% 0% 0% 0% Ristra Indolab private
Sportswear Adidas 43% 49% 23% 41% 56% -25% 42% 53% Adidas ADS GR
Sportswear Bata 16% 14% 1% 11% 8% 8% 14% 11% Sepatu Bata BATA IJ
Sportswear Converse 3% 3% -1% 5% 8% 0% 4% 6% Nike, Inc. NKE US
Sportswear Lotto 0% 3% 3% 0% 6% 6% 0% 5% Lotto Sport Italia private
Sportswear Speedo 0% 0% 0% 0% 6% 6% 0% 3% Speedo Intl(Pent) private
Sportswear Asics 0% 1% -1% 0% 0% 0% 0% 1% ASICS 7936 JP
Sportswear Champion 0% 1% 1% 0% 0% 0% 0% 1% HanesBrands HBI US
Sportswear Diadora 2% 2% -1% 11% 0% -11% 7% 1% Diadora private
Sportswear Eagle 3% 3% 1% 0% 0% 0% 2% 2% GF Indonesia private
Sportswear Fila 8% 5% 3% 11% 0% -11% 10% 3% Fila, Ltd. private
Sportswear Hommy Ped 5% 6% -3% 11% 0% -11% 8% 3% Dwinaga Sakti Ab private
Sportswear K-Swiss 2% 1% 1% 5% 0% 0% 4% 1% K-Swiss (E-Land) private
Sportswear Umbro 0% 0% -1% 0% 0% 0% 0% 0% Umbro (Iconix) ICON US
Handsets Nokia 45% 34% -26% 38% 24% -43% 42% 29% Nokia NOK1V FH
Handsets Sony Ericss 4% 1% -6% 1% 17% 17% 3% 9% Sony Mobile Com 6758 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Handsets Cross 0% 16% 16% 0% 6% 6% 0% 11% Evercoss private
Handsets Mito 0% 6% 6% 0% 4% 4% 0% 5% Mito Mobile 8622 JP
Handsets Nexian 7% 5% 0% 2% 4% -1% 5% 5% Nexian private
Handsets Apple 0% 0% 0% 1% 2% -3% 1% 1% Apple AAPL US
Handsets Esia 0% 1% 1% 0% 0% 0% 0% 1% Bakrie Telecom BTEL IJ
Handsets Flexi 0% 2% 1% 0% 0% 0% 0% 1% Telekom Indone TLKM IJ
Handsets Fren 0% 0% -1% 0% 0% 0% 0% 0% Fren FREN IJ
Handsets Hi-Tech 0% 0% -1% 0% 0% 0% 0% 0% HiTech Cellphone private
Handsets HTC 1% 1% 1% 0% 0% 0% 1% 1% HTC 2498 TT
Handsets Huawei 4% 2% -9% 1% 0% -5% 3% 1% Huawei Tech private
Handsets K-Touch 0% 0% 0% 3% 0% 0% 2% 0% Jaina private
Handsets Motorola 0% 0% -2% 0% 0% -5% 0% 0% Motorola, Inc. MSI:US
Handsets NEC 0% 0% -1% 0% 0% -5% 0% 0% NEC 6701 JP
Handsets Smart 0% 1% 1% 0% 0% 0% 0% 1% Smart Telecom private
Handsets ZTE 2% 0% -1% 1% 0% 0% 2% 0% ZTE 763 HK
TV Sony 5% 7% 5% 11% 33% 33% 8% 20% Sony 6758 JP
TV Sharp 18% 6% 6% 7% 8% -9% 13% 7% Sharp 6753 JP
TV Polytron 9% 14% -1% 0% 0% 0% 5% 7% Hartono Istana private
TV Samsung 37% 27% 19% 24% 0% -17% 31% 14% Samsung Electron 005930 KS
Computers Lenovo 0% 1% 1% 0% 17% 17% 0% 9% Lenovo Limited 992 HK
Computers NEC 0% 2% 1% 0% 17% 17% 0% 10% NEC 6701 JP
Computers Apple 11% 4% -17% 7% 7% 7% 9% 6% Apple AAPL US
Computers Sharp 4% 2% 2% 0% 7% 7% 2% 5% Sharp Corp 6753 JP
Computers BenQ 0% 1% 0% 3% 0% 0% 2% 1% BenQ 8215 TT
Computers DELL 1% 0% 0% 7% 0% 0% 4% 0% Dell private
Computers HP 4% 9% 5% 7% 0% 0% 6% 5% HP HPQ US
Computers Polytron 0% 0% -19% 0% 0% 0% 0% 0% Hartono Istana private
Computers Sony 6% 8% -2% 18% 0% -17% 12% 4% Sony 6758 JP
Computers Toshiba 24% 11% -7% 18% 0% -17% 21% 6% Toshiba 6502 JP
Fashion Polo Ralph 8% 4% 0% 19% 30% 22% 14% 17% Ralph Lauren RL US
Fashion Gucci 8% 7% 4% 9% 27% 13% 9% 17% Gucci GUCG US
Fashion Guess 3% 12% 9% 9% 16% 7% 6% 14% Guess GES US
Fashion ZARA 1% 8% 7% 0% 12% 8% 1% 10% Diseo Textil ITX SM
Fashion Dolce & Gabbana 2% 1% 1% 2% 8% 8% 2% 5% Dolce & Gabbana private
Fashion Nevada 16% 13% 4% 28% 8% -5% 22% 11% Nevada Sport private
Fashion Accent 0% 0% -1% 8% 4% 4% 4% 2% Accent apparel private
Fashion Armani 1% 1% 1% 2% 4% 4% 2% 3% Giorgio Armani private
Fashion Pierre Cardin 2% 1% 1% 0% 4% 4% 1% 3% Pierre Cardin private
Fashion Marks & Sp 0% 0% 0% 0% 4% 4% 0% 2% Marks & Spencer MKS LN
Fashion Hammer 5% 3% 1% 5% 4% -1% 5% 4% Warna Mardhika private
Fashion Versace 0% 0% -1% 0% 4% 0% 0% 2% Gianni Versace GIAN IM
Fashion Burberry 1% 0% 0% 4% 0% 0% 3% 0% Burberry BRBY LN
Fashion Christian Di 0% 2% 2% 0% 0% -4% 0% 1% LVMH MC FP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
2012 2013 Parent
Listed/
Private
Fashion Dunhill 1% 2% 1% 4% 0% -4% 3% 1% BAT BATS LN
Fashion Executive 1% 1% 0% 0% 0% -13% 1% 1% Uniform Industry private
Fashion Hugo Boss 3% 7% 6% 16% 0% -9% 10% 4% Hugo Boss AG BOSS GR
Fashion Invio 0% 0% 0% 0% 0% -9% 0% 0% Invio PT private
Fashion M2 0% 0% -1% 0% 0% 0% 0% 0% MII clothing private
Fashion Next 1% 0% -1% 4% 0% 0% 3% 0% Next plc NXT LN
Fashion Prada 1% 1% 0% 0% 0% 0% 1% 1% Prada S.p.A. 1913 HK
Fashion Salt & peppe 0% 1% 1% 0% 0% 0% 0% 1% Salt and pepper private
Fashion H&M 2% 0% 0% 0% 0% 0% 1% 0% H&M Hennes & M HMB SS
Fashion Tommy Hilfig 2% 1% -1% 0% 0% 0% 1% 1% Phillips-Van Heu PVH US
Fashion Y.S.L. 0% 0% -1% 0% 0% 0% 0% 0% Yve Sai La(Kering) private
February 2014
Indonesia: Demographics


Figure 244: Urban / Rural split Figure 245 Male / Female split:

% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer not
to answer
D.K
1 2 4 4 3 1 0 2 4 0 0 0 6
2 5 12 8 5 5 4 0 0 10 0 0 0
3 19 23 26 22 17 13 17 0 0 33 0 22
4 28 29 29 29 30 24 20 22 20 0 50 11
5 or more 46 31 33 40 47 59 61 74 70 67 50 61

Mean 4.09 3.71 3.79 3.98 4.17 4.38 4.39 4.61 4.50 4.33 4.50 4.22

37
40
15
7
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
10
12
25 26
19
4
2
1
0
0
10
20
30
40
L
e
s
s

t
h
a
n

R
p
1
,
0
0
0
,
0
0
0
R
p

1
,
0
0
0
,
0
0
1

-
R
p

1
,
5
0
0
,
0
0
0
R
p

1
,
5
0
0
,
0
0
1

-
R
p

2
,
0
0
0
,
0
0
0
R
p

2
,
0
0
0
,
0
0
1

-
R
p

3
,
0
0
0
,
0
0
0
R
p

3
,
0
0
0
,
0
0
1

-
R
p

5
,
0
0
0
,
0
0
0
R
p

5
,
0
0
0
,
0
0
1

-
R
p

7
,
5
0
0
,
0
0
0
R
p

7
,
5
0
0
,
0
0
1

-
R
p

1
0
,
0
0
0
,
0
0
0
R
p

1
0
,
0
0
0
,
0
0
1
-

R
p
1
5
,
0
0
0
,
0
0
0
A
b
o
v
e
1
5
,
0
0
0
,
0
0
1 %

o
f

r
e
s
p
o
n
d
e
n
t
s
33
67
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
49
51
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014

positive minus percentage who are negative.


same? Percentage of respondents who are positive minus percentage who are negative.

0 0 0
21
24
28
37
30
43
10
67
74
70
67
65
54
55
48
70
33
12
9 7 6 8
13
9
20
0
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 - Rp
1,500,000
Rp 1,500,001 - Rp
2,000,000
Rp 2,000,001 - Rp
3,000,000
Rp 3,000,001 - Rp
5,000,000
Rp 5,000,001 - Rp
7,500,000
Rp 7,500,001 - Rp
10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above 15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
-72
-58
-49
-42
-24
-35
-14
-80
34
-100
-80
-60
-40
-20
0
20
40
Less than Rp
1,000,000
Rp 1,000,001 - Rp
1,500,000
Rp 1,500,001 - Rp
2,000,000
Rp 2,000,001 - Rp
3,000,000
Rp 3,000,001 - Rp
5,000,000
Rp 5,000,001 - Rp
7,500,000
Rp 7,500,001 - Rp
10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above 15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
44
39 38 39
45
41 43
30
33
53
59 60 59
51
50
52
70
67
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 - Rp
1,500,000
Rp 1,500,001 - Rp
2,000,000
Rp 2,000,001 - Rp
3,000,000
Rp 3,000,001 - Rp
5,000,000
Rp 5,000,001 - Rp
7,500,000
Rp 7,500,001 - Rp
10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above 15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
41
37
36
37
41
32
39
30
33
0
10
20
30
40
50
Less than Rp
1,000,000
Rp 1,000,001 - Rp
1,500,000
Rp 1,500,001 - Rp
2,000,000
Rp 2,000,001 - Rp
3,000,000
Rp 3,000,001 - Rp
5,000,000
Rp 5,000,001 - Rp
7,500,000
Rp 7,500,001 - Rp
10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above 15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Indonesia: Income and Other
% of
respondents (by
income bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Bank account 36 14 19 31 40 49 53 60 37 25 44 6
Life insurance 3 0 1 1 3 4 11 7 16 25 11 0
Stock market 0 1 0 0 0 0 0 3 0 0 0 0
Cash 29 21 31 31 29 30 21 10 37 25 33 44
Mutual Fund 0 0 0 0 0 0 0 0 0 0 0 0
Property 5 12 5 2 4 4 6 7 11 25 11 0
No savings 27 52 44 35 24 12 9 13 0 0 0 50
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

Declined > 20% 2 5 3 1 1 0 2 0 0 0 0 0
-10% to -20% 2 4 1 3 2 2 2 9 0 0 0 6
-10% to flat 7 10 10 7 6 8 5 13 10 0 0 6
Unchanged 40 52 48 44 38 29 23 13 20 33 33 56
Flat to +10% 28 13 24 27 30 34 34 30 30 0 50 17
+10 to +20% 12 8 8 9 13 18 25 26 10 33 17 0
+20 to +30% 2 1 2 3 2 3 5 4 0 0 0 0
30%+ 1 0 1 0 1 1 2 0 10 33 0 0
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

Declined > 20% 0 1 0 0 1 0 0 0 0 0 0 0
-10% to -20% 1 4 1 1 0 1 3 0 0 0 0 0
-10% to flat 2 4 3 1 2 1 0 9 0 0 0 6
Unchanged 21 25 30 24 21 14 13 9 10 0 33 39
Flat to +10% 35 31 37 37 36 35 30 26 20 0 50 33
+10 to +20% 22 17 16 22 21 28 36 35 30 67 17 6
+20 to +30% 7 9 5 6 7 10 11 9 10 0 0 0
30%+ 5 3 5 6 5 5 5 9 10 33 0 0
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

0-5% 1 0 2 1 1 1 2 4 10 0 0 0
6-10% 2 1 1 1 2 3 6 9 0 0 0 0
11-15% 1 1 1 2 1 0 2 0 0 0 0 0
16-20% 1 0 1 1 1 1 2 0 0 0 0 0
21-25% 0 0 0 0 0 1 0 0 0 0 0 0
More than 25% 0 0 0 0 0 0 0 0 0 0 0 0
No credit card 93 95 92 94 94 93 89 87 90 100 67 94
Mean % exp 9.49 11.17 9.14 9.75 8.28 11.53 9.07 5.83 2.50 0.00 0.00 0.00
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

Rising 22 13 14 21 18 37 43 0 0 0 0 0
Staying the same 67 75 80 63 68 53 57 100 0 0 100 100
Decreasing 12 13 7 16 14 10 0 0 100 0 0 0
Base : Unwtd 102 8 15 24 22 19 7 3 1 0 2 1
February 2014
Very effective 8 5 8 6 10 8 9 30 20 0 17 17
Quite effective 56 53 58 56 56 58 59 48 60 67 33 22
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

Yes 83 73 79 80 83 91 90 87 100 100 100 83
No 11 13 15 14 12 5 8 9 0 0 0 6
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

Political risk 15 11 14 12 16 16 19 20 21 14 31 23
Military risk 5 2 5 3 6 5 6 6 0 14 8 4
Social risk 18 14 15 18 19 18 20 20 16 14 15 12
Economic risk 48 60 55 51 43 45 38 41 53 43 46 58
risk
15 13 11 15 16 16 17 14 11 14 0 4
Base : Unwtd 1515 147 182 375 395 292 64 23 10 3 6 18

Yes 93 92 93 92 93 95 99 96 100 100 84 89
No 6 6 6 7 5 3 0 0 0 0 17 11
Base : Unwtd 1,515 147 182 375 395 292 64 23 10 3 6 18

February 2014
Indonesia: Automobiles
% of
respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Yes 5 1 2 1 4 5 21 35 33 33 20 0
No 95 99 98 99 96 95 79 65 67 67 80 100

Yes 78 61 56 76 85 89 93 90 100 100 100 59
No 22 39 44 24 15 11 7 10 0 0 0 41

1 89 100 100 80 100 85 83 86 67 100 100 0
2 8 0 0 0 0 8 17 14 33 0 0 0
3 or more 3 0 0 20 0 8 0 0 0 0 0 0

All Cash 40 50 0 60 63 38 17 43 33 0 0 0
Cash + Credit 35 50 33 40 31 15 42 29 67 100 100 0
All Credit 24 0 33 0 6 46 42 29 0 0 0 0
Sum 100 100 100 100 100 100 100 100 100 100 100 0
Base : Unwtd 63 2 3 5 16 13 12 7 3 1 1 0

% of
respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Toyota 33 50 33 20 13 54 33 57 33 0 0 0
Daihatsu 30 50 0 40 31 23 42 14 33 0 100 0
Maruti Suzuki 13 0 0 20 19 8 17 14 0 0 0 0
Mitsubishi 3 0 0 20 0 0 0 0 0 100 0 0
Base : Unwtd 63 2 3 5 16 13 12 7 3 1 1 0
1 1 1
0
2 2
0 0 0
6 6 6
9
12
21
20
33
67
29
19
22
23
20
26
30
56
33
16
28
21
22
26
19
15
11
0
37
40
41
37
35
25
35
0 0
0
10
20
30
40
50
60
70
80
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001
- Rp
15,000,000
Above
15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014

All Cash 40 67 25 45 52 31 31 50 0 0 50 0
Cash + Credit 41 33 58 50 33 44 31 50 33 50 0 0
All Credit 17 0 8 0 15 22 38 0 67 50 50 0
D.K. 2 0 8 5 0 3 0 0 0 0 0 0
Base : Unwtd 136 9 12 22 33 36 13 4 3 2 2 0

Upto Rp 100m
26 22 17 36 33 22 8 25 33 0 50 0
Rp 100m - 200m
53 56 58 36 52 61 54 50 67 50 50 0
Rp 200m - 300m
12 22 8 9 12 6 23 25 0 50 0 0
Rp 300m - 400m
4 0 0 9 3 3 15 0 0 0 0 0
More than Rp 400m
1 0 8 0 0 3 0 0 0 0 0 0
Base : Unwtd
136 9 12 22 33 36 13 4 3 2 2 0

Local 6 0 0 0 8 10 13 0 33 0 0 0
Foreign 87 100 83 92 89 83 80 100 67 75 100 0
Toyota 26 44 25 15 36 25 20 29 0 0 50 0
Honda 19 33 25 15 19 20 27 14 0 0 0 0
Daihatsu 13 11 0 19 11 15 7 29 33 0 0 0
Base : Unwtd 136 9 12 22 33 36 13 4 3 2 2 0
February 2014
Indonesia: Food & Beverage
% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Drinks: Yes
75 61 67 73 81 83 83 93 67 100 100 67
Drinks: No
25 39 33 27 19 17 17 7 33 0 0 33
Drinks: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Noodles: Yes
97 95 99 97 97 97 90 93 83 50 100 100
Noodles: No
3 5 1 3 3 3 10 7 17 50 0 0
Noodles: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Bottled Water: Yes
92 82 92 90 94 96 98 100 100 100 100 83
Bottled Water: No
8 18 8 10 6 4 2 0 0 0 0 17
Bottled Water:Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Cigarettes: Yes
54 44 52 55 54 55 57 80 67 50 60 42
Cigarettes: No
46 56 48 45 46 45 43 20 33 50 40 58
Cigarettes: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Dairy: Yes
72 62 67 70 76 77 81 73 67 100 100 75
Dairy: No
28 38 33 30 24 23 19 27 33 0 0 25
Dairy: Base
1,106 131 153 290 263 187 42 15 6 2 5 12

Drinks - Foreign 93 95 95 94 92 90 89 97 91 100 93 100
Fanta 22 23 20 23 22 23 23 27 18 0 14 13
Coca-Cola 24 18 22 26 24 23 25 32 18 50 29 19
Drinks - Local 7 5 5 6 8 10 11 3 9 0 7 0
Tebs 2 1 1 2 2 2 4 0 9 0 0 0
Drinks - Base 832 80 103 212 214 155 35 14 4 2 5 8
Noodles - Foreign 0 0 0 0 0 0 0 0 0 0 0 0
Noodles - Local 100 100 100 100 100 100 100 100 100 100 100 100
Indomie 39 38 38 40 39 38 37 36 31 100 20 25
Mie Sedap 31 36 38 32 28 25 27 15 25 0 40 50
Supermi 7 4 4 6 9 7 11 12 6 0 0 0
Sarimi 7 10 8 8 6 7 4 9 19 0 10 0
Noodles - Base 1,068 124 151 280 256 182 38 14 5 1 5 12
Water - Foreign 58 57 59 57 59 59 57 64 50 40 100 91
Aqua 58 57 59 56 59 58 57 60 50 40 100 91
Water - Local 41 42 41 43 41 41 42 36 50 60 0 9
Club 12 18 11 14 12 10 17 12 8 0 0 0
Vit 10 5 9 11 10 13 11 8 17 20 0 0
Water - Base 1,018 108 141 262 248 180 41 15 6 2 5 10
Cigarettes - Foreign 7 5 1 6 7 11 13 5 0 0 0 0
Cigarettes - Local 93 95 99 94 92 89 87 95 100 100 100 100
Dji Sam Soe 13 8 11 14 12 13 16 21 33 0 0 0
Sampoerna 16 12 10 17 16 18 18 37 33 0 33 33
Garam Surya 14 12 11 14 11 18 21 5 0 0 67 17
Djarum Super 12 16 15 13 12 9 3 11 0 0 0 0
Cigarettes - Base 592 58 80 159 143 103 24 12 4 1 3 5
Dairy - Foreign 24 29 22 22 25 24 23 34 25 0 0 0
Nestle 11 13 10 12 11 9 9 17 13 0 0 0
Dairy - Local 76 71 78 78 75 76 77 66 75 100 100 100
Frissian Flag 23 22 24 23 23 21 22 7 38 0 50 50
Indomilk 24 24 24 26 24 22 17 21 0 0 25 25
Dairy - Base 794 81 103 202 199 144 34 11 4 2 5 9
February 2014
% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Drinks: Yes 33 36 29 30 36 31 48 13 33 50 60 33
Drinks: No
67 64 71 70 64 69 52 87 67 50 40 67
Drinks: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Noodles: Yes
52 62 48 51 53 49 55 40 33 50 60 42
Noodles: No
48 38 52 49 47 51 45 60 67 50 40 58
Noodles: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Water: Yes
51 48 44 46 53 57 71 53 50 100 60 42
Water: No
49 52 56 54 47 43 29 47 50 0 40 58
Water: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Cigarettes: Yes
26 31 25 26 24 25 38 20 33 50 40 17
Cigarettes: No
74 69 75 74 76 75 62 80 67 50 60 83
Cigarettes: Base
1,106 131 153 290 263 187 42 15 6 2 5 12
Dairy: Yes
41 35 35 38 42 47 62 53 33 100 60 25
Dairy: No
59 65 65 62 58 53 38 47 67 0 40 75
Dairy: Base
1,106 131 153 290 263 187 42 15 6 2 5 12

0% 8 11 10 7 9 4 5 0 0 0 0 25
0-5% 57 53 65 58 57 51 57 40 50 0 80 58
6-15% 24 26 18 25 22 27 19 40 17 50 0 8
16-25% 5 2 3 5 6 9 10 7 0 0 0 0
More than 25% 4 2 1 2 4 5 7 13 33 50 0 0

Below 1% 7 5 5 8 6 5 12 7 33 0 0 0
1-3% 23 20 27 20 27 21 31 7 0 0 40 25
3-5% 23 27 27 22 19 20 24 47 17 0 20 8
5-7% 13 11 14 14 14 12 14 7 33 50 0 8
7-10% 8 5 5 9 10 12 10 13 0 50 0 0
Above 10% 7 2 5 8 6 10 7 20 17 0 0 0
Havent
noticed any
6 8 3 5 6 8 0 0 0 0 20 8
D.K. 13 22 15 14 10 11 2 0 0 0 20 50
Base : Unwtd 1,106 131 153 290 263 187 42 15 6 2 5 12

Very sensitive 51 61 51 54 49 42 40 67 67 50 80 67
Somewhat
sensitive
41 32 43 39 44 43 50 33 17 50 20 33
Somewhat not
sensitive
6 5 3 6 5 10 7 0 17 0 0 0
Not at all
sensitive
2 2 3 1 2 4 2 0 0 0 0 0
Base : Unwtd 1,106 131 153 290 263 187 42 15 6 2 5 12

February 2014
Source: Credit Suisse emerging markets consumer survey. Note: No responses account for the remainder of population in % stacked columns
17 19 20
28
31
47
34
0
68
63
63
62
57
52
33
67
50
22 20 19 17
15 16
20
0
50
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
n
g
e

i
n
t
a
k
e
)
More The same Less
-12
-3
0
3
13
15
27
34
-50
-60
-40
-20
0
20
40
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Indonesia: Home & Personal Care
% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Tissues: Yes 53 35 40 52 55 63 69 90 78 100 67 67
Tissues: No 47 65 60 48 45 37 31 10 22 0 33 33
Tissues: Base 1,424 144 179 360 365 262 59 20 9 2 6 18
Fem Hygiene: Yes 76 62 74 75 81 78 74 100 80 100 100 80
Fem Hygiene: No 24 38 26 25 19 22 26 0 20 0 0 20
Fem Hygiene: Base 725 81 91 183 180 135 27 10 5 1 2 10
Cosmetics: Yes 58 53 54 53 58 66 59 80 56 100 67 83
Cosmetics: No 42 47 46 48 42 34 41 20 44 0 33 17
Cosmetics: Base 1,424 144 179 360 365 262 59 20 9 2 6 18

Tissues - Foreign 1 4 2 2 1 1 1 0 0 0 0 0
Tissues - Local 98 94 98 98 98 99 99 100 100 100 100 92
Paseo 33 27 27 31 35 33 35 20 31 33 75 75
Tessa 22 21 28 22 21 22 20 37 25 33 0 0
Tissues - Base 757 50 71 186 202 164 41 18 7 2 4 12
Kotex 11 15 15 11 9 9 10 14 13 0 0 0
Charm 30 28 23 30 31 36 35 33 38 0 0 25
Laurier 30 31 29 29 30 28 45 24 38 100 50 25
Fem Hygiene - Base 551 50 67 138 146 105 20 10 4 1 2 8
Ponds 19 17 22 18 17 21 16 20 20 50 25 11
Lux 7 11 6 6 7 7 4 7 13 0 0 5
Cosmetics - Local 54 56 59 55 58 50 48 31 53 25 75 37
Citra 23 18 20 27 23 21 25 22 33 25 50 21
Viva 8 13 15 8 10 6 1 0 7 0 0 0
Cosmetics - Base 825 76 96 189 213 174 35 16 5 2 4 15

Tissues: Yes 28 21 22 24 30 34 47 40 44 100 33 22
Tissues: Base 1,424 144 179 360 365 262 59 20 9 2 6 18
Fem Hygiene: Yes 40 36 41 37 39 44 44 50 40 100 50 50
Fem Hygiene: Base 725 81 91 183 180 135 27 10 5 1 2 10
Cosmetics: Yes 30 30 27 25 31 34 39 30 33 100 33 28
Cosmetics: Base 1,424 144 179 360 365 262 59 20 9 2 6 18
February 2014
Indonesia: Luxury Goods
Domestic 67 71 64 67 64 72 78 78 100 33 33 28
Western 14 7 9 12 15 17 18 21 0 66 50 55
No Preference 15 16 20 18 16 10 4 0 0 0 0 6
Base: Unwtd 1,373 137 168 345 363 253 56 14 10 3 6 18





46
51 51
57
65
75
57
90
100
0
20
40
60
80
100
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s

t
h
a
n

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20 20
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54
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h
a
n

R
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f

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s
16
20 20
18
27
39
36
30
33
0
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30
35
40
45
L
e
s
s

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a
n

R
p
1
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26
15
23
17
25
34
14
20
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e
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s
February 2014

40
32
38
41
52
64
71
60
33
0
10
20
30
40
50
60
70
80
L
e
s
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t
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a
n

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10
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26
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R
p

1
,
5
0
0

-
2
,
0
0
0
k
R
p

2
,
0
0
0

-
3
,
0
0
0
k
R
p

3
,
0
0
0

-
5
,
0
0
0
k
R
p

5
,
0
0
0

-
7
,
5
0
0
k
R
p

7
,
5
0
0

-
1
0
,
0
0
0
k
R
p

1
0
,
0
0
0
-
1
5
,
0
0
0
k
A
b
o
v
e

R
p
1
5
,
0
0
0
k
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Indonesia: Technology and Internet

% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More than
Rp
15000k
Would
prefer not
to answer
D.K
Blu-Ray Player 0 1 1 0 0 1 0 0 0 0 0 0
Digital Camera 2 1 1 3 3 2 1 4 29 0 0 0
DVD Player 2 1 1 1 2 3 1 0 0 8 0 17
Gaming facility 5 8 5 4 5 5 7 4 0 0 0 0
GPS/Navigation 0 0 0 0 0 0 0 0 0 0 0 0
Internet Service 0 0 0 0 1 0 1 0 0 0 0 0
Mobile Phone 0 0 0 0 0 0 0 0 0 0 0 0
Smartphone 0 0 1 1 0 0 1 0 0 0 0 0
MP3 8 9 6 10 9 3 7 8 14 0 13 0
Netbook 8 5 6 6 9 8 13 4 0 8 13 33
Notebook PC 1 0 1 0 1 1 1 0 0 0 0 0
Stereo HiFi 1 0 0 1 1 1 4 8 0 0 0 0
Traditional TV 9 5 5 8 9 9 10 15 7 33 19 33
LCD TV 0 0 0 0 0 1 0 0 7 0 0 0
Flat screen TV 4 11 6 5 3 2 0 0 0 0 0 0
Tablet 10 9 5 10 11 11 14 19 0 25 6 17
None of these 3 4 5 3 2 2 4 0 0 0 0 0
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001
- Rp
15,000,000
Above
15,000,001
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

Figure 289: G5. Which brand of PC are you most likely to purchase?
Acer 33 42 24 39 36 28 17 40 0 0 50 50
Apple 7 8 0 5 7 12 8 20 0 0 0 0
ASUS 4 0 5 4 4 2 17 0 0 0 0 0
DELL 2 0 0 0 1 6 0 0 0 0 50 0
HP 3 25 0 2 3 2 0 0 0 0 0 0
LG 6 0 14 5 3 10 0 0 0 0 0 0
Lenovo 2 0 0 4 1 2 0 0 0 50 0 0
Samsung 19 17 10 12 24 24 33 20 0 0 0 0
Sony 5 0 14 9 4 0 0 0 0 0 0 0
Toshiba 12 8 10 16 10 8 25 0 0 0 0 50
Sharp 1 0 5 2 0 0 0 20 0 0 0 0
Unbranded 0 0 0 0 0 2 0 0 0 0 0 0
Others 1 0 10 0 0 2 0 0 0 0 0 0
Base : Unwtd 232 12 21 57 67 50 12 5 0 2 2 4


% of
respondents
(by income
bracket)
Total Less than
Rp 1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Yes 28 14 16 24 25 38 52 62 69 100 33 39
No 72 86 84 76 75 62 48 38 31 0 67 61

Yes 59 50 52 65 57 59 59 64 50 100 50 71
No 34 40 44 25 37 36 37 27 50 0 50 29
Dont know 6 10 4 10 7 5 4 9 0 0 0 0

More 26 5 26 21 31 29 34 36 33 67 0 14
The same 60 85 56 60 57 56 63 55 67 33 100 86
Less 13 10 18 19 13 14 4 9 0 0 0 0
Base: Unwtd 370 20 27 81 92 94 27 11 6 3 2 7

24
37
58
3
8
21
1
13
26
2
6
12
89
92
86
30
45
58
0 0 0
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Indonesia: Telecommunications
% of respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Yes, I pay for it 70 51 57 67 75 76 85 100 80 50 100 72
Yes, somebody else
pays
7 10 7 5 7 8 2 0 10 50 0 11
No, I do not 23 39 35 27 17 16 13 0 10 0 0 17
Base : Unwtd 1,463 147 176 368 383 275 60 18 10 2 6 18

Foreign
59 64 47 57 64 63 81 79 66 100 50 34
Nokia
33 42 29 30 40 29 29 28 44 0 33 20
Blackberry
11 8 6 11 7 16 31 28 0 50 17 7
Local
38 35 55 41 36 36 20 23 33 0 50 67
Base
1,125 89 115 269 318 232 52 18 9 2 6 15

Yes 52 38 40 45 54 64 59 44 67 33 80 0
No 48 63 60 55 46 36 41 56 33 67 20 100

Foreign 80 72 78 82 81 87 97 83 83 100 100 89
Nokia 33 29 42 39 31 30 29 17 33 50 100 22
Blackberry 22 23 20 23 24 18 23 25 50 0 0 56
Local 8 11 15 10 9 7 0 16 0 0 0 11
Dont Know 9 16 6 9 13 6 3 0 17 0 0 0
Base 735 70 83 182 193 146 31 12 6 2 1 9

Yes 37 39 27 34 37 40 52 83 67 100 0 11
No 54 51 61 54 56 54 42 17 33 0 100 89
Dont Know 8 10 12 12 6 6 6 0 0 0 0 0
Base 735 70 83 182 193 146 31 12 6 2 1 9

78
60
49
46
31
21
33
0
20
36
43
43
48
42
39
33
0
3 6
8
17
21
28
67
0
15
0 0
100
1 0 0 0 0
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Less than Rp 50,000 (50,000) Rp 50,001 Rp 100,000 (75,000) Rp 100,001 Rp 200,000 (150,000)
Rp 200,001 Rp 500,000 (350,000) More than Rp 500,000 (500,000)
February 2014
Indonesia: Travel

% of
respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
At home 38 56 39 44 37 28 31 7 50 0 0 33
Elsewhere in
the country
61 44 59 56 63 71 69 93 50 100 100 67
International
destination
1 0 2 0 0 1 0 0 0 0 0 0
Base : Unwtd 834 82 99 210 211 164 35 15 2 3 4 9

Car 27 25 17 26 23 34 42 36 100 33 25 17
Bus 38 42 40 40 44 34 29 0 0 0 25 33
Train 13 6 15 15 11 14 4 14 0 33 50 17
Ship 1 0 2 0 0 1 0 0 0 33 0 0
Aeroplane 1 0 0 0 2 2 0 14 0 0 0 0
Other 20 28 27 18 20 15 25 36 0 0 0 33
Base : Unwtd 516 36 60 117 133 118 24 14 1 3 4 6

At home 40 52 46 43 42 31 19 27 0 33 50 88
Elsewhere in
the country
59 48 54 57 57 69 81 73 100 67 50 13
International
destination
0 0 0 0 0 1 0 0 0 0 0 0
Base : Unwtd 856 82 95 213 224 167 42 15 3 3 4 8
56
54
57
55
58 58
65
25
100
56
52
57
58
59
70
65
37
100
-5
10
25
40
55
70
85
100
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
Indonesia: Property
% of
respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Yes 72 79 73 71 71 70 78 71 90 67 75 46
No 28 21 27 29 29 30 22 29 10 33 25 54
Base : Unwtd 1,462 147 177 370 376 281 60 21 10 3 4 13

Rented 64 48 66 69 66 60 77 50 100 0 100 71
Allocated 11 13 9 8 8 17 23 0 0 100 0 0
Borrowed 16 16 17 14 21 12 0 0 0 0 0 29
Base : Unwtd 404 31 47 106 108 83 13 6 1 1 1 7

Upgrade 33 41 42 35 28 26 35 70 33 50 33 22
First-time home 47 43 49 46 46 52 35 20 33 0 67 67
Investment 9 6 2 6 15 7 15 10 33 50 0 11
Base : Unwtd 445 49 43 103 102 101 20 10 3 2 3 9

Increase 28 21 31 30 26 28 27 24 40 66 25 16
About the same 23 14 19 22 24 26 37 24 60 33 25 15
Decrease 46 57 45 44 48 44 35 52 0 0 50 69
Base : Unwtd 1,462 147 177 370 376 281 60 21 10 3 4 13

Below 25% 34 35 34 37 32 35 23 5 20 0 50 54
25% - 50% 36 39 33 35 37 34 50 62 60 100 25 0
51% - 75% 11 12 9 12 11 10 20 14 10 0 0 8
76% - 95% 3 0 2 2 4 5 2 10 0 0 25 0
Above 95% 1 1 1 1 1 3 0 0 0 0 0 0
Don't know 15 14 20 14 15 15 5 10 10 0 0 38
Base : Unwtd 1,462 147 177 370 376 281 60 21 10 3 4 13


33
24
28 27
36
33
48
30
67
67
76
72 73
64
67
52
70
33
0%
20%
40%
60%
80%
100%
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above 15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


61
71
56
64
69
53
80
56
100
69
60
65
52 53
55
70
67
50
0
20
40
60
80
100
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
4
2
3
2 2 2
0
11
0
16
33
27
40
34
25
30
0 0
0
10
20
30
40
50
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
1 1
2
3
4 4
0
11
0
8
5
6
8
12
15
0
33
50
0
10
20
30
40
50
60
Less than Rp
1,000,000
Rp 1,000,001 -
Rp 1,500,000
Rp 1,500,001 -
Rp 2,000,000
Rp 2,000,001 -
Rp 3,000,000
Rp 3,000,001 -
Rp 5,000,000
Rp 5,000,001 -
Rp 7,500,000
Rp 7,500,001 -
Rp 10,000,000
Rp 10,000,001 -
Rp 15,000,000
Above
15,000,001
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Indonesia: Education
Yes 1 0 1 1 0 2 3 9 0 0 0 0
No 99 100 99 99 100 98 97 91 100 100 100 100
Base : Unwtd 1,473 145 178 368 383 281 59 23 9 3 6 18

More 5 5 4 5 3 7 0 13 0 33 0 0
About the same 76 70 76 73 78 76 90 78 78 33 83 100
Less 19 26 20 22 19 17 10 9 22 33 17 0
Base : Unwtd 1,473 145 178 368 383 281 59 23 9 3 6 18

5
4
5
3
7
0
13
0
33
26
20
22
19
17
10
9
22
33
0
10
20
30
40
Less than Rp
1,000,000
Rp 1,000,001
- Rp
1,500,000
Rp 1,500,001
- Rp
2,000,000
Rp 2,000,001
- Rp
3,000,000
Rp 3,000,001
- Rp
5,000,000
Rp 5,000,001
- Rp
7,500,000
Rp 7,500,001
- Rp
10,000,000
Rp
10,000,001 -
Rp
15,000,000
Above
15,000,001
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
Indonesia: Healthcare
% of
respondents
(by income
bracket)
Total Less
than Rp
1000k
Rp
1000k -
1500k
Rp
1500k -
2000k
Rp
2000k -
3000k
Rp
3000k -
5000k
Rp
5000k -
7500k
Rp
7500k -
10000k
Rp
10000k -
15000k
More
than Rp
15000k
Would
prefer
not to
answer
D.K
Yes 43 52 43 41 42 45 37 35 56 33 60 50
No 57 48 57 59 58 55 63 65 44 67 40 50
Base : Unwtd 1,478 145 181 374 387 276 60 20 9 3 5 18

Hospital 53 60 52 55 49 48 61 44 71 100 100 100
Emergency Room 15 12 13 14 16 18 17 13 14 0 0 0
Prescriptions 16 17 20 17 16 15 8 13 14 0 0 0
Vaccinations 7 3 3 6 8 9 8 13 0 0 0 0
Base : Unwtd 640 76 78 154 162 123 22 7 5 1 3 9

Yes 12 14 11 13 10 14 17 10 33 0 20 17
No 88 86 89 87 90 86 83 90 67 100 80 83
Base : Unwtd 1,478 145 181 374 387 276 60 20 9 3 5 18

More 3 5 1 3 3 2 3 0 0 0 0 0
Same 63 60 65 63 61 60 72 85 56 67 80 83
Less 35 35 34 34 36 38 25 15 44 33 20 17
Base : Unwtd 1,478 145 181 374 387 276 60 20 9 3 5 18

produced product?
Wont pay extra
75 89 85 79 72 65 53 70 44 67 80 89
1-10% extra
22 9 14 20 25 32 37 10 44 0 20 11
11-20% extra
2 2 1 1 2 4 8 10 0 33 0 0
21-30% extra
0 0 0 1 1 0 2 5 0 0 0 0
more than 30% extra
0 0 0 0 0 0 0 5 11 0 0 0
Base : Unwtd 1,478 145 181 374 387 276 60 20 9 3 5 18

Only efficacy 8 8 8 8 9 6 10 10 11 0 0 0
Only safety 3 3 4 3 4 4 3 0 0 0 0 0
Both 84 83 82 83 84 88 87 90 78 100 100 83
Neither 2 2 0 3 2 1 0 0 11 0 0 11
Base : Unwtd 1,478 145 181 374 387 276 60 20 9 3 5 18

February 2014
Mexico
A future Brazil?
This is the first year we have included Mexico in our survey. There is a natural tendency to benchmark it with Brazil. Indeed, our
team of economists and analysts in the region can identify demographic, socioeconomic and political factors capable of driving a
steady rise in the middle-income bracket, similar to that seen in Brazil over the last decade with a similar potential impact on the
fortunes of the Mexican consumer as we look ahead.
However, there are headwinds today that stand in the way of this structural potential, which are reflected in the cautious near-term
measures of optimism. With a net 25% of consumers expecting an improvement in their financial position in the next six months,
Mexico ranks fourth in the survey and well below Brazil. The proportion of consumers who view now as a good time to make a
major purchase is also low at -20% (net weighted average).
The cautiousness is most apparent among low-income consumers. The net balance of respondents in this segment is roughly on a
par with those who do not expect an improvement. This may well be driven by low government expenditure at the beginning of this
year, and weak job creation in the private sector as well. Interestingly, Mexico scores the lowest in the survey in terms of the
number of respondents that perceive their government to be very effective or quite effective at solving problems that relate to the
population (17% of the total), which might be an indication that we are in the very early stages of the new administrations reform
agenda and the structural changes proposed in areas such as education and labor markets, among others. A fierce debate on
reforms and perhaps some skepticism is natural, although it is still too early to forecast positive results. The new administration
began in Dec 2012.
Given this is Mexicos initial inclusion in the survey, we cannot assess spending momentum. We can, however, gauge the
backward looking penetration of spending and also the forward looking intentions. Although carbonated drinks (unsurprisingly) have
been bought by much of the population over the past 12 months, only 16% plan to do so going forward; categories that look to
have stronger growth going forward, however, include smartphones and internet. Spending on cars has been high (29%), but is set
to decline next year (10%).
Not surprisingly, monthly spend allocated to savings is still one of the categories with the largest gaps relative to the rest of the
economies in our survey, with Mexican consumers allocating around 5% of their income to savings, whereas the average across
our survey stands at close to 15% (partly explained by the low penetration of financial products).
February 2014
Mexico: Brand penetration
Red = avg. penetration increasing from lower income to higher income consumers, Green = remaining steady, Blue
= decreasing from lower income to higher income consumers (NB: ONLY 1 YEAR OF DATA).

% penetration
at LOWER
income
%
penetration
at HIGHER
income
average %
penetration

Sector Brand 2013 2013 2013 Parent Co Listed/ Private
Dairy Lala 53% 49% 51% Grupo Lala private
Dairy Danone 32% 49% 41% Danone BN FP
Dairy Alpura 30% 27% 29% Alpura private
Dairy Nestle 26% 26% 26% Nestl NESN VX
Dairy Yoplait 15% 25% 20% General Mills-Sodiaal JV
Dairy Danonino 13% 22% 18% Danone BN FP
Dairy Philadelphia 12% 14% 13% Kraft Foods KRFT US
Dairy Fud 10% 16% 13% Sigma Alimentos private
Dairy La Villita 13% 13% 13% La Villita private
Dairy Primavera 12% 14% 13% Primavera private
Dairy Activia 8% 10% 9% Danone BN FP
Dairy Iberia 8% 2% 5% DSM Nutritional Prod private
Dairy Nutri leche 3% 2% 3% Buenfil & Hoffmann private
Dairy Sello rojo 3% 2% 3% Sello Rojo del Norte private
Dairy Kraft 3% 3% 3% Kraft Foods KRFT US
Dairy Flora 3% 1% 2% Unilever ULVR LN
Dairy Berkeley Farms 0% 3% 2% Dean Foods DF US
Dairy Mller 1% 1% 1% Mller private
Dairy Caperucita 1% 0% 1% Visa de Monterey private
Dairy Nochebuena 1% 0% 1% Sigma Alimentos private
Dairy Chen 1% 0% 1% Grupo Chen private
Dairy La Vaca que Ri 1% 0% 1% Sigma Alimentos Delisted
Dairy Fonterra 1% 0% 0% Fonterra FCG NZ
Dairy Anchor 0% 0% 0% Fonterra FCG NZ
Dairy Lactalis 0% 0% 0% Lactalis private
Cigarettes Marlboro 65% 59% 62% Philip Morris Intl PM US
Cigarettes Camel 18% 32% 25% R. J. Reynolds private
Cigarettes Bens & Hed 17% 21% 19% Philip Morris In PM US
Cigarettes Pall Mall 17% 16% 17% BAT BATS LN
Cigarettes Kent 0% 10% 5% BAT BATS LN
Cigarettes Chesterfield 1% 1% 1% Philip Morris Intl MO US
Cigarettes Glamour 1% 1% 1% Japan Tobacco Intl 2914 JP
Cigarettes Lucky Strike 1% 0% 1% BAT BATS LN
Cigarettes Mild Seven 0% 1% 1% Japan Tobacco Intl 2914 JP
Cigarettes Philip Morris 1% 0% 1% Philip Morris Intl PM US
Cigarettes Winston 0% 1% 1% R. J. Reynolds RAI US
Cigarettes Derby 1% 0% 1% Souza Cruz (BAT) BATS LN
Cigarettes L&M 0% 0% 0% Philip Morris Intl MO US
Cigarettes Viceroy 0% 0% 0% BAT BATS LN
Soft Drinks Coca-Cola 79% 87% 83% The Coca-Cola Co KO US
Soft Drinks Pepsi Cola 31% 32% 32% The Coca-Cola Co KO US
Soft Drinks Jumex 10% 19% 15% Grupo Jumex private
Soft Drinks Fanta 14% 10% 12% The Coca-Cola Co KO US
Soft Drinks Del Valle 10% 14% 12% Jugos del Valle private
Soft Drinks Sprite 8% 13% 10% The Coca-Cola Co KO US
Soft Drinks Gatorade 5% 15% 10% PepsiCo PEP US
Soft Drinks 7-Up 6% 12% 9% PepsiCo PEP US
Soft Drinks Mirinda 8% 9% 8% PepsiCo PEP US
Soft Drinks Sidral Aga 5% 10% 8% Consorcio AGA private
Soft Drinks Boing 5% 9% 7% Pascual Boing private
Soft Drinks Valle Frut 4% 9% 7% The Coca-Cola Co KO US
Soft Drinks Squirt 5% 6% 6% Dr Pepper Snapple DPS US
Soft Drinks Frutsi 2% 7% 5% Arca Continental AC* MM
Soft Drinks Dr Pepper 3% 6% 5% Dr Pepper Snapple Inc. DPS US
Soft Drinks Ciel 6% 2% 4% The Coca-Cola Co KO US
February 2014

% penetration
at LOWER
income
%
penetration
at HIGHER
income
average %
penetration

Soft Drinks Sangria Se 3% 5% 4% Mezgo S.A de C.V private
Soft Drinks Arizona 3% 5% 4% AriZona Beverage Co private
Soft Drinks Powerade 2% 6% 4% The Coca-Cola Co KO US
Soft Drinks Lucozade 0% 3% 2% Suntory private
Soft Drinks Yoli 1% 2% 1% The Coca-Cola Co KO US
Soft Drinks Jarritos 2% 0% 1% Novamex private
Soft Drinks Lilt 2% 0% 1% The Coca-Cola Co KO US
Soft Drinks Orange Crush 1% 1% 1% Dr Pepper Snapple DPS US
Soft Drinks Appletiser 0% 2% 1% SABMiller SAB LN
Soft Drinks Canada Dry 1% 1% 1% Dr Pepper Snapple. DPS US
Soft Drinks Big Cola 1% 0% 1% Ajegroup private
Soft Drinks Mountain Dew 0% 0% 0% PepsiCo PEP US
Soft Drinks Schweppes 0% 0% 0% Dr Pepper Snapple Inc. DPS US
Beer Corona 43% 58% 51% Modelo(AB InBev) ABI BB
Beer Tecate 23% 25% 24% Cervecera Cuauhtmoc private
Beer Indio 14% 23% 19% Cervecera Cuauhtmoc private
Beer Victoria 20% 16% 18% Grupo Modelo GMODELOC MM
Beer Sol 21% 7% 14% Heineken Intl HEIA NA
Beer Negra Modelo 9% 17% 13% Grupo Modelo GMODELOC MM
Beer Modelo Esp 14% 10% 12% Grupo Modelo GMODELOC MM
Beer Estrella 5% 18% 12% Grupo Modelo GMODELOC MM
Beer Carta Blanca 14% 7% 10% Cervecera Cuauhtmoc private
Beer Modelo Light 6% 13% 10% Grupo Modelo GMODELOC MM
Beer Heineken 4% 15% 9% Heineken Intl HEIA NA
Beer Len 4% 14% 9% Photos Photiades private
Beer Pacfico 4% 10% 7% Grupo Modelo GMODELOC MM
Beer Budweiser 2% 13% 7% AmBev AMBV4 BZ
Beer Dos Equis 3% 6% 5% Cervecera Cuauhtmoc private
Beer Miller 1% 5% 3% SAB and Molson JV
Beer Becks 0% 4% 2% AmBev AMBV4 BZ
Beer Superior 3% 1% 2% Cervecera Cuauhtmoc private
Beer Bohemia 2% 1% 1% AmBev AMBV4 BZ
Beer Guinness 1% 1% 1% St. James's Gate(Diageo) DGE LN
Beer Nochebuena 0% 1% 1% Cervecera Cuauhtmoc private
Beer Moctezuma 1% 0% 1% Cervecera Cuauhtmoc private
Beer Peroni 0% 1% 1% SABMiller SAB LN
Beer Amstel 1% 0% 1% Heineken Intl HEIA NA
Beer Carling 1% 0% 1% Molson Coors Brew TAP US
Beer Carlsberg 1% 0% 1% Carlsberg CARLB DC
Beer Casta 1% 0% 1% Cervecera Cuauhtmoc private
Beer Fosters 0% 0% 0% SABMiller SAB LN
Beer Tiger 0% 0% 0% Asia Pacific Breweries APB SP
Spirits Bacardi 20% 24% 22% Bacardi Limited BACDA US
Spirits Jimador 19% 20% 20% Brown-Forman BF/B US
Spirits Jose Cuervo 12% 25% 19% Teq Cuerv La Rojea private
Spirits Jack Daniels 17% 15% 16% Brown-Forman BF/B US
Spirits Cazadores 12% 18% 15% Bacardi Limited BACDA US
Spirits Captain Morgan 10% 15% 13% Diageo DGE LN
Spirits Smirnoff 5% 15% 10% Diageo DGE LN
Spirits New Mix 13% 4% 9% New Mix private
Spirits Absolut 8% 8% 8% Pernod Ricard RI FP
Spirits Don Julio 6% 10% 8% Tequila Don Julio, private
Spirits Johnnie Walker 6% 7% 7% Diageo DGE LN
Spirits Tradicional 9% 4% 7% Beltramo's Wines private
Spirits J&B 7% 4% 6% Diageo DGE LN
Spirits Chivas Regal 3% 8% 5% Pernod Ricard RI FP
Spirits Appleton 6% 4% 5% Appleton Spirits Mex private
Spirits Hennessy 1% 8% 5% LVMH MC FP
Spirits Skyy Blue 2% 7% 5% Campari CPR IM
Spirits Baileys 2% 6% 4% Diageo DGE LN
Spirits Boones 1% 8% 4% Boones Farm Fan private
Spirits Vina Real 5% 1% 3% Via Real family private
Spirits Campari 1% 4% 3% Campari CPR IM
Spirits Caribe Cooler 2% 2% 2% Caribe Cooler cezo private
February 2014

% penetration
at LOWER
income
%
penetration
at HIGHER
income
average %
penetration

Spirits Presiden-Cola 4% 0% 2% Pernod Ricard RI FP
Spirits Malibuu 1% 2% 2% Pernod Ricard RI FP
Spirits Oso Negro 2% 1% 2% orativo de Marcas private
Spirits Camino Real 2% 0% 1% Jardine Wines private
Spirits Matusalem 1% 1% 1% Matusalem & Co private
Spirits Grey Goose 1% 0% 1% GREY GOOSE private
Spirits Gordons 1% 0% 0% Diageo DGE LN
Spirits Jgermeister 1% 0% 0% Mast-Jgermeister private
Spirits Jim Beam 1% 0% 0% Beam BEAM US
Spirits Kraken 1% 0% 0% The Kraken private
Spirits Ricard 1% 0% 0% Pernod Ricard RI FP
Bottled Water Bonafont 56% 67% 61% Danone BN FP
Bottled Water Ciel 37% 36% 36% The Coca-Cola Co KO US
Bottled Water Santorini 7% 30% 19% Santorini Del Pacifico private
Bottled Water E-Pura 18% 19% 19% E-Pura private
Bottled Water Electropura 17% 12% 15% Electropura private
Bottled Water Crystal 18% 3% 11% Cervejaria Petrpolis private
Bottled Water Dasani 1% 3% 2% The Coca-Cola Co KO US
Bottled Water Buxton 0% 3% 2% Nestl NESN VX
Bottled Water Evian 0% 3% 1% Danone BN FP
Bottled Water Aquafina 1% 0% 1% PepsiCo PEP US
Bottled Water Aqua 1% 0% 0% The Coca-Cola Co KO US
Bottled Water Vittel 0% 0% 0% Nestl NESN VX
Bottled Water NAYA 0% 0% 0% Danone BN FP
Bottled Water SPA 0% 0% 0% Spadel private
Bottled Water Volvic 0% 0% 0% Danone BN FP
Autos Nissan 22% 24% 23% Nissan Motor Co 7201 JP
Autos Ford 20% 19% 20% Ford Motor Co F US
Autos Volkswagen 14% 24% 19% Volkswagen VOW3 GR
Autos Chevrolet 18% 6% 12% General Motors Co GM US
Autos Chrysler 8% 3% 6% Chrysler LLC private
Autos Toyota 3% 5% 4% Toyota Motor 7203 JP
Autos Renault 0% 4% 2% Renault RNO FP
Autos Honda 2% 2% 2% Honda Motor Co 7267 JP
Autos Merc-Benz 0% 3% 2% Daimler AG DAI GR
Autos Peugeot 1% 2% 2% PSA Peugeot Citron UG FP
Autos Mazda 2% 1% 2% Mazda Motor 7261 JP
Autos BMW 0% 1% 1% BMW BMW GR
Autos Daewoo 0% 1% 1% General Motors Co GM US
Autos Mitsubishi 0% 1% 1% Mitsubishi Motors 7211 JP
Autos GM 1% 0% 0% General Motors Co GM US
Autos Hyundai 1% 0% 0% Hyundai Motor Co 005380 KS
Autos Seat 1% 0% 0% SEAT, (Volkswagen) VOW3 GR
Autos Volvo 0% 1% 0% AB Volvo VOLVB SS
Autos Audi 0% 0% 0% Audi(Volkswagen) VOW3 GR
Autos Daihatsu 0% 0% 0% Daihatsu Motor Co 7267 JP
Autos Isuzu 0% 0% 0% Isuzu 7202 JP
Autos Porsche 0% 0% 0% Porsche Automobil PAH3 GR
Cosmetics Avon 39% 30% 35% Avon Products, Inc AVP US
Cosmetics Nivea 24% 26% 25% Beiersdorf BEI GR
Cosmetics Dove 17% 31% 24% Unilever ULVR LN
Cosmetics Ponds 18% 22% 20% Unilever ULVR LN
Cosmetics LOreal 9% 28% 19% L'Oral OR FP
Cosmetics Jafra 15% 15% 15% Jafra Cosmetics Intl private
Cosmetics Lubriderm 9% 18% 13% Johnson & Johnson JNJ US
Cosmetics Fuller 9% 17% 13% Fuller Cosmetics private
Cosmetics Mary Kay 12% 12% 12% Mary Kay 5698C US
Cosmetics Hinds 9% 12% 11% GlaxoSmithKline GSK LN
Cosmetics Johnson & John 3% 14% 9% Johnson & Johnson JNJ US
Cosmetics Olay 2% 14% 8% Procter & Gamble PG US
Cosmetics Maybelline 3% 12% 8% L'Oral OR FP
Cosmetics Chanel 1% 8% 5% Chanel private
Cosmetics Yves Rocher 1% 6% 4% Yves Rocher De Mexico private
Cosmetics Covergirl 1% 5% 3% Procter & Gamble PG US
February 2014

% penetration
at LOWER
income
%
penetration
at HIGHER
income
average %
penetration

Cosmetics Este Lauder 1% 5% 3% Este Lauder Companies EL US
Cosmetics Lancme 0% 6% 3% Lancme Paris private
Cosmetics Lux 1% 5% 3% Unilever ULVR LN
Cosmetics Neutrogena 1% 5% 3% Johnson & Johnson JNJ US
Cosmetics Vichy 2% 4% 3% Vichy Laboratories private
Cosmetics Body Shop 0% 4% 2% The Body Shop Intl BOS LN
Cosmetics Dermo Expertis 0% 1% 1% L'Oral OR FP
Cosmetics Natura 1% 1% 1% Natura Cosmticos NATU3 BZ
Cosmetics Clarins 1% 1% 1% Clarins private
Cosmetics Biotherm 0% 1% 1% Biotherm (L'Oral) OR FP
Cosmetics Clinique 0% 1% 1% Clinique Laboratories NYSE EL
Cosmetics Amway 0% 1% 0% Amway (Alticor) private
Cosmetics LOccitane 0% 1% 0% L'Occitane COC GR
Cosmetics Max Factor 1% 0% 0% Procter & Gamble PG US
Cosmetics Oriflame 1% 0% 0% Oriflame Cosmetics ORI SS
Sportswear Adidas 37% 61% 49% Adidas ADS GR
Sportswear Nike 37% 60% 49% Nike NKE US
Sportswear Puma 20% 16% 18% Puma SE PUM GR
Sportswear Converse 15% 16% 16% Nike NKE US
Sportswear Atletica 5% 20% 13% Atletica private
Sportswear Pirma 10% 5% 8% Pirma private
Sportswear Reebok 10% 2% 6% Reebok(Adidas) ADS GR
Sportswear K-Swiss 2% 3% 2% K-Swiss, Inc (E-Land) private
Sportswear Fila 3% 1% 2% Fila, private
Sportswear Kappa 2% 2% 2% Kappa private
Sportswear Concord 2% 1% 1% RED WING SHOE private
Sportswear Le Coq Sportif 1% 1% 1% Le Coq Sportif private
Sportswear Umbro 1% 1% 1% Umbro Iconix ICON US
Sportswear Voit 1% 1% 1% The Voit private
Sportswear Champion 1% 0% 1% HanesBrands Inc. HBI US
Sportswear Fred Perry 0% 1% 1% Fred Perry private
Sportswear Mizuno 1% 0% 1% Mizuno 8022 JP
Sportswear Timberland 1% 0% 1% Timberland LLC VFC US
Sportswear Diadora 1% 0% 0% Diadora private
Sportswear Speedo 0% 0% 0% Speedo(Pentland) private
Handsets Nokia 28% 21% 25% Nokia NOK1V FH
Handsets LG 15% 22% 19% LG Electronics 066570 KS
Handsets Samsung 17% 18% 18% Samsung Electronics 005930 KS
Handsets Alcatel 9% 9% 9% Alcatel-Lucent ALU FP
Handsets Sony Ericsson 8% 6% 7% Sony Mobile Com 6758 JP
Handsets Motorola 7% 5% 6% Motorola MSI:US
Handsets Blackberry 4% 6% 5% BlackBerry Limited BBRY US
Handsets Apple 1% 8% 4% Apple AAPL US
Handsets ZTE 2% 1% 1% ZTE 763 HK
Handsets Huawei 2% 0% 1% Huawei Tech Co. private
Handsets HTC 1% 0% 0% HTC 2498 TT
Handsets Acer 0% 0% 0% Acer Inc. 2353 TT
Handsets NEC 0% 0% 0% NEC 6701 JP
Handsets Panasonic 0% 0% 0% Panasonic 6752 JP
Handsets Philips 0% 0% 0% Philips PHIA NA
TV LG 33% 26% 30% LG Electronics 066570 KS
TV Samsung 24% 34% 29% Samsung Electronics 005930 KS
TV Sony 19% 14% 17% Sony 6758 JP
TV Sharp 1% 17% 9% Sharp 6753 JP
TV Panasonic 12% 5% 8% Panasonic 6752 JP
TV Philips 2% 2% 2% Philips PHIA NA
TV Hitachi 1% 1% 1% Hitachi, 6501 JP
TV JVC 1% 0% 1% Victor Co of Japan Delisted
TV Sanyo 0% 1% 1% SANYO Electric 6764 JP
TV Toshiba 0% 1% 1% Toshiba 6502 JP
TV Mitsubishi 1% 0% 0% Mitsubishi Motors 7211 JP
Computers ASUS 11% 35% 23% Asus 2357 TT
Computers Samsung 28% 15% 22% Samsung Electronics 005930 KS
Computers Apple 13% 24% 18% Apple AAPL US
February 2014

% penetration
at LOWER
income
%
penetration
at HIGHER
income
average %
penetration

Computers Sony 14% 10% 12% Sony 6758 JP
Computers HP 14% 0% 7% HP HPQ US
Computers Acer 3% 4% 4% Acer Inc. 2353 TT
Computers Toshiba 1% 4% 2% Toshiba 6502 JP
Computers Compaq 0% 2% 1% HP HPQ US
Computers Archos 0% 2% 1% Archos JXR FP
Computers DELL 2% 0% 1% Dell private
Computers Philips 2% 0% 1% Philips PHIA NA
Computers Sharp 0% 2% 1% Sharp 6753 JP
Computers NEC 1% 0% 1% NEC 6701 JP
Computers BenQ 0% 0% 0% BenQ 8215 TT
Computers Motorola 0% 0% 0% Motorola MSI:US
Fashion ZARA 13% 27% 20% Diseo Textil, (Inditex) ITX SM
Fashion Hugo Boss 5% 22% 14% Hugo Boss AG BOSS GR
Fashion Calvin Klein 12% 15% 13% Phillips-Van Heusen PVH US
Fashion Aeropostale 12% 10% 11% Aropostale, Inc ARO US
Fashion Tommy Hilfiger 5% 15% 10% Phillips-Van Heusen PVH US
Fashion Nautica 12% 6% 9% VF VFC US
Fashion Ferrioni 1% 14% 8% Ferrioni Delisted
Fashion Polo Ralph Lau 6% 10% 8% Ralph Lauren RL US
Fashion Carolina Herre 1% 14% 8% Carolina Herrera private
Fashion Lacoste 7% 9% 8% Lacoste private
Fashion Guess 6% 7% 6% Guess GES US
Fashion Burberry 2% 9% 5% Burberry BRBY LN
Fashion Salvat Ferrag 2% 8% 5% Salvatore Ferragamo SFER IM
Fashion Banana Rep 2% 7% 5% Gap Inc GPS US
Fashion Givenchy 1% 7% 4% LVMH MC FP
Fashion Versace 0% 7% 4% Gianni Versace GIAN IM
Fashion Edoardos 4% 3% 3% Edoardos Martin EDOARDOB MM
Fashion Bebe 2% 5% 3% Bebe Store Inc BEBE US
Fashion Gucci 3% 3% 3% Gucci GUCG US
Fashion DKNY 1% 5% 3% LVMH MC FP
Fashion Dolce & Gabban 3% 3% 3% Dolce & Gabbana private
Fashion American Eagle 4% 1% 3% American Eagle AEO US
Fashion Bershka 2% 3% 3% Inditex ITX SM
Fashion Cline 0% 5% 3% LVMH MC FP
Fashion H&M 0% 5% 3% H & M Hennes & M HMB SS
Fashion Valentino 0% 5% 3% Valentino SpA VLNT IM
Fashion Giorgio Armani 3% 1% 2% Giorgio Armani private
Fashion Kenzo 4% 0% 2% LVMH MC FP
Fashion Sarah Bustani 3% 1% 2% Bustani private
Fashion Christian Dior 2% 1% 2% LVMH MC FP
Fashion Goldlion 2% 1% 2% Goldlions Limited 533 HK
Fashion Prada 1% 2% 2% Prada 1913 HK
Fashion Ivonne 1% 1% 1% Ivonne private
Fashion Escada 1% 1% 1% Escada ESC GR
Fashion Louis Vuitton 0% 2% 1% LVMH MC FP
Fashion Pierre Cardin 2% 0% 1% Pierre Cardin private
Fashion Hermes 0% 1% 1% Herms Intl RMS FP
February 2014
Mexico: Demographics



income bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer not
to answer
D.K
1 4 7 4 4 2 2 4 0 0 5
2 11 15 10 11 11 9 20 21 22 5
3 19 19 21 19 20 14 20 16 44 21
4 25 21 27 26 23 31 12 16 22 26
5 or more 40 39 38 40 44 45 44 47 11 42
Mean 3.86 3.70 3.87 3.88 3.95 4.08 3.72 3.89 3.22 3.95


35
40
16
10
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
18
43
16
9 9
2
1
0
10
20
30
40
50
U
p

t
o

$
3
,
3
9
9
(
3
,
4
0
0
)
$
3
,
4
0
0

-
$
8
,
5
0
0
(
5
,
9
5
0
)
$
8
,
6
0
0

-
$
1
1
,
6
9
9
(
1
0
1
4
9
.
5
)
$
1
1
,
7
0
0

-
$
1
4
,
6
9
9
(
1
3
1
9
9
.
5
)
$
1
4
,
7
0
0

-
$
4
4
,
2
9
9
(
2
9
4
9
9
.
5
)
$
4
4
,
3
0
0

-
$
1
0
7
,
0
0
0
(
7
5
6
5
0
)
M
o
r
e

t
h
a
n
$
1
0
7
,
0
0
0
(
1
0
7
,
0
0
0
)
%

o
f

r
e
s
p
o
n
d
e
n
t
s
69
31
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50 50
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
1
21 17
24
26
24
37
45
50
49
46
51
56
37
28
31
25
21
8
0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014


-56
-60
-42
-44
-28
-26
-80
-60
-40
-20
0
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
26
40 39 40
43
48 47
49
49 51 50
52 44
37
0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
2
29 29
30
38
40
31
0
10
20
30
40
50
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Mexico: Income and Other
% of respondents (by income
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Bank account 22 7 17 31 38 38 41 33 0 16
Life insurance 7 5 6 9 6 13 13 4 0 16
Stock market 1 0 1 0 0 2 3 0 0 0
Cash 24 21 28 26 26 18 3 13 11 16
Mutual Fund 1 0 1 1 1 4 3 0 0 0
Treasury bond 0 0 0 0 0 1 0 0 0 5
Property 3 1 2 4 1 5 9 8 0 5
No extra saving 41 67 46 27 26 18 28 42 89 42
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Declined > 20% 6 7 6 5 6 8 4 0 0 5
-10% to -20% 14 13 15 11 19 6 24 26 11 11
-10% to flat 15 16 15 14 16 18 16 0 22 0
Unchanged 48 52 48 54 40 38 16 42 67 74
Flat to +10% 8 7 9 8 9 11 8 0 0 0
+10 to +20% 6 5 6 6 5 14 12 5 0 5
+20 to +30% 2 0 1 1 4 4 16 16 0 5
30%+ 1 0 0 0 0 2 4 11 0 0
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Declined > 20% 1 2 1 1 1 2 0 0 0 0
-10% to -20% 5 4 5 2 9 6 20 5 0 5
-10% to flat 8 6 6 10 13 13 16 11 11 16
Unchanged 43 50 43 46 38 34 24 32 56 47
Flat to +10% 20 23 22 20 18 11 16 5 0 21
+10 to +20% 13 9 14 9 14 20 12 16 11 5
+20 to +30% 8 5 6 11 6 10 4 32 22 5
30%+ 1 0 1 1 2 4 8 0 0 0
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

0-5% 10 5 12 9 11 11 8 11 0 11
6-10% 8 5 5 10 13 18 8 26 0 11
11-15% 5 2 2 7 9 12 20 5 0 0
16-20% 2 0 1 3 5 7 16 11 0 0
21-25% 1 1 0 1 5 4 0 0 0 5
More than 25% 2 0 1 3 1 5 4 0 0 5
No credit card 71 87 77 66 56 44 44 42 100 63
Mean % exp 9.83 8.11 7.60 10.89 10.94 12.18 13.36 9.15 0.00 12.17
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Rising 45 43 37 46 58 41 71 73 0 28
Staying the same 43 40 50 43 35 42 29 9 0 57
Decreasing 12 17 13 11 6 17 0 18 0 14
Base : Unwtd 431 35 148 81 62 73 14 11 0 7
February 2014
Very effective 6 8 7 3 4 6 0 5 0 5
Quite effective 9 10 9 8 13 7 16 11 0 11
Not very effective 43 39 43 49 35 49 52 32 67 58
Not at all effective 41 42 42 40 46 36 28 53 33 26
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Yes 56 61 54 54 55 58 80 53 44 79
No 41 36 42 44 43 40 20 48 55 21
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Political risk 28 24 27 32 31 27 30 15 31 27
Military risk 4 3 4 3 6 7 3 4 8 9
Social risk 16 15 15 16 19 20 23 19 23 5
Economic risk 47 51 49 44 39 41 43 56 38 55
Domestic instability risk 5 7 5 4 5 4 3 7 0 5
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

Yes 67 60 68 66 69 67 64 69 44 79
No 32 37 31 33 30 30 36 32 44 22
Base : Unwtd 1,503 273 652 235 141 130 25 19 9 19

February 2014
Mexico: Automobiles
income bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer not
to answer
D.K
Yes 29 10 25 39 43 53 53 44 25 27
No 71 90 75 61 57 47 47 56 75 73

Yes 10 7 9 11 12 14 21 13 0 13
No 90 93 91 89 88 86 79 88 100 87

1 79 100 88 74 68 66 70 86 50 50
2 15 0 8 20 22 22 10 14 0 50
3 or more 6 0 3 6 10 12 20 0 50 0

All Cash 57 40 55 64 62 57 50 71 100 25
Cash + Credit 16 20 14 12 18 31 10 0 0 0
All Credit 21 32 23 20 18 7 30 29 0 75
Dont Know 6 8 8 5 2 5 10 0 0 0
Base : Unwtd 396 25 154 86 50 58 10 7 2 4


0
1
3 3 3
11
19
3
6
10
12
16
5
6
4
9
6
13
10
5
0
14
19
14
15 15
16
6
77
63
65
56
54
58
69
0
10
20
30
40
50
60
70
80
90
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
Nissan 20 20 19 26 14 17 40 14 0 50
Ford 19 20 16 23 22 19 10 29 0 0
Chevrolet 17 20 18 17 14 17 0 0 50 25
Volkswagen 13 16 16 9 12 9 20 43 50 0
Chrysler 9 8 12 5 8 10 0 0 0 0
Honda 3 0 1 5 4 5 0 0 0 25
Other 4 4 3 3 8 2 10 0 0 0
Base : Unwtd 396 25 154 86 50 58 10 7 2 4

All Cash 42 60 51 39 28 40 33 25 0 0
Cash + Credit 27 20 17 29 50 20 33 50 100 0
All Credit 31 20 32 32 22 40 33 25 0 100
Base : Unwtd 132 10 47 28 18 20 3 4 1 1

Upto 50000 pesos 58 70 81 46 39 50 33 0 0 0
50000-1m pesos 28 20 13 39 44 35 0 75 0 0
1m-2m pesos 9 10 4 11 11 10 0 0 100 100
2m-3m pesos 2 0 0 4 6 0 0 25 0 0
3m-4m pesos 1 0 0 0 0 0 33 0 0 0
More than 4m pesos 2 0 2 0 0 5 33 0 0 0
Base : Unwtd 132 10 47 28 18 20 3 4 1 1

Local 3 0 6 0 4 0 0 0 0 0
Foreign 92 91 88 91 96 100 100 100 100 0
Nissan 26 18 28 33 26 20 0 40 0 0
Volkswagen 17 18 18 18 17 20 0 0 0 0
Ford 12 9 14 12 13 12 0 0 0 0
Base : Unwtd 132 10 47 28 18 20 3 4 1 1

bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer not
to answer
D.K
February 2014
Mexico: Food & Beverage
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Drinks: Yes
92 88 94 91 94 93 100 100 75 93
Drinks: No
8 12 6 9 6 7 0 0 25 7
Drinks: Base 1,167 229 502 183 103 94 22 15 4 15
Beer: Yes 40 18 37 51 59 60 32 60 0 53
Beer: No 60 82 63 49 41 40 68 40 100 47
Beer: Base 1,167 229 502 183 103 94 22 15 4 15
Bottled Water: Yes 76 68 78 80 76 79 82 80 75 60
Bottled Water: No 24 32 22 20 24 21 18 20 25 40
Bottled Water:Base 1,167 229 502 183 103 94 22 15 4 15
Spirits: Yes
17 4 13 22 27 33 27 53 0 40
Spirits: No
83 96 87 78 73 67 73 47 100 60
Spirits:Base
1,167 229 502 183 103 94 22 15 4 15
Dairy: Yes
75 69 77 79 78 72 59 80 100 73
Dairy: No
25 31 23 21 22 28 41 20 0 27
Dairy: Base
1,167 229 502 183 103 94 22 15 4 15

Drinks - Foreign 70 73 69 71 67 67 69 65 80 69
Coca-Cola 33 36 34 33 31 26 33 28 40 26
Drinks - Local 30 27 31 29 33 33 31 35 20 31
Jumex 5 4 5 4 6 6 5 9 0 5
Del Valle 4 5 5 4 4 4 5 4 0 3
Drinks - Base 1,077 202 471 166 97 87 22 15 3 14
Beer - Foreign 8 4 5 9 8 9 13 20 0 4
Beer - Local 92 96 95 91 92 91 88 80 0 96
Corona 22 21 23 20 20 22 19 23 0 22
Sol 7 16 7 8 7 4 0 3 0 0
Beer - Base 462 42 186 93 61 56 7 9 0 8
Water - Foreign 46 48 46 50 41 41 35 50 33 33
Bonafont 35 30 37 36 34 37 32 38 33 29
Water - Local 54 51 54 50 59 59 65 50 67 67
Ciel 24 21 25 22 28 24 16 17 33 29
Water - Base 887 156 390 147 78 74 18 12 3 9
Spirits - Foreign 50 52 38 51 54 53 53 63 0 87
Bacardi 8 12 6 9 5 12 7 11 0 13
Jack Daniels 7 8 6 9 8 7 7 5 0 7
Spirits - Local 48 44 62 47 44 45 47 37 0 13
Jimador 9 4 14 10 6 8 7 11 0 0
Spirits - Base 194 10 64 41 28 31 6 8 0 6
Dairy - Foreign 36 35 35 37 37 37 42 44 50 33
Dairy - Local 64 65 64 63 63 63 58 56 50 67
Lala 17 20 17 19 15 11 13 24 33 22
Primavera 4 4 4 4 6 3 6 3 0 3
Dairy - Base 876 158 386 144 80 68 13 12 4 11

February 2014
income bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Drinks: Yes 16 11 17 18 21 20 9 20 0 13
Drinks: No
84 89 83 82 79 80 91 80 100 87
Beer: Yes 10 3 10 11 15 21 9 13 0 20
Beer: No 90 97 90 89 85 79 91 87 100 80
Water: Yes
36 30 35 36 42 47 45 53 25 33
Water: No
64 70 65 64 58 53 55 47 75 67
Spirits: Yes
7 0 7 8 7 17 9 13 0 7
Spirits: No
93 100 93 92 93 83 91 87 100 93
Dairy: Yes
35 24 35 39 38 44 41 40 50 33
Dairy: No
65 76 65 61 62 56 59 60 50 67

0% 5 7 3 4 5 6 5 0 0 7
0-5% 29 44 29 22 21 19 27 20 50 27
6-15% 29 27 30 30 31 33 32 20 0 20
16-25% 16 10 17 18 17 17 14 27 0 33
More than 25% 20 10 20 24 25 24 18 33 50 13

Below 1% 6 8 6 3 3 5 5 13 0 7
1-3% 19 17 19 23 22 11 18 13 25 0
3-5% 25 22 25 30 23 27 23 20 50 33
5-7% 16 17 17 13 20 13 27 7 0 13
7-10% 8 7 8 9 4 14 9 0 25 13
Above 10% 16 19 15 9 18 22 5 40 0 13
Havent noticed any 9 9 10 12 7 5 9 7 0 13
D.K. 1 2 1 0 2 3 5 0 0 7
Base: Unwtd 1,167 229 502 183 103 94 22 15 4 15

Very sensitive 38 50 40 27 31 36 36 40 50 20
Somewhat sensitive 40 34 38 50 39 41 45 27 25 47
Somewhat not sensitive 16 10 18 17 24 12 14 27 25 27
Not at all sensitive 5 5 5 5 6 11 5 7 0 7
Base: Unwtd 1,167 229 502 183 103 94 22 15 4 15

February 2014


20
24
22 22
32
34
66
63
64
56
52
41
40
22
17
12
21
25
28 27
0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
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e

i
n
t
a
k
e
)
More The same Less
-10
3
12
1
-3
4
7
-20
-10
0
10
20
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Mexico: Home & Personal Care
income bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Tissues: Yes 97 96 97 98 98 100 100 100 100 86
Tissues: No 3 4 3 2 2 0 0 0 0 14
Tissues: Base 1,196 240 534 181 100 93 10 15 9 14
Fem Hygiene: Yes 83 74 87 80 95 95 100 75 57 89
Fem Hygiene: No 17 26 13 20 5 5 0 25 43 11
Fem Hygiene: Base 601 153 261 86 37 39 5 4 7 9
Cosmetics: Yes 45 35 42 52 59 56 90 47 67 36
Cosmetics: No 55 65 58 48 41 44 10 53 33 64
Cosmetics: Base 1,196 240 534 181 100 93 10 15 9 14

Tissues - Foreign 54 50 50 58 60 60 53 65 52 58
Charmin 17 15 17 17 19 20 13 14 14 32
Tissues - Local 46 50 50 41 40 40 47 35 48 37
Petalo 18 14 19 16 19 19 33 19 19 26
Suavel 15 18 16 13 9 11 0 8 19 11
Tissues - Base 1,164 230 519 178 98 93 10 15 9 12
Fem Hygiene - Foreign 74 73 76 74 68 80 67 57 40 33
Kotex 30 31 29 33 32 28 33 14 20 11
Fem Hygiene - Local 25 25 24 26 30 20 33 43 60 67
Saba 24 22 23 26 30 19 33 43 60 67
Fem Hygiene - Base 501 113 227 69 35 37 5 3 4 8
Cosmetics - Foreign 84 83 86 85 85 79 75 81 90 78
Avon 18 24 16 22 19 10 7 10 30 22
Nivea 12 12 13 14 12 10 4 10 0 11
Cosmetics - Local 15 15 13 14 13 21 25 19 10 22
Hinds 5 4 5 5 8 6 7 0 0 11
Cosmetics - Base 540 84 223 95 59 52 9 7 6 5

Tissues: Yes 29 25 28 31 31 34 40 20 44 29
Tissues: Base 71 75 72 69 69 66 60 80 56 71
Fem Hygiene: Yes 26 16 28 23 32 44 40 0 14 44
Fem Hygiene: Base 74 84 72 77 68 56 60 100 86 56
Cosmetics: Yes 17 10 15 20 18 26 70 20 33 29
Cosmetics: Base 83 90 85 80 82 74 30 80 67 71
February 2014
Mexico: Luxury Goods
Domestic 64 67 65 63 58 52 30 50 100 69
Western 15 8 16 18 16 19 30 17 0 13
No Preference 21 23 19 17 26 27 40 33 0 6
Base: Unwtd 1,032 198 471 155 84 81 10 12 5 16





19
29
41
40
43
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42
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February 2014

27
35 35
39
43
40
33
0
5
10
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25
30
35
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45
50
U
p

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s
28
39 39
44
46
10
67
0
10
20
30
40
50
60
70
80
U
p

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o

$
3
,
3
9
9
$
3
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-

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8
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-
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-
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o
f

r
e
s
p
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n
t
s
February 2014
Mexico: Technology and Internet

bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More than
$107000
Would
prefer
not to
answer
D.K
Blu-Ray Player 2 1 2 4 4 2 0 0 0 6
Camcorder 1 1 1 3 1 2 0 0 0 0
Desktop computer 4 2 4 5 9 4 0 5 0 0
Digital Camera 3 2 3 2 4 4 8 5 0 0
DVD Player 3 4 4 1 2 2 0 0 0 6
E-Reader 0 0 0 0 0 1 0 0 0 0
Gaming facility 2 1 2 2 3 2 8 10 0 0
GPS/Navigation 0 0 0 0 0 0 0 0 0 0
Internet Service 1 1 1 2 0 2 0 0 0 0
Mobile Phone 4 4 5 5 4 2 4 5 0 11
Smartphone 7 4 5 10 6 13 17 15 11 17
MP3 2 3 2 3 1 2 0 5 0 0
Netbook 1 1 1 0 1 2 0 0 0 0
Notebook PC 1 0 1 0 1 0 4 0 0 0
Stereo HiFi 2 1 2 1 4 1 0 0 0 0
Traditional TV 3 4 3 2 0 2 0 0 0 6
LCD TV 8 5 8 6 13 12 4 20 11 0
Flat screen TV 8 5 8 9 5 10 4 5 22 0
Tablet 5 2 5 5 9 8 13 0 0 0
None of these 43 57 44 40 33 31 38 30 56 56

LG 30 38 30 32 20 28 50 0 33 0
Panasonic 12 14 18 3 4 14 0 0 0 0
Samsung 22 28 16 29 24 21 0 80 0 0
Sony 23 10 22 26 36 21 0 20 67 0
Base : Unwtd 233 29 106 34 25 29 2 5 3 0

0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than
$107,000
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

income bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Yes 49 20 37 72 76 93 108 79 55 54
No 60 81 68 43 45 30 29 32 67 67

Yes 46 37 41 44 46 59 65 62 33 80
No 52 61 56 55 54 39 35 38 67 20
Dont know 2 2 3 1 0 2 0 0 0 0

More 13 8 12 9 18 15 30 23 0 20
The same 59 55 58 68 50 58 41 62 100 60
Less 29 36 29 24 32 26 30 15 0 20
Base : Unwtd 564 49 201 121 72 83 17 13 3 5

33
37
33
6
13
17
5
13
21
3 4 3
70
76
79
31
39
36
5 5
11
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Mexico: Telecommunications
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Yes, I pay for it 76 60 76 84 86 85 80 94 67 76
Yes, employer pays 1 1 1 1 1 4 0 0 0 0
Yes, somebody else pays 3 2 3 4 2 4 8 0 11 0
No, I do not 20 37 21 10 11 7 12 6 22 24
Base : Unwtd 1,428 264 629 219 133 114 25 18 9 17
Samsung

18 19 16 17 23 22 14 18 0 23
Nokia

28 35 30 20 24 28 23 12 43 31
LG

16 10 16 19 18 18 14 35 14 15
Base : Unwtd

1,147 167 499 197 119 106 22 17 7 13
Up to 100 Pesos 43 61 47 35 32 28 36 35 57 38
101 300 Pesos 38 28 39 47 38 34 32 35 14 31
301 500 Pesos 11 7 9 10 21 21 14 18 0 15
501 700 Pesos 5 3 3 6 5 8 5 6 0 15
701 1000 Pesos 2 1 1 2 3 7 9 0 14 0
Over 1000 Pesos 1 0 0 0 1 3 5 6 0 0
Base : Unwtd 1,147 167 499 197 119 106 22 17 7 13
Yes 50 45 48 56 53 61 67 50 0 50
No 50 55 52 44 47 39 33 50 100 50
Base : Unwtd 213 29 105 34 17 18 3 2 1 4

Nokia 23 36 25 15 22 12 23 10 50 29
Samsung 22 11 23 25 20 29 15 20 25 29
Lg 15 13 17 16 9 12 8 50 25 0
Sony Ericsson 14 6 12 18 18 18 31 10 0 0
Base : Unwtd 524 70 220 96 55 49 13 10 4 7

Yes 70 49 66 81 82 84 92 60 75 57
No 23 36 27 15 13 12 8 40 25 14
Dont Know 7 16 7 4 5 4 0 0 0 29
Base : Unwtd 524 70 220 96 55 49 13 10 4 7

61
47
35
32
28
36 35
28
39
47
38
34
32 35
7 9
10
21
21
14
18
5
6
7
9
0
0 0 0 1 3 5 6
0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
100 Pesos or less (100) 101 Pesos to 300 Pesos (200) 301 Pesos to 500 Pesos (400)
501 Pesos to 700 Pesos (600) 701 Pesos to 1,000 Pesos (850) More than 1,000 Pesos (1000)
February 2014
Mexico: Travel
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
At home 36 56 36 33 38 25 0 40 100 25
Elsewhere in the country 61 42 63 60 58 70 75 60 0 75
International destination 3 2 1 6 3 5 25 0 0 0
Base : Unwtd 518 55 221 96 60 64 8 5 1 8

Car 32 13 32 23 43 46 25 33 0 17
Bus 57 88 60 64 46 33 38 67 0 67
Train 0 0 0 0 0 0 0 0 0 0
Ship 0 0 0 0 3 0 0 0 0 0
Aeroplane 11 0 7 13 8 21 38 0 0 17
Other 1 0 1 0 0 0 0 0 0 0
Base : Unwtd 331 24 141 64 37 48 8 3 0 6

At home 16 15 21 15 13 8 0 0 33 13
Base : Unwtd 516 55 212 102 53 61 15 7 3 8
21
36
45
54
63
53
38
21
34
48
47
60
100
54
-5
10
25
40
55
70
85
100
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
Mexico: Property
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Yes 72 71 70 68 76 83 74 69 67 87
No 28 29 30 32 24 17 26 31 33 13
Base : Unwtd 1,294 248 564 190 116 113 23 16 9 15

Rented 77 66 78 85 86 68 67 60 100 50
Allocated 0 1 0 0 0 0 0 0 0 0
Borrowed 21 29 19 13 14 32 33 40 0 0
Base : Unwtd 367 73 170 61 28 19 6 5 3 2

Upgrade 48 57 49 52 40 43 50 38 0 100
First-time home 29 29 37 21 24 23 38 25 0 0
Investment 11 0 8 10 20 20 13 13 100 0
Change of location 9 14 3 17 8 10 0 25 0 0
Holiday property 2 0 2 0 4 3 0 0 0 0
Base : Unwtd 223 21 87 42 25 30 8 8 1 1

Increase 70 75 72 63 70 71 65 57 66 47
About the same 20 15 19 28 20 24 26 25 11 33
Decrease 6 6 7 6 10 5 8 19 11 14
Base : Unwtd 1,294 248 564 190 116 113 23 16 9 15

Below 25% 48 56 56 37 37 26 22 25 89 40
25% - 50% 23 15 22 27 22 35 22 44 11 33
51% - 75% 10 6 5 13 22 24 26 6 0 7
76% - 95% 3 3 1 3 3 4 22 13 0 0
Above 95% 2 3 1 2 2 3 4 6 0 7
Don't know 15 17 16 18 14 8 4 6 0 13
Base : Unwtd 1,294 248 564 190 116 113 23 16 9 15


8
15
22 22
27
35
50
92
85
78 78
73
65
50
0%
20%
40%
60%
80%
100%
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


30
28
31
28
30
41
9
29
22
14
36
23
13 13
0
10
20
30
40
50
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
6
11
16
13
14
18
27
10
15
29
8
20
63
50
0
10
20
30
40
50
60
70
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
33
36
38
32
44
35
36
57
56
57
52
57
25
38
0
10
20
30
40
50
60
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 - $14,699 $14700 - $44,299 $44,300 - $107,000 More than $107,000
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Mexico: Education
Yes

2 2 1 2 5 7 0 6 0 0
No

98 98 99 98 95 93 100 94 100 100
Base : Unwtd

1,396 266 612 215 122 114 24 18 8 17

More 10 4 9 9 21 19 25 39 0 6
About the same 59 62 66 58 43 42 46 11 88 53
Less 31 34 25 33 35 39 29 50 13 41
Base : Unwtd 1,396 266 612 215 122 114 24 18 8 17

4
9 9
21
19
25
39
34
25
33
35
39
29
50
0
10
20
30
40
50
60
Up to $3,399 $3,400 - $8,500 $8,600 - $11,699 $11,700 -
$14,699
$14700 - $44,299 $44,300 -
$107,000
More than
$107,000
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
Mexico: Healthcare
bracket)
Total Less
than
$3400
$3400
$8500
$8600
$11699
$11700
$14699
$14700
$44299
$44300
$107000
More
than
$107000
Would
prefer
not to
answer
D.K
Yes 68 66 68 70 71 78 77 43 29 56
No 32 34 32 30 29 22 23 57 71 44
Base : Unwtd 1,190 235 547 183 93 82 13 14 7 16

Hospital 26 24 26 28 25 27 26 26 29 20
Emergency Room 18 18 18 18 19 19 19 21 14 20
Prescriptions 18 20 18 18 20 18 15 16 14 23
Vaccinations 23 24 24 19 21 21 19 16 14 23
Diagnostic Tests 15 15 15 17 15 15 22 21 29 13
Base : Unwtd 812 154 373 128 66 64 10 6 2 9

Yes 24 22 22 26 32 34 62 43 29 6
No 76 78 78 74 68 66 38 57 71 94
Base : Unwtd 1,190 235 547 183 93 82 13 14 7 16

More 8 7 8 6 8 12 23 7 0 13
Same 36 26 36 44 40 38 46 36 57 44
Less 56 66 56 50 53 50 31 57 43 44
Base : Unwtd 1,190 235 547 183 93 82 13 14 7 16

produced product?
Wont pay extra
62 80 61 56 52 52 38 50 100 56
1-10% extra
27 17 30 31 32 24 38 29 0 31
11-20% extra
8 2 7 11 14 17 15 14 0 6
21-30% extra
1 0 1 2 2 2 8 0 0 6
More than 30% extra
1 1 1 1 0 4 0 7 0 0
Base : Unwtd 1,190 235 547 183 93 82 13 14 7 16

Only efficacy 14 14 13 11 19 18 0 21 14 19
Only safety 5 3 8 5 2 6 0 7 0 0
Both 70 72 68 75 68 65 92 64 57 63
Neither 7 5 9 5 5 5 8 7 14 6
Base : Unwtd 1,190 235 547 183 93 82 13 14 7 16

February 2014
Russia
Haves and have-nots
Although Russia exhibits the greatest structural weakness in consumption among the BRICS countries, it has demonstrated some
improvement in expectations this year. Alongside South Africa, Russia is the only other country surveyed in which personal finance
expectations have strengthened relative to last year. Going forward, we expect a strong performance in a number of discretionary
areas. We expect this to be driven entirely by the higher income bracket, as we note that a further divergence between rich and
poor is taking place. We note a 5% drop in lower income earners expecting an improvement in their personal finances since the
last survey.
The net percentage of people expecting an improvement versus a deterioration in their own financial position rose marginally from
16% last year to 18% this year. Although positive in its own right, on an absolute basis, this degree of optimism continues to be far
lower than that seen in Brazil, China and Indonesia (with readings of 64%, 42% and 37%, respectively). On average, income
growth expectations grew marginally this year, with nominal growth of around 2.3% (from 1.9%). Again, the richest expect the
biggest growth, with about 4% nominal growth estimated for this year. However, with projected inflation above these levels Credit
Suisse forecasts 6.7% for 2013 we believe any income growth will be negative in real terms, even for the wealthiest end of the
spectrum.
Internet access and smartphone spending have shown the greatest momentum relative to other sectors, each having grown more
than 10% in 2013. On the ground, an almost complete 3G network, growing 4G network, and declining handset prices should all
support further growth in smartphone penetration and the data market. Categories geared to the poorer consumer such as beer,
dairy and carbonated drinks largely showed insignificant increases, while those areas related to higherincome individuals (e.g. autos,
computers and holidays) have seen at least 5% growth over 2013. Alcoholic consumption failed to drop significantly despite
regulatory changes aimed at decreasing consumption - a ban on advertisements and an excise tax increase. Forecast alcohol
consumption over the next year registers a small increase, even in the face of further excise growth. Our analysts suggest beer
companies will need to raise prices by 5%, and spirit companies by 10%, to offset this.
On average, savings represent a little less than 8% of monthly spending 3% shy of the survey average. Sophisticated investment
vehicles such as the stock market or mutual funds remain insignificant. Given the large number of high net worth individuals,
however, we firmly suggest wealth accumulation is biased towards the rich.
February 2014
Russia: Brand penetration

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Dairy Activia 24% 27% 7% 47% 52% 15% 36% 40% Danone BN FP
Dairy Domik v Derev 24% 32% 11% 59% 46% 11% 42% 39% Bersenev. Naber. private
Dairy Prostokvashi 17% 12% 0% 44% 53% 30% 31% 33% Danone BN FP
Dairy Chudo 18% 7% -12% 27% 49% 13% 23% 28% Unipack private
Dairy President 0% 1% 1% 0% 42% 42% 0% 22% Lactalis private
Dairy Danissimo 17% 6% -4% 35% 35% 8% 26% 21% Danone BN FP
Dairy Agusha 8% 15% 4% 6% 22% 9% 7% 19% Unipack private
Dairy Actimel 10% 23% 13% 37% 11% -19% 24% 17% Danone BN FP
Dairy Hochland 0% 2% 2% 0% 32% 32% 0% 17% Hochland SE private
Dairy Danone 26% 6% -7% 35% 22% -9% 31% 14% Danone BN FP
Dairy Vologod Mas 2% 3% -7% 28% 23% 17% 15% 13% European Gourm private
Dairy Bolshaya Kru 5% 16% 15% 6% 8% 0% 6% 12% Galactika Group private
Dairy Valio 4% 2% 1% 32% 19% 1% 18% 11% Valio Ltd private
Dairy Svalia 0% 1% 1% 0% 17% 17% 0% 9% Pieno zvaigzdes PZV1L LH
Dairy Vkusnoteevo 2% 5% -3% 18% 10% -3% 10% 8% Unipack private
Dairy Bio-Balance 11% 6% 3% 7% 7% -6% 9% 7% Bio Balance, Inc private
Dairy Dlya Vsey S 4% 4% 2% 3% 4% -1% 4% 4% Balt Trade LLC private
Dairy Ehrmann 2% 1% -4% 4% 6% -6% 3% 4% Ehrmann AG Ober private
Dairy Anchor 0% 0% -2% 3% 7% -2% 2% 4% Fonterra FCG NZ
Dairy Kubanskay B 2% 2% -6% 2% 2% 2% 2% 2% PepsiCo PEP US
Dairy Letnyi Den' 8% 2% -6% 6% 1% -10% 7% 2% Danone BN FP
Dairy Neo 0% 0% -3% 2% 1% 1% 1% 1% Neo Milk Product private
Dairy Kraft 0% 1% 1% 0% 0% -3% 0% 1% Kraft Foods KRFT US
Cigarettes YAVA 6% 12% 12% 0% 3% 3% 3% 8% BAT BATS LN
Cigarettes LD 11% 3% 3% 2% 6% 6% 7% 5% Japan Tobacco In 2914 JP
Cigarettes Chesterfield 3% 0% 0% 8% 8% 8% 6% 4% Philip Morris In PM US
Cigarettes Kiss 3% 6% 6% 2% 1% 1% 3% 4% Innovation Tbc private
Cigarettes L&M 6% 4% 4% 4% 2% 2% 5% 3% Philip Morris In PM US
Cigarettes Vogue 1% 1% 1% 2% 3% 3% 2% 2% BAT BATS LN
Cigarettes Peter The Fir 0% 4% 4% 0% 0% 0% 0% 2% Imperial Tobacco IMT LN
Cigarettes Bond Street 3% 3% 3% 1% 0% 0% 2% 2% Philip Morris In PM US
Cigarettes Next 3% 3% 3% 0% 0% 0% 2% 2% Philip Morris In PM US
Cigarettes RUSSIAN STY 1% 3% 3% 4% 0% 0% 3% 2% Japan Tobacco In RJR MK
Cigarettes Esse 0% 0% 0% 0% 2% 2% 0% 1% Korea Tobacco private
Cigarettes Alliance 8% 2% 2% 2% 0% 0% 5% 1% BAT BATS LN
Cigarettes APOLLO-SOYU 6% 2% 2% 0% 0% 0% 3% 1% Philip Morris In PM US
Cigarettes Virginia Slim 0% 0% 0% 3% 2% 2% 2% 1% Philip Morris In PM US
Cigarettes Optima 4% 1% 1% 0% 0% 0% 2% 1% Philip Morris In PM US
Cigarettes Muratti 2% 0% 0% 2% 0% 0% 2% 0% Philip Morris In PM US
Cigarettes Viceroy 4% 0% 0% 1% 0% 0% 3% 0% BAT BATS LN
Soft Drinks Coca-Cola 35% 62% 23% 43% 52% 8% 39% 57% Coca-Cola KO US
Soft Drinks Pepsi Cola 19% 54% 29% 30% 30% 8% 25% 42% Coca-Cola KO US
Soft Drinks Chernogolov 6% 16% 15% 12% 40% 23% 9% 28% Aqualife private
Soft Drinks Sprite 32% 14% -14% 27% 25% -3% 30% 20% Coca-Cola KO US
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Soft Drinks Fanta 14% 10% -7% 31% 19% 2% 23% 15% Coca-Cola KO US
Soft Drinks Fruktime 11% 2% -7% 4% 22% 13% 8% 12% Coca-Cola KO US
Soft Drinks Schweppes 2% 8% 2% 7% 12% 2% 5% 10% Dr Pepper Snapp DPS US
Soft Drinks Mount. Dew 10% 4% 3% 3% 2% 0% 7% 3% PepsiCo PEP US
Soft Drinks Raduga 14% 5% -9% 0% 0% 0% 7% 3% Raduga OOO private
Soft Drinks Dr Pepper 1% 1% 0% 2% 1% 0% 2% 1% Dr Pepper Snapp DPS US
Soft Drinks Niagara 0% 0% 0% 2% 0% -1% 1% 0% Niagara LLC private
Beer Klinskoe 8% 22% 8% 5% 15% 9% 7% 19%
OJSC SUN,
Anheus
ABI BB
Beer Baltika 28% 17% -22% 22% 18% 3% 25% 18% Carlsberg Group CARLB DC
Beer Zhigulevskoe 19% 22% -5% 23% 12% 5% 21% 17% Carlsberg Group CARLB DC
Beer Okhota 6% 16% 10% 1% 17% 16% 4% 17% Heineken NV HEIA NA
Beer Heineken 1% 3% 3% 8% 27% 19% 5% 15% Heineken HEIA NA
Beer Velkopopovic 0% 0% 0% 14% 27% 13% 7% 14% Velkopopovick K private
Beer Staryi Melnik 2% 3% 1% 11% 20% 15% 7% 12% Efes Beverage private
Beer Efes Pilsen 0% 0% 0% 0% 22% 22% 0% 11% Efes Beverage private
Beer Bockarev 12% 0% -9% 4% 21% 16% 8% 11% Heineken NV HEIA NA
Beer Sibirskaya Ko 18% 7% 2% 38% 12% 2% 28% 10%
OJSC SUN,
Anheus
ABI BB
Beer Tuborg 2% 1% -5% 32% 17% -2% 17% 9% Carlsberg Group CARLB DC
Beer Zatecky Gus 0% 9% 9% 0% 10% 10% 0% 10% Carlsberg Group CARLB DC
Beer Obolon' 1% 5% 3% 4% 8% 5% 3% 7% Obolon CJSC private
Beer Zolotaya Boc 1% 3% -2% 22% 9% 4% 12% 6% SABMiller SAB LN
Beer Holsten 0% 4% 1% 9% 8% -2% 5% 6% Carlsberg Group CARLB DC
Beer Nevskoe 1% 4% -2% 2% 5% 2% 2% 5% Carlsberg Group CARLB DC
Beer Miller 2% 1% -1% 8% 6% -3% 5% 4% SABMiller-Molso JV
Beer Ochakovo 3% 6% 1% 2% 0% -5% 3% 3% Ochakovo private
Beer Redds 4% 1% 1% 4% 5% 4% 4% 3% SABMiller SAB LN
Beer Belyi Medved 7% 3% -1% 2% 2% -2% 5% 3% Efes Beverage private
Beer Lowenbrau 1% 0% 0% 5% 5% -7% 3% 3% Anheuser-Busch ABI BB
Beer Carlsberg 1% 0% -1% 17% 5% -3% 9% 3% Carlsberg Group CARLB DC
Beer Bavaria 1% 0% 0% 8% 4% 3% 5% 2% Bavaria Brewery Delisted
Beer Gold Beer 3% 4% -3% 2% 0% 0% 3% 2% Baltika Breweries PKBA RU
Beer Okskoe 7% 3% -12% 1% 1% 1% 4% 2% Heineken NV HEIA NA
Beer Corona 0% 1% 0% 0% 2% -4% 0% 2% Modelo(AB InBev) ABI BB
Beer Amstel 1% 1% 1% 0% 2% -1% 1% 2% Heineken HEIA NA
Beer Arsenalnoe 2% 2% -5% 4% 1% 0% 3% 2% Carlsberg Group CARLB DC
Beer Doctor Diesel 1% 1% 1% 1% 2% 1% 1% 2% Heineken NV HEIA NA
Beer Guinness 0% 0% 0% 3% 2% 1% 2% 1% St. Jam (Diageo) DGE LN
Beer Staropramen 0% 0% 0% 26% 2% -2% 13% 1% Molson Coors Bre TAP US
Beer Yarpivo 3% 2% -1% 1% 0% 0% 2% 1% Carlsberg Group CARLB DC
Beer Edelweiss 0% 0% 0% 0% 2% 1% 0% 1% Hofbru Kalten private
Beer Tri Medvedya 14% 1% -3% 0% 0% 0% 7% 1% Kompa(Heineken) HEIA NA
Beer Bagbier 2% 1% 1% 1% 1% 0% 2% 1%
OJSC SUN,
Anheus
ABI BB
Beer Stella Artois 0% 0% -1% 1% 1% -6% 1% 1% AmBev AMBV4 BZ
Beer Pit 9% 0% -9% 1% 1% 1% 5% 1% Pivovar Ivana Tar private
Beer Efes 2% 0% 0% 3% 0% -6% 3% 0% Efes Beverage private
Spirits Starorusskaya 4% 33% 28% 0% 0% -1% 2% 17% Starorusskaya Len private
Spirits Zhuravli 4% 10% -9% 6% 12% -5% 5% 11% Russian Standard private
Spirits Khortitsa 2% 4% -10% 6% 13% 10% 4% 9% Khortitsa private
Spirits Russian Std 14% 4% 4% 28% 13% 13% 21% 9% Russian Standard private
Spirits 5 Ozer 19% 6% -4% 31% 9% -4% 25% 8% Alcohol Siberian private
Spirits Belenkaya 20% 9% -4% 4% 6% 5% 12% 8% Synergy, Co. SYNG RU
Spirits Putinka 8% 6% 2% 11% 9% 3% 10% 8% Moscow Distillery Joint-stock
Spirits Parlament 4% 6% 6% 19% 7% 7% 12% 7% Philip Morris In PM US
Spirits Absolut 1% 4% 2% 8% 8% 4% 5% 6% Pernod Ricard RI FP
Spirits Myagkov 5% 2% -5% 6% 8% -7% 6% 5% Myagkov private
Spirits Moroz & Soln 1% 7% 5% 1% 2% 1% 1% 5% Galaktacompany private
Spirits Finlandia 3% 0% 0% 9% 9% 7% 6% 5% Brown-Forman BF/B:US
Spirits Nemiroff 13% 1% -15% 9% 7% -11% 11% 4% Nemiroff private
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Spirits Jack Daniels 0% 0% 0% 8% 7% 2% 4% 4% Brown-Forman BF/B US
Spirits Johnnie Walk 0% 0% 0% 17% 7% 4% 9% 4% Diageo DGE LN
Spirits Hennessy 8% 0% -2% 5% 5% 5% 7% 3% LVMH MC FP
Spirits Rodnik 8% 5% 0% 1% 0% 0% 5% 3% The Rodnik Band private
Spirits Bacardi 1% 1% 1% 3% 4% -6% 2% 3% Bacardi Limited BACDA US
Spirits Russkyi Raz 3% 2% -10% 2% 1% -3% 3% 2% Cannon Invest. private
Spirits Medoff 0% 0% -2% 0% 3% -1% 0% 2% Knyazhi Hrad private
Spirits Malibuu 0% 0% 0% 2% 2% 2% 1% 1% Pernod Ricard RI FP
Spirits Zlatorusskaya 3% 1% -4% 0% 1% 1% 2% 1% Vodka Russkaya private
Spirits Georgievskaya 1% 2% 1% 0% 0% 0% 1% 1% Georgievskaya private
Spirits Gosudare v z 2% 2% 2% 0% 0% 0% 1% 1% Synergy Co SYNG:RU
Spirits Poltina 7% 2% -1% 1% 0% -1% 4% 1% Synergy Co SYNG:RU
Spirits Donskaya 1% 0% 0% 0% 1% 1% 1% 1% The Russian Wine private
Spirits Mernaya 0% 0% 0% 0% 1% 0% 0% 1% Knyazhyi Hrad Pro private
Spirits Slavyanskaya 0% 0% 0% 0% 1% 1% 0% 1% Vodka Slaviansk private
Spirits Smirnoff 6% 1% -2% 1% 1% -3% 4% 1% Diageo DGE LN
Spirits Khlebnaya D 3% 1% -2% 2% 0% 0% 3% 1% Nnoronwa Inv. private
Bottled Water BonAqua 24% 33% 12% 29% 38% 17% 27% 36% Coca-Cola KO US
Bottled Water Novoterskaya 4% 2% 0% 26% 39% 23% 15% 21% JSC Kavminvody private
Bottled Water Slavyanovsk 1% 3% -1% 6% 34% 28% 4% 19% United Water private
Bottled Water Narzan 4% 14% 1% 28% 19% 8% 16% 17% OAO Narzan private
Bottled Water Lipetskaya 8% 22% 15% 4% 8% -2% 6% 15% Kompan Rosinka private
Bottled Water Svyatoi Isto 11% 10% -1% 31% 12% -14% 21% 11% Nestl NESN VX
Bottled Water Obukhovsk 3% 3% -5% 4% 14% 8% 4% 9% OOO Best Botling private
Bottled Water Rodniki Ros 10% 14% 6% 1% 2% 0% 6% 8% PepsiCo PEP US
Bottled Water Shishkin Les 1% 1% -3% 34% 13% -1% 18% 7% The Shishkin Les private
Bottled Water Senezhskaya 1% 0% -1% 8% 9% 2% 5% 5% Fkpchf Bobimeks private
Bottled Water Chistaya Vod 2% 8% 2% 2% 1% -2% 2% 5% Kompan Chistaya private
Bottled Water Edelweis 6% 1% 0% 3% 3% 0% 5% 2% Borjomi private
Bottled Water Piligrim 0% 1% 0% 1% 3% 2% 1% 2% Piligrim Aqua private
Bottled Water Chernogolovk 0% 0% -2% 20% 3% -4% 10% 2% Aqualife private
Bottled Water Vittel 0% 0% -3% 0% 1% -1% 0% 1% Nestl NESN VX
Bottled Water Evian 0% 0% 0% 1% 1% -2% 1% 1% Danone BN FP
Bottled Water Frutonyanya 7% 0% -4% 2% 1% -1% 5% 1% Lebedyansky JSC Delisted
Bottled Water Karachinskay 0% 0% -2% 0% 0% -3% 0% 0% Karachinsky Isto private
Bottled Water Volzhanka 0% 0% -5% 0% 0% -1% 0% 0% Volzhanka Confe private
Bottled Water Dvortsovaya 0% 0% -4% 0% 0% 0% 0% 0% OOO Aqua private
Autos Lada/VAZ/Zh 24% 48% 16% 21% 7% -2% 23% 28% AvtoVAZ AVAZ RU
Autos Toyota 1% 0% -1% 3% 25% 22% 2% 13% Toyota Motor 7203 JP
Autos BMW 6% 0% -1% 0% 18% 18% 3% 9% BMW BMW GR
Autos Mazda 0% 0% -1% 6% 7% 1% 3% 4% Mazda Motor 7261 JP
Autos Hyundai 11% 0% -1% 24% 6% 2% 18% 3% Hyundai Motor 005380 KS
Autos Nissan 6% 1% -10% 8% 5% 1% 7% 3% Nissan Motor 7201 JP
Autos Kia 0% 0% -1% 3% 5% 2% 2% 3% Kia Motors 000270 KS
Autos Ford 0% 0% 0% 0% 4% -3% 0% 2% Ford Motor F US
Autos Daewoo 0% 1% 0% 4% 2% 1% 2% 2% General Motors GM US
Autos Opel 1% 0% -1% 4% 2% 2% 3% 1% General Motors GM US
Autos Volkswagen 2% 0% -2% 3% 2% -5% 3% 1% Volkswagen VOW3 GR
Autos Honda 0% 0% -8% 2% 2% 2% 1% 1% Honda Motor 7267 JP
Autos Peugeot 0% 0% -1% 1% 2% 1% 1% 1% PSA Peugeot Citr UG FP
Autos GAZ/Volga/G 1% 1% -4% 0% 0% -3% 1% 1% Gorkovsky Avto private
Autos Volvo 0% 0% 0% 0% 1% -4% 0% 1% AB Volvo VOLVB SS
Autos Range Rover 6% 0% 0% 2% 0% -1% 4% 0% Tata Motors TTMT IN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Autos IZH 0% 0% -1% 0% 0% 0% 0% 0% Kalashnikov private
Autos Lexus 0% 0% 0% 2% 0% -2% 1% 0% Toyota Motor 7203 JP
Autos Maruti Suzu 0% 0% 0% 3% 0% -4% 2% 0% Maruti Suzuki Ind MSIL IN
Autos UAZ 0% 0% -1% 0% 0% 0% 0% 0% Ulyanovsk Auto UAZA RU
Cosmetics Nivea 22% 8% -15% 60% 32% 10% 41% 20% Beiersdorf BEI GR
Cosmetics Lancme 2% 2% -2% 9% 27% 26% 6% 15% Lancme Paris private
Cosmetics Chistaya Lini 29% 18% 1% 7% 10% -6% 18% 14% Chistaya Linia Ltd private
Cosmetics Oriflame 28% 17% -11% 9% 4% -12% 19% 11% Oriflame Cosmet ORI SS
Cosmetics Clinique 1% 1% 1% 7% 20% 17% 4% 11% Clinique Lab(Est) NYSE EL
Cosmetics Johnson & Jo 0% 1% 0% 5% 13% 9% 3% 7% Johnson & Johns JNJ US
Cosmetics Maybelline 9% 7% -2% 4% 5% 2% 7% 6% L'Oral OR FP
Cosmetics Biotherm 0% 1% 1% 2% 11% 8% 1% 6% Biotherm (L'Oral) OR FP
Cosmetics Dove 18% 2% -8% 7% 10% 5% 13% 6% Unilever ULVR LN
Cosmetics Yves S L (YSL) 0% 3% 2% 35% 2% -5% 18% 3% Yves S L (Kering) KER FP
Cosmetics Este Lauder 0% 0% 0% 2% 4% 2% 1% 2% Este Lauder EL US
Cosmetics Shiseido 0% 0% -3% 1% 4% 4% 1% 2% Shiseido 4911 JP
Cosmetics Olay 0% 0% -4% 1% 3% 3% 1% 2% Procter & Gamble PG US
Cosmetics Givenchy 0% 0% 0% 5% 3% -4% 3% 2% LVMH MC FP
Cosmetics Cristian Dior 0% 0% 0% 5% 1% 0% 3% 1% Dior CDI FP
Cosmetics Ponds 1% 0% 0% 0% 1% 1% 1% 1% Unilever ULVR LN
Cosmetics Guerlain 0% 0% 0% 1% 1% -1% 1% 1% LVMH MC FP
Cosmetics Elizabet Ard 0% 0% 0% 2% 0% 0% 1% 0% Elizabeth Arden RDEN US
Cosmetics Neutrogena 0% 0% 0% 0% 0% 0% 0% 0% Johnson & Johns JNJ US
Sportswear Reebok 6% 2% -4% 50% 17% 14% 28% 10% Reebok (Adidas) ADS GR
Sportswear Champion 0% 1% 1% 1% 0% -2% 1% 1% HanesBrands Inc. HBI US
Sportswear Speedo 1% 0% 0% 2% 1% -1% 2% 1% Speedo(Pentland) private
Sportswear Timberland 0% 1% 1% 0% 0% -1% 0% 1% Timberland (VF) VFC US
Handsets Sony Ericss 3% 10% -3% 4% 10% 3% 4% 10% Sony Mobile Com 6758 JP
Handsets Motorola 1% 5% 2% 1% 1% 1% 1% 3% Motorola, Inc. MSI:US
Handsets HTC 0% 1% 1% 3% 2% 2% 2% 2% HTC 2498 TT
Handsets Fly 0% 1% 0% 0% 1% -1% 0% 1% Fly private
Handsets Panasonic 0% 0% -4% 0% 1% 1% 0% 1% Panasonic 6752 JP
Handsets NEC 0% 0% -2% 0% 0% 0% 0% 0% NEC 6701 JP
TV Samsung 25% 56% 56% 23% 28% 28% 24% 42% Samsung Electron 005930 KS
TV Sony 25% 0% 0% 8% 12% 12% 17% 6% Sony 6758 JP
TV LG 0% 0% -17% 7% 6% -5% 4% 3% LG Electronics 066570 KS
TV Philips 0% 0% -4% 0% 4% -11% 0% 2% Philips PHIA NA
TV Pioneer 0% 0% 0% 0% 2% 2% 0% 1% Pioneer 6773 JP
TV Sharp 0% 0% 0% 0% 2% 2% 0% 1% Sharp 6753 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
TV BenQ 0% 0% -32% 0% 0% -8% 0% 0% BenQ 8215 TT
TV Hitachi 0% 0% -4% 0% 0% -4% 0% 0% Hitachi, Ltd. 6501 JP
TV JVC 0% 0% -7% 0% 0% -24% 0% 0% Victor Company Delisted
TV Thomson 0% 0% 0% 0% 0% 0% 0% 0% TCL Group private
Computers Toshiba 0% 4% 4% 6% 19% 19% 3% 12% Toshiba 6502 JP
Computers BenQ 0% 0% -39% 0% 2% -9% 0% 1% BenQ 8215 TT
Computers Sony 0% 0% 0% 6% 2% 2% 3% 1% Sony 6758 JP
Computers Compaq 0% 0% -7% 0% 0% -4% 0% 0% HP HPQ US
Computers NEC 0% 0% -27% 0% 0% -4% 0% 0% NEC 6701 JP
Computers Sharp 0% 0% 0% 0% 0% 0% 0% 0% Sharp 6753 JP
Fashion O'stin 6% 6% 1% 15% 16% 9% 11% 11% O'stin Design private
Fashion Zolla 1% 3% 3% 3% 14% 9% 2% 9% Factor LLC private
Fashion Sela 3% 0% -5% 5% 15% 13% 4% 8% SELA private
Fashion OGGI 5% 4% -2% 10% 8% 3% 8% 6% OGGI Corporation private
Fashion Mexx 0% 1% 1% 13% 9% 0% 7% 5% Mexx private
Fashion ZARA 2% 4% 4% 13% 4% -16% 8% 4% Diseo T (Inditex) ITX SM
Fashion Mango 3% 3% -1% 3% 6% -2% 3% 5% Punto Fa, S.L. private
Fashion Savage 1% 2% 1% 4% 5% 2% 3% 4% Fashion Cont. private
Fashion Tvoe 4% 3% -1% 3% 4% 0% 4% 4% Tsvetnoy private
Fashion Esprit 0% 0% 0% 4% 5% 0% 2% 3% Esprit 330 HK
Fashion Kira Plastini 0% 3% -4% 4% 1% 1% 2% 2% Kira Plastilina private
Fashion Benetton 0% 0% 0% 4% 3% -1% 2% 2% Benetton Group private
Fashion Camaieu 0% 0% 0% 1% 2% 2% 1% 1% Camaeu private
Fashion New Yorker 3% 1% 0% 4% 1% -2% 4% 1% New Yorker private
Fashion Hugo Boss 0% 0% 0% 1% 1% -7% 1% 1% Hugo Boss AG BOSS GR
Fashion Promod 1% 0% 0% 3% 1% 0% 2% 1% Promod private
Fashion Befree 0% 0% 0% 3% 1% 0% 2% 1% Be Free Clothing private
Fashion Pierre Cardin 0% 0% -4% 35% 1% 0% 18% 1% Pierre Cardin private
Fashion Valentino 0% 0% -4% 0% 1% 0% 0% 1% Valentino SpA VLNT IM
Fashion Christian Dio 0% 0% 0% 2% 0% 0% 1% 0% LVMH MC FP
Fashion Givenchy 0% 0% 0% 0% 0% -2% 0% 0% LVMH MC FP
Fashion New Look 0% 0% -1% 2% 0% 0% 1% 0% New Look private
Fashion Peacocks 0% 0% 0% 3% 0% -1% 2% 0% Peacocks private
Fashion Y.S.L. 0% 0% 0% 0% 0% 0% 0% 0% Yves S L (Kering) KER FP
February 2014
Russia: Demographics



income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer not
to answer
D.K
1 8 83 56 35 11 3 2 1 2 0 5 4
2
25 17 29 35 40 30 14 10 10 0 23 27
3
36 0 12 18 32 44 43 39 37 100 34 31
4
21 0 0 9 14 18 27 30 32 0 29 24
5 or more
10 0 3 4 4 5 14 21 20 0 10 15

Mean
2.98 1.17 1.65 2.12 2.59 2.93 3.38 3.60 3.56 3.00 3.17 3.20

28
35
23
14
0
10
20
30
40
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
0
2
9
17
21
17
10
3
0
0
10
20
30
L
e
s
s

T
h
a
n

5
,
0
0
0
R
U
B
L
E
S

(
3
,
5
0
0
)
5
,
0
0
1
-
1
0
,
0
0
0
R
U
B
L
E
S

(
7
,
5
0
0
)
1
0
,
0
0
1
-
2
0
,
0
0
0
R
U
B
L
E
S

(
1
5
,
0
0
0
)
2
0
,
0
0
1
-
3
0
,
0
0
0
R
U
B
L
E
S

(
2
5
,
0
0
0
)
3
0
,
0
0
1
-
5
0
,
0
0
0
R
U
B
L
E
S

(
4
0
,
0
0
0
)
5
0
,
0
0
1
-
7
0
,
0
0
0
R
U
B
L
E
S

(
6
0
,
0
0
0
)
7
0
,
0
0
1
-
1
0
0
,
0
0
0
R
U
B
L
E
S

(
8
5
,
0
0
0
)
1
0
0
,
0
0
1
-
2
0
0
,
0
0
0
R
U
B
L
E
S
(
1
5
0
,
0
0
0
)
A
b
o
v
e

2
0
0
,
0
0
0
R
U
B
L
E
S
(
2
5
0
,
0
0
0
) %

o
f

r
e
s
p
o
n
d
e
n
t
s
33
67
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
49
51
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014



0
12
33
26
27
37
51
47
63
73
33
17
41
53
51
39
48
30
15
33
83
32
16
10
4 2
0%
20%
40%
60%
80%
100%
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
-100
-47
-38
-21
14
-1
36
70
33
-120
-80
-40
0
40
80
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
0
6
20
24 23 24
31
20
33
83
79
69
66 71
73
65
73
67
0%
20%
40%
60%
80%
100%
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
-17
-9
9
14
16
21
26
13
33
-20
-10
0
10
20
30
40
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Russia: Income and Other
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Bank account
24 0 11 16 19 25 33 29 48 43 21 12
Life insurance
2 0 0 1 2 4 1 2 0 0 0 0
Stock market
1 0 0 1 0 1 1 2 2 14 0 0
Cash
18 0 32 19 21 19 19 22 15 29 12 12
Mutual Fund
0 0 0 1 0 0 0 0 0 14 0 0
Treasury bond
0 0 0 0 0 0 0 1 0 0 0 0
Property 3 0 0 0 1 2 5 7 10 0 2 2
No extra saving 52 100 57 62 57 49 41 38 25 0 64 74
Base : Unwtd
1,501 6 34 129 257 318 256 155 41 3 217 85

Declined > 20%
2 0 3 4 3 3 0 1 5 0 2 1
-10% to -20%
2 17 3 4 5 2 0 1 0 0 3 5
-10% to flat
7 0 6 8 9 8 4 7 5 0 6 6
Unchanged
68 33 62 65 64 61 84 70 59 33 66 67
Flat to +10%
15 0 21 15 16 19 7 16 27 0 13 16
+10 to +20%
5 0 3 4 4 7 4 5 5 67 6 5
+20 to +30%
1 0 0 0 0 1 1 0 0 0 3 0
30%+
0 0 0 1 0 0 0 0 0 0 0 0
Base : Unwtd
1,501 6 34 129 257 318 256 155 41 3 217 85

Declined > 20%
1 0 0 3 1 2 0 0 0 0 0 4
-10% to -20%
2 0 0 5 4 1 1 1 0 0 0 2
-10% to flat
5 0 6 5 7 7 5 6 2 0 3 1
Unchanged
58 33 68 66 60 57 58 47 63 100 60 59
Flat to +10%
19 0 18 16 17 19 21 24 27 0 17 18
+10 to +20%
10 0 6 5 7 12 11 18 7 0 9 9
+20 to +30%
3 17 0 1 3 3 3 3 0 0 7 5
30%+
1 0 0 1 1 1 0 1 0 0 3 1
Base : Unwtd
1,501 6 34 129 257 318 256 155 41 3 217 85

0-5%
5 0 9 3 7 6 3 9 10 0 0 6
6-10%
5 0 0 2 4 10 5 5 7 0 4 4
11-15%
4 0 0 2 2 6 4 5 2 0 2 2
16-20%
4 0 3 0 3 3 5 6 12 0 5 5
21-25%
2 0 0 2 0 1 4 5 15 0 1 0
More than 25%
4 0 0 1 3 3 3 9 17 0 3 0
No credit card
69 67 76 82 74 69 73 55 34 100 71 60
Mean % exp
14 0 6 12 12 11 15 16 19 0 17 10
Base : Unwtd
1,501 6 34 129 257 318 256 155 41 3 217 85

Rising
19 0 25 13 7 15 27 39 15 0 19 3
Staying the same
73 100 75 61 87 79 66 56 74 0 78 74
Decreasing
8 0 0 26 5 6 6 6 11 0 4 24
Base : Unwtd
463 2 8 23 68 100 68 70 27 0 63 34
February 2014
Very effective 3 0 0 2 3 3 4 3 0 33 5 2
Quite effective 15 33 9 5 14 20 18 17 7 0 10 14
Base : Unwtd 1,501 6 34 129 257 318 256 155 41 3 217 85

Yes 51 17 53 45 49 53 56 54 51 100 55 35
No 32 34 18 32 35 36 35 29 25 0 24 33
Base : Unwtd 1,501 6 34 129 257 318 256 155 41 3 217 85

Political risk 14 17 12 10 11 11 18 14 14 22 13 18
Military risk 14 17 5 16 15 15 16 10 11 0 12 14
Social risk 23 17 26 24 21 24 20 25 20 33 27 23
Economic risk 26 17 26 27 25 27 25 28 28 22 24 24
Domestic instability risk 24 33 31 22 28 23 21 24 27 22 23 21
Base : Unwtd 1,501 6 34 129 257 318 256 155 41 3 217 85

Yes 76 50 76 76 78 82 82 72 57 66 67 64
No 16 33 12 13 14 12 15 21 32 33 19 19
Base : Unwtd 1,501 6 34 129 257 318 256 155 41 3 217 85

February 2014
Russia: Automobiles
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer not
to answer
D.K
Yes
49 0 12 24 37 51 60 73 78 67 53 45
No
51 100 88 76 63 49 40 27 22 33 47 55

Yes
2 0 0 0 3 2 1 3 0 0 4 0
No
98 100 100 100 97 98 99 97 100 100 96 100

1
86 0 100 97 84 92 87 84 89 100 79 82
2
12 0 0 3 15 7 11 14 7 0 18 18
3 or more
2 0 0 0 1 1 2 2 4 0 3 0

All Cash
49 0 100 48 55 51 54 53 36 50 35 47
Cash + Credit
37 0 0 38 23 37 32 35 43 50 52 38
All Credit
10 0 0 10 19 9 9 9 7 0 9 3
Part Exchange
2 0 0 3 1 2 4 1 14 0 1 0
Base : Unwtd
682 0 4 29 86 150 140 105 28 2 104 34


0 0
2
3 3
1
4
0 0 0 0
7
6
5
11
12
6
0 0
9
3
9
10
9
11
8
33
0
6
12
16 16
18
20
25
67
100
85
67
64
59
58
49
44
0
0
20
40
60
80
100
Less Than
5,000 RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-
200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer not
to answer
D.K
Foreign Cars 61 0 19 45 55 72 84 96 100 65 57 84
Nissan 4 0 0 3 2 2 6 7 7 0 5 3
Hyundai 4 0 0 0 1 5 4 3 14 0 6 6
Toyota 5 0 0 0 2 1 6 12 14 50 6 3
Local Cars 36 0 79 51 43 26 17 7 0 38 41 26
Lada / VAZ / Zhiguli 25 0 75 69 36 29 13 13 7 0 26 29
GAZ / Volga / Gazel 3 0 0 3 3 3 1 1 0 0 4 6
Base : Unwtd 682 0 4 29 86 150 140 105 28 2 104 34

All Cash
30 0 0 20 21 42 18 57 50 0 6 67
Cash + Credit
52 0 0 70 58 38 71 35 0 0 56 33
All Credit
12 0 0 10 21 15 7 4 0 0 17 0
Part Exchange
2 0 0 0 0 0 4 0 50 0 6 0
Dont Know
4 0 0 0 0 4 0 4 0 0 17 0
Base : Unwtd
129 0 0 10 19 26 28 23 2 0 18 3

Upto RUB 300000

14 0 0 20 37 15 4 9 0 0 6 33
RUB 300000 450000

22 0 0 40 37 19 25 13 0 0 17 0
RUB 450000 600000

23 0 0 20 11 27 21 39 100 0 11 0
RUB 600000 900000

22 0 0 10 0 27 39 30 0 0 17 0
More than RUB 900000

5 0 0 0 0 4 11 0 0 0 11 33
Base : Unwtd

129 0 0 10 19 26 28 23 2 0 18 3

Foreign Cars
76 0 0 73 63 71 89 78 50 0 79 80
Toyota
10 0 0 7 4 9 8 26 0 0 7 0
Nissan
8 0 0 7 8 6 11 4 0 0 11 0
Local Cars
13 0 0 27 29 21 0 4 0 0 7 20
Lada / VAZ / Zhiguli
8 0 0 20 13 18 0 0 0 0 4 0
Base : Unwtd
129 0 0 10 19 26 28 23 2 0 18 3
February 2014
Russia: Food & Beverage
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Drinks: Yes

61 17 26 49 57 59 70 73 64 67 63 64
Drinks: No

39 83 74 51 43 41 30 27 36 33 37 36
Drinks: Base

1,310 6 34 121 229 286 218 131 36 3 176 70
Beer: Yes

57 50 26 39 55 61 58 67 64 67 63 46
Beer: No

43 50 74 61 45 39 42 33 36 33 38 54
Beer: Base

1,310 6 34 121 229 286 218 131 36 3 176 70
Bottled Water: Yes

80 33 35 74 76 81 91 89 86 100 83 73
Bottled Water: No

20 67 65 26 24 19 9 11 14 0 17 27
Bottled Water:Base

1,310 6 34 121 229 286 218 131 36 3 176 70
Spirits: Yes

47 17 24 35 38 49 51 62 75 0 53 29
Spirits: No

53 83 76 65 62 51 49 38 25 100 47 71
Spirits: Base

1,310 6 34 121 229 286 218 131 36 3 176 70
Dairy: Yes

93 83 94 93 94 90 96 92 92 100 93 93
Dairy: No

7 17 6 7 6 10 4 8 8 0 7 7
Dairy: Base

1,310 6 34 121 229 286 218 131 36 3 176 70

Drinks - Foreign
72 60 65 50 62 72 82 77 76 33 71 79
Coca-Cola
20 20 17 18 18 19 23 20 17 33 20 26
Drinks - Local
28 40 35 47 38 28 18 23 24 67 29 18
Chernogolovka
7 0 9 11 9 6 5 9 16 33 7 5
Fructtime
3 0 0 2 2 4 2 2 3 33 3 4
Drinks - Base
799 1 9 59 130 170 153 96 23 2 111 45
Beer - Foreign 14 0 0 9 6 11 18 24 17 33 12 20
Beer - Local 86 100 100 90 94 89 82 76 81 67 87 79
Baltica 10 0 19 9 12 10 11 8 9 0 10 11
Zhigulevskoe 9 0 19 16 10 10 8 6 5 0 6 4
Tuborg 6 0 0 2 5 6 6 9 8 0 5 6
Sibirskaya Korona 4 0 6 4 7 4 3 5 7 0 4 3
Beer - Base 742 3 9 47 127 175 126 88 23 2 110 32
Water - Foreign 1 0 0 1 0 1 1 2 1 11 2 1
Water - Local 98 100 100 98 99 99 99 98 99 89 97 95
Aqua Minerale 16 0 7 10 14 15 18 17 17 0 17 14
BonAqua 14 33 10 12 14 11 15 16 13 11 12 19
Svyatoi Istochnik 8 0 7 7 7 10 10 9 4 0 4 6
Water - Base 1,054 2 12 89 174 231 199 116 31 3 146 51
Spirits - Foreign 21 0 22 5 13 14 23 34 33 0 20 30
Spirits - Local 77 100 78 91 86 85 76 66 67 0 75 66
5 ozer 8 0 0 11 7 11 7 6 4 0 8 9
Zhuravli 7 0 11 9 8 7 9 8 5 0 5 2
Khortitsa 7 0 0 7 8 7 6 9 5 0 5 2
Spirits - Base 593 4 13 44 106 137 102 50 14 2 63 58
Dairy - Foreign 29 26 20 23 24 29 30 33 34 47 31 29
Dairy - Local 71 74 78 77 75 71 70 67 66 53 68 70
Domik v Derevne 10 11 12 12 10 9 10 10 9 6 10 13
Veselyi Molochnik 8 21 15 13 10 9 7 6 6 0 8 9
Chudo 7 0 3 5 6 8 8 7 7 12 6 10
Dairy - Base 1,219 5 32 113 216 258 210 121 33 3 163 65

February 2014
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Drinks: Yes 6 0 0 3 6 6 5 11 3 33 11 6
Drinks: No
94 100 100 97 94 94 95 89 97 67 89 94
Drinks: Base
1,310 6 34 121 229 286 218 131 36 3 176 70
Beer: Yes
7 0 0 2 4 9 3 8 3 33 14 16
Beer: No
93 100 100 98 96 91 97 92 97 67 86 84
Beer: Base
1,310 6 34 121 229 286 218 131 36 3 176 70
Water: Yes
13 0 6 8 10 18 11 15 8 33 17 11
Water: No
87 100 94 92 90 82 89 85 92 67 83 89
Water: Base
1,310 6 34 121 229 286 218 131 36 3 176 70
Spirits: Yes
8 0 0 6 6 8 2 9 6 0 16 14
Spirits: No
92 100 100 94 94 92 98 91 94 100 84 86
Spirits: Base
1,310 6 34 121 229 286 218 131 36 3 176 70
Dairy: Yes
23 0 12 23 21 29 21 23 28 67 24 16
Dairy: No
77 100 88 77 79 71 79 77 72 33 76 84
Dairy: Base
1,310 6 34 121 229 286 218 131 36 3 176 70

0% 0 0 0 2 0 0 0 0 0 0 0 1
0-5% 3 17 15 9 2 4 1 1 0 0 2 1
6-15% 19 50 26 29 25 21 9 11 11 0 18 23
16-25% 37 0 41 31 38 42 39 31 42 33 39 30
More than 25% 37 0 15 26 31 31 50 55 47 67 36 33

Below 1% 2 0 3 1 3 5 2 2 3 0 1 1
1-3% 10 0 12 8 10 9 11 12 6 33 5 19
3-5% 16 17 6 15 14 15 22 17 19 0 15 13
5-7% 13 0 15 12 15 14 14 11 17 0 11 10
7-10% 17 0 12 17 17 19 12 16 33 33 18 10
Above 10% 23 67 32 28 28 20 15 27 14 33 32 11
D.K. 12 17 6 12 9 10 15 9 3 0 16 29
Base: Unwtd 1,310 6 34 121 229 286 218 131 36 3 176 70

Very sensitive 35 83 68 47 47 30 22 20 31 33 43 31
Somewhat not sensitive 7 0 3 4 6 12 6 8 11 33 4 11
Base: Unwtd 1,310 6 34 121 229 286 218 131 36 3 176 70

February 2014

Figure 437: CR3. Which of the following stores do you purchase your groceries from most frequently?
Auchan 15 0 12 8 17 20 12 18 11 33 16 12
Perekrestok 8 0 6 0 4 7 11 5 32 33 6 14
Magnit 12 0 24 34 12 13 4 1 0 0 16 21
O'Key 8 0 0 0 10 9 9 13 0 0 6 7
Pyaterochka 7 0 6 7 11 7 7 2 0 0 12 2
Others 22 100 24 31 25 26 18 25 25 0 13 14

9 10
18
26
17
25
19
33
100
85
86
82
71
81
71
78
67
0
6 4
0 2 2
5 3
0
0%
20%
40%
60%
80%
100%
Less Than
5,000 RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-
200,000
RUBLES
Above 200,000
RUBLES
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
n
g
e

i
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a
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e
)
More The same Less
February 2014
Russia: Home & Personal Care
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Tissues: Yes
81 33 82 88 86 82 83 80 85 100 81 55
Tissues: No
19 67 18 12 14 18 17 20 15 0 19 45
Tissues: Base
1,416 6 33 124 248 306 243 144 39 3 196 74
Fem Hygiene: Yes
89 0 72 75 90 88 90 94 100 100 93 93
Fem Hygiene: No
11 0 28 25 10 12 10 6 0 0 7 7
Fem Hygiene: Base
717 0 25 68 135 158 124 64 18 2 94 29
Cosmetics: Yes
58 17 42 47 60 58 60 63 67 100 57 55
Cosmetics: No
42 83 58 53 40 42 40 38 33 0 43 45
Cosmetics: Base
1,416 6 33 124 248 306 243 144 39 3 196 74

Tissues - Foreign 5 0 0 4 2 6 9 6 5 25 3 7
Tissues - Local 91 100 97 88 94 92 90 93 95 75 90 77
56 Metres 12 0 16 18 15 11 8 6 4 25 18 8
Myakgiy znak 13 0 21 8 15 11 13 17 16 0 10 13
Tissues - Base 1,154 2 27 109 214 250 202 115 33 3 158 41
Always 19 0 11 14 15 21 20 21 26 50 17 27
Naturella 14 0 11 11 15 16 14 11 9 0 16 13
Libresse 8 0 4 6 9 6 10 13 11 25 7 9
Fem Hygiene - Base 636 0 18 51 122 139 112 60 18 2 87 27
Nivea 15 0 7 6 18 16 14 19 25 0 15 14
Avon 7 0 7 9 8 8 6 8 0 0 6 9
Cosmetics - Local 42 100 36 69 52 44 37 27 27 11 46 27
Oriflame 9 0 11 17 13 11 5 4 2 0 13 11
Chistaya Liniya 13 0 7 23 16 16 11 7 7 0 12 6
Cosmetics - Base 817 1 14 58 150 176 147 90 26 3 111 41

Tissues: Yes
9 0 6 6 7 12 8 10 5 67 13 8
Tissues: No
91 100 94 94 93 88 92 90 95 33 87 92
Tissues: Base
1,416 6 33 124 248 306 243 144 39 3 196 74
Fem Hygiene: Yes
11 0 12 9 6 16 8 13 11 50 12 10
Fem Hygiene: No
89 0 88 91 94 84 92 88 89 50 88 90
Fem Hygiene: Base
717 0 25 68 135 158 124 64 18 2 94 29
Cosmetics: Yes 11 0 3 7 9 15 7 13 10 33 13 9
Cosmetics: No 89 100 97 93 91 85 93 88 90 67 87 91
Cosmetics: Base 1,416 6 33 124 248 306 243 144 39 3 196 74
February 2014
Russia: Luxury Goods
Domestic 22 33 36 40 26 23 16 7 6 0 19 20
Western 25 17 30 12 21 22 35 35 44 33 22 29
No Preference 40 0 21 33 42 43 36 42 38 0 46 41
Base: Unwtd 1,323 6 33 117 236 289 220 139 34 3 182 64





50
45
67
76
79
80
87
91
100
0
20
40
60
80
100
L
e
s
s

T
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n

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33 30
42
49
54
64
71
62
100
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20
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A
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e

2
0
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,
0
0
0
R
U
B
L
E
S
%

o
f

r
e
s
p
o
n
d
e
n
t
s
0 0
3 3
5
3
7
9
67
0
10
20
30
40
50
60
70
80
L
e
s
s

T
h
a
n

5
,
0
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0
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5
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7
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L
E
S
A
b
o
v
e

2
0
0
,
0
0
0
R
U
B
L
E
S
%

o
f

r
e
s
p
o
n
d
e
n
t
s
0 0
2
3
6 6
12
21
67
0
10
20
30
40
50
60
70
80
L
e
s
s

T
h
a
n
5
,
0
0
0

R
U
B
L
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5
,
0
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0
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L
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S
2
0
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3
0
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0
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0
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U
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L
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S
3
0
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0
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-
5
0
,
0
0
0
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U
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L
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S
5
0
,
0
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-
7
0
,
0
0
0
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U
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L
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S
7
0
,
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1
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0
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1
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0
0
0
A
b
o
v
e

2
0
0
,
0
0
0
R
U
B
L
E
S
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014

17
33 33
32
44
50
57
47
100
0
20
40
60
80
100
L
e
s
s

T
h
a
n
5
,
0
0
0

R
U
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L
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S
5
,
0
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0
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0
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U
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L
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1
0
,
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2
0
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0
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0
R
U
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L
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S
2
0
,
0
0
1
-
3
0
,
0
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0
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L
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S
3
0
,
0
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1
-
5
0
,
0
0
0
R
U
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L
E
S
5
0
,
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-
7
0
,
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U
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L
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S
7
0
,
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1
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1
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0
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A
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e

2
0
0
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0
0
0
R
U
B
L
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S
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50
12
23
35
38
49
55
44
33
0
10
20
30
40
50
60
L
e
s
s

T
h
a
n
5
,
0
0
0

R
U
B
L
E
S
5
,
0
0
1
-
1
0
,
0
0
0
R
U
B
L
E
S
1
0
,
0
0
1
-
2
0
,
0
0
0
R
U
B
L
E
S
2
0
,
0
0
1
-
3
0
,
0
0
0
R
U
B
L
E
S
3
0
,
0
0
1
-
5
0
,
0
0
0
R
U
B
L
E
S
5
0
,
0
0
1
-
7
0
,
0
0
0
R
U
B
L
E
S
7
0
,
0
0
1
-
1
0
0
,
0
0
0
R
U
B
L
E
S
1
0
0
,
0
0
1
-
2
0
0
,
0
0
0
A
b
o
v
e

2
0
0
,
0
0
0
R
U
B
L
E
S
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Russia: Technology and Internet

income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Blu-Ray Player 0 0 0 0 0 0 1 0 5 0 0 0
Camcorder
1 0 0 1 2 2 1 1 0 0 2 1
Desktop computer
1 0 0 2 2 1 1 1 0 0 1 5
Digital Camera
2 0 0 1 2 3 2 2 5 0 3 0
DVD Player
0 0 3 0 0 0 0 0 0 0 0 0
E-Reader
1 0 0 0 0 1 2 1 5 0 3 3
Gaming facility
0 0 0 2 0 0 1 0 0 0 1 0
GPS/Navigation
2 0 0 2 0 4 2 1 0 0 4 1
Internet Service
1 0 0 2 1 1 0 0 0 0 1 0
Mobile Phone
3 0 6 3 3 3 1 3 5 0 2 4
Smartphone
5 0 9 1 5 3 6 9 7 25 4 1
MP3
1 0 0 2 1 1 1 1 0 0 2 3
Netbook
0 0 0 1 0 0 0 0 0 0 1 1
Notebook PC
4 0 6 2 4 3 5 3 5 0 3 5
Stereo HiFi
0 0 0 0 0 0 1 0 0 0 0 0
Traditional TV
0 0 0 1 0 0 0 0 0 0 0 0
LCD TV 4 0 3 1 3 5 4 7 9 25 2 0
Flat screen TV 3 0 0 2 3 3 4 5 9 0 3 1
Tablet 5 0 3 2 8 3 8 7 0 0 6 5
None of these 65 100 71 78 64 67 57 59 52 50 67 68

Samsung 40 0 100 67 44 35 41 33 50 0 44 0
LG 13 0 0 0 11 26 9 6 13 0 11 0
Panasonic 11 0 0 33 0 13 9 6 13 0 33 0
Philips 7 0 0 0 0 0 23 11 0 0 0 0
Sony 8 0 0 0 6 0 9 22 13 0 0 0
Panasonic 4 0 0 0 11 9 0 0 0 0 0 0
Base : Unwtd 104 0 1 3 18 23 22 18 8 1 9 1

0%
20%
40%
60%
80%
100%
Less Than
5,000 RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-
200,000
RUBLES
Above 200,000
RUBLES
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Yes 87 67 43 56 79 90 98 100 94 100 84 94
No 13 33 57 44 21 10 2 0 6 0 16 6

Yes
55 25 33 55 57 54 54 60 66 54 20 11
No
45 75 67 45 41 46 46 40 34 46 80 89
Dont know
1 0 0 0 2 1 0 0 0 0 0 0

More 18 0 17 11 13 18 20 24 27 0 16 17
The same 78 100 83 76 84 78 79 66 74 100 79 77
Less 4 0 0 12 3 4 1 8 0 0 5 5
Base: Unwtd 1,211 4 12 67 196 276 238 149 34 2 162 71

26
33
38
0
13
36
9
25
75
1
12
62
66
79
67
9
19
38
0
1
4
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Russia: Telecommunications
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Yes, I pay for it 95 67 76 92 96 94 99 97 100 100 93 96
Yes, somebody else pays 3 0 12 5 2 3 1 2 0 0 3 4
No, I do not 1 33 12 2 1 2 0 0 0 0 1 0
Base : Unwtd 1,433 6 33 125 248 312 247 149 38 3 200 72

Nokia
31 25 21 30 33 32 28 32 29 33 34
Samsung
38 50 48 38 44 38 40 30 24 0 32
Sony Ericsson
6 25 3 2 3 6 7 10 21 0 6
Base
1,414 4 29 122 245 307 247 149 38 3 198

Yes 31 100 0 22 29 29 24 38 45 0 34 50
No 69 0 100 78 71 71 76 62 55 0 66 50
Base : Unwtd 290 1 1 18 56 76 50 29 11 0 38 10

Nokia 22 0 0 13 30 22 18 21 35 0 20 18
Samsung 27 0 0 35 23 31 33 29 15 0 20 14
Apple 11 0 0 4 8 9 14 16 10 100 9 5
Sony Ericsson 4 0 0 4 3 4 6 4 10 0 0 0
Base 509 1 4 23 77 113 102 70 20 2 75 22

Yes 43 0 25 26 40 40 58 51 50 100 31 32
No 9 0 0 22 13 7 12 13 15 0 0 0
Dont Know 48 100 75 52 47 53 30 36 35 0 69 68
Base 509 1 4 23 77 113 102 70 20 2 75 22


100
97
83
88
77
64
46
37
0
0
14
11
19
31
42
42
67
3 2 2
3 4
10
18
0 0 1 3
0 0 0 0 0 0
0%
20%
40%
60%
80%
100%
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Up to 600 RUBLES 601-1,200 RUBLES 1,201-2,000 RUBLES 2,001-3,000 RUBLES More than 3,000 RUBLES
February 2014
Russia: Travel

income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
At home 37 0 43 57 47 44 28 22 19 0 39 43
International destination 25 0 0 18 17 18 31 39 44 100 19 18
Base : Unwtd 948 1 7 51 128 217 202 118 36 3 134 51

Car 27 0 50 32 26 25 32 24 24 0 26 17
Bus 7 0 0 14 15 4 5 7 0 0 9 17
Train 32 0 50 32 31 43 29 22 17 0 35 38
Ship 0 100 0 0 0 0 0 0 0 0 0 0
Aeroplane 33 0 0 18 26 27 33 48 59 100 29 28
Other 1 0 0 5 1 0 0 0 0 0 1 0
Base : Unwtd 598 1 4 22 68 122 146 92 29 3 82 29

At home 26 25 40 45 32 25 20 16 12 0 31 37
International destination 27 0 0 21 17 19 31 45 56 100 28 19
Base : Unwtd 1,003 4 10 56 134 232 205 129 34 3 144 52
17
21
40
50
70
79
78
92
100
67
30
44
53
74
81
85 87
100
0
20
40
60
80
100
Less Than
5,000 RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-
200,000
RUBLES
Above 200,000
RUBLES
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
Russia: Property
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Yes 91 33 91 85 90 93 95 93 97 100 92 89
No 9 67 9 15 10 7 5 7 3 0 8 11
Base : Unwtd 1,398 6 34 124 248 302 231 136 37 3 204 73

Rented 59 0 67 79 60 82 36 70 100 0 35 38
Mortgaged 18 100 0 5 16 14 27 10 0 0 35 0
Borrowed 8 0 33 5 4 0 18 10 0 0 12 13
Base : Unwtd 120 4 3 19 25 22 11 10 1 0 17 8

Upgrade 56 0 0 67 47 57 68 37 100 100 48 33
First-time home 18 0 50 22 24 17 5 26 0 0 20 33
Investment 6 0 0 0 6 3 5 0 0 0 16 33
Holiday property 12 0 0 0 6 14 21 37 0 0 0 0
Base : Unwtd 140 0 2 9 17 35 19 19 10 1 25 3

Increase 73 50 65 66 77 77 73 77 73 66 72 62
About the same 15 33 18 17 12 17 18 11 5 33 13 10
Decrease 2 0 0 1 3 1 3 4 5 0 2 3
Base : Unwtd 1,398 6 34 124 248 302 231 136 37 3 204 73

Below 25% 14 0 12 11 15 14 14 21 11 0 11 19
25% - 50% 15 0 3 10 17 21 15 17 5 0 13 8
51% - 75% 18 0 21 11 13 22 21 19 22 33 19 10
76% - 95% 18 0 29 22 19 18 19 10 30 33 16 15
Above 95% 13 17 21 16 19 13 13 10 16 0 9 4
Don't know 22 83 15 29 16 13 18 24 16 33 32 44
Base : Unwtd 1,398 6 34 124 248 302 231 136 37 3 204 73


0
6 7 7
12
8
14
27
33
100
94 93 93
88
92
86
73
67
0%
20%
40%
60%
80%
100%
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


0
29
12
18
16
9
7
8
67
0
50
0
18
20
16
11
20
0
0
10
20
30
40
50
60
70
80
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0
3
7 7 7 8
12 11
0 0
50
67
65
71
68
63
60
100
0
20
40
60
80
100
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
0 0
3
2
4
0
1
0 0 0 0
11
0
3
11 11
0 0
0
5
10
15
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
100,001-200,000
RUBLES
Above 200,000
RUBLES
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Russia: Education
Yes 4 67 3 2 4 4 2 5 3 0 6 8
No 96 33 97 98 96 96 98 95 97 100 94 92
Base : Unwtd 1,441 6 34 126 253 308 251 151 39 3 196 74

More 7 67 0 2 5 5 10 11 10 0 11 3
About the same 88 33 97 91 89 92 84 86 85 100 84 91
Less 5 0 3 7 6 4 6 3 5 0 5 7
Base : Unwtd 1,441 6 34 126 253 308 251 151 39 3 196 74

67
0
2
5 5
10
11
0
3
7
6
4
6
3
0
10
20
30
40
50
60
70
80
Less Than 5,000
RUBLES
5,001-10,000
RUBLES
10,001-20,000
RUBLES
20,001-30,000
RUBLES
30,001-50,000
RUBLES
50,001-70,000
RUBLES
70,001-100,000
RUBLES
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
Russia: Healthcare
income bracket)
Total Less
Than
5000
RUB
5001-
10000
RUB
10001-
20000
RUB
20001-
30000
RUB
30001-
50000
RUB
50001-
70000
RUB
70001-
100000
RUB
100001-
200000
RUB
Above
200000
RUB
Would
prefer
not to
answer
D.K
Yes 96 100 97 97 98 95 99 98 100 100 91 95
No 4 0 3 3 2 5 1 2 0 0 9 5
Base : Unwtd 1,355 6 32 124 230 283 235 140 36 3 190 76

Hospital 22 17 26 24 23 22 21 21 20 23 22 20
Emergency Room 24 42 30 27 24 23 24 21 21 23 24 25
Prescriptions 20 33 24 19 20 20 20 20 21 23 18 18
Vaccinations 16 8 10 13 16 17 17 18 18 15 17 19
Diagnostic Tests 18 0 10 17 17 19 18 21 20 15 19 17
Base : Unwtd 1,306 6 31 120 226 270 232 137 36 3 173 72

Yes 39 17 66 44 37 39 34 42 36 67 44 24
No 61 83 34 56 63 61 66 58 64 33 56 76
Base : Unwtd 1,355 6 32 124 230 283 235 140 36 3 190 76

More 18 0 22 19 20 23 9 12 3 33 27 18
Same 73 17 69 65 63 69 87 85 97 67 67 76
Less 9 83 9 16 17 8 4 3 0 0 6 5
Base : Unwtd 1,355 6 32 124 230 283 235 140 36 3 190 76

produced product?
Wont pay extra
58 83 69 80 73 60 52 39 25 0 53 51
1-10% extra
31 0 28 16 21 30 34 42 50 33 37 37
11-20% extra
10 17 3 3 5 9 12 16 25 67 8 12
21-30% extra
0 0 0 1 0 1 1 0 0 0 0 0
more than 30% extra
1 0 0 0 0 0 1 2 0 0 1 0
Base : Unwtd 1,355 6 32 124 230 283 235 140 36 3 190 76

Only efficacy
16 17 0 10 8 16 27 24 22 33 16 14
Only safety
10 0 3 6 9 10 14 16 17 0 9 5
Both
52 33 69 66 58 53 45 46 31 0 52 46
Neither
9 0 6 9 11 9 7 8 25 67 9 9
Base : Unwtd 1,355 6 32 124 230 283 235 140 36 3 190 76

February 2014
Saudi Arabia
Spending potential narrowly based
The Saudi Arabian consumer has slipped in our survey and is now the second least optimistic, with a weighted balance of just 18%
of respondents expecting to see improvements in the state of their personal finances. This is the second consecutive drop in
optimism seen within the region. Overall optimism is now touching on 12% of respondents expecting a financial improvement for
the poorest. Higher income earners, however, register a net figure of around 40%, substantially more upbeat.
The fall in optimism goes hand in hand with a decline in income. Saudi real household income growth over the next 12 months is
only positive for the upper half of earners, with the wealthiest expecting around 3% growth. This cements our view of the rich Saudi
consumer (effectively the small local population as opposed to the huge number of resident foreigners) as being an almost distinct
entity to the remainder of the countrys citizens. Disposable income for this local population carries on growing as the government
continues to increase salaries and benefits for them. The picture is less rosy for the lowest earners, and even with the growth in
higher income brackets, when averaged across the sample, household income growth is flat in real terms (a drop of 2% since this
time last year).
Against this backdrop of income pressure, discretionary spending looks challenged. Smartphones, internet access, computers and
healthcare stand to suffer in 2014. Whilst these categories registered positive momentum last year, this was again most likely
driven by the wealthy local population. The holiday/ travel market also displays potential growth and is most likely driven by the
aspirational value attached to it by wealthier consumers. This is evident from the sales growth of travel companies based in the
region. One surprise in the survey is the decline in the momentum of auto spending. Even with the enhanced access to credit in the
region, expenditure on autos has been poor over the last 12 months (2%), and looks to remain so over the next 12 months (
13%).
One key theme this year was the deportation of illegal workers in Saudi Arabia amounting to over 500,000 people. Worries as to
whether this would have a negative effect on consumer demand are unfounded, given that in reality these people generally
belonged to the very low income bracket. However, this certainly has had an effect on the cost side for some consumer companies
utilizing this cheap labor and which may now have to pay more for legal labor. The question is whether the extra cost is going to be
passed to the consumer or not.
February 2014
Saudi: Brand penetration

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Dairy ALMARAI 0% 59% 59% 0% 57% 57% 0% 58% ALMARAI ALMARAI AB
Dairy Kraft 33% 33% -1% 34% 36% -10% 34% 35% Kraft Foods KRFT US
Dairy Kerry 28% 35% 3% 23% 28% -13% 26% 32% Kerry KYG ID
Dairy Lurpack 15% 17% 1% 12% 20% -6% 14% 19% Danish Dairy Bo private
Dairy AL SAFI 0% 16% 16% 0% 16% 16% 0% 16% Al Safi-Danone BN FP
Dairy Nadec 0% 14% 14% 0% 14% 14% 0% 14% National Agri Dev NADEC AB
Dairy Ivasc for Kerr 20% 26% 4% 18% 12% -8% 19% 19% Kerry KYG ID
Dairy Kiri 0% 8% 8% 0% 9% 9% 0% 9% Al-Awadi Trading private
Dairy Ulker 7% 4% 0% 7% 8% 4% 7% 6% lker ULKER TI
Dairy Bonnie 13% 7% -8% 14% 7% -25% 14% 7% Bonnie Blue Farm private
Dairy Parmesan 0% 1% 1% 1% 7% 5% 1% 4% Parmesan private
Dairy Philadelphia 2% 3% 0% 2% 7% -4% 2% 5% Kraft Foods KRFT US
Dairy Luna 15% 9% -7% 12% 7% -22% 14% 8% National Food private
Dairy Anchor 14% 8% -3% 10% 7% -14% 12% 8% Fonterra FCG NZ
Dairy Puck 0% 9% 9% 0% 6% 6% 0% 8% Arla Foods Coop
Dairy Pride 2% 7% 5% 2% 4% 0% 2% 6% Lactalis private
Dairy Jamjoom 6% 4% 1% 9% 3% -8% 8% 4% Jamjoom Fore. private
Dairy Berk Farms 0% 0% -1% 0% 3% 1% 0% 2% Dean Foods DF US
Dairy Blue River 0% 0% 0% 0% 0% 0% 0% 0% Blue River Dairy private
Dairy Red Cow 1% 1% 0% 1% 0% -2% 1% 1% Red Cow Dairies private
Cigarettes Davidoff 21% 8% 8% 30% 39% 39% 26% 24% Cubatabaco State-own
Cigarettes L&M 26% 30% 30% 12% 10% 10% 19% 20% Philip Morris In PM US
Cigarettes Merit 3% 3% 3% 0% 6% 6% 2% 5% Philip Morris In PM US
Cigarettes Benson & He 0% 0% 0% 0% 0% 0% 0% 0% Philip Morris In PM US
Cigarettes Carlton 1% 0% 0% 0% 0% 0% 1% 0% Philip Morris In PM US
Cigarettes Gauloises 0% 1% 1% 0% 0% 0% 0% 1% Imperial Tobacco IMT LN
Cigarettes Gitanes 0% 1% 1% 0% 0% 0% 0% 1% Imperial Tobacco IMT LN
Cigarettes Hope 0% 1% 1% 0% 0% 0% 0% 1% Philip Morris In PM US
Cigarettes Monte Carlo 0% 1% 1% 0% 0% 0% 0% 1% Japan Tobacco In 2914 JP
Cigarettes Player's Gold 1% 0% 0% 0% 0% 0% 1% 0% Imperial Tobacco IMT LN
Cigarettes Regal 0% 1% 1% 0% 0% 0% 0% 1% Imperial Tobacco IMT LN
Cigarettes Rothmans 1% 0% 0% 4% 0% 0% 3% 0% Rothmans In plc private
Cigarettes Vogue 2% 0% 0% 0% 0% 0% 1% 0% BAT BATS LN
Soft Drinks Coca-Cola 24% 28% 7% 40% 39% 11% 32% 34% Coca-Cola KO US
Soft Drinks Al Rabie 0% 19% 19% 0% 26% 26% 0% 23% Al Rb Saudi Food private
Soft Drinks Almari 0% 24% 24% 0% 25% 25% 0% 25% Almari ALMARAI AB
Soft Drinks Suntop 0% 12% 12% 0% 19% 19% 0% 16% CO-RO FOOD private
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Soft Drinks Mountain Dew 16% 22% 5% 16% 16% -18% 16% 19% PepsiCo PEP US
Soft Drinks Fanta 7% 10% 4% 12% 15% 4% 10% 13% Coca-Cola KO US
Soft Drinks Rani 0% 14% 14% 0% 15% 15% 0% 15% Aujan Industries private
Soft Drinks Sprite 10% 13% 5% 14% 11% -8% 12% 12% Coca-Cola KO US
Soft Drinks Nadec 0% 12% 12% 0% 7% 7% 0% 10% National Agri Dev NADEC AB
Soft Drinks RC Cola 1% 3% 2% 2% 3% -9% 2% 3% Coca-Cola KO US
Soft Drinks Dr Pepper 0% 0% -1% 1% 2% 1% 1% 1% Dr Pepper Snapp DPS US
Soft Drinks Lilt 0% 0% 0% 1% 1% 0% 1% 1% Coca-Cola KO US
Soft Drinks Appletiser 1% 1% 0% 1% 1% -1% 1% 1% SABMiller SAB LN
Soft Drinks Lucozade 0% 0% 0% 0% 0% 0% 0% 0% Suntory private
Soft Drinks Makkah Cola 1% 2% 2% 1% 0% -4% 1% 1% Mecca Cola World private
Bottled Water Nestl 33% 33% 0% 47% 54% 13% 40% 44% Nestl NESN VX
Bottled Water Nova 0% 35% 35% 0% 45% 45% 0% 40% NOVA Water Tech private
Bottled Water Hana 33% 43% 9% 27% 35% -5% 30% 39% Hana Water private
Bottled Water Safa 0% 21% 21% 0% 23% 23% 0% 22% SAFA In private
Bottled Water Hada 15% 19% 10% 27% 22% 11% 21% 21% Al Hada Water private
Bottled Water Fayha 0% 23% 23% 0% 21% 21% 0% 22% Fayha Ltd private
Bottled Water Manhal 27% 16% -9% 24% 17% -16% 26% 17% Al Manhal Water private
Bottled Water Description 31% 22% -12% 42% 17% -33% 37% 20% Coca-Cola KO US
Bottled Water Makkah 19% 8% -9% 24% 9% -13% 22% 9% Makkah Water private
Bottled Water Makkah 0% 13% 13% 0% 9% 9% 0% 11% Makkah Water private
Bottled Water Al Ain 15% 19% 5% 14% 6% -17% 15% 13% Al Ain private
Bottled Water Arwa 7% 10% 4% 12% 6% -5% 10% 8% Coca-Cola KO US
Bottled Water Health 4% 6% 3% 9% 5% -1% 7% 6% Danone private
Bottled Water Aqua 3% 2% -3% 4% 4% -6% 4% 3% Coca-Cola KO US
Bottled Water Evian 2% 1% -1% 3% 3% 2% 3% 2% Danone BN FP
Bottled Water Dasani 1% 1% 1% 4% 1% 1% 3% 1% Coca-Cola KO US
Bottled Water Najran 6% 1% -4% 4% 1% -10% 5% 1% Najran Mineral private
Bottled Water Vittel 0% 1% 1% 1% 1% -1% 1% 1% Nestl NESN VX
Bottled Water Buxton 0% 1% 1% 2% 0% -1% 1% 1% Nestl NESN VX
Bottled Water SPA 1% 0% 0% 1% 0% -1% 1% 0% Spadel Group private
Autos Ford 10% 8% -3% 9% 11% -2% 10% 10% Ford Motor F US
Autos Toyota 35% 36% 2% 30% 10% -17% 33% 23% Toyota Motor 7203 JP
Autos GM 7% 2% -2% 5% 10% 4% 6% 6% General Motors GM US
Autos Range Rover 0% 0% 0% 3% 7% 7% 2% 4% Tata Motors TTMT IN
Autos Lexus 3% 1% 0% 4% 5% 2% 4% 3% Toyota Motor 7203 JP
Autos Honda 8% 10% 5% 8% 5% -1% 8% 8% Honda Motor 7267 JP
Autos Nissan 6% 8% 2% 3% 4% -5% 5% 6% Nissan Motor 7201 JP
Autos Kia 5% 4% 1% 3% 3% -1% 4% 4% Kia Motors 000270 KS
Autos Chrysler 1% 0% 0% 2% 3% 3% 2% 2% Chrysler LLC private
Autos Merc-Benz 1% 1% -1% 3% 2% -3% 2% 2% Daimler AG DAI GR
Autos Ferrari 0% 0% 0% 0% 1% 1% 0% 1% Fiat S.p.A. F IM
Autos Opel 0% 0% 0% 0% 1% 1% 0% 1% General Motors GM US
Autos Audi 0% 0% 0% 0% 0% -1% 0% 0% Audi(Volkswagen) VOW3 GR
Autos Daewoo 0% 1% 0% 0% 0% -2% 0% 1% General Motors GM US
Autos Daihatsu 1% 0% 0% 0% 0% 0% 1% 0% Daihatsu Motor 7267 JP
Autos Fiat 0% 1% 1% 0% 0% 0% 0% 1% Fiat S.p.A. F IM
Autos Maruti Suzuki 0% 0% -1% 1% 0% 0% 1% 0% Maruti Suz India MSIL IN
Autos Mazda 2% 2% 1% 1% 0% -1% 2% 1% Mazda Motor 7261 JP
Autos Peugeot 0% 0% -1% 0% 0% -1% 0% 0% PSA Peugeot Citr UG FP
Autos TATA 0% 0% 0% 0% 0% 0% 0% 0% Tata Motors TTMT IN
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
Cosmetics Vaseline 0% 30% 30% 0% 24% 24% 0% 27% Unilever ULVR LN
Cosmetics Johnson & Jo 11% 15% -6% 23% 20% -18% 17% 18% Johnson & Johns JNJ US
Cosmetics Avon 14% 11% 0% 10% 9% -11% 12% 10% Avon Products AVP US
Cosmetics Cream 21 0% 11% -2% 0% 7% -5% 0% 9% Henkel HEN3 GR
Cosmetics Jergens 0% 8% 8% 0% 6% 6% 0% 7% Kao USA Inc. private
Cosmetics Jrzinz 0% 10% -3% 0% 6% -10% 0% 8% JRZ INC private
Cosmetics Ponds 5% 2% 1% 7% 4% -2% 6% 3% Unilever ULVR LN
Cosmetics Clarins 2% 3% 2% 5% 3% -1% 4% 3% Clarins Group private
Cosmetics Luke 0% 1% 0% 0% 3% -1% 0% 2% Laurenluke private
Cosmetics Maybelline 1% 0% -1% 3% 1% -4% 2% 1% L'Oral OR FP
Cosmetics Oriflame 0% 3% 3% 0% 1% 1% 0% 2% Oriflame Cosmeti ORI SS
Cosmetics Biotherm 0% 0% 0% 0% 0% -1% 0% 0% Biotherm (L'Oral) OR FP
Cosmetics ENCHANTEUR 0% 0% 0% 0% 0% 0% 0% 0% Wipro Consumer private
Cosmetics Fiorella 0% 0% 0% 0% 0% 0% 0% 0% Fiorella Cosmetic private
Cosmetics Glysolid 0% 5% 5% 0% 0% 0% 0% 3% CSA Worldwide CSA GR
Cosmetics Yardley 0% 1% 1% 0% 0% 0% 0% 1% Yardley private
Sportswear Fila 6% 8% 3% 5% 6% -3% 6% 7% Fila, Ltd. private
Sportswear Diadora 2% 1% 0% 6% 6% -2% 4% 4% Diadora private
Sportswear Asics 1% 2% 0% 0% 2% -5% 1% 2% ASICS 7936 JP
Sportswear Converse 2% 1% 0% 0% 2% -2% 1% 2% Nike, Inc. NKE US
Sportswear Fred Perry 2% 0% -1% 2% 2% 0% 2% 1% Fred Perry private
Sportswear Le Coq Sportif 0% 0% 0% 2% 2% 2% 1% 1% Le Coq Sportif private
Sportswear Timberland 3% 1% -1% 0% 2% 0% 2% 2% Timberland (VF) VFC US
Sportswear Mizuno 0% 0% 0% 0% 0% 0% 0% 0% Mizuno 8022 JP
Sportswear Speedo 0% 1% -1% 0% 0% 0% 0% 1% Speedo(Pentland) private
Handsets HTC 0% 0% 0% 0% 0% -1% 0% 0% HTC Corporation 2498 TT
Handsets LG 0% 0% 0% 2% 0% 0% 1% 0% LG Electronics 066570 KS
Handsets Mitsubishi 0% 0% 0% 0% 0% 0% 0% 0% Mitsubishi Motor 7211 JP
Handsets NEC 0% 0% 0% 0% 0% 0% 0% 0% NEC Corporation 6701 JP
Handsets Sharp 0% 0% 0% 0% 0% 0% 0% 0% Sharp 6753 JP
Handsets Sony Ericsson 1% 0% -2% 1% 0% -1% 1% 0% Sony Mobile Com 6758 JP
TV Sony 13% 21% 21% 16% 47% 47% 15% 34% Sony Corporation 6758 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

3-year
growth
2012 2013
3-year
growth
TV BenQ 1% 0% 0% 0% 0% 0% 1% 0% BenQ Corporation 8215 TT
TV Fujitsu 0% 2% 2% 0% 0% 0% 0% 1% Fujitsu Limited 6702 JP
TV JVC 1% 1% 1% 5% 0% 0% 3% 1% Victor of Japan Delisted
TV Mitsubishi 1% 1% 1% 0% 0% 0% 1% 1% Mitsubishi Motor 7211 JP
TV NEC 3% 0% 0% 0% 0% 0% 2% 0% NEC Corporation 6701 JP
TV Sharp 0% 1% 1% 0% 0% 0% 0% 1% Sharp 6753 JP
Computers HP 10% 12% -5% 9% 7% -25% 10% 10% HP HPQ US
Computers HTC 0% 1% 1% 0% 5% 5% 0% 3% HTC Corporation 2498 TT
Computers Acer 4% 2% -8% 5% 3% 3% 5% 3% Acer Inc. 2353 TT
Computers BenQ 0% 0% -1% 0% 0% 0% 0% 0% BenQ Corporation 8215 TT
Computers Lenovo 0% 0% 0% 0% 0% 0% 0% 0% Lenovo Limited 992 HK
Computers Sharp 0% 0% -1% 0% 0% 0% 0% 0% Sharp 6753 JP
Computers Sony 10% 7% -10% 5% 0% -24% 8% 4% Sony Corporation 6758 JP
Fashion ZARA 19% 24% 13% 14% 29% 10% 17% 27% Diseo (Inditex) ITX SM
Fashion Christian Dio 4% 6% -2% 9% 19% 5% 7% 13% LVMH MC FP
Fashion Marks & Sp 2% 9% 5% 9% 18% 11% 6% 14% Marks & Spencer MKS LN
Fashion Mango 14% 23% 15% 12% 18% -4% 13% 21% MANGO private
Fashion Escada 7% 11% -2% 3% 11% 2% 5% 11% Escada ESC GR
Fashion Y.S.L. 0% 3% 2% 1% 11% 10% 1% 7% Y S Laur (Kering) private
Fashion Armani 4% 2% -1% 6% 9% -5% 5% 6% Giorgio Armani private
Fashion Polo Ralph La 1% 3% 3% 2% 7% 7% 2% 5% Ralph Lauren RL US
Fashion Dolce & Gab 1% 2% 0% 5% 6% 5% 3% 4% Dolce & Gabbana private
Fashion Hermes 2% 1% 1% 1% 3% 3% 2% 2% Herms In S.A. RMS FP
Fashion Louis Vuitton 1% 0% -1% 2% 2% 2% 2% 1% LVMH MC FP
Fashion Tommy Hilfige 0% 0% 0% 1% 1% 1% 1% 1% Phillips-Van Heu PVH US
Fashion Kenzo 2% 1% -3% 3% 0% -3% 3% 1% LVMH MC FP
February 2014
Saudi: Demographics



% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
1 5 30 7 1 1 0 0 0 0 0 0 0
2 3 6 6 3 3 1 0 3 0 0 0 0
3 10 13 14 13 8 7 2 0 6 11 0 15
4 22 14 28 26 22 18 15 3 12 19 40 15
5 or more 60 38 44 57 67 73 84 94 82 70 60 69

Mean 4.29 3.25 3.96 4.35 4.53 4.64 4.82 4.87 4.76 4.59 4.60 4.54

38
46
14
2
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
9
22
23
22
10
7
2 2 2
0
10
20
30
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
(
3
,
0
0
0
)
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
(
6
,
2
5
0
)
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
(
8
,
7
5
0
)
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
(
1
1
,
2
5
0
)
1
2
,
5
0
0

S
A
R

-
1
4
9
9
9

S
A
R
(
1
3
,
7
5
0
)
1
5
,
0
0
0

S
A
R

-
1
7
,
4
9
9

S
A
R
(
1
6
,
2
5
0
)
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
(
1
8
7
5
0
)
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
(
2
2
,
5
0
0
)
A
b
o
v
e

2
5
,
0
0
0
S
A
R

(
3
5
,
0
0
0
)
%

o
f

r
e
s
p
o
n
d
e
n
t
s
11
89
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
52
48
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014




12
42
30
43
49 52
53
56
48
42
56
43
38
35
33
21
26 26
15 15
5 3 2 1 1
0%
20%
40%
60%
80%
100%
Less Than 5,000
SAR
5,000 SAR - 7,499
SAR
7,500 SAR - 9,999
SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
3
13
25
30
56
45
48
69
71
0
20
40
60
80
Less Than 5,000
SAR
5,000 SAR - 7,499
SAR
7,500 SAR - 9,999
SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
28
18 19
24
39
29
45
36
44
65
76
76
71
60
66
55
64
56
0%
20%
40%
60%
80%
100%
Less Than 5,000
SAR
5,000 SAR - 7,499
SAR
7,500 SAR - 9,999
SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
14
22
32
23
36
40
37
31
56
0
10
20
30
40
50
60
Less Than
5000 SAR
5000 SAR -
7499 SAR
7500 SAR -
9999 SAR
10000 SAR -
12499 SAR
12500 SAR -
14999 SAR
15000 SAR -
17499 SAR
17500 SAR -
19999 SAR
20000 SAR -
24999 SAR
Above 25000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Saudi: Income and Other
% of
respondents (by
income bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Bank account 38 33 39 39 38 36 35 38 41 34 46 47
Life insurance 3 1 2 2 4 5 2 3 2 10 0 0
Stock market 2 2 1 1 3 4 3 5 5 8 0 0
Cash 26 31 31 27 25 24 24 15 20 13 15 7
Mutual Fund 2 1 0 1 1 4 3 3 3 5 0 0
Treasury bond 1 0 0 1 1 3 0 2 0 0 0 0
Property 9 2 2 4 12 13 18 18 18 15 15 0
Gold / Jewellery 7 2 6 6 8 8 9 15 10 15 8 7
No extra saving 12 28 19 19 7 3 5 0 2 0 15 40
Base : Unwtd 1,619 145 359 373 360 158 110 31 33 27 10 13

Declined > 20% 1 2 1 1 1 0 1 0 0 0 0 0
-10% to -20% 4 7 3 4 5 4 2 0 0 4 0 0
-10% to flat 2 3 1 2 3 2 3 3 0 0 0 0
Unchanged 59 67 72 65 51 44 44 32 36 37 90 85
Flat to +10% 23 18 17 19 28 31 30 39 24 11 10 15
+10 to +20% 10 3 5 9 11 18 18 13 33 30 0 0
+20 to +30% 1 0 1 1 1 1 3 13 6 7 0 0
30%+ 0 0 0 0 1 0 0 0 0 11 0 0
Base : Unwtd 1,619 145 359 373 360 158 110 31 33 27 10 13

Declined > 20% 0 1 0 0 0 0 1 0 0 0 0 0
-10% to -20% 4 8 2 3 6 4 2 0 0 4 0 0
-10% to flat 2 3 1 2 1 3 3 3 0 0 0 0
Unchanged 48 54 57 52 45 31 35 29 55 41 100 85
Flat to +10% 30 26 31 28 31 32 36 42 21 15 0 8
+10 to +20% 14 8 8 14 16 27 24 16 21 15 0 8
+20 to +30% 1 0 1 1 1 3 0 10 3 15 0 0
30%+ 0 0 0 0 1 0 0 0 0 11 0 0
Base : Unwtd 1,619 145 359 373 360 158 110 31 33 27 10 13

0-5% 6 5 4 7 8 9 9 3 6 0 0 0
6-10% 12 10 12 8 14 13 16 10 18 11 10 15
11-15% 10 3 8 12 13 15 13 3 9 11 0 0
16-20% 4 2 2 2 6 7 5 6 18 4 10 15
21-25% 4 1 1 4 4 6 5 6 9 7 10 0
More than 25% 5 1 2 6 5 9 4 13 0 22 0 0
No credit card 56 77 69 60 46 37 45 58 30 33 60 69
Mean % exp 13.16 9.38 11.34 13.84 12.95 14.44 12.02 18.46 13.30 20.37 16.17 12.75
Base : Unwtd 1,619 145 359 373 360 158 110 31 33 27 10 13

Rising 59 76 62 55 61 62 49 61 44 66 50 50
Staying the same 39 12 37 44 37 36 46 38 57 33 50 50
Decreasing 2 12 0 1 2 1 5 0 0 0 0 0
Base : Unwtd 711 34 113 149 193 99 61 13 23 18 4 4
February 2014
Saudi: Automobiles
% of
respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Yes 94 62 92 98 98 99 99 100 100 100 80 100
No 6 38 8 2 2 1 1 0 0 0 20 0

Yes 5 0 4 3 4 11 8 11 13 12 20 0
No 95 100 96 97 96 89 92 89 87 88 80 100

1 75 96 94 88 68 57 48 22 39 19 100 77
2 20 3 6 10 28 41 40 52 39 54 0 8
3 or more 5 1 0 2 5 2 13 26 23 27 0 15

All Cash 52 55 47 48 55 57 64 59 68 58 50 15
Cash + Credit 38 30 42 43 39 36 33 30 16 42 25 15
All Credit 6 13 9 6 3 6 1 4 6 0 13 15
Dont Know 3 3 2 3 2 1 2 7 10 0 13 54
Base : Unwtd 1,395 80 309 338 330 137 96 27 31 26 8 13


2
4 4
6
7
6
11
6
23
16
11
10
19
22
29
19
16
23
17
25
34
32
35
28
41
26
12
21
23
21 21
17
14
11
26
27
30
31
22
14
15
18
4
10
4
0
10
20
30
40
50
Less Than
5,000 SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
% of
respondents (by
income bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Toyota 34 36 38 33 38 30 32 7 19 4 38 38
Hyundai 13 15 14 17 8 11 7 15 23 12 0 8
Ford 9 9 6 8 10 16 16 19 10 4 13 0
Honda 9 9 13 8 10 9 8 0 10 4 0 0
Nissan 7 11 6 8 6 6 4 4 3 4 0 0
Kia 4 1 5 5 5 1 3 7 3 0 0 8
Other 7 6 7 7 7 5 3 4 6 8 38 8
Base : Unwtd 1,395 80 309 338 330 137 96 27 31 26 8 13

All Cash 32 22 14 26 30 43 38 75 71 58 0 0
Cash + Credit 58 65 66 68 61 53 50 13 14 42 100 0
All Credit 8 13 16 4 7 3 9 13 0 0 0 0
Dont Know 3 0 4 2 2 3 3 0 14 0 0 0
Base : Unwtd 307 23 50 47 84 40 34 8 7 12 2 0

Up to 40000 SAR
7 35 10 4 6 3 0 0 0 0 0 0
40001 - 50000 SAR
5 17 10 2 5 0 6 0 0 0 0 0
50001 - 60000 SAR
9 13 18 11 6 8 9 0 0 0 0 0
60001 - 70000 SAR
14 4 14 30 14 10 15 13 0 0 0 0
70001 - 80000 SAR
14 9 20 6 14 28 9 0 0 25 0 0
80001 - 90000 SAR
12 0 8 13 18 15 9 13 29 0 0 0
90001 - 100000 SAR
9 0 0 9 11 18 21 13 14 0 0 0
More than 100000
SAR
18 0 6 9 21 13 26 50 57 75 0 0
Base : Unwtd
307 23 50 47 84 40 34 8 7 12 2 0

Local 5 0 7 6 5 4 3 0 10 5 0 0
Foreign 92 96 88 86 92 92 97 100 90 95 100 0
Toyota 30 35 44 43 32 17 13 13 30 5 33 0
Hyundai 9 19 10 12 9 4 10 13 0 0 0 0
Ford 9 12 3 6 13 8 8 25 10 5 0 0
Base : Unwtd 307 23 50 47 84 40 34 8 7 12 2 0
February 2014
Saudi: Food & Beverage
% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Drinks: Yes
97 96 97 97 98 98 95 96 100 92 100 100
Drinks: No
3 4 3 3 2 2 5 4 0 8 0 0
Drinks: Base
1,524 129 339 357 341 143 105 28 33 26 10 13
Bottled Water: Yes
100 100 99 100 100 100 100 100 100 96 100 100
Bottled Water: No
0 0 1 0 0 0 0 0 0 4 0 0
Bottled Water:Base
1,524 129 339 357 341 143 105 28 33 26 10 13
Dairy: Yes
98 98 98 98 99 99 95 100 100 85 100 100
Dairy: No
2 2 2 2 1 1 5 0 0 15 0 0
Dairy: Base
1,524 129 339 357 341 143 105 28 33 26 10 13

Drinks - Foreign 78 74 79 80 78 74 80 81 73 82 71 59
Pepsi Cola 21 22 21 22 20 18 20 20 24 19 20 17
7-Up 18 19 19 18 18 16 18 18 16 18 22 14
Drinks - Local 22 26 21 20 22 26 20 19 27 18 29 41
Almarai 6 7 6 6 6 7 6 6 6 8 12 14
Al Rabie 5 6 4 5 5 6 5 6 8 6 7 19
Drinks - Base 1,480 124 328 348 333 140 100 27 33 24 10 13
Water - Foreign 24 15 22 25 27 28 22 32 29 30 9 26
Nestle 11 8 11 12 11 11 10 20 13 15 6 16
Aquafina 9 6 10 10 10 9 9 10 14 10 3 9
Water - Local 76 85 78 75 73 72 78 64 71 70 91 72
Hana 12 16 12 11 11 10 11 13 8 10 21 7
Nova 11 10 10 12 11 10 12 10 11 20 21 12
Fayha 7 8 7 6 6 6 8 3 6 10 9 2
Water - Base 1,519 129 337 356 340 143 105 28 33 25 10 13
Dairy - Foreign 33 23 32 33 34 35 38 33 26 41 25 46
Dairy - Local 67 77 68 67 66 65 62 67 74 59 75 54
Almarai 13 14 12 14 12 12 10 19 14 8 13 9
Net 8 8 7 9 8 8 5 5 8 6 10 6
Pasture 7 8 8 7 7 6 6 6 6 8 10 6
Dairy - Base 1,495 127 333 351 337 141 100 28 33 22 10 13

Drinks: Yes 54 70 49 54 53 57 59 64 64 54 30 15
Drinks: No
46 30 51 46 47 43 41 36 36 46 70 85
Drinks: Base
1,524 129 339 357 341 143 105 28 33 26 10 13
Water: Yes
55 71 48 54 55 57 64 64 55 54 30 15
Water: No
45 29 52 46 45 43 36 36 45 46 70 85
Water: Base
1,524 129 339 357 341 143 105 28 33 26 10 13
Dairy: Yes
61 73 54 61 65 63 69 68 58 38 30 15
Dairy: No
39 27 46 39 35 37 31 32 42 62 70 85
Dairy: Base
1,524 129 339 357 341 143 105 28 33 26 10 13
February 2014
% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
0% 1 0 0 2 0 0 0 0 3 0 0 0
0-5% 17 10 17 19 20 12 12 14 12 15 30 23
6-15% 36 48 37 36 34 43 33 25 27 15 30 46
16-25% 24 24 23 21 26 23 30 18 39 38 30 8
More than 25% 21 17 22 20 19 22 25 32 18 31 10 23

% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Below 1% 2 2 1 5 1 1 2 0 0 4 10 0
1-3% 21 24 23 21 21 23 17 32 15 4 20 8
3-5% 28 19 34 26 31 34 26 11 18 8 10 46
5-7% 14 16 13 15 13 13 19 11 15 12 20 15
7-10% 12 18 9 15 12 13 11 7 12 12 10 15
Above 10% 17 21 15 13 18 13 21 32 33 38 20 8
D.K. 3 2 3 3 3 3 4 7 3 12 0 0
Base: Unwtd 1,524 129 339 357 341 143 105 28 33 26 10 13

% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Very sensitive 38 55 38 39 34 29 30 39 48 38 50 23
Somewhat not
sensitive
8 2 8 7 10 7 10 11 9 19 10 15
Base: Unwtd 1,524 129 339 357 341 143 105 28 33 26 10 13


24 25
28 29 30
27
21
30 31
69
72
70 69 66
67
71
64
65
7
3 2 2 4
7 7 6 4
0%
20%
40%
60%
80%
100%
Less Than
5,000 SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
n
g
e

i
n
t
a
k
e
)
More The same Less
February 2014
Saudi: Home & Personal Care
% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Tissues: Yes 98 97 98 99 99 99 99 100 97 96 100 100
Tissues: No 2 3 2 1 1 1 1 0 3 4 0 0
Tissues: Base 1,570 138 350 363 351 152 106 27 33 27 10 13
Fem Hygiene: Yes 97 94 97 99 98 100 96 100 93 79 100 100
Fem Hygiene: No 3 6 3 1 2 0 4 0 7 21 0 0
Fem Hygiene: Base 770 62 173 206 162 58 47 12 14 14 10 12
Cosmetics: Yes 87 86 79 93 89 86 87 100 91 78 90 100
Cosmetics: No 13 14 21 7 11 14 13 0 9 22 10 0
Cosmetics: Base 1,570 138 350 363 351 152 106 27 33 27 10 13

Tissues - Foreign 38 34 36 37 39 41 42 43 40 45 44 22
Kleenex 28 27 29 30 26 26 30 30 36 30 28 19
Tissues - Local 62 66 64 63 61 59 58 57 60 55 56 78
Tissues - Base 1,546 134 342 360 347 150 105 27 32 26 10 13
Always 62 71 67 60 61 57 59 47 55 37 75 59
Kotex 9 5 5 11 8 11 14 26 20 11 0 0
Fam 19 23 18 17 19 21 22 5 5 26 17 24
Fem Hygiene - Base 747 58 167 203 158 58 45 12 13 11 10 12
Nivea 10 16 11 10 9 9 12 6 10 6 4 8
Dove 15 17 15 16 15 14 14 17 23 21 7 6
Cosmetics - Local 16 20 19 15 18 15 14 13 9 10 18 14
Cosmetics - Base 1,365 118 277 336 311 131 92 27 30 21 9 13

Tissues: Yes 51 62 46 50 54 55 58 48 45 41 20 23
Tissues: Base 1,570 138 350 363 351 152 106 27 33 27 10 13
Fem Hygiene: Yes 49 58 46 51 54 50 53 42 43 14 20 17
Fem Hygiene: Base 770 62 173 206 162 58 47 12 14 14 10 12
Cosmetics: Yes 57 60 51 58 60 59 74 67 48 37 20 8
Cosmetics: Base 1,570 138 350 363 351 152 106 27 33 27 10 13
February 2014
Saudi: Luxury Goods
% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Domestic 33 42 27 36 37 39 27 16 20 28 20 0
Western 48 33 48 45 48 45 53 71 67 60 30 50
No Preference 18 24 22 17 13 15 19 13 10 4 50 50
Base: Unwtd 1,375 112 300 320 311 131 99 24 31 25 10 12





80
87
85
83
79
89
83
90
92
0
20
40
60
80
100
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
0
0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
43 44
58
50
60 60
33
65
56
0
10
20
30
40
50
60
70
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
0
0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
32
40
42
47
48
42
54
48 48
0
10
20
30
40
50
60
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
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0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
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A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
11
15
23 23
25
27
33
35
32
0
5
10
15
20
25
30
35
40
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
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0

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-
7
,
4
9
9

S
A
R
7
,
5
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0

S
A
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-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
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0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014

84
80
89
88 88
87
96
90
84
0
10
20
30
40
50
60
70
80
90
100
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
0
0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
41
46
61
54
65
63
42
55
72
0
10
20
30
40
50
60
70
80
L
e
s
s

T
h
a
n
5
,
0
0
0

S
A
R
5
,
0
0
0

S
A
R

-
7
,
4
9
9

S
A
R
7
,
5
0
0

S
A
R

-
9
,
9
9
9

S
A
R
1
0
,
0
0
0

S
A
R

-
1
2
,
4
9
9

S
A
R
1
2
,
5
0
0

S
A
R

-
1
4
,
9
9
9

S
A
R
1
5
,
0
0
0

S
A
R

-
1
7
,
4
9
9

S
A
R
1
7
,
5
0
0

S
A
R

-
1
9
,
9
9
9

S
A
R
2
0
,
0
0
0

S
A
R

-
2
4
,
9
9
9

S
A
R
A
b
o
v
e

2
5
,
0
0
0
S
A
R
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Saudi: Technology and Internet

Figure 524: G4. Which of the following electronics products/services are you most likely to purchase in the next 12 months?
% of respondents
(by income
bracket)
Total Less than
5000 SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer not
to answer
D.K
Blu-Ray Player 1 1 1 1 1 1 0 0 0 5 0 0
Camcorder 4 3 2 4 4 4 7 5 7 5 0 6
Digital Camera 5 4 5 6 5 3 4 3 10 0 0 25
DVD Player 3 2 2 4 3 2 1 0 0 3 0 0
E-Reader 1 1 0 1 1 1 0 0 0 3 0 0
Gaming facility 1 1 0 1 1 2 1 0 0 0 0 0
GPS/Navigation 1 0 1 1 1 1 0 0 0 3 0 0
Internet Service 3 1 4 3 2 3 5 3 2 8 7 0
Mobile Phone 1 2 1 1 1 2 1 0 0 3 14 0
Smartphone 27 30 28 24 27 27 29 43 21 25 14 25
MP3 2 1 2 5 1 2 1 0 7 3 0 6
Netbook 4 1 4 4 5 5 3 10 5 0 0 0
Notebook PC 8 10 9 7 7 6 7 5 7 5 7 6
Stereo HiFi 2 0 1 4 2 3 2 0 2 0 0 0
Traditional TV 1 1 0 1 1 2 0 0 0 0 7 0
LCD TV 9 11 8 10 8 8 7 13 5 10 7 13
Flat screen TV 5 6 4 4 7 6 5 3 0 3 14 6
Tablet 8 5 7 6 10 8 12 10 14 8 7 0
None of these 14 19 20 13 11 10 13 8 19 15 21 13
Base 1,507 138 342 340 335 145 100 28 32 25 9 13

Figure 525: G5. Which brand of PC are you most likely to purchase?
Samsung 37 41 43 34 34 39 33 10 27 57 50 0
Apple 25 0 18 24 26 33 36 60 55 14 50 100
DELL 8 12 8 8 9 8 6 0 18 0 0 0
Toshiba 8 15 7 13 6 4 3 0 0 14 0 0
HP 8 21 9 6 6 4 12 20 0 0 0 0
Sony 7 6 6 10 8 6 6 0 0 0 0 0
Acer 3 3 3 0 6 2 0 10 0 0 0 0
Others 0 3 0 0 0 0 0 0 0 0 0 0
Dont Know. 0 0 1 0 1 0 0 0 0 0 0 0
Base : Unwtd 426 34 90 83 106 49 33 10 11 7 2 1

0%
20%
40%
60%
80%
100%
Less Than
5,000 SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014


% of
respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Yes 95 88 91 95 98 99 100 100 100 98 64 95
No 5 12 9 5 2 1 0 0 0 2 36 5

Yes 77 64 63 75 86 91 83 97 88 96 67 17
No 22 34 34 23 14 9 15 3 12 4 33 67
Dont know 2 2 3 2 1 0 2 0 0 0 0 17

More 44 32 38 46 48 50 55 48 39 61 50 8
The same 49 54 55 49 44 45 40 48 52 38 33 83
Less 7 14 7 7 7 4 5 3 9 0 17 8
Base : Unwtd 1,459 122 306 333 340 148 104 29 33 26 6 12
45
49
56
15
31
45
7
20
36
7
19
38
90
93
96
73 73
78
0 0 0
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Saudi: Telecommunications
% of respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Yes, I pay for it 81 85 81 75 85 87 78 72 90 83 89 31
Yes, somebody else
pays
17 13 18 23 12 11 20 24 10 17 0 69
No, I do not 0 1 1 0 0 0 0 0 0 0 11 0
Base : Unwtd 1,509 137 343 348 335 144 102 25 30 23 9 13

Samsung 51 54 47 58 52 49 40 24 40 48 50 38
Apple 17 3 12 12 20 26 33 48 40 13 13 15
Blackberry 16 9 16 18 17 13 19 24 17 22 25 38
Base : Unwtd 1,504 136 341 347 335 144 102 25 30 23 8 13

Yes 64 93 58 69 50 40 0 0 0 0 100 0
No 36 7 42 31 50 60 100 0 0 0 0 0
Base : Unwtd 77 15 33 13 8 5 2 0 0 0 1 0

Samsung 57 69 64 60 55 45 40 50 56 41 57 22
Apple 26 15 22 22 29 38 40 39 30 27 14 33
Blackberry 8 4 7 9 8 7 7 6 4 18 0 33
Nokia 3 3 4 4 3 3 1 0 0 9 0 0
Others 1 4 1 1 2 0 2 0 0 0 0 0
Base : Unwtd 1,329 113 289 307 307 136 94 18 27 22 7 9

Yes 78 76 76 72 82 86 81 89 93 86 86 67
No 11 9 11 17 8 7 12 11 7 14 14 22
Dont Know 10 15 13 11 10 7 7 0 0 0 0 11
Base : Unwtd 1,329 113 289 307 307 136 94 18 27 22 7 9

Figure 535: : H8. How much do you spend, on average, on mobile telephone bills per month?
6
1 0 1 0 1 0
3
22
16
12 10
3
6
12
13
0
25
23
21
19
16 4
3
0
20
4
23
9
29
20
28
17
9
5
10
12
14 10
25
20
13
9
4 5
12 10 12 14
32
27
74
0%
20%
40%
60%
80%
100%
Less Than 5,000
SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Less than SAR 50 (50) SR 50 - 100 (75) SR 101 150 (125) SR 151 200 (175) SR 201 -250 (225) SR 251 300 (275) SR 301 + (300)
February 2014
Saudi: Travel

% of
respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
At home 21 19 29 18 15 20 20 14 20 26 0 67
Elsewhere in
the country
54 29 36 60 65 68 64 41 32 39 33 25
International
destination
26 52 35 22 19 12 15 45 48 35 67 8
Base : Unwtd 1,084 75 221 243 252 124 84 22 25 23 3 12

Car 58 28 46 59 69 73 73 32 20 35 67 75
Bus 3 7 5 3 3 2 0 0 0 0 0 0
Train 0 0 0 0 0 0 0 0 0 0 0 0
Ship 0 0 1 0 0 0 0 0 0 0 0 0
Aeroplane 39 66 48 38 28 25 27 68 80 65 33 25
Base : Unwtd 861 61 158 199 214 99 67 19 20 17 3 4

At home 17 18 23 15 12 16 13 0 13 21 0 75
Elsewhere in
the country
55 21 43 62 66 70 64 59 50 46 50 17
International
destination
28 61 34 23 22 14 23 41 38 33 50 8
Base : Unwtd 1,142 94 248 254 255 121 84 22 24 24 4 12
52
63
69
73
86
81
76
78
85
65
71
72
74
83
81
76
75
89
0
15
30
45
60
75
90
105
Less Than
5,000 SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
Saudi: Property
% of
respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Yes 47 6 23 39 66 74 82 86 85 96 56 23
No 53 94 77 61 34 26 18 14 15 4 44 77
Base : Unwtd 1,379 125 325 321 293 129 93 22 26 23 9 13

Rented 96 93 96 96 98 97 94 100 100 100 100 90
Allocated 4 5 4 4 2 3 6 0 0 0 0 10
Base : Unwtd 734 117 249 196 99 34 17 3 4 1 4 10

Upgrade 37 10 19 38 36 50 46 33 0 70 50 0
First-time home 29 80 38 35 33 22 8 17 17 0 0 0
Investment 18 10 19 8 19 22 23 17 67 20 0 0
Base : Unwtd 234 10 26 48 64 36 26 6 6 10 2 0

Increase 76 70 78 72 77 78 76 86 77 87 67 84
About the same 19 21 17 24 18 17 14 9 23 13 22 8
Decrease 3 3 3 3 5 4 9 0 0 0 0 0
Base : Unwtd 1,379 125 325 321 293 129 93 22 26 23 9 13

Below 25% 34 36 39 36 32 23 37 27 19 22 22 23
25% - 50% 35 25 29 31 40 50 37 32 54 35 11 31
51% - 75% 9 4 5 10 14 11 10 9 15 13 11 8
76% - 95% 1 0 1 2 1 1 1 9 4 9 0 0
Above 95% 1 1 1 2 1 0 0 0 0 13 0 0
Don't know 20 34 24 20 13 16 16 23 8 9 56 38
Base : Unwtd 1,379 125 325 321 293 129 93 22 26 23 9 13


8 8
15
22
28 28 27
23
43
92 92
85
78
72 72 73
77
57
0%
20%
40%
60%
80%
100%
Less Than 5,000
SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


50 50
53 52
61
51
53
82
64
20
23
17
36 36
31
33
67
100
0
20
40
60
80
100
Less Than 5,000
SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
25
21
31
29
27
32 32
9
32
50 50
17
0
0
10
20
30
40
50
Less Than 5,000
SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
13
7
6
4 4
1
0 0 0
20
15 15
8
0 0 0 0 0
0
5
10
15
20
25
Less Than 5,000
SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Saudi: Education
Yes 7 1 3 4 11 18 11 8 10 24 0 0
No 93 99 97 96 89 82 89 92 90 76 100 100
Base : Unwtd 1,464 135 336 345 329 126 91 25 29 25 10 13

More 5 5 2 3 5 10 8 12 24 32 10 8
About the same 77 73 78 79 79 81 77 80 69 64 60 31
Less 17 21 20 18 16 9 15 8 7 4 30 62
Base : Unwtd 1,464 135 336 345 329 126 91 25 29 25 10 13

5
2
3
5
10
8
12
24
32
21
20
18
16
9
15
8
7
4
0
10
20
30
40
Less Than
5,000 SAR
5,000 SAR -
7,499 SAR
7,500 SAR -
9,999 SAR
10,000 SAR -
12,499 SAR
12,500 SAR -
14,999 SAR
15,000 SAR -
17,499 SAR
17,500 SAR -
19,999 SAR
20,000 SAR -
24,999 SAR
Above 25,000
SAR
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
Saudi: Healthcare
% of
respondents
(by income
bracket)
Total Less
than
5000
SAR
5000 -
7499
SAR
7500 -
9999
SAR
10000 -
12499
SAR
12500 -
14999
SAR
15000 -
17499
SAR
17500 -
19999
SAR
20000 -
24999
SAR
Above
25000
SAR
Would
prefer
not to
answer
D.K
Yes 63 34 46 63 75 81 81 79 81 87 40 54
No 37 66 54 37 25 19 19 21 19 13 60 46
Base : Unwtd 1,449 132 324 340 319 140 88 28 32 23 10 13

Hospital 98 98 98 99 97 99 99 100 100 100 100 94
Emergency Room 69 60 66 69 67 60 77 76 68 83 56 86
Prescriptions 77 69 77 75 74 69 82 76 87 78 78 86
Vaccinations 80 74 76 79 81 81 81 94 74 78 72 89
Base : Unwtd 882 42 177 170 113 94 98 33 31 23 18 83

Yes 21 22 16 18 18 34 27 25 31 39 20 23
No 79 78 84 82 82 66 73 75 69 61 80 77
Base : Unwtd 1,449 132 324 340 319 140 88 28 32 23 10 13

More 8 10 6 6 7 11 11 7 25 26 10 0
Same 79 77 77 77 81 84 84 82 69 74 70 46
Less 13 13 16 17 13 5 5 11 6 0 20 54
Base : Unwtd 1,449 132 324 340 319 140 88 28 32 23 10 13

produced product?
Wont pay extra
33 48 36 36 29 16 35 21 22 9 50 38
1-10% extra
48 42 49 46 52 59 43 39 44 35 40 38
11-20% extra
15 8 13 16 15 21 19 18 25 26 10 15
21-30% extra
3 1 2 2 4 4 1 11 6 4 0 0
more than 30% extra
1 1 0 0 0 0 1 11 3 26 0 8
Base : Unwtd 1,449 132 324 340 319 140 88 28 32 23 10 13

Only efficacy 22 12 17 23 27 26 19 18 28 9 50 31
Only safety 21 18 21 18 21 19 28 32 31 35 20 23
Both 51 62 52 53 48 52 47 36 34 39 20 38
Neither 5 6 8 4 5 1 6 14 3 4 0 0
Base : Unwtd 1,449 132 324 340 319 140 88 28 32 23 10 13

February 2014
South Africa
Contrasting fortunes
This is the second year in which South Africa is featured in our survey. Consumer optimism levels in South Africa have gone up
relative to last year, but with high income earners entirely driving this momentum.
Consumers, on a net weighted-average calculation, expect their financial prospects to improve by 28% over the next six months,
compared to 26% in the previous survey. Similarly, high earners expect a 35% improvement. Low income earners, however,
continue to expect their financial prospects to deteriorate, but by an even greater amount than in the previous survey those
earning around ZAR 1,500/month expect a sizeable 31% drop in the state of their upcoming personal finances. This is likely a
reflection of an economy that, despite creating jobs, has not done so at a pace sufficient to absorb all new job entrants at the low
end.With inflation expected to average 5.7% in 2014, all consumers except the very poor, should benefit from an increase in real
income growth. Tellingly, South African consumers registered the highest expectation of forward inflation in our survey (a net
balance of 74% of respondents expecting it to be higher than last year).
With regards to spending, activity has been supported in most categories over the last year. A large percentage of the expected
increase in income looks likely to be spent on essentials such as housing (with net +4% expecting to increase spending over the
next year), utilities and food, which together account for approximately 40% of monthly spending. Expenditure in these areas has
been driven higher by large increases in administered prices (electricity, fuel, municipal taxes, etc.) in recent years. Other essential
spending, notably on dairy and carbonated drinks, looks better than the survey average.
Discretionary spending, again driven in most part by the upper end of income earners, was robust. Consumption of smartphones,
holidays and autos was strong over the last 12 months with around net +5% of respondents increasing spend in each area and
looks resilient going forward. Internet penetration, an aspect we pointed to last year as being necessary to support wider growth in
the discretionary space, has shown the highest level of growth of all categories (+17% increasing spend).
Lastly, South Africans continue to save less than their peers, although there has been some improvement over the past year.
Savings continued to be held in transaction-type facilities, but the profile has changed somewhat. Deposits at banks accounted for
60% of total savings vs. 90% a year ago. Cash holdings account for 20% vs. 10% a year ago.
February 2014
South Africa: Brand penetration

% penetration at lower
income
% penetration at
higher income
average %
penetration

1-year
growth
2012 2013
1-year
growth
Dairy Clover 87% 47% -40% 96% 70% -26% 92% 59% Clover Industries CLR SJ
Dairy Rama 0% 34% 34% 0% 37% 37% 0% 36% Rama Dairy Prod private
Dairy Parmalat 0% 21% 21% 0% 40% 40% 0% 31% Parmalat PLT IM
Dairy Danone 67% 20% -47% 69% 37% -32% 68% 29% Danone BN FP
Dairy Nestle 57% 15% -42% 65% 32% -33% 61% 24% Nestl NESN VX
Dairy Flora 55% 10% -45% 54% 35% -19% 55% 23% Unilever ULVR LN
Dairy Nutriday 0% 16% 16% 0% 25% 25% 0% 21% Danone BN FP
Dairy Inkomazi 0% 27% 27% 0% 12% 12% 0% 20% Clover Industries CLR SJ
Dairy Stork 0% 13% 13% 0% 23% 23% 0% 18% Stork Food & Dairy private
Dairy Blossom 0% 13% 13% 0% 6% 6% 0% 10% Blossom dairy private
Dairy Lancewood 5% 0% -5% 14% 14% 0% 10% 7% Lancewood Hold private
Dairy Philadelphia 2% 0% -2% 1% 5% 4% 2% 3% Kraft Foods KRFT US
Dairy Woodlands 3% 1% -2% 6% 3% -3% 5% 2% Woodlands(Gutsche) private
Dairy Kraft 11% 0% -11% 14% 3% -11% 13% 2% Kraft Foods KRFT US
Dairy Lactalis 5% 1% -4% 6% 1% -5% 6% 1% Lactalis private
Dairy Emmi Intl 0% 0% 0% 0% 2% 2% 0% 1% EMMI AG EMMN SW
Dairy Singletons 1% 0% -1% 0% 2% 2% 1% 1% Singletons Dairy private
Dairy Lurpack 8% 0% -8% 4% 1% -3% 6% 1% Danish Dairy Bo private
Dairy Parmareggio 0% 0% 0% 0% 1% 1% 0% 1% Parma Unig cream private
Dairy Colliers 2% 0% -2% 4% 1% -3% 3% 1% Fayrefield Foods private
Dairy Fonterra 5% 0% -5% 6% 0% -6% 6% 0% Fonterra FCG NZ
Dairy Berk Farms 3% 0% -3% 4% 0% -4% 4% 0% Dean Foods DF US
Dairy Lemnos 1% 0% -1% 0% 0% 0% 1% 0% Lactalis private
Dairy Mller 4% 0% -4% 1% 0% -1% 3% 0% Mller private
Dairy Westl Kaas 0% 0% 0% 5% 0% -5% 3% 0% Westland Kaase private
Cigarettes Peter Stuyv 60% 46% -14% 62% 42% -20% 61% 44% Philip Morris In PM US
Cigarettes Dunhill 16% 10% -6% 21% 29% 8% 19% 20% BAT BATS LN
Cigarettes Rothmans 5% 11% 6% 29% 4% -25% 17% 8% Rothmans Intl private
Cigarettes Craven A 0% 11% 11% 0% 3% 3% 0% 7% Carreras Tobacco private
Cigarettes Princeton 6% 3% -3% 19% 9% -10% 13% 6% BAT BATS LN
Cigarettes Boxer 0% 11% 11% 0% 0% 0% 0% 6% Philip Morris In PM US
Cigarettes Chicago 2% 6% 4% 18% 0% -18% 10% 3% Gold Leaf private
Cigarettes Marlboro 2% 0% -2% 2% 6% 4% 2% 3% Philip Morris In PM US
Cigarettes Royals 0% 0% 0% 6% 3% -3% 3% 2% BAT BATS LN
Cigarettes Camel 3% 0% -3% 2% 3% 1% 3% 2% R. J. Reynolds private
Cigarettes Kent 0% 0% 0% 11% 3% -8% 6% 2% BAT BATS LN
Cigarettes Sharp 0% 1% 1% 0% 2% 2% 0% 2% Sharp 6753 JP
Cigarettes John Rolfe 0% 0% 0% 0% 2% 2% 0% 1% The virginia Co private
Cigarettes Savannah 11% 0% -11% 0% 2% 2% 6% 1% Savanna Tobacco private
Cigarettes Winston 0% 0% 0% 8% 2% -6% 4% 1% R. J. Reynolds RAI US
Cigarettes Voyager 12% 1% -11% 8% 1% -7% 10% 1% Gold Leaf private
Cigarettes Remin Gold 9% 1% -8% 0% 1% 1% 5% 1% Cut Rag Processor private
Cigarettes LD 0% 0% 0% 0% 1% 1% 0% 1% Japan Tobacco 2914 JP
Cigarettes Consulate 0% 0% 0% 0% 1% 1% 0% 1% BAT BATS LN
Cigarettes Embassy 0% 0% 0% 0% 1% 1% 0% 1% Imperial Tobacco IMT LN
Cigarettes Aspen 2% 0% -2% 5% 0% -5% 4% 0% Aspen APN SJ
Cigarettes Derby 2% 0% -2% 0% 0% 0% 1% 0% Souza Cruz (BAT) BATS LN
Cigarettes Director 2% 0% -2% 0% 0% 0% 1% 0% Imperial Tobacco IMT LN
Cigarettes Glamour 2% 0% -2% 6% 0% -6% 4% 0% Japan Tobacco In 2914 JP
Cigarettes Gunston 2% 0% -2% 2% 0% -2% 2% 0% Gunston private
Cigarettes Parliament 2% 0% -2% 0% 0% 0% 1% 0% Philip Morris In PM US
Cigarettes Viceroy 2% 0% -2% 0% 0% 0% 1% 0% BAT BATS LN
Cigarettes Vogue 0% 0% 0% 2% 0% -2% 1% 0% BAT BATS LN
Soft Drinks Coca-Cola 69% 68% -1% 84% 81% -3% 77% 75% Coca-Cola KO US
February 2014

income
% penetration at
higher income
average %
penetration

1-year
growth
2012 2013
1-year
growth
Soft Drinks Sprite 32% 35% 3% 50% 41% -9% 41% 38% Coca-Cola KO US
Soft Drinks Stoney 75% 37% -38% 70% 32% -38% 73% 35% Coca-Cola KO US
Soft Drinks Fanta 32% 36% 4% 35% 30% -5% 34% 33% Coca-Cola KO US
Soft Drinks Sparletta 56% 13% -43% 77% 25% -52% 67% 19% Coca-Cola KO US
Soft Drinks Iron Brew 52% 13% -39% 48% 18% -30% 50% 16% Coca-Cola KO US
Soft Drinks Schweppes 7% 6% -1% 10% 13% 3% 9% 10% Dr Pepper Snapp DPS US
Soft Drinks Appletiser 1% 6% 5% 5% 12% 7% 3% 9% SABMiller SAB LN
Soft Drinks Powerade 27% 1% -26% 33% 15% -18% 30% 8% Coca-Cola KO US
Soft Drinks Tab 21% 3% -18% 30% 12% -18% 26% 8% Coca-Cola KO US
Soft Drinks Just Juice 27% 7% -20% 22% 7% -15% 25% 7% Frucor Beverages private
Soft Drinks Lucozade 1% 0% -1% 4% 8% 4% 3% 4% Suntory private
Soft Drinks Coo-ee 0% 4% 4% 0% 4% 4% 0% 4% Cooee Soft Drinks private
Soft Drinks Mount Dew 0% 3% 3% 1% 2% 1% 1% 3% PepsiCo PEP US
Soft Drinks Minute made 12% 0% -12% 20% 5% -15% 16% 3% Coca-Cola KO US
Soft Drinks 5Alive 6% 3% -3% 7% 2% -5% 7% 3% Coca-Cola KO US
Soft Drinks Nestea 6% 0% -6% 7% 5% -2% 7% 3% Nestl NESN VX
Soft Drinks glaceau 0% 0% 0% 0% 2% 2% 0% 1% Coca-Cola KO US
Soft Drinks Dr Pepper 0% 0% 0% 3% 1% -2% 2% 1% Dr Pepper Snapp DPS US
Beer Carling Black 51% 55% 4% 27% 13% -14% 39% 34% Carling Brewing private
Beer Castle Light 13% 10% -3% 17% 23% 6% 15% 17% Charles Glass private
Beer Hansa Pilsener 30% 20% -10% 32% 13% -19% 31% 17% South African Bre Delisted
Beer Heineken 3% 4% 1% 17% 22% 5% 10% 13% Heineken HEIA NA
Beer Castle Lager 31% 10% -21% 56% 14% -42% 44% 12% Charles Glass private
Beer Carling 7% 14% 7% 36% 7% -29% 22% 11% Molsonors Bre TAP US
Beer Amstel 7% 6% -1% 43% 10% -33% 25% 8% Heineken HEIA NA
Beer Windhoek Dr 1% 5% 4% 0% 10% 10% 1% 8% Namibia Brew private
Beer Windhk Lager 1% 0% -1% 3% 11% 8% 2% 6% Namibia Brew private
Beer Miller 0% 4% 4% 3% 3% 0% 2% 4% SAB-Molsonors JV
Beer Castle Draft 0% 4% 4% 0% 1% 1% 0% 3% Charles Glass private
Beer Windhk Light 1% 0% -1% 3% 5% 2% 2% 3% Namibia Brew private
Beer Pilsner 2% 1% -1% 0% 3% 3% 1% 2% Pilsen private
Beer Miller Genui 0% 0% 0% 0% 3% 3% 0% 2% SABMiller SAB LN
Beer Becks 0% 0% 0% 0% 1% 1% 0% 1% AmBev AMBV4 BZ
Beer Carlsberg 0% 0% 0% 0% 1% 1% 0% 1% Carlsberg Group CARLB DC
Beer Peroni 0% 0% 0% 3% 1% -2% 2% 1% SABMiller SAB LN
Beer Taffel 0% 0% 0% 0% 1% 1% 0% 1% Namibia Brew private
Beer Guinness 0% 0% 0% 8% 0% -8% 4% 0% St. Jam (Diageo) DGE LN
Spirits Klipdrift 25% 23% -2% 33% 23% -10% 29% 23% Klipdrift private
Spirits Johnnie Walk 7% 3% -4% 5% 24% 19% 6% 14% Diageo DGE LN
Spirits Jack Daniels 10% 1% -9% 24% 22% -2% 17% 12% Brown-Forman BF/B US
Spirits J&B 13% 4% -9% 28% 18% -10% 21% 11% Diageo DGE LN
Spirits Hennessy 9% 2% -7% 0% 15% 15% 5% 9% LVMH MC FP
Spirits Gordon's Lon 15% 12% -3% 35% 2% -33% 25% 7% Diageo DGE LN
Spirits Hennessy V.S 0% 0% 0% 0% 10% 10% 0% 5% Jas Hennessy private
Spirits CM Black Lbl 7% 9% 2% 0% 0% 0% 4% 5% Seagram (PR) RI FP
Spirits Old Buck 0% 2% 2% 0% 2% 2% 0% 2% Henry Tayler & Rie private
Spirits Jgermeister 0% 0% 0% 17% 4% -13% 9% 2% Mast-Jgermeis private
Spirits Gordons 11% 2% -9% 0% 2% 2% 6% 2% Diageo DGE LN
Spirits Bacardi 9% 0% -9% 17% 2% -15% 13% 1% Bacardi Limited BACDA US
Spirits Jim Beam 2% 0% -2% 0% 2% 2% 1% 1% Beam BEAM US
Spirits Nemiroff 0% 0% 0% 0% 2% 2% 0% 1% Nemiroff private
Spirits Ballantine'S 0% 0% 0% 0% 2% 2% 0% 1% George Ballant private
Spirits 100 Pipers 7% 0% -7% 0% 0% 0% 4% 0% Seagram (PR) RI FP
Spirits Campari 2% 0% -2% 0% 0% 0% 1% 0% Campari Group CPR IM
Spirits Malibuu 0% 0% 0% 17% 0% -17% 9% 0% Pernod Ricard RI FP
February 2014

income
% penetration at
higher income
average %
penetration

1-year
growth
2012 2013
1-year
growth
Bottled Water BonAqua 68% 63% -5% 53% 49% -4% 61% 56% Coca-Cola KO US
Bottled Water Aqualle 47% 22% -25% 46% 35% -11% 47% 29% South African Bre Delisted
Bottled Water Aqua 13% 11% -2% 20% 21% 1% 17% 16% Coca-Cola KO US
Bottled Water Eau Valpre 2% 5% 3% 27% 19% -8% 15% 12% Coca-Cola KO US
Bottled Water Nestle Pure lf 1% 7% 6% 21% 15% -6% 11% 11% Nestl NESN VX
Bottled Water Aquartz 6% 4% -2% 8% 7% -1% 7% 6% Clover group private
Bottled Water Aquabella 3% 6% 3% 9% 4% -5% 6% 5% AquaBella Orga private
Bottled Water Ceres 13% 4% -9% 13% 6% -7% 13% 5% Ceres CERE US
Bottled Water Aqua blue 6% 4% -2% 0% 3% 3% 3% 4% Asahi Breweries 2502 JP
Bottled Water Aquafina 1% 5% 4% 4% 2% -2% 3% 4% PepsiCo PEP US
Bottled Water Caledon 7% 6% -1% 15% 1% -14% 11% 4% Blue Glass Water private
Bottled Water Valvita 6% 1% -5% 5% 4% -1% 6% 3% Nestl NESN VX
Bottled Water Checkers ch 7% 0% -7% 3% 2% -1% 5% 1% Shoprite SHP SJ
Bottled Water Choice 6% 0% -6% 5% 0% -5% 6% 0% Cott Beverages private
Autos Toyota 14% 41% 27% 24% 19% -5% 19% 30% Toyota Motor 7203 JP
Autos BMW 6% 2% -4% 6% 13% 7% 6% 8% BMW BMW GR
Autos Ford 3% 6% 3% 5% 7% 2% 4% 7% Ford Motor F US
Autos Hyundai 3% 0% -3% 9% 9% 0% 6% 5% Hyundai Motor 005380 KS
Autos Opel 9% 0% -9% 6% 7% 1% 8% 4% General Motors GM US
Autos Merc-Benz 3% 0% -3% 6% 7% 1% 5% 4% Daimler AG DAI GR
Autos Mazda 9% 2% -7% 5% 4% -1% 7% 3% Mazda Motor 7261 JP
Autos Audi 5% 0% -5% 2% 3% 1% 4% 2% Audi(Volkswagen) VOW3 GR
Autos Kia 3% 2% -1% 2% 1% -1% 3% 2% Kia Motors 000270 KS
Autos Peugeot 3% 0% -3% 1% 1% 0% 2% 1% PSA Peugeot Citr UG FP
Autos Ssangyong 0% 0% 0% 0% 1% 1% 0% 1% SsangYong Motor 003620 KS
Autos Fiat 3% 0% -3% 0% 0% 0% 2% 0% Fiat S.p.A F IM
Autos Mitsubishi 0% 0% 0% 1% 0% -1% 1% 0% Mitsubishi Motor 7211 JP
Autos Renault 6% 0% -6% 1% 0% -1% 4% 0% Renault S.A. RNO FP
Autos Seat 0% 0% 0% 1% 0% -1% 1% 0% SEAT(Volkswagen) VOW3 GR
Cosmetics Nivea 44% 11% -33% 53% 42% -11% 49% 27% Beiersdorf BEI GR
Cosmetics Dove 38% 13% -25% 35% 24% -11% 37% 19% Unilever ULVR LN
Cosmetics Johnson & J 24% 12% -12% 38% 18% -20% 31% 15% Johnson & Johns JNJ US
Cosmetics Revlon 22% 9% -13% 22% 16% -6% 22% 13% Revlon REV US
Cosmetics Clinique 12% 3% -9% 12% 13% 1% 12% 8% Clinique Lab(Est) NYSE EL
Cosmetics Yardley 7% 4% -3% 12% 9% -3% 10% 7% Yardley private
Cosmetics Olay 3% 3% 0% 12% 9% -3% 8% 6% Procter & Gamble PG US
Cosmetics Lemon Lite 0% 7% 7% 0% 2% 2% 0% 5% Tiger Brands Ltd TBS SJ
Cosmetics Gentle Magic 0% 7% 7% 0% 1% 1% 0% 4% Dumarc CC private
Cosmetics LOreal 5% 0% -5% 6% 8% 2% 6% 4% L'Oral OR FP
Cosmetics Este Lauder 2% 0% -2% 11% 6% -5% 7% 3% Este Laudermp EL US
Cosmetics Mitchum 11% 3% -8% 13% 3% -10% 12% 3% Revlon REV US
Cosmetics Avroy Shlain 4% 2% -2% 3% 3% 0% 4% 3% Avroy Shlainsmet private
Cosmetics Neutrogena 6% 0% -6% 6% 4% -2% 6% 2% Johnson & Johns JNJ US
Cosmetics Garnier 9% 0% -9% 12% 3% -9% 11% 2% L'Oral OR FP
Cosmetics Clarins 3% 0% -3% 10% 2% -8% 7% 1% Clarins Group private
February 2014

income
% penetration at
higher income
average %
penetration

1-year
growth
2012 2013
1-year
growth
Cosmetics Rimmel 0% 0% 0% 5% 1% -4% 3% 1% Coty, Inc. COTY US
Cosmetics Glamour 0% 0% 0% 0% 1% 1% 0% 1% Japan Tobacco In 2914 JP
Cosmetics Biotherm 0% 0% 0% 0% 1% 1% 0% 1% Biotherm (L'Oral) OR FP
Cosmetics Iman 0% 0% 0% 0% 0% 0% 0% 0% Iman cosmetics private
Cosmetics Almay 2% 0% -2% 3% 0% -3% 3% 0% Almay private
Cosmetics Black Opal 0% 0% 0% 3% 0% -3% 2% 0% Black Opal cosm private
Cosmetics Covergirl 2% 0% -2% 5% 0% -5% 4% 0% Procter & Gamble PG US
Sportswear Puma 17% 14% -3% 21% 25% 4% 19% 20% Puma SE PUM GR
Sportswear Billabong 7% 15% 8% 10% 9% -1% 9% 12% Billabong Intl BBG AU
Sportswear Hi-Tec 10% 6% -4% 7% 11% 4% 9% 9% Hi-Tec Sports USA private
Sportswear Converse 12% 7% -5% 8% 9% 1% 10% 8% Nike, Inc. NKE US
Sportswear New balance 0% 2% 2% 8% 8% 0% 4% 5% New balance private
Sportswear Timberland 4% 1% -3% 2% 9% 7% 3% 5% Timberland (VF) VFC US
Sportswear Asics 5% 0% -5% 11% 7% -4% 8% 4% ASICS 7936 JP
Sportswear Fila 6% 2% -4% 10% 4% -6% 8% 3% Fila, Ltd. private
Sportswear Kappa 5% 2% -3% 9% 3% -6% 7% 3% Kappa private
Sportswear Speedo 3% 0% -3% 1% 4% 3% 2% 2% Speedo(Pentland) private
Sportswear Diadora 13% 0% -13% 0% 3% 3% 7% 2% Diadora private
Sportswear Saucony 4% 0% -4% 5% 3% -2% 5% 2% Saucony SCNYB US
Sportswear Canterburry 4% 0% -4% 0% 2% 2% 2% 1% Canterbury private
Sportswear Mizuno 8% 0% -8% 1% 2% 1% 5% 1% Mizuno 8022 JP
Sportswear Umbro 5% 1% -4% 6% 2% -4% 6% 2% Umbro (Iconix) ICON US
Sportswear Bondiblu 4% 0% -4% 10% 2% -8% 7% 1% BONDIBLU private
Sportswear Le Coq Sportif 1% 0% -1% 1% 1% 0% 1% 1% Leq Sportif private
Sportswear Beach religio 3% 0% -3% 0% 0% 0% 2% 0% Beach religion private
Sportswear Columbia 6% 0% -6% 0% 0% 0% 3% 0% Brown Shoe BWS US
Sportswear Fred Perry 1% 0% -1% 1% 0% -1% 1% 0% Fred Perry private
Handsets Nokia 49% 53% 4% 30% 29% -1% 40% 41% Nokia NOK1V FH
Handsets Blackberry 10% 7% -3% 43% 39% -4% 27% 23% BlackBerry BBRY US
Handsets Vodafone 4% 4% 0% 1% 1% 0% 3% 3% Vodafone Group VOD LN
Handsets Telekom 0% 2% 2% 0% 0% 0% 0% 1% Deutsche Telek DTE GR
Handsets Sony Ericsson 2% 0% -2% 0% 2% 2% 1% 1% Sony Mobile Com 6758 JP
Handsets Alcatel 1% 0% -1% 0% 0% 0% 1% 0% Alcatel-Lucent ALU FP
Handsets Motorola 0% 1% 1% 0% 0% 0% 0% 1% Motorola, Inc. MSI:US
TV JVC 0% 18% 18% 0% 0% 0% 0% 9% Victor of Japan Delisted
TV Panasonic 0% 17% 17% 4% 0% -4% 2% 9% Panasonic 6752 JP
TV Hisense 2% 0% -2% 2% 3% 1% 2% 2% Hisense 600060 CH
TV Telefunken 14% 2% -12% 6% 0% -6% 10% 1% Siemens & AEG JV
Computers Sony 18% 21% 3% 13% 2% -11% 16% 12% Sony Corporation 6758 JP
Computers HP 5% 0% -5% 8% 16% 8% 7% 8% HP HPQ US
February 2014

income
% penetration at
higher income
average %
penetration

1-year
growth
2012 2013
1-year
growth
Computers Philips 2% 0% -2% 7% 1% -6% 5% 1% Philips PHIA NA
Computers IBM 3% 0% -3% 0% 0% 0% 2% 0% IBM IBM US
Fashion Levi's 0% 28% 28% 0% 28% 28% 0% 28% Levi Strauss private
Fashion Truworths 0% 7% 7% 0% 36% 36% 0% 22% Truworths TRU SJ
Fashion Guess 22% 10% -12% 24% 26% 2% 23% 18% Guess, Inc. GES US
Fashion Foschini 0% 11% 11% 0% 16% 16% 0% 14% Foschini Group TFG SJ
Fashion Markham 0% 9% 9% 0% 13% 13% 0% 11% Markham private
Fashion Lacoste 32% 10% -22% 14% 12% -2% 23% 11% Lacoste private
Fashion Gucci 15% 12% -3% 9% 8% -1% 12% 10% Gucci Group GUCG US
Fashion Diesel 14% 3% -11% 4% 17% 13% 9% 10% Diesel S.p.A private
Fashion Versace 5% 17% 12% 4% 1% -3% 5% 9% Gianni Versace GIAN IM
Fashion Daniel Hech 0% 3% 3% 0% 13% 13% 0% 8% Daniel Hechter private
Fashion Kurt Gieger 2% 7% 5% 9% 8% -1% 6% 8% Kurt Geiger private
Fashion Polo Ralph La 3% 1% -2% 8% 11% 3% 6% 6% Ralph Lauren RL US
Fashion Total Sports 0% 3% 3% 0% 9% 9% 0% 6% Total Sports private
Fashion Dolce & Gab 6% 1% -5% 0% 9% 9% 3% 5% Dolce & Gabbana private
Fashion Calvin Klein 5% 1% -4% 22% 6% -16% 14% 4% Phillips-Van Heus PVH US
Fashion Hugo Boss 10% 1% -9% 4% 6% 2% 7% 4% Hugo Boss AG BOSS GR
Fashion DKNY 0% 0% 0% 11% 6% -5% 6% 3% LVMH MC FP
Fashion Roxy 4% 1% -3% 8% 5% -3% 6% 3% Quiksilver ZQK US
Fashion Tommy Hilfig 6% 1% -5% 0% 5% 5% 3% 3% Phillips-Van Heus PVH US
Fashion ZARA 0% 0% 0% 0% 4% 4% 0% 2% Diseo T (Inditex) ITX SM
Fashion Country Road 0% 0% 0% 0% 3% 3% 0% 2% Country Road CTY AU
Fashion YDE 0% 0% 0% 0% 3% 3% 0% 2% Young Design Emp private
Fashion Armani 2% 0% -2% 0% 2% 2% 1% 1% Giorgio Armani private
Fashion Amer Swiss 0% 0% 0% 0% 2% 2% 0% 1% American Swiss private
Fashion BondiBlu 0% 0% 0% 0% 2% 2% 0% 1% BONDIBLU private
Fashion Burberry 4% 0% -4% 0% 2% 2% 2% 1% Burberry Group BRBY LN
Fashion Goldlion 2% 0% -2% 0% 2% 2% 1% 1% Goldlion Holding 533 HK
Fashion Tommy Lee 0% 1% 1% 0% 1% 1% 0% 1% Unit clothing private
Fashion RE 0% 0% 0% 0% 2% 2% 0% 1% {r}evolution appr private

February 2014
South Africa: Demographics



% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer not
to answer
D.K
1 7 5 17 12 4 6 6 4 3 2 3 5 21
2 14 14 17 18 18 17 11 8 20 5 15 5 5
3 18 18 17 19 15 16 19 15 23 26 24 23 21
4 22 14 14 11 21 21 27 28 26 21 35 29 23
5 or more 39 50 34 40 42 40 37 44 28 47 24 39 31

Mean 3.72 3.91 3.31 3.50 3.80 3.73 3.80 4.00 3.55 4.05 3.63 3.92 3.38


32
41
17
10
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
1
2
17
15
25
13
8
5
3
5
0
5
10
15
20
25
30
<

R
5
0
0
(
2
5
0
)
R

5
0
0

-

R
9
9
9

(
7
5
0
)
R

1

0
0
0

-

R
2
9
9
9

(
2

0
0
0
)
R

3

0
0
0

-

R
4

9
9
9

(
4
0
0
0
)
R

5

0
0
0

-

R
9

9
9
9

(
7
5
0
0
)
R

1
0

0
0
0

-

R
1
4

9
9
9

(
1
2
5
0
0
)
R

1
5

0
0
0

-

R
1
9

9
9
9

(
1
7
5
0
0
)
R

2
0

0
0
0

-

R
2
4

9
9
9

(
2
2
5
0
0
)
R

2
5

0
0
0

-

R
2
9

9
9
9

(
2
7
5
0
0
)
R

3
0

0
0
0

o
r
m
o
r
e

(
3
5
0
0
0
)
%

o
f

r
e
s
p
o
n
d
e
n
t
s
30
70
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50 50
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
5 6 7
12
28 24
27
32
27 28
38
42
41
45
34 38
36
35
40
35
38
40 32
31 29 29
24
19
15
0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014


-30
-35
-30
-18 -18 -18
-13
-3
6
-60
-40
-20
0
20
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
27
7
16
30
36
39 37
42
56
48
45
55
54
48
41
44
46 36
37
41
0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
0
-31
-13
8
13
22
19 20
49
37
-40
-20
0
20
40
60
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
South Africa: Income and Other
income bracket)
Total Up to R
500
R 500
to 999
R 1000 to
2999
R 3000 to
4999
R 5000 to
9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or
more
Would
prefer not
to answer
D.K
Bank account 40 22 17 31 44 46 47 40 40 34 33 32 42
Life insurance 17 4 0 8 10 15 18 20 26 26 27 20 11
Stock market 1 0 0 0 1 1 0 1 1 3 4 3 0
Cash 13 4 10 10 15 15 15 16 11 10 11 11 4
Mutual Fund 3 0 0 0 0 1 3 4 4 5 7 4 0
Treasury Bond 0 0 0 0 0 0 0 1 0 1 0 1 0
Property 7 0 3 2 3 5 7 10 11 16 15 9 2
No extra money for saving 19 70 69 48 27 15 8 7 8 5 2 21 40
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

Declined more than 20% 8 14 28 11 10 6 4 6 4 5 1 6 15
-10% to -20% 8 9 3 9 10 8 8 9 10 2 9 2 8
-10% to flat 10 5 0 14 11 13 11 8 6 7 7 6 3
Unchanged 49 45 62 56 52 48 46 40 46 35 43 60 51
Flat to +10% 13 9 0 6 13 16 14 15 16 23 15 15 8
+10 to +20% 9 0 7 1 4 7 14 17 17 23 15 6 8
+20 to +30% 2 0 0 0 0 2 2 5 0 5 9 3 0
30%+ 0 5 0 0 0 0 1 1 0 0 1 0 0
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

Declined more than 20% 5 9 7 7 7 4 2 5 3 2 5 3 5
-10% to -20% 6 5 14 7 8 6 8 4 3 9 3 3 5
-10% to flat 8 5 3 6 6 9 13 11 7 0 7 8 0
Unchanged 38 41 48 52 40 35 30 33 35 16 27 50 44
Flat to +10% 20 14 14 13 27 24 21 13 16 21 17 19 21
+10 to +20% 14 9 3 10 7 15 15 22 25 33 19 15 15
+20 to +30% 5 0 3 1 3 5 10 8 7 12 15 0 3
30%+ 3 5 0 2 1 3 2 4 4 7 8 0 3
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

0-5% 8 11 2 7 10 8 5 12 4 21 12 7 6
6-10% 8 6 0 6 6 5 14 9 18 14 13 10 7
11-15% 6 3 2 3 5 6 12 15 4 0 8 7 1
16-20% 4 9 10 3 3 3 8 6 7 7 2 4 2
21-25% 1 0 0 2 2 1 2 3 0 0 6 1 0
More than 25% 2 3 0 0 0 1 2 0 0 14 12 4 0
I have no credit card 66 66 81 78 67 71 49 55 64 43 46 60 74
Mean % exp on card 11.13 11.09 14.58 9.9 9.16 10.64 11.93 10.43 9.89 12.56 14.31 12.03 7.94
Base : Unwtd 1500 35 42 215 124 206 65 33 28 14 52 483 203

Rising 54 25 50 66 58 58 44 55 60 43 47 56 41
Staying the same 32 50 25 17 32 33 31 33 14 43 41 24 59
Decreasing 14 25 25 17 10 10 25 11 25 15 12 20 0
Base : Unwtd 481 4 4 47 50 116 64 54 28 21 51 25 17
February 2014
Very effective 13 23 14 10 10 13 15 18 14 19 16 3 3
Quite effective 24 18 21 29 26 27 22 23 14 19 16 13 15
Not very effective 28 18 28 28 32 29 23 24 38 19 31 29 33
Not at all effective 34 41 31 29 30 29 38 33 33 44 37 55 49
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

Yes 68 59 55 63 72 69 64 72 79 77 73 50 67
No 29 36 35 32 24 27 32 26 22 21 27 45 31
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

Political risk 32 28 36 32 29 33 31 34 30 33 33 37 35
Military risk 5 7 2 5 4 4 6 5 7 6 3 5 4
Social risk 16 12 12 15 17 17 19 16 18 22 14 8 17
Economic risk 31 28 32 33 32 32 28 30 28 24 34 33 29
Domestic instability risk 16 26 18 16 18 15 16 16 16 15 16 17 16
Base : Unwtd 1500 22 29 248 227 373 190 123 69 43 75 62 39

Yes 81 68 72 79 85 80 78 85 86 86 87 81 87
No 16 23 24 17 12 18 17 15 14 14 13 16 13
Base : Unwtd 1,500 22 29 248 227 373 190 123 69 43 75 62 39

February 2014
South Africa: Automobiles
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Yes 39 9 7 7 10 33 53 75 87 85 99 57 38
No 61 91 93 93 90 67 47 25 13 15 1 43 62

Yes 5 5 0 2 1 4 3 7 7 20 16 3 13
No 95 95 100 98 99 96 97 93 93 80 84 97 87

1 61 50 100 94 78 79 72 64 47 44 22 35 80
2 30 0 0 6 17 17 26 26 42 41 54 44 13
3 or more 9 50 0 0 4 4 2 10 10 15 24 21 7

All Cash 46 0 50 76 74 58 47 40 42 35 25 47 40
Cash + Credit 30 0 0 24 22 22 24 38 34 35 44 32 20
All Credit 21 100 0 0 0 17 25 21 24 29 28 21 7
D.K. 3 0 50 0 4 3 5 1 0 0 3 0 33
Base : Unwtd 572 2 2 17 23 121 101 92 59 34 72 34 15

5
0
1 1
5 5
11
13
15
10
0 0
4
9
12
11
10
13
15
11
9
17
15
19
23 23
24
22
28
15
9
14
16
13
12
18
17
18
23
22
73
59 59
54
43
38
37
34
18
41
0
10
20
30
40
50
60
70
80
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
% of respondents
(by income bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Local 0 0 0 0 0 1 0 1 0 0 0 0 0
Foreign 99 100 100 100 96 99 100 99 98 100 100 100 93
Toyota
24 50 50 24 26 33 20 27 17 18 21 12 20
Volkswagen
17 0 50 24 22 19 22 15 17 12 10 15 27
Base : Unwtd 572 2 2 17 23 121 101 92 59 34 72 34 15

All Cash 30 0 0 31 22 34 33 24 28 42 33 29 20
Cash + Credit 42 100 0 38 43 40 37 60 50 33 33 14 40
All Credit 26 0 0 31 35 25 30 12 22 25 33 43 20
D.K. 2 0 0 0 0 2 0 4 0 0 0 14 20
Base : Unwtd 214 1 0 13 23 65 30 25 18 12 15 7 5

Below R 100000 43 100 0 77 70 46 37 36 22 17 13 43 60
R 109000 to 119000 20 0 0 8 17 17 27 16 28 42 20 0 20
R 120000 to 149000 17 0 0 8 4 23 23 12 17 25 20 14 0
R 150000 to 199000 9 0 0 8 9 5 10 28 11 0 13 0 0
R 200000 or more 9 0 0 0 0 5 3 8 17 17 33 43 0
Base : Unwtd 214 1 0 13 23 65 30 25 18 12 15 7 5

Local 1 0 0 0 0 0 0 4 0 8 0 0 0
Foreign 98 100 0 100 100 99 94 96 95 92 100 100 100
Toyota
27 100 0 25 58 29 20 28 14 8 0 22 80
Volkswagen
20 0 0 25 19 21 14 28 18 23 24 22 0
BMW
5 0 0 0 4 3 11 8 14 0 6 0 0
Base : Unwtd 214 1 0 13 23 65 30 25 18 12 15 7 5
February 2014
South Africa: Food & Beverage
income bracket)
Total Up to
R 500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer not
to answer
D.K
Carbonated Drinks: Yes 92 77 83 91 89 95 94 95 97 90 90 92 89
Carbonated Drinks: No 8 23 17 9 11 5 6 5 3 10 10 8 11
Carbonated Drinks: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Beer: Yes 39 41 31 40 34 37 35 41 44 29 54 50 50
Beer: No 61 59 69 60 66 63 65 59 56 71 46 50 50
Beer: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Bottled Water: No 56 64 66 81 65 54 50 38 42 22 27 47 61
Bottled Water: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Spirits: Yes 17 18 3 14 15 15 13 21 21 24 25 23 26
Spirits: No 83 82 97 86 85 85 87 79 79 76 75 77 74
Spirits: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Dairy: Yes 95 77 90 90 94 95 97 98 98 98 100 100 92
Dairy: No 5 23 10 10 6 5 3 2 2 2 0 0 8
Dairy: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38

Figure 586: C2. Which brand of drinks have you purchased in the last 3 months?
Carbonated - Foreign
62 59 63 61 60 63 63 60 58 59 65 72 66
Coca-Cola
26 24 24 28 27 27 26 23 25 22 22 35 35
Sprite
13 8 16 14 13 13 12 12 12 11 12 14 9
Carbonated - Local
38 41 37 39 40 37 37 40 42 41 35 28 34
Stoney 10 16 13 11 10 10 10 7 11 8 8 4 8
Sparletta 7 6 3 5 7 8 8 7 6 7 7 7 9
Carbonated - Base 1,337 17 24 220 197 336 174 115 64 37 64 55 34
Beer - Foreign 27 9 25 25 22 30 30 30 24 31 37 21 36
Heineken 9 0 0 8 6 8 12 11 16 19 9 4 20
Beer - Local 73 91 75 75 78 70 70 70 76 69 63 79 64
Carling Black Label 18 55 42 25 23 16 11 13 6 6 15 15 20
Hansa Pilsener 14 9 17 16 18 13 15 14 6 19 2 21 8
Castle Lager 14 0 8 11 14 13 15 20 14 0 13 13 24
Beer Base 561 9 9 96 75 130 64 50 29 12 38 30 19
Bottled Water - Foreign 40 40 47 51 40 40 40 44 36 36 33 39 35
Bonaqua 29 25 41 38 32 29 31 30 22 24 22 24 30
Bottled Water - Local 60 60 53 49 59 60 59 56 64 64 67 61 60
Aqualle 20 10 12 15 26 24 19 17 15 14 20 18 40
Bottled Water - Base 1,185 20 17 65 131 302 172 140 74 72 123 49 20
Spirits - Foreign 58 0 0 50 60 66 49 55 54 77 48 65 60
Smirnoff 12 0 0 23 16 12 5 9 0 5 12 10 10
Spirits - Local 42 100 100 50 40 32 51 45 46 23 52 35 40
Klipdrift 15 40 0 10 21 14 14 20 21 5 16 10 30
Spirits - Base 242 4 1 34 33 54 24 26 14 10 18 14 10
Dairy - Foreign 30 29 31 22 27 28 31 34 36 38 46 32 25
Danone 9 5 10 7 9 9 10 8 9 9 10 8 10
Dairy - Local 70 71 69 78 73 72 69 66 64 62 54 68 71
Clover 19 16 18 19 19 19 20 19 22 18 15 22 24
Rama 13 8 13 17 14 14 13 12 13 9 6 8 10
Dairy - Base 1,375 17 26 217 208 337 180 119 65 40 71 60 35

February 2014
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Carbonated Drinks:
Yes
55 68 28 46 58 59 60 60 55 56 42 48 45
Carbonated Drinks:
No
45 32 72 54 42 41 40 40 45 44 58 52 55
Base : Unwtd 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Beer: Yes 25 27 28 24 26 27 23 26 30 24 14 27 26
Beer: No 75 73 72 76 74 73 77 74 70 76 86 73 74
Beer: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Bottled Water: No 68 73 90 83 71 65 62 58 61 46 65 70 68
Bottled Water: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Spirits: Yes 15 23 3 14 16 15 15 18 20 15 15 8 13
Spirits: No 85 77 97 86 84 85 85 82 80 85 85 92 87
Spirits: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38
Dairy: Yes 64 68 48 57 68 68 67 68 67 73 45 57 50
Dairy: No 36 32 52 43 32 32 33 32 33 27 55 43 50
Dairy: Base 1,450 22 29 241 221 355 185 121 66 41 71 60 38

0% 2 5 0 3 1 2 3 5 3 2 1 0 0
0-5% 20 27 24 33 22 25 14 9 9 12 6 13 18
6-15% 32 36 48 34 36 32 35 42 17 24 17 28 24
16-25% 24 5 14 14 26 23 26 23 41 34 38 22 18
More than 25% 19 27 14 13 15 16 20 18 29 27 37 30 29

Below 1% 2 0 0 1 5 2 1 2 2 0 3 0 0
1-3% 10 14 17 16 10 9 5 11 12 7 8 8 16
3-5% 24 27 28 23 24 25 29 25 20 29 18 20 29
5-7% 25 14 24 21 29 28 28 16 23 22 27 20 26
7-10% 16 23 17 14 17 17 12 21 18 20 14 20 8
Above 10% 14 9 3 11 12 11 18 18 23 15 25 25 11
Havent noticed any 5 5 7 8 3 5 3 7 3 7 4 3 8
D.K. 3 9 3 6 2 3 4 2 0 0 0 3 3
Base: Unwtd 1,450 22 29 241 221 355 185 121 66 41 71 60 38

Very sensitive 68 68 69 62 75 68 70 64 65 76 69 55 68
Somewhat sensitive 26 23 24 29 23 27 26 25 29 17 24 38 21
Somewhat not
sensitive
3 9 7 5 1 3 3 6 3 2 4 3 5
Not at all sensitive 3 0 0 5 1 2 1 5 3 5 3 3 5
Base: Unwtd 1,450 22 29 241 221 355 185 121 66 41 71 60 38

February 2014

27
35
46 44
39 37
40
44
38
32
48
41
38
37
43
51 48
54
51
37
24 23
17
19 18
11 13
2
11
0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
P
l
a
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d

s
p
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(
%

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)
More The same Less
-5
3
12
29
25
21
26
27
42
27
-10
0
10
20
30
40
50
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
N
e
t

%

o
f

r
e
s
p
o
n
d
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n
t
s
February 2014
South Africa: Home & Personal Care
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Tissues: Yes 73 59 69 65 72 72 70 80 77 84 88 87 56
Tissues: No 27 41 31 35 28 28 30 20 23 16 12 13 44
Tissues: Base 1,481 22 29 246 224 368 187 122 65 43 74 62 39
Feminine Hygiene:
Yes
79 71 88 59 84 82 81 85 86 90 86 81 82
Feminine Hygiene:
No
21 29 13 41 16 18 19 15 14 10 14 19 18
Feminine Hygiene:
Base
741 14 16 130 126 174 90 54 29 20 35 36 17
Cosmetics: Yes 79 68 76 74 82 83 77 79 77 93 84 69 69
Cosmetics: No 21 32 24 26 18 17 23 21 23 7 16 31 31
Cosmetics: Base 1,481 22 29 246 224 368 187 122 65 43 74 62 39

Tissues - Foreign 15 15 2 10 10 13 13 21 26 14 26 22 16
Kleenex 11 5 2 5 7 10 10 18 20 13 24 17 16
Tissues - Local 85 85 98 90 89 87 87 79 74 86 74 78 84
Twinsaver 35 35 27 29 30 37 41 34 34 32 34 43 35
Tissues - Base 1,074 13 20 159 161 266 131 97 50 36 65 54 22
Fem Hygiene -
Foreign
82 100 81 85 87 77 87 78 81 87 79 69 71
Always 33 36 43 38 35 33 34 31 30 32 23 33 24
Fem Hygiene - Local 18 0 19 14 13 22 13 22 19 13 21 29 24
Fem Hygiene - Base 584 10 14 77 106 142 73 46 25 18 30 29 14
Cosmetics - Foreign 80 83 58 64 75 82 82 85 92 85 90 86 85
Nivea 14 4 8 8 11 15 12 15 18 16 18 16 26
Lux 12 4 10 15 15 12 10 12 10 12 5 6 10
Cosmetics - Local 20 17 40 36 25 18 17 15 8 15 10 14 15
Cosmetics - Base 1,168 15 22 181 184 304 144 96 50 40 62 43 27

Cosmetics: Yes 42 55 34 35 44 45 41 52 52 47 42 37 26
Cosmetics: No 58 45 66 65 56 55 59 48 48 53 58 63 74
Cosmetics: Base 1,481 22 29 246 224 368 187 122 65 43 74 62 39
Feminine Hygiene:
Yes
44 50 50 30 52 49 47 52 38 45 31 28 47
Feminine Hygiene:
No
56 50 50 70 48 51 53 48 62 55 69 72 53
Feminine Hygiene:
Base
741 14 16 130 126 174 90 54 29 20 35 36 17
Cosmetics: Yes 48 50 52 41 54 53 51 53 49 44 41 34 28
Cosmetics: No 52 50 48 59 46 47 49 47 51 56 59 66 72
Cosmetics: Base 1,481 22 29 246 224 368 187 122 65 43 74 62 39

February 2014
South Africa: Luxury Goods
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Domestic 50 37 38 50 51 54 49 55 43 47 45 50 34
Western 18 14 10 14 14 22 22 19 19 19 17 16 26
No Preference 27 36 45 30 30 19 27 21 38 33 36 30 24
Base 1,467 22 29 247 222 362 188 118 65 43 73 60 38
February 2014





14
21
39
55
64
57
58
63
53
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0
10
20
30
40
50
60
70
80
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R
5
0
0
R

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9
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5

0
0
0

-

R

2
9
9
9
9
R

3
0

0
0
0

o
r
m
o
r
e
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
South Africa: Technology and Internet

% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Blue-Ray DVD
Player
2 0 0 1 1 2 1 3 3 0 1 0 2
Camcorder 0 0 0 0 1 0 0 1 0 0 0 0 0
Desktop computer 4 3 0 1 5 5 3 3 4 2 4 3 0
Digital Camera 3 0 3 1 3 4 2 5 4 0 2 4 2
DVD Player 4 7 0 6 5 3 3 1 0 4 3 1 7
E-Reader 0 0 0 0 0 0 0 0 0 2 1 1 0
Gaming facility 1 0 0 0 1 0 2 1 1 2 1 3 0
GPS/Navigation 1 0 0 0 0 2 4 1 4 2 1 0 0
Internet Service
(Broadband / Dial
Up)
1 0 0 0 0 1 0 2 0 0 1 0 0
Mobile Phone (Basic) 2 3 0 5 3 3 1 1 0 4 0 3 0
Mobile Phone
(Smartphone)
12 10 10 10 12 12 13 12 6 10 14 9 16
MP3 1 13 0 1 1 1 0 1 0 0 0 0 2
Netbook 1 0 0 0 0 0 2 1 0 0 1 0 0
Notebook PC 3 3 0 1 1 4 4 3 5 2 4 6 2
Stereo HiFi 1 3 0 1 1 2 1 1 0 2 1 1 0
Traditional TV 1 7 3 3 0 1 0 0 0 0 0 0 0
LCD TV 7 3 7 6 10 7 7 9 12 2 2 4 2
Flat screen TV 12 3 13 11 17 15 10 10 5 10 7 10 9
Tablet 4 0 3 0 1 1 5 7 14 14 22 3 12
None of these 41 43 60 51 36 36 42 37 42 43 32 51 44

0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Yes 53 14 21 14 35 47 60 78 84 84 96 76 39
No 47 86 79 86 65 53 40 22 16 16 4 24 61

Yes 49 0 67 45 40 44 49 51 62 48 59 60 57
No 45 100 33 48 48 48 48 47 34 52 40 35 36
Dont know 5 0 0 6 12 8 4 2 4 0 1 5 7

More 44 0 34 33 40 47 43 38 44 57 52 28 50
The same 44 0 33 48 43 41 39 43 47 30 49 70 36
Less 13 100 34 18 16 12 18 19 10 12 0 3 14
Base: Unwtd 687 3 6 33 77 165 105 88 53 33 70 40 14

6
19 18
6
26
59
1
8
21
0
4
15
63
82 82
59
61
64
0
2 2
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
South Africa: Telecommunications
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Yes, I own and pay
for it
83 64 69 71 83 87 86 86 92 80 93 85 72
Yes, my employer
pays
1 0 3 2 1 1 1 0 0 2 0 3 3
Yes, somebody else
pays
3 0 0 3 1 3 4 5 3 10 6 6 8
No, I do not own one 13 36 28 24 14 9 10 9 5 7 1 5 18
Base : Unwtd 1,481 22 29 248 224 369 189 121 65 41 72 62 39

Foreign 99 93 100 98 96 100 99 100 98 100 100 100 100
Nokia 49 43 57 59 57 55 50 40 34 37 15 31 41
Blackberry 22 7 10 5 8 20 28 38 39 34 44 37 34
Samsung 19 29 33 17 23 18 15 17 19 26 21 22 25
Local 1 7 0 2 4 0 1 0 2 0 0 0 0
Base 1,293 14 21 189 192 334 171 110 62 38 71 59 32

Yes 61 57 60 46 67 71 59 63 36 60 100 45 77
No 39 43 40 54 33 29 41 37 64 40 0 55 23

Foreign 96 93 100 97 97 97 98 94 95 93 91 100 100
Nokia 39 21 50 47 39 37 45 36 40 27 24 33 39
BlackBerry 30 14 20 25 30 33 33 25 23 40 43 28 29
Local 1 0 0 1 2 0 1 0 0 0 2 0 0
Base 896 14 10 131 135 221 113 80 40 30 58 36 28

Yes 68 36 50 39 65 71 77 78 73 87 84 69 79
No 23 50 50 47 27 18 17 15 20 7 9 14 14
Dont Know 9 14 0 14 8 11 6 8 8 7 7 17 7
Base 896 14 10 131 135 221 113 80 40 30 58 36 28

100
90
97 95
93 95
88
94 95
89
0
5 1 3
5 4
9
5
5
10
0 1 0 1 1 3 2 0 0 0 0 0 0
0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
R1 - R1000 (501) R1001 - R2000 (1500.5) R2001 - R4000 (3000.5) R4001 - R6000 (5000.5)
February 2014
South Africa: Travel

% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
At home 29 33 71 50 47 36 35 24 22 19 2 5 30
Elsewhere in the
country
66 67 29 45 49 63 63 69 75 81 89 80 70
International
Destination
5 0 0 5 4 1 2 7 3 0 9 15 0
Base : Unwtd 407 3 7 40 43 72 51 45 36 27 53 20 10

Car 60 50 50 35 22 57 73 62 75 77 65 68 57
Bus 18 50 0 35 61 30 21 9 4 9 4 0 29
Train 4 0 0 15 9 2 0 3 0 0 8 0 0
Ship 0 0 0 0 0 0 0 0 0 0 0 0 0
Aeroplane 14 0 0 0 0 7 6 24 21 9 23 32 0
Other 4 0 50 15 9 4 0 3 0 5 0 0 14
Base : Unwtd 288 2 2 20 23 46 33 34 28 22 52 19 7

At home 23 40 50 38 26 27 21 21 24 19 6 14 8
Elsewhere in the
country
73 60 50 60 70 70 74 75 76 77 88 71 92
International
Destination.
4 0 0 2 4 3 5 4 1 4 6 15 0
Base : Unwtd 551 5 6 52 73 128 66 61 42 26 52 28 12

14
24
16 19
20
27
37
53
64
72
23
21 21
32 35 35
50
62
62
70
0
15
30
45
60
75
90
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
South Africa: Property
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Yes 75 82 93 73 67 74 74 82 78 79 92 75 77
No 25 18 7 27 33 26 26 18 22 21 8 25 23
Base : Unwtd 1,486 22 29 248 223 370 187 123 69 43 72 61 39

Rented 80 50 0 66 84 79 90 91 87 89 83 87 100
Mortgaged 11 50 0 21 14 9 4 9 7 11 0 0 0
Borrowed 2 0 0 4 0 3 4 0 0 0 0 7 0
Base : Unwtd 370 4 2 68 73 98 49 22 15 9 6 15 9

Upgrade 29 0 100 35 19 26 33 27 25 10 44 50 33
First-time home
buyer
42 67 0 39 53 44 41 41 50 40 19 30 33
Investment 10 0 0 4 0 8 7 14 17 40 25 10 0
Change of location 18 33 0 17 25 22 15 18 8 10 13 10 33
Base : Unwtd 209 3 1 23 32 50 27 22 12 10 16 10 3

Increase 73 63 62 66 73 76 73 75 83 72 75 78 72
About the same 14 18 10 15 13 14 14 13 7 9 24 8 13
Decrease 8 5 13 11 8 6 8 10 10 19 1 7 3
Base : Unwtd 1,486 22 29 248 223 370 187 123 69 43 72 61 39

Below 25% 20 5 7 21 26 21 24 15 22 12 10 23 13
25% - 50% 4 14 0 5 4 5 5 3 3 5 3 0 5
51% - 75% 20 14 24 15 17 21 21 19 16 21 29 26 21
76% - 95% 28 27 31 26 27 28 28 28 33 30 28 26 21
Above 95% 22 27 28 26 18 19 17 31 26 30 29 20 15
Don't know 6 14 10 8 7 6 5 4 0 2 1 5 26
Base : Unwtd 1,486 22 29 248 223 370 187 123 69 43 72 61 39

14
3
9
14 14 14
18 17
23 22
86
97
91
86 86 86
82 83
77 78
0%
20%
40%
60%
80%
100%
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R 14
999
R 15 000 - R 19
999
R 20 000 - R 24
999
R 25 000 - R 29
999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Yes
February 2014


56
48
45
35
42
38
30
20
29
12
33
0
30
44
26
19
14
17
40
19
0
20
40
60
80
100
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
6 7 7
11
17
27
34
43 44
52
67
100
35
19
40
56
45
33
30
50
0
20
40
60
80
100
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
6
0
3
8
11
9
21
19
15
29
0 0
30
28
32
22
41
50
30
31
0
10
20
30
40
50
60
< R500 R 500 - R 999 R 1 000 - R2
999
R 3 000 - R 4
999
R 5 000 - R 9
999
R 10 000 - R
14 999
R 15 000 - R
19 999
R 20 000 - R
24 999
R 25 000 - R
29 999
R 30 000 or
more
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
South Africa: Education
Yes 3 0 3 1 3 2 3 4 9 10 7 8 5
No 97 100 97 99 97 98 97 96 91 90 93 92 95
Base : Unwtd 1,477 21 29 247 227 368 187 120 68 42 70 59 39

More 17 10 7 8 13 20 22 18 29 31 17 19 23
About the same 45 29 31 44 43 43 44 45 43 43 59 58 67
Less 38 62 62 48 44 38 34 37 28 26 24 24 10
Base : Unwtd 1,477 21 29 247 227 368 187 120 68 42 70 59 39

10
7
8
13
20
22
18
29
31
17
62 62
48
44
38
34
37
28
26
24
0
10
20
30
40
50
60
70
< R500 R 500 - R
999
R 1 000 -
R2 999
R 3 000 - R
4 999
R 5 000 - R
9 999
R 10 000 -
R 14 999
R 15 000 -
R 19 999
R 20 000 -
R 24 999
R 25 000 -
R 29 999
R 30 000 or
more
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014
South Africa: Healthcare
% of respondents
(by income
bracket)
Total Up to R
500
R 500 to
999
R 1000
to 2999
R 3000
to 4999
R 5000
to 9999
R 10000
to 14999
R 15000
to 19999
R 20000
to 24999
R 25000
to 29999
R30000
or more
Would
prefer
not to
answer
D.K
Yes 62 64 76 70 76 67 63 53 42 40 25 40 49
No 38 36 24 30 24 33 37 47 58 60 75 60 51
Base : Unwtd 1,461 22 29 245 224 367 176 118 64 43 72 62 39

Hospital 33 43 35 36 31 35 35 31 30 26 22 23 26
Emergency Room 16 17 15 15 17 15 17 17 17 19 16 19 19
Prescriptions 18 10 15 16 18 17 17 22 19 18 19 18 18
Vaccinations 19 13 22 19 20 18 18 17 19 18 21 21 18
Diagnostic tests 15 17 13 14 14 14 14 13 15 19 21 17 19
Base : Unwtd 903 14 22 171 170 247 111 62 27 17 18 25 19

Yes 25 5 7 13 17 26 30 41 36 42 47 16 18
No 75 95 93 87 83 74 70 59 64 58 53 84 82
Base : Unwtd 1,461 22 29 245 224 367 176 118 64 43 72 62 39

More 15 14 3 9 12 16 19 18 27 26 22 5 13
Same 53 50 45 50 51 49 53 56 53 47 60 76 67
Less 32 36 52 41 37 35 28 26 20 28 18 19 21
Base : Unwtd 1,461 22 29 245 224 367 176 118 64 43 72 62 39

produced product?
Wont pay extra 62 59 86 69 68 58 55 60 61 53 49 63 69
1-10% extra
29 18 7 24 26 32 38 27 30 30 33 29 26
11-20% extra
7 18 7 5 5 8 6 8 9 7 13 8 3
21-30% extra
1 0 0 1 0 1 1 2 0 2 4 0 3
More than 30% extra
1 5 0 0 1 1 1 3 0 7 1 0 0
Base : Unwtd 1,461 22 29 245 224 367 176 118 64 43 72 62 39

Only efficacy 16 9 10 18 17 18 13 13 17 14 10 15 13
Only safety 8 18 3 8 8 10 7 8 6 9 8 10 8
Both 66 59 69 60 70 64 70 69 69 70 71 69 62
Neither 6 0 14 8 4 5 6 6 6 7 8 6 5
Base : Unwtd 1,461 22 29 245 224 367 176 118 64 43 72 62 39

February 2014
Turkey
Underlying potential remains
On the broad gauge of optimism we use across the survey, reflecting future confidence in the consumers financial position, Turkey
remains at the lower end of our rankings. The political backdrop doesnt help. However, this fact conceals some positive underlying
messages in Turkey, which are in keeping with the degree of optimism our analysts and economists hold with respect to Turkeys
macro outlook.
We would flag that Turkey is one of the countries in the survey that shows a habitual conservatism in optimism readings versus the
economic outcome. Holding its own in this survey when confidence elsewhere has slipped is perhaps positive in its own right. We
highlight three positives. First, the views of high-income earners have improved markedly, making them the most optimistic in the
survey, though we note that low-income earners are under pressure. Second, there was a sharp improvement in the percentage of
respondents who said now was a good time to make a purchase. Third, Turkey displays the lowest expectation for price increases
in the survey, though this now pre-dates the sharp currency depreciation the lira has seen post-December 2013.
Expenditure on more discretionary items continues to beat spending on more essential goods, such as carbonated soft drinks, dairy
products and alcoholic drinks. Low-income consumers are the drivers of the latter trend and higher-income earners drive the former
development. These trends are in line with the positive sales momentum for major cyclical items observed by us. After a temporary
slowdown in June (when street protests took place in some major cities), domestic auto sales and demand for white goods stayed
at record highs between July and October.
The recent political developments in Turkey will likely yield another cautious consumer environment. Consumer sentiment in
December was weak. We expect sequentially weaker sentiment for January 2014. However, we continue to believe the underlying
drivers of Turkish consumer spending (particularly for underpenetrated discretionary items) will remain strong. Spending appetite
should quickly turn into actual sales once the political visibility improves. In terms of the spending mix, smartphones, computers,
internet access, holidays and (despite the high base of previous years) autos have recorded some of the strongest gains. The
modest level of auto, smartphone and holiday penetration suggests further scope for growth. There has been a year-on-year
increase in the percentage of people claiming they have free cash or have invested in the stock market. The governments recent
stimulus package for private pension also looks to have been effective.
February 2014
Turkey: Brand penetration

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

2-year
growth
2012 2013
2-year
growth
2012 2013 Parent Company
Listed/
Private
Dairy Pinar 46% 39% -4% 51% 42% 26% 49% 41% Yasar Holding private
Dairy Stas 21% 30% 4% 22% 33% 17% 22% 32% Stas private
Dairy Sek 11% 12% 3% 9% 17% 13% 10% 15% Sek SEK AU
Dairy lker 18% 14% -7% 27% 8% -8% 23% 11% Yldz Holding private
Dairy Yrsan 14% 11% -4% 32% 3% -12% 23% 7% Yorsan private
Dairy St Dilimi 0% 1% 1% 0% 11% 11% 0% 6% Ferrero Group private
Dairy Iim 27% 12% -18% 35% 0% -11% 31% 6% Yldz Holding private
Dairy Nestle 7% 6% -1% 12% 0% -2% 10% 3% Nestl NESN VX
Dairy Dimes iftlik 7% 6% 1% 4% 0% 0% 6% 3% Dimes private
Dairy Ekici 6% 5% 0% 9% 0% -4% 8% 3% Ekici private
Dairy Yrkoglu 3% 5% -3% 2% 0% -2% 3% 3% Yorukoglu Milk private
Dairy Tahsildarog 2% 2% 0% 2% 0% 0% 2% 1% Tahsildaroglu private
Dairy Kebir 0% 2% 2% 0% 0% 0% 0% 1% Kebir Gda Pazar private
Dairy Bembeyaz 2% 1% 0% 0% 0% -2% 1% 1% Bahcivan private
Dairy Sakipaga 2% 1% -2% 0% 0% 0% 1% 1% Sakipaga Gida private
Dairy Kraft 0% 1% 1% 0% 0% 0% 0% 1% Kraft Foods KRFT US
Cigarettes Muratti 0% 10% 10% 0% 6% 6% 0% 8% Philip Morris In PM US
Cigarettes Samsun 1% 6% 6% 0% 0% 0% 1% 3% Tekel (BAT) BATS LN
Cigarettes Viceroy 5% 6% 6% 0% 0% 0% 3% 3% BAT BATS LN
Cigarettes Tekel 2001 2% 4% 4% 0% 0% 0% 1% 2% Tekel (BAT) BATS LN
Cigarettes Tekel 2000 3% 4% 4% 0% 0% 0% 2% 2% Tekel (BAT) BATS LN
Cigarettes Maltepe 1% 2% 2% 0% 0% 0% 1% 1% Tekel (BAT) BATS LN
Cigarettes Lider 0% 1% 1% 0% 0% 0% 0% 1% Philip Morris In PM US
Cigarettes Anadolu 0% 1% 1% 0% 0% 0% 0% 1% Philip Morris In PM US
Cigarettes Istanblue 0% 1% 1% 0% 0% 0% 0% 1% Bogaz (Garipoglu) private
Cigarettes Hazar 0% 0% 0% 0% 0% 0% 0% 0% Bogaz (Garipoglu) private
Cigarettes Mild Seven 0% 0% 0% 0% 0% 0% 0% 0% Japan Tobacco In 2914 JP
Cigarettes Philip Morris 0% 0% 0% 0% 0% 0% 0% 0% Philip Morris In PM US
Cigarettes Free 0% 0% 0% 0% 0% 0% 0% 0% Souza Cruz (BAT) BATS LN
Cigarettes Hilton 0% 0% 0% 0% 0% 0% 0% 0% BAT BATS LN
Soft Drinks Coca-Cola 77% 63% -14% 83% 63% -24% 80% 63% Coca-Cola KO US
Soft Drinks Cola Turka 14% 17% -2% 2% 32% 25% 8% 25% Coca-Cola KO US
Soft Drinks Pepsi Cola 25% 30% 1% 37% 5% -9% 31% 18% Coca-Cola KO US
Soft Drinks Fanta 35% 26% -22% 30% 5% -20% 33% 16% Coca-Cola KO US
Soft Drinks Fruko 10% 11% -4% 14% 16% 14% 12% 14% Fruko Tamek private
Soft Drinks amlica 11% 14% 3% 12% 5% 3% 12% 10% Camlica Alkolsu private
Soft Drinks Uludag 8% 15% 2% 11% 0% -7% 10% 8% Erbak-Uludag private
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

2-year
growth
2012 2013
2-year
growth
Listed/
Private
Soft Drinks Yedign 10% 13% 6% 2% 0% -2% 6% 7% Pepsico PEP US
Soft Drinks Sprite 7% 6% -3% 12% 0% -5% 10% 3% Coca-Cola KO US
Soft Drinks 7-Up 1% 2% 0% 0% 0% -2% 1% 1% PepsiCo PEP US
Soft Drinks Magnum 2% 2% 0% 0% 0% 0% 1% 1% Unilever ULVR LN
Soft Drinks Uludag Efsane 2% 1% 0% 4% 0% 0% 3% 1% Erbakan-UU Bev private
Soft Drinks Kristal 0% 1% 0% 0% 0% 0% 0% 1% Coca-Cola KO US
Soft Drinks Dr Pepper 1% 0% -1% 0% 0% 0% 1% 0% Dr Pepper Snapp DPS US
Soft Drinks Appletiser 0% 0% -1% 0% 0% 0% 0% 0% SABMiller SAB LN
Soft Drinks Lucozade 1% 0% 0% 0% 0% 0% 1% 0% Suntory private
Soft Drinks Mirinda 0% 0% 0% 0% 0% 0% 0% 0% PepsiCo PEP US
Soft Drinks Mount Dew 0% 0% 0% 0% 0% 0% 0% 0% PepsiCo PEP US
Beer Efes Pilsen 84% 71% -19% 70% 67% 34% 77% 69% Efes Beverage private
Beer Tuborg 22% 45% 45% 43% 60% 60% 33% 53% Carlsberg Group CARLB DC
Beer Carlsberg 5% 4% 1% 8% 0% -17% 7% 2% Carlsberg Group CARLB DC
Beer Miller 6% 4% -6% 26% 0% -17% 16% 2% SAB-Molson Coors JV
Beer Becks 2% 3% 2% 5% 0% -7% 4% 2% AmBev AMBV4 BZ
Beer Corona 0% 3% 3% 0% 0% -17% 0% 2% Modelo (AB InBev) ABI BB
Beer Marmara 2% 2% 2% 17% 0% 0% 10% 1% Bomonti Beer private
Beer Guinness 0% 1% 1% 0% 0% 0% 0% 1% St. Jam (Diageo) DGE LN
Beer Skol 2% 1% 0% 0% 0% 0% 1% 1% AmBev AMBV4 BZ
Beer Troy 1% 1% 0% 0% 0% 0% 1% 1% Turk Tuborg Brew TBORG TI
Beer Vole 0% 1% 0% 0% 0% 0% 0% 1% Turk Tuborg Brew TBORG TI
Beer Gusta 0% 1% 0% 0% 0% 0% 0% 1% Efes Beverage private
Beer Heineken 3% 0% -4% 8% 0% 0% 6% 0% Heineken HEIA NA
Beer Tiger 0% 0% -1% 0% 0% 0% 0% 0% Asia Pacific Brew APB SP
Beer Amstel 1% 0% 0% 0% 0% 0% 1% 0% Heineken HEIA NA
Beer Carling 3% 0% -1% 0% 0% 0% 2% 0% Molson Coors Bre TAP US
Beer Peroni 1% 0% 0% 0% 0% 0% 1% 0% SABMiller SAB LN
Spirits Yeni Raki 0% 42% 42% 0% 28% 28% 0% 35% Mey ki (Diageo) DGE LN
Spirits Tekirdag Rak 0% 24% 24% 0% 0% 0% 0% 12% Tekirdag Rakisi private
Spirits Jack Daniels 18% 7% -7% 41% 17% -5% 30% 12% Brown-Forman BF/B US
Spirits Absolut 18% 6% -20% 41% 11% 5% 30% 9% Pernod Ricard RI FP
Spirits Doluca 2% 4% 0% 11% 11% 11% 7% 8% Doluca Wne private
Spirits Istanblue 8% 14% 1% 44% 0% -17% 26% 7% Burgaz(Garipoglu) private
Spirits J&B 3% 13% 12% 8% 0% -6% 6% 7% Diageo DGE LN
Spirits Votka 1967 8% 4% -6% 0% 0% 0% 4% 2% Burgaz(Garipoglu) private
Spirits Bacardi 1% 3% 0% 8% 0% 0% 5% 2% Bacardi Limited BACDA US
Spirits Gordons 0% 3% 3% 0% 0% 0% 0% 2% Diageo DGE LN
Spirits Campari 1% 2% 1% 11% 0% 0% 6% 1% Campari Group CPR IM
Spirits Jgermeister 0% 2% 1% 0% 0% 0% 0% 1% Mast-Jgermeist private
Spirits Camino Real 0% 1% 1% 0% 0% 0% 0% 1% Jardine Wines private
Spirits Johnnie Walk 2% 1% -3% 8% 0% -6% 5% 1% Diageo DGE LN
Spirits Malibuu 5% 1% -2% 0% 0% 0% 3% 1% Pernod Ricard RI FP
Spirits Herdem Izmir 2% 1% -1% 0% 0% 0% 1% 1% Herdem Izmir Rak private
Spirits Binboa 13% 0% -14% 33% 0% -6% 23% 0% Binboa private
Spirits Chivas 1% 0% -5% 19% 0% -6% 10% 0% Pernod Ricard RI FP
Spirits Nemiroff 0% 0% -1% 0% 0% 0% 0% 0% Nemiroff private
Bottled Water Erikli 29% 27% -3% 37% 28% -1% 33% 28% Nestl NESN VX
Bottled Water Hayat 29% 30% -1% 67% 23% 7% 48% 27% Hayat Factory private
Bottled Water Pinar 30% 27% 2% 21% 7% -6% 26% 17% Yasar Holding private
Bottled Water Damla 14% 20% 4% 21% 7% -4% 18% 14% Anadolu Group AEFES TI
Bottled Water Ayta 9% 8% 2% 8% 14% 14% 9% 11% Aytac Foods private
Bottled Water Saka 6% 8% -1% 14% 11% 11% 10% 10% Saka water private
Bottled Water Sirma 14% 17% 3% 25% 0% -5% 20% 9% SIRMA Bottled W private
Bottled Water Gzelpinar 2% 3% -1% 0% 0% 0% 1% 2% Guzelpinar Water private
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

2-year
growth
2012 2013
2-year
growth
Listed/
Private
Bottled Water Pure Life 0% 3% 3% 0% 0% 0% 0% 2% Nestl NESN VX
Bottled Water Abant 1% 2% 1% 2% 0% 0% 2% 1% Avant Premium W private
Bottled Water Aqua 0% 1% 1% 2% 0% 0% 1% 1% Coca-Cola KO US
Autos Renault 19% 16% -5% 8% 7% -7% 14% 12% Renault S.A. RNO FP
Autos Mazda 1% 1% 0% 0% 17% 14% 1% 9% Mazda Motor 7261 JP
Autos Ford 9% 9% -3% 13% 4% -2% 11% 7% Ford Motor F US
Autos Peugeot 4% 4% 1% 12% 8% 8% 8% 6% PSA Peugeot Citr UG FP
Autos Opel 7% 6% 2% 2% 4% 1% 5% 5% General Motors GM US
Autos Toyota 3% 4% -1% 0% 0% -8% 2% 2% Toyota Motor 7203 JP
Autos Honda 1% 4% 2% 0% 0% -3% 1% 2% Honda Motor 7267 JP
Autos Mitsubishi 1% 2% -1% 0% 0% 0% 1% 1% Mitsubishi Motor 7211 JP
Autos BMW 2% 1% 0% 2% 0% -6% 2% 1% BMW BMW GR
Autos Kia 1% 1% 1% 4% 0% 0% 3% 1% Kia Motors 000270 KS
Autos Seat 0% 1% -1% 2% 0% 0% 1% 1% SEAT(Volkswagen) VOW3 GR
Autos Daewoo 0% 0% 0% 0% 0% 0% 0% 0% General Motors GM US
Autos Daihatsu 0% 0% 0% 0% 0% 0% 0% 0% Daihatsu Motor 7267 JP
Autos Merc-Benz 3% 0% -2% 0% 0% -6% 2% 0% Daimler AG DAI GR
Cosmetics Oriflame 0% 6% 6% 0% 44% 44% 0% 25% Oriflame Cosmet ORI SS
Cosmetics Arko 21% 29% 9% 15% 4% 4% 18% 17% Evyap private
Cosmetics Nivea 23% 16% -9% 22% 4% 0% 23% 10% Beiersdorf BEI GR
Cosmetics LOreal 7% 7% -2% 25% 11% 11% 16% 9% L'Oral OR FP
Cosmetics Ipek 4% 5% 2% 0% 7% 3% 2% 6% Ipek Idrofil Pam private
Cosmetics Sebamed 1% 1% 0% 0% 11% 11% 1% 6% Sebapharma private
Cosmetics Hobby 7% 9% 2% 7% 0% -7% 7% 5% Dabur India DABUR IN
Cosmetics Egos 3% 4% 1% 2% 0% 0% 3% 2% Eczacibasi Group ECZYT TI
Cosmetics Dalin 3% 3% 0% 4% 0% 0% 4% 2% Kopas Kozmetik private
Cosmetics Hobi 2% 3% -2% 2% 0% 0% 2% 2% Dabur India DABUR IN
Cosmetics Fonex 6% 2% -2% 0% 0% 0% 3% 1% Fonex Cosmetics private
Cosmetics Neva 4% 2% -2% 0% 0% 0% 2% 1% Neva Kozmetik private
Cosmetics Garnier 0% 1% 1% 0% 0% 0% 0% 1% L'Oral OR FP
Cosmetics Fume 1% 1% 1% 0% 0% 0% 1% 1% Fme Kozmetik private
Cosmetics Imaj 2% 1% 0% 0% 0% 0% 1% 1% Ukip Kozmetik private
Cosmetics Innova 1% 1% 1% 0% 0% 0% 1% 1% Innova cosmetics private
Cosmetics Voila 2% 1% 1% 2% 0% 0% 2% 1% Kopas Kozmetik private
Cosmetics Akat 2% 1% 0% 5% 0% 0% 4% 1% Adnan Akat Kozm private
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

2-year
growth
2012 2013
2-year
growth
Listed/
Private
Cosmetics Chanel 2% 1% -1% 7% 0% 0% 5% 1% Chanel S.A. private
Cosmetics Lapitak 0% 1% 0% 0% 0% 0% 0% 1% Tutku Trade private
Cosmetics Cireaseptine 1% 0% 0% 0% 0% 0% 1% 0% Kopas Kozmetik private
Cosmetics Gardi 1% 0% 0% 0% 0% 0% 1% 0% Adnan Akat Kozm private
Cosmetics Johnson & Jo 1% 0% -1% 8% 0% 0% 5% 0% Johnson & Johns JNJ US
Cosmetics Popolin 1% 0% 0% 0% 0% 0% 1% 0% Istanbul Kozmetik private
Sportswear Adidas 38% 37% -3% 74% 59% 6% 56% 48% Adidas ADS GR
Sportswear Nike 35% 36% 6% 70% 12% -21% 53% 24% Nike, Inc. NKE US
Sportswear Lescon 7% 5% 0% 13% 17% 17% 10% 11% Ikitelli OSB Mah private
Sportswear Puma 14% 13% -2% 15% 6% 6% 15% 10% Puma SE PUM GR
Sportswear Champion 1% 0% 0% 0% 17% 17% 1% 9% HanesBrands HBI US
Sportswear Converse 7% 6% 2% 18% 3% -44% 13% 5% Nike, Inc. NKE US
Sportswear Timberland 2% 1% 1% 9% 3% 3% 6% 2% Timberland (VF) VFC US
Sportswear Fila 1% 2% 2% 0% 0% 0% 1% 1% Fila, Ltd. private
Sportswear Asics 0% 0% -1% 0% 0% -7% 0% 0% ASICS 7936 JP
Sportswear K-Swiss 1% 0% 0% 0% 0% 0% 1% 0% K-Swiss (E-Land) private
Sportswear Speedo 0% 0% 0% 0% 0% 0% 0% 0% Speedo(Pentland) private
Sportswear Abercrombie 1% 0% 0% 0% 0% -33% 1% 0% Abercrom & Fitch ANF US
Sportswear Le Coq Sportif 0% 0% 0% 0% 0% 0% 0% 0% Le Coq Sportif private
Handsets Sony Ericsson 2% 1% 0% 0% 9% 9% 1% 5% Sony Mobile Com 6758 JP
Handsets LG 1% 3% 1% 0% 7% 7% 1% 5% LG Electronics 066570 KS
Handsets Motorola 1% 0% -1% 0% 8% 8% 1% 4% Motorola, Inc. MSI:US
Handsets Blackberry 4% 1% 0% 13% 2% -2% 9% 2% BlackBerry BBRY US
Handsets Sagem 0% 0% 0% 0% 0% 0% 0% 0% Sagemcom Joint-Stock
Handsets Sendo 0% 0% 0% 0% 0% 0% 0% 0% Motorola, Inc. MSI:US
TV Arelik 7% 14% 0% 0% 0% -17% 4% 7% Arelik A.. ARCLK TI
TV LG 13% 9% -2% 8% 0% 0% 11% 5% LG Electronics 066570 KS
TV Vestel 18% 8% -6% 8% 0% 0% 13% 4% Zorlu Group private
TV Beko 4% 6% 1% 0% 0% 0% 2% 3% Ko Holding KCHOL TI
TV Hitachi 0% 1% 1% 0% 0% 0% 0% 1% Hitachi 6501 JP
TV Panasonic 3% 1% -2% 0% 0% 0% 2% 1% Panasonic 6752 JP
TV Regal 0% 1% 1% 0% 0% 0% 0% 1% Imperial Tobacco IMT LN
TV Telefunken 0% 1% 0% 0% 0% 0% 0% 1% Siemens & AEG JV
TV BenQ 0% 0% -1% 0% 0% 0% 0% 0% BenQ Corporation 8215 TT
TV Mitsubishi 0% 0% 0% 0% 0% 0% 0% 0% Mitsubishi Motor 7211 JP
TV Profilo 2% 0% 0% 0% 0% 0% 1% 0% Profilo Telra private
TV Sharp 0% 0% 0% 0% 0% 0% 0% 0% Sharp Corp 6753 JP
Computers Microsoft 0% 2% 2% 0% 33% 33% 0% 18% Microsoft Corp MSFT US
Computers Sony 3% 6% 1% 0% 17% 6% 2% 12% Sony Corporation 6758 JP
Computers BenQ 2% 0% 0% 0% 17% 17% 1% 9% BenQ Corporation 8215 TT
Computers Toshiba 6% 13% 4% 11% 0% 0% 9% 7% Toshiba 6502 JP
February 2014

% penetration at
LOWER income
% penetration at
HIGHER income
average %
penetration

2-year
growth
2012 2013
2-year
growth
Listed/
Private
Computers Apple 14% 12% 8% 44% 0% -11% 29% 6% Apple AAPL US
Computers Casper 17% 10% -12% 0% 0% -11% 9% 5% KASPER LTD private
Computers Acer 5% 3% -2% 0% 0% 0% 3% 2% Acer Inc. 2353 TT
Computers DELL 2% 3% 1% 11% 0% 0% 7% 2% Dell private
Computers Lenovo 0% 2% 2% 0% 0% 0% 0% 1% Lenovo Group 992 HK
Computers Exper 6% 1% -8% 0% 0% 0% 3% 1% Exper Computers private
Computers HP 3% 1% -5% 4% 0% 0% 4% 1% HP HPQ US
Computers HTC 0% 1% 1% 0% 0% 0% 0% 1% HTC Corporation 2498 TT
Computers Motorola 0% 1% 1% 0% 0% 0% 0% 1% Motorola, Inc. MSI:US
Computers Sharp 0% 0% 0% 4% 0% 0% 2% 0% Sharp Corporation 6753 JP
Fashion C&A 6% 2% 1% 3% 14% 14% 5% 8% C&A private
Fashion Calvin Klein 2% 2% 1% 6% 14% 14% 4% 8% Phillips-Van Heus PVH US
Fashion ZARA 9% 7% -1% 22% 0% -8% 16% 4% Diseo T (Inditex) ITX SM
Fashion Kigili 6% 5% -2% 16% 0% -6% 11% 3% Kigili company private
Fashion Marks & Spe 2% 5% 3% 2% 0% 0% 2% 3% Marks & Spencer MKS LN
Fashion Dolce & Gab 3% 5% 4% 5% 0% 0% 4% 3% Dolce & Gabbana private
Fashion Hatemoglu 2% 3% 0% 9% 0% 0% 6% 2% Hatemoglu private
Fashion Tommy Hilfig 5% 2% -1% 12% 0% -14% 9% 1% Phillips-Van Heus PVH US
Fashion Abbate 0% 1% 0% 2% 0% -3% 1% 1% ztay Tekstil private
Fashion Damat & ADV 1% 1% 0% 5% 0% 0% 3% 1% Orka Group private
Fashion Tween 1% 1% -1% 0% 0% -3% 1% 1% Orka Group private
Fashion Christian Dio 1% 1% 1% 0% 0% 0% 1% 1% LVMH MC FP
Fashion Polo Ralph La 3% 1% -1% 23% 0% 0% 13% 1% Ralph Lauren RL US
Fashion TopShop 0% 1% 1% 0% 0% 0% 0% 1% TopShop private
Fashion Bisse 2% 0% -1% 2% 0% -3% 2% 0% Bisse Tekstil r private
Fashion Efor 0% 0% 0% 0% 0% 0% 0% 0% Efor Delisted
Fashion Ermenegildo 0% 0% 0% 0% 0% 0% 0% 0% Ermenegildo Zeg private
Fashion IGS 0% 0% -1% 0% 0% -3% 0% 0% Istanbul Giyim Sa DAGI TI
Fashion Versace 0% 0% 0% 0% 0% -3% 0% 0% Gianni Versace GIAN IM

February 2014
Turkey: Demographics



income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer not
to answer
D.K
1 4 7 3 5 4 5 0 0 5 0
2 13 14 14 12 14 5 0 0 17 9
3 29 22 29 31 33 35 17 50 31 28
4 30 24 30 36 28 30 50 50 26 36
5 or more 24 33 24 17 22 25 33 0 21 28

Mean 3.55 3.63 3.57 3.49 3.50 3.65 4.17 3.50 3.39 3.83

32
40
17
10
0
10
20
30
40
50
18-29 30-45 46-55 56-65
%

o
f

r
e
s
p
o
n
d
e
n
t
s
15
42
18
9
1
0 0
0
10
20
30
40
50
L
e
s
s

t
h
a
n
1
,
0
0
0

(
5
0
0
)
1
,
0
0
1

-
2
,
0
0
0

T
L
(
1
,
5
0
0
)
2
,
0
0
1

-
3
,
0
0
0
T
L

(
2
,
5
0
0
)
3
,
0
0
1

-
5
,
0
0
0
T
L

(
4
,
0
0
0
)
5
,
0
0
1

-
7
,
0
0
0
T
L

(
6
,
0
0
0
)
7
,
0
0
1

-
1
0
,
0
0
0

T
L
(
8
,
5
0
0
)
A
b
o
v
e
1
0
,
0
0
0

T
L
(
1
2
,
5
0
0
)
%

o
f

r
e
s
p
o
n
d
e
n
t
s
30
70
0
20
40
60
80
100
Rural Urban
%

o
f

r
e
s
p
o
n
d
e
n
t
s
50 50
0
10
20
30
40
50
60
Male Female
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014



1
17
27 29
40
44
35
67
50
44
53
45
44
40
17
0
28
18
14
11
25
0
50
0%
20%
40%
60%
80%
100%
Less than 1,000 1,001 - 2,000 TL 2,001 -3,000 TL 3,001 -5,000 TL 5,001 -7,000 TL 7,001 -10,000 TL Above 10,000 TL
%

o
f

r
e
s
p
o
n
d
e
n
t
s
-44 -41
-18
-9
-30
67
0
-60
-40
-20
0
20
40
60
80
%

o
f

r
e
s
p
o
n
d
e
n
t
s
10
14
23
19
30
33
75
75
74
68
71
60
67
25
15
12
9 10 10
0 0
0%
20%
40%
60%
80%
100%
Less than 1,000 TL 1,001 - 2,000 TL 2,001 -3,000 TL 3,001 -5,000 TL 5,001 -7,000 TL 7,001 -10,000 TL Above 10,000 TL
%

o
f

r
e
s
p
o
n
d
e
n
t
s
-5
2
14
9
20
33
75
-10
0
10
20
30
40
50
60
70
80
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Turkey: Income and Other
bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Bank account 24 11 24 32 36 36 14 25 19 12
Life insurance 4 2 3 6 5 14 0 0 2 0
Stock market 2 2 3 0 1 0 14 25 0 0
Cash 16 13 17 14 12 11 14 0 22 22
Mutual Fund 2 0 2 2 4 4 14 0 0 2
Treasury bond 0 0 0 0 1 0 0 0 0 0
Property 3 0 2 3 6 11 14 25 3 0
Gold and Jewellery 10 5 10 12 17 7 0 25 5 4
No extra saving 40 65 39 30 19 18 29 0 47 60
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

Declined > 20% 5 6 4 6 5 0 17 0 3 2
-10% to -20% 5 6 4 8 2 0 0 0 3 6
-10% to flat 7 8 7 7 6 10 0 0 5 0
Unchanged 65 73 67 61 57 25 33 50 69 70
Flat to +10% 11 6 13 11 19 30 17 0 9 6
+10 to +20% 4 1 3 6 8 20 0 25 4 2
+20 to +30% 1 0 1 1 2 15 33 25 2 0
30%+ 1 0 0 1 1 0 0 0 1 2
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

Declined > 20% 4 4 4 6 4 0 0 0 2 0
-10% to -20% 4 4 2 6 4 5 17 0 6 0
-10% to flat 6 8 6 5 7 10 0 0 5 4
Unchanged 62 70 63 60 48 35 33 50 61 68
Flat to +10% 16 10 18 15 26 30 33 0 14 11
+10 to +20% 5 3 4 6 6 10 0 25 5 2
+20 to +30% 1 0 1 1 5 5 17 25 2 0
30%+ 1 0 0 2 2 5 0 0 1 0
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

0-5% 7 6 9 8 6 0 0 0 2 2
6-10% 8 5 11 11 7 15 0 25 2 2
11-15% 5 3 4 8 10 10 17 0 5 0
16-20% 7 5 6 11 9 15 0 25 7 2
21-25% 6 3 6 8 12 0 0 0 8 6
More than 25% 22 14 21 27 38 30 67 50 21 9
No credit card 35 58 35 22 17 30 17 0 44 40
Mean % exp 19 18 18 19 22 20 27 21 23 22
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

Rising 23 22 20 24 32 36 40 25 26 7
Staying the same 66 59 68 69 61 50 60 75 61 82
Decreasing 11 19 12 7 8 14 0 0 12 11
Base : Unwtd 1,006 99 425 222 111 14 5 4 98 28
February 2014
Very effective
6 5 6 7 7 10 0 0 7 4
Quite effective
22 21 23 22 23 5 33 50 24 9
Not very effective
33 32 33 31 35 30 17 25 35 26
Not at all effective
28 31 28 31 29 45 33 25 19 26
Base : Unwtd
1,559 233 657 284 133 20 6 4 175 47

Yes 45 41 46 48 49 40 33 50 46 23
No 40 42 41 38 36 40 17 50 41 26
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

Political risk 19 17 17 20 24 26 20 50 21 22
Military risk 11 13 11 13 7 13 10 0 9 10
Social risk 19 14 19 19 24 24 20 0 19 20
Economic risk 34 43 35 31 28 21 20 25 36 38
Domestic instability risk 16 14 17 17 17 16 30 25 15 10
Base : Unwtd 1503 233 657 284 133 20 6 4 175 47

Yes 61 64 61 65 74 60 50 25 48 30
No 30 29 28 29 22 35 50 50 44 22
Base : Unwtd 1,559 233 657 284 133 20 6 4 175 47

February 2014
Turkey: Automobiles
income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer not
to answer
D.K
Yes 31 16 28 43 59 56 80 67 24 34
No 69 84 72 57 41 44 20 33 76 66

Yes 6 4 8 8 2 13 0 33 2 7
No 94 96 92 92 98 88 100 67 98 93

1 95 100 97 94 93 100 100 50 89 100
2 4 0 1 5 5 0 0 50 11 0
3 or more 1 0 1 1 2 0 0 0 0 0

All Cash 44 54 41 37 40 44 75 50 66 67
Cash + Credit 38 34 43 43 39 44 25 50 14 7
All Credit 8 3 7 7 12 11 0 0 17 7
Dont Know 9 9 9 12 9 0 0 0 3 20
Base : Unwtd 407 35 153 97 57 9 4 2 35 15


0 0 0
3
6
0 0
6
9
14
18
19
100
33
18
20
25
22
19
0 0
47
44
35
30
31
0
67
25
19
17
21
19
0 0
0
10
20
30
40
50
60
70
80
90
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Income Bracket
February 2014
Renault 17 14 15 19 23 22 0 0 17 7
Fiat 16 23 14 20 11 22 25 0 9 27
Ford 8 14 7 7 11 11 0 0 11 7
Volkswagen 6 6 5 6 12 0 25 0 3 7
Opel 7 0 7 10 7 11 0 0 11 0
Hyundai 7 3 7 6 9 0 0 0 9 7
Toyota 4 3 5 4 5 0 0 0 6 0
Other 13 20 17 6 7 22 25 0 11 13
Base : Unwtd 407 35 153 97 57 9 4 2 35 15

All Cash 19 15 18 21 15 0 60 0 13 50
Cash + Credit 61 62 63 67 75 50 0 100 50 25
All Credit 10 0 16 6 5 50 0 0 6 0
Dont Know 11 23 4 6 5 0 40 0 31 25
Base : Unwtd 147 13 51 33 20 4 5 1 16 4

Figure 662: BT1. Which of the following statements comes closest to your opinion on choosing your new car?
I would be willing to pay more for
an electric engine
12 0 8 12 20 100 20 0 6 0
I would not be willing to pay more,
but if it was the same price I would
choose an electric engine over any
other type
16 23 25 15 5 0 0 0 13 0
I would not be willing to pay any
more for an electric engine
25 23 20 36 15 0 20 100 25 75
Dont know
46 54 47 36 60 0 60 0 56 25
Base : Unwtd
147 13 51 33 20 4 5 1 16 4

Local 5 5 8 2 3 0 20 0 9 0
Foreign 87 90 80 90 93 100 60 100 86 88
Opel 12 5 10 20 10 17 0 0 9 13
Renault 12 15 20 8 10 0 0 33 5 13
Volkswagen 8 5 0 16 10 0 20 0 9 13
Base : Unwtd 147 13 51 33 20 4 5 1 16 4

bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer not
to answer
D.K
February 2014
Turkey: Food & Beverage
bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Drinks: Yes
76 72 80 73 85 58 75 67 73 64
Drinks: No
24 28 20 27 15 42 25 33 27 36
Drinks: Base 1,004 176 410 175 78 12 4 3 107 39
Beer: Yes 21 14 20 29 37 58 50 33 10 0
Beer: No 79 86 80 71 63 42 50 67 90 100
Beer: Base 1,004 176 410 175 78 12 4 3 107 39
Bottled Water: Yes 76 63 76 90 90 83 75 67 72 64
Bottled Water: No 24 38 24 10 10 17 25 33 28 36
Bottled Water:Base 1,004 176 410 175 78 12 4 3 107 39
Spirits: Yes
18 11 17 24 37 25 50 0 8 8
Spirits: No
82 89 83 76 63 75 50 100 92 92
Spirits:Base
1,004 176 410 175 78 12 4 3 107 39
Dairy: Yes
89 84 90 90 94 100 100 100 89 72
Dairy: No
11 16 10 10 6 0 0 0 11 28
Dairy: Base
1,004 176 410 175 78 12 4 3 107 39

Drinks - Foreign 62 66 61 58 58 64 50 50 74 78
Coca-Cola 33 28 33 30 27 45 50 50 49 56
Drinks - Local 37 34 39 41 42 36 50 50 26 22
Cola Turka 8 10 7 8 11 9 25 50 5 10
Uludag 7 5 7 10 11 0 0 0 8 2
Drinks - Base 763 126 328 128 66 7 3 2 78 25
Beer - Foreign 45 38 46 45 53 20 33 100 36 0
Miller 4 0 4 4 6 0 0 0 0 0
Carlsberg 4 0 3 5 6 0 0 0 7 0
Beer - Local 55 63 53 55 47 80 67 0 64 0
Efes Pilsen 48 59 44 48 43 70 67 0 64 0
Tuborg 32 34 35 26 33 20 33 100 29 0
Beer - Base 209 24 84 51 29 7 2 1 11 0
Water - Foreign 4 3 4 5 3 0 0 0 1 0
Water - Local 95 96 94 94 96 100 100 100 98 94
Erikli 17 15 16 17 23 0 33 50 19 14
Hayat 16 21 18 14 11 18 0 50 18 6
Water - Base 764 110 310 157 70 10 3 2 77 25
Spirits - Foreign 35 22 38 37 28 33 50 0 54 25
Jack Daniels 7 0 10 2 4 0 50 0 23 25
Spirits - Local 62 70 60 62 70 67 50 0 38 50
Yeni Raki 28 30 29 23 37 33 50 0 15 25
Spirits - Base 176 20 68 42 29 3 2 0 9 3
Dairy - Foreign 10 9 8 14 15 0 0 0 7 14
Dairy - Local 89 89 92 86 85 100 100 100 91 86
Pinar 21 17 22 21 18 24 33 33 25 23
Sutas 17 10 17 18 19 19 0 67 21 21
Icim 6 6 7 6 5 0 0 0 5 2
Dairy - Base 890 148 370 157 73 12 4 3 95 28

February 2014
income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Drinks: Yes 28 22 31 33 28 17 25 67 20 18
Drinks: No
72 78 69 67 72 83 75 33 80 82
Beer: Yes 10 6 8 17 14 25 25 0 7 3
Beer: No 90 94 92 83 86 75 75 100 93 97
Water: Yes
30 20 32 39 31 17 50 33 25 18
Water: No
70 80 68 61 69 83 50 67 75 82
Spirits: Yes
10 7 9 15 17 8 25 0 8 5
Spirits: No
90 93 91 85 83 92 75 100 92 95
Dairy: Yes
34 29 35 42 38 42 50 33 26 15
Dairy: No
66 71 65 58 62 58 50 67 74 85

0% 5 7 5 4 0 0 0 0 13 5
0-5% 23 37 21 24 12 25 0 0 20 15
6-15% 23 23 26 13 33 8 0 67 21 18
16-25% 17 11 18 25 27 8 25 0 10 10
More than 25% 21 15 20 29 24 50 75 33 18 10

Below 1% 6 10 4 7 8 25 0 0 3 5
1-3% 14 10 13 24 21 0 0 0 6 8
3-5% 14 13 15 14 12 0 0 67 19 5
5-7% 8 7 8 11 10 8 50 33 5 5
7-10% 5 7 5 3 6 0 0 0 6 5
Above 10% 16 22 17 17 17 17 25 0 7 8
Havent noticed any 11 10 9 7 10 25 0 0 25 5
D.K. 1,004 176 410 175 78 12 4 3 107 39
Base: Unwtd 6 10 4 7 8 25 0 0 3 5

Very sensitive 26 36 23 27 36 33 50 0 13 21
Somewhat sensitive 48 43 52 49 42 50 25 67 51 41
Somewhat not sensitive 20 17 21 20 19 8 0 33 27 18
Not at all sensitive 5 5 4 4 3 8 25 0 8 21
Base: Unwtd 1,004 176 410 175 78 12 4 3 107 39

February 2014


10
12
18
27
41
0
67
70
75
75
65
50
75
33
20
13
6 7 8
25
0
0%
20%
40%
60%
80%
100%
P
l
a
n
n
e
d

s
p
e
n
d

o
n

m
e
a
t

i
n

1
2

m
o
n
t
h
s

(
%

o
f

p
o
p
.

l
i
k
e
l
y

t
o

c
h
a
n
g
e

i
n
t
a
k
e
)
More The same Less
-10
-1
12
20
33
67
-20
-10
0
10
20
30
40
50
60
70
80
N
e
t

%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Turkey: Home & Personal Care
income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Tissues: Yes 86 80 90 94 88 88 75 67 79 63
Tissues: No 14 20 10 6 12 13 25 33 21 37
Tissues: Base 1,141 197 459 195 83 16 4 3 138 46
Fem Hygiene: Yes 79 77 79 85 82 100 50 100 79 63
Fem Hygiene: No 21 23 21 15 18 0 50 0 21 38
Fem Hygiene: Base 523 92 218 84 33 8 2 1 61 24
Cosmetics: Yes 53 39 56 70 69 56 75 33 36 43
Cosmetics: No 47 61 44 30 31 44 25 67 64 57
Cosmetics: Base 1,141 197 459 195 83 16 4 3 138 46

Tissues - Foreign 20 20 19 20 21 29 0 50 19 14
Tissues - Local 79 79 80 79 77 65 100 50 77 81
Solo 22 18 24 25 19 29 20 0 21 22
Selpak 26 25 27 26 29 12 60 50 27 25
Tissues - Base 983 158 411 184 73 14 3 2 109 29
Fem Hygiene - Foreign 21 18 22 22 18 44 0 0 20 6
Kotex 15 12 14 18 11 33 0 0 19 6
Fem Hygiene - Local 77 78 76 76 79 56 100 100 80 76
Orkid 41 38 37 48 42 11 100 50 51 41
Molped 22 27 22 17 24 22 0 0 22 18
Fem Hygiene - Base 414 71 172 71 27 8 1 1 48 15
Cosmetics - Foreign 56 48 53 61 54 69 100 100 68 57
Avon 20 21 21 19 14 13 20 50 24 14
Nivea 10 7 10 10 9 6 0 0 10 14
Cosmetics - Local 42 48 45 38 44 31 0 0 30 38
Arko 16 18 18 16 20 6 0 0 7 11
Hobi/ Hobby 6 10 7 5 4 0 0 0 3 8
Cosmetics - Base 609 77 255 137 57 9 3 1 50 20

Tissues: Yes 33 25 33 35 32 32 50 17 38 45
Tissues: Base 67 75 67 65 68 68 50 83 62 55
Fem Hygiene: Yes 21 12 24 22 28 21 30 0 25 17
Fem Hygiene: Base 79 88 76 78 72 79 70 100 75 83
Cosmetics: Yes 21 12 24 22 28 21 30 0 25 17
Cosmetics: Base 79 88 76 78 72 79 70 100 75 83
February 2014
Turkey: Luxury Goods
income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Domestic 45 50 46 43 47 50 33 66 45 29
Western 2 2 1 2 3 7 0 0 4 3
No Preference 28 28 31 28 28 14 33 0 19 16
Base: Unwtd 985 177 408 152 76 14 3 3 114 38





75
85
90
93
86
67
100
0
20
40
60
80
100
L
e
s
s

t
h
a
n
1
,
0
0
0

T
L
1
,
0
0
1

-

2
,
0
0
0
T
L
2
,
0
0
1

-
3
,
0
0
0
T
L
3
,
0
0
1

-
5
,
0
0
0
T
L
5
,
0
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-
7
,
0
0
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T
L
7
,
0
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1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
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0
T
L
%

o
f

r
e
s
p
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n
d
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n
t
s
6
10
21
33
14
0
67
0
10
20
30
40
50
60
70
L
e
s
s

t
h
a
n
1
,
0
0
0

T
L
1
,
0
0
1

-

2
,
0
0
0
T
L
2
,
0
0
1

-
3
,
0
0
0
T
L
3
,
0
0
1

-
5
,
0
0
0
T
L
5
,
0
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1

-
7
,
0
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T
L
7
,
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1

-
1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
0
0
0
T
L
%

o
f

r
e
s
p
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n
d
e
n
t
s
10
11
17
26
21
33 33
0
5
10
15
20
25
30
35
L
e
s
s

t
h
a
n

1
,
0
0
0
T
L
1
,
0
0
1

-

2
,
0
0
0

T
L
2
,
0
0
1

-
3
,
0
0
0

T
L
3
,
0
0
1

-
5
,
0
0
0

T
L
5
,
0
0
1

-
7
,
0
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0

T
L
7
,
0
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1

-
1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
0
0
0
T
L
%

o
f

r
e
s
p
o
n
d
e
n
t
s
4
5
13
21
14
33
0
0
5
10
15
20
25
30
35
L
e
s
s

t
h
a
n

1
,
0
0
0
T
L
1
,
0
0
1

-

2
,
0
0
0

T
L
2
,
0
0
1

-
3
,
0
0
0

T
L
3
,
0
0
1

-
5
,
0
0
0

T
L
5
,
0
0
1

-
7
,
0
0
0

T
L
7
,
0
0
1

-
1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
0
0
0
T
L
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014

32
49
63 63
64
67 67
0
10
20
30
40
50
60
70
80
L
e
s
s

t
h
a
n

1
,
0
0
0
T
L
1
,
0
0
1

-

2
,
0
0
0

T
L
2
,
0
0
1

-
3
,
0
0
0

T
L
3
,
0
0
1

-
5
,
0
0
0

T
L
5
,
0
0
1

-
7
,
0
0
0

T
L
7
,
0
0
1

-
1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
0
0
0
T
L
%

o
f

r
e
s
p
o
n
d
e
n
t
s
38
58
70
64
79
67 67
0
10
20
30
40
50
60
70
80
90
L
e
s
s

t
h
a
n

1
,
0
0
0
T
L
1
,
0
0
1

-

2
,
0
0
0

T
L
2
,
0
0
1

-
3
,
0
0
0

T
L
3
,
0
0
1

-
5
,
0
0
0

T
L
5
,
0
0
1

-
7
,
0
0
0

T
L
7
,
0
0
1

-
1
0
,
0
0
0
T
L
A
b
o
v
e

1
0
,
0
0
0
T
L
%

o
f

r
e
s
p
o
n
d
e
n
t
s
February 2014
Turkey: Technology and Internet

bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000 TL
More than
10000 TL
Would
prefer
not to
answer
D.K
Blu-Ray Player 0 0 0 1 1 0 0 0 0 0
Camcorder 2 0 2 3 3 0 0 0 1 4
Desktop computer 4 3 4 4 2 0 25 14 1 4
Digital Camera 5 4 6 7 5 5 0 0 1 6
DVD Player 1 3 1 2 1 0 0 0 0 4
E-Reader 0 0 0 1 0 0 0 14 0 0
Gaming facility 1 0 1 3 3 0 0 0 1 2
GPS/Navigation 1 0 1 1 1 0 0 0 1 0
Internet Service 2 2 2 1 1 0 0 14 1 2
Mobile Phone 6 5 7 5 4 5 0 0 5 8
Smartphone 9 6 10 11 15 16 0 14 6 8
MP3 1 1 2 1 1 0 0 0 0 2
Netbook 2 2 3 2 2 5 0 0 0 0
Notebook PC 7 5 6 10 13 11 25 0 8 4
Stereo HiFi 0 0 0 0 0 0 0 0 0 0
Traditional TV 0 0 0 0 0 0 0 0 0 0
LCD TV 9 9 9 9 10 11 0 0 5 6
Flat screen TV 0 1 0 0 1 0 0 0 0 0
Tablet 4 3 4 5 4 5 0 0 3 2
None of these 44 55 41 33 35 42 50 43 66 51

Samsung 35 35 36 41 8 50 0 0 50 0
Vestel 6 4 8 11 0 0 0 0 0 0
LG 12 9 11 7 42 0 0 0 0 0
Sony 7 4 5 7 17 0 0 0 25 0
Philips 4 0 5 4 0 0 0 0 13 0
Arcelik 12 13 14 15 0 0 0 0 0 33
Base : Unwtd 139 23 64 27 12 2 0 0 8 3

0%
20%
40%
60%
80%
100%
Total 2013 Less than 1,000
TL
1,001 - 2,000 TL 2,001 -3,000 TL 3,001 -5,000 TL 5,001 -7,000 TL 7,001 -10,000 TL Above 10,000 TL
E
l
e
c
t
r
o
n
i
c

O
w
n
e
r
s
h
i
p

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income group
February 2014

income bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Yes 64 40 61 84 86 96 67 100 54 57
No 36 60 39 16 14 4 33 0 46 43

Yes 74 65 74 80 80 100 67 100 62 52
No 16 22 15 13 18 0 0 0 21 26
Dont know 10 13 11 7 1 0 33 0 18 22

More 12 6 10 12 29 12 33 33 11 17
The same 79 73 84 77 63 75 67 67 82 83
Less 9 20 6 10 8 13 0 0 7 0
Base : Unwtd 811 82 328 191 92 16 3 3 73 23
30
37
0
11
34
50
10
26
33
3
21
33
67
78
50
25
49
17
2
10
0
0
20
40
60
80
100
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Gaming
Banking
Shopping
Travel
Social Network
Messaging
Gambling
February 2014
Turkey: Telecommunications
bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Yes, I pay for it 77 74 74 75 86 65 60 100 82 90
Yes, employer pays 4 2 3 7 7 0 20 0 3 0
Yes, somebody else pays 15 17 18 13 6 29 20 0 7 10
No, I do not 5 7 4 4 2 6 0 0 8 0
Base : Unwtd 1,292 211 539 230 107 17 5 4 137 42
Apple
6 2 4 7 14 6 20 50 9 2
Nokia
41 55 42 34 35 19 0 0 40 43
Samsung
41 33 42 45 44 50 40 25 40 40
Base : Unwtd
1,229 196 515 220 105 16 5 4 126 42
Up to 50 TL 76 89 85 64 49 56 20 75 69 69
51 60 TL 12 6 8 18 18 19 40 25 13 21
61 80 TL 6 3 3 8 13 13 20 0 10 0
81 100 TL 2 1 2 4 6 6 0 0 2 0
Over 101 TL 3 0 2 6 14 6 20 0 3 3
Base : Unwtd 1,229 196 515 220 105 16 5 4 126 42
Yes 29 19 24 34 50 75 100 0 36 14
No 71 81 76 66 50 25 0 0 64 86
Base : Unwtd 252 36 111 53 18 4 1 0 22 7

Apple 9 4 5 11 16 20 0 25 12 33
Blackberry 1 2 2 1 2 0 0 0 3 0
Nokia 23 41 24 21 16 10 0 0 12 17
Samsung 46 39 50 46 44 70 0 25 39 25
Base : Unwtd 496 51 197 126 62 10 1 4 33 12

Yes 54 31 53 63 60 70 100 75 42 50
No 19 35 18 15 16 10 0 25 15 25
Dont Know 28 33 29 22 24 20 0 0 42 25
Base : Unwtd 496 51 197 126 62 10 1 4 33 12

89
85
64
49
56
20
75
6
8
18
18
19
40
25
3
8
13
13
20
0
0
0
6
20
0 0 0
2
3
0 0 0 0 0
1
4
0 0 0 0 0 1 2 0 0 0
0%
20%
40%
60%
80%
100%
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Less than 50 TL (25) 51-60 TL (55) 61-80 TL (70) 81-100 TL (90) 101-120 TL (110) 121-140 TL (130) 141-180 TL (160) 181 TL or more (200)
February 2014
Turkey: Travel

bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
At home 5 0 5 9 4 0 0 0 3 0
Base : Unwtd 521 38 201 139 75 9 3 3 38 15

Car 43 37 40 47 50 44 33 67 30 40
Bus 47 58 54 43 33 44 33 0 43 47
Train 0 0 0 0 1 0 0 0 3 0
Ship 1 0 0 1 0 0 0 33 0 7
Aeroplane 9 5 5 8 13 11 33 0 24 7
Other 1 0 1 2 3 0 0 0 0 0
Base : Unwtd 495 38 191 127 72 9 3 3 37 15

At home 4 7 4 5 2 0 0 0 3 0
Base : Unwtd 591 55 228 154 84 12 3 4 35 16
17
34
56
60
45
75 75
24
38
62
68
60
75
100
0
15
30
45
60
75
90
105
%

o
f

h
o
u
s
e
h
o
l
d
s

h
o
l
i
d
a
y
i
n
g
Income Bracket
February 2014
Turkey: Property
bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Yes 60 50 61 64 67 65 80 100 50 73
No 40 50 39 36 33 35 20 0 50 27
Base : Unwtd 1,235 205 536 216 86 17 5 3 126 41

Rented 84 72 86 96 93 50 100 0 87 82
Allocated 1 2 0 0 4 50 0 0 0 0
Borrowed 8 20 7 1 0 0 0 0 5 0
Base : Unwtd 496 102 207 78 28 6 1 0 63 11

Upgrade 15 11 20 10 22 13 0 0 17 0
First-time home 59 78 61 65 56 25 50 0 58 67
Investment 18 11 8 20 22 50 50 67 17 33
Change of location 1 0 2 0 0 0 0 33 0 0
Holiday property 2 0 2 2 0 13 0 0 8 0
Base : Unwtd 167 9 61 51 18 8 2 3 12 3

Increase 38 41 34 39 44 59 40 100 39 30
About the same 39 38 41 43 37 12 60 0 33 32
Decrease 10 6 10 10 6 18 0 0 14 12
Base : Unwtd 1,235 205 536 216 86 17 5 3 126 41

Below 25% 29 38 27 31 24 29 40 0 31 12
25% - 50% 14 16 13 19 15 18 0 0 10 7
51% - 75% 13 4 15 14 24 12 40 0 9 5
76% - 95% 6 5 7 7 12 18 0 33 1 2
Above 95% 6 5 6 8 10 12 0 67 2 0
Don't know 32 32 32 22 14 12 20 0 48 73
Base : Unwtd 1,235 205 536 216 86 17 5 3 126 41

February 2014



4
11
24
21
47
40
100
96
89
76
79
53
60
0
0%
20%
40%
60%
80%
100%
%

o
f

r
e
s
p
o
n
d
e
n
t
s
No
Ye
s
40
41
31
28
27
50
33
11
13
16
17
0
50
33
0
10
20
30
40
50
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
22
30
46
36
45
25
67
33
64
76
39
75
50
67
0
10
20
30
40
50
60
70
80
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
8
6
9
10
9
25
0
11
10
8
22
25
0 0
0
5
10
15
20
25
30
%

o
f

r
e
s
p
o
n
d
e
n
t
s
Current
House
Financing
Future
House
Financing
February 2014
Turkey: Education
Yes
3 1 3 5 4 6 0 33 1 0
No
97 99 97 95 96 94 100 67 99 100
Base : Unwtd
1,301 208 549 232 101 16 5 3 146 41

More 3 3 2 4 1 0 0 0 5 0
About the same 82 82 82 81 80 94 100 100 82 76
Less 16 15 16 14 19 6 0 0 14 24
Base : Unwtd 1,301 208 549 232 101 16 5 3 146 41

3
2
4
1
0 0 0
15
16
14
19
6
0 0
0
5
10
15
20
Less than 1,000
TL
1,001 - 2,000 TL 2,001 -3,000 TL 3,001 -5,000 TL 5,001 -7,000 TL 7,001 -10,000 TL Above 10,000 TL
S
p
e
n
d
i
n
g

o
n

e
d
u
c
a
t
i
o
n

&

t
r
a
i
n
i
n
g

i
n

t
h
e

n
e
x
t

1
2

m
o
n
t
h
s

(
%

o
f

h
o
u
s
e
h
o
l
d
s
)
Income bracket
More Less
February 2014


Turkey: Healthcare
bracket)
Total Less
than
1000 TL
1001 TL
2000
TL
2001 TL
3000
TL
3001 TL
5000
TL
5001 TL
7000
TL
7001 TL
10000
TL
More
than
10000 TL
Would
prefer
not to
answer
D.K
Yes 78 72 78 90 90 93 80 67 66 60
No 22 28 22 10 10 7 20 33 34 40
Base : Unwtd 1,242 201 536 210 103 14 5 3 127 43

Hospital 32 33 32 30 28 23 33 20 40 39
Emergency Room 21 23 19 21 21 19 22 20 22 19
Prescriptions 23 23 23 21 22 21 33 20 24 30
Vaccinations 11 8 12 12 11 17 0 20 4 4
Diagnostic Tests 15 13 14 16 18 19 11 20 10 9
Base : Unwtd 972 144 416 190 93 13 4 2 84 26

Yes 23 24 22 31 26 21 20 33 9 16
No 77 76 78 69 74 79 80 67 91 84
Base : Unwtd 1,242 201 536 210 103 14 5 3 127 43

More 8 8 9 5 9 14 20 33 6 14
Same 77 72 76 87 83 57 60 33 79 53
Less 15 20 15 9 9 29 20 33 15 33
Base : Unwtd 1,242 201 536 210 103 14 5 3 127 43

produced product?
Wont pay extra
72 81 73 64 59 64 60 100 77 74
1-10% extra
23 13 24 33 32 7 40 0 13 14
11-20% extra
3 3 2 2 5 14 0 0 9 5
21-30% extra
1 2 0 0 2 7 0 0 2 2
More than 30% extra
1 0 1 0 2 7 0 0 0 5
Base : Unwtd 1,242 201 536 210 103 14 5 3 127 43

Figure 717: M14: Do you trust local brands as much as international brands on efficacy and safety?
Only efficacy 18 11 18 26 20 14 40 0 17 14
Only safety 8 11 7 6 9 0 20 33 9 2
Both 49 59 51 47 54 71 40 33 36 16
Neither 6 4 5 6 9 7 0 0 7 9
Base : Unwtd 1,242 201 536 210 103 14 5 3 127 43

February 2014


Appendix: Methodology

The Credit Suisse Emerging Market Consumer Survey was carried out by the global marketing firm,
The Nielsen Company, in Q3 2013. This builds upon and expands work undertaken by Credit
Suisse in the Emerging Consumer Survey (published in 2013, 2012 and 2011) and the China
Consumer Survey (published annually since 2005).
This survey was conducted across nine emerging countries: China, India, Russia, Brazil, Mexico,
Saudi Arabia, South Africa, Turkey and Indonesia. The data set consists of more than 2,500
successful interviews in both China and India and more than 1,500 in the other seven countries.
The interviews were conducted across several cities and rural areas in each country, with urban
respondents accounting for roughly 70% of the interviews and rural respondents making up the
balance, except for Saudi Arabia, where the breakdown was approximately 90:10. A gender split of
50% male and 50% female was the aim throughout the markets.
The survey adopted a face-to-face interviewing method for all respondents, with interviews taking
place on the street and in peoples homes. While cross-region consistency was the aim in
constructing the survey from the outset, the questionnaires were adjusted slightly to account of
local factors in each country with the surveyor guiding the interviewee through the process from
start to finish. Screening questions were asked of respondents willing to cooperate. Qualified
respondents continued to the main questionnaire.
Only fully complete interviews were accepted as successful interviews. Samples were distributed to
make the survey representative of the national population, and respondents were thus spread over
a range of income brackets, ages, professions, and educational levels.
Those who work for (or have family members or close friends working for) marketing, market
research, media or PR companies were disqualified from the survey. Similarly, those working in
industries related to the questions we were asking skipped the corresponding section. In any
instance where a family member did not control household finances, but still made purchasing
decisions, they were still classed as a consumer and surveyed.
Interviews were carried out throughout the week, with different sections of the population targeted
depending on the time of day, thereby ensuring a representative sample. Doing so ensured a
biased proportion of employed or unemployed participants were not surveyed. Depending on the
number of sections relevant to each surveyee the length of the questionnaire was between 25-35
minutes.
February 2014


About the survey

This report has been produced using market research gathered by The Nielsen Company. This has
given the Credit Suisse Research Institute the ability to conduct a consistent multi-region survey
while also incorporating questions specific to the countries surveyed in the report.
Nielsen is a leader in data measurement and information across a wide range of industries and
regions. Their expertise has complemented the analysis the Research Institute has conducted in
this report. Nielsens input has helped develop a more complete view of the competitive consumer
landscape across emerging markets.
Nielsen was founded in 1923 by Arthur C. Nielsen, Sr., who invented an approach to measuring
competitive sales results that established the concept of market share as a practical management
tool. For nearly 90 years, they have advanced the practice of market research and audience
measurement for the benefits of their clients in a constantly evolving marketplace.
Nielsen has a presence in approximately 100 countries, and holds positions within established and
emerging markets. Their operating model is grounded in a simple, open and integrated approach
that delivers a broad portfolio of services and solutions for their clients.
The Credit Suisse Research Institute would like to thank The Nielsen Company for their invaluable
assistance in this project.
General disclaimer / Important information
This document was produced by and the opinions expressed are those of Credit Suisse as of the date of writing and are subject to change. It has been prepared
solely for information purposes and for the use of the recipient. It does not constitute an offer or an invitation by or on behalf of Credit Suisse to any person to
buy or sell any security. Nothing in this material constitutes investment, legal, accounting or tax advice, or a representation that any investment or strategy is
suitable or appropriate to your individual circumstances, or otherwise constitutes a personal recommendation to you. The price and value of investments mentioned
and any income that might accrue may fluctuate and may fall or rise. Any reference to past performance is not a guide to the future.
The information and analysis contained in this publication have been compiled or arrived at from sources believed to be reliable but Credit Suisse does not make
any representation as to their accuracy or completeness and does not accept liability for any loss arising from the use hereof. A Credit Suisse Group company
may have acted upon the information and analysis contained in this publication before being made available to clients of Credit Suisse. Investments in emerging
markets are speculative and considerably more volatile than investments in established markets. Some of the main risks are political risks, economic risks, credit
risks, currency risks and market risks. Investments in foreign currencies are subject to exchange rate fluctuations. Before entering into any transaction, you should
consider the suitability of the transaction to your particular circumstances and independently review (with your professional advisers as necessary) the specific
financial risks as well as legal, regulatory, credit, tax and accounting consequences. This document is issued and distributed in the United States by Credit Suisse
Securities (USA) LLC, a U.S. registered broker-dealer; in Canada by Credit Suisse Securities (Canada), Inc.; and in Brazil by Banco de Investimentos Credit
Suisse (Brasil) S.A.
This document is distributed in Switzerland by Credit Suisse AG, a Swiss bank. Credit Suisse is authorized and regulated by the Swiss Financial Market
Supervisory Authority (FINMA). This document is issued and distributed in Europe (except Switzerland) by Credit Suisse (UK) Limited and Credit Suisse Securities
(Europe) Limited. Credit Suisse Securities (Europe) Limited and Credit Suisse (UK) Limited, both authorized by the Prudential Regulation Authority and regulated
by the Financial Conduct Authority and the Prudential Regulation Authority, are associated but independent legal entities within Credit Suisse. The protections
made available by the Financial Conduct Authority and/or the Prudential Regulation Authority for retail clients do not apply to investments or services provided
by a person outside the UK, nor will the Financial Services Compensation Scheme be available if the issuer of the investment fails to meet its obligations. This
document is distributed in Guernsey by Credit Suisse (Channel Islands) Limited, an independent legal entity registered in Guernsey under 15197, with its
registered address at Helvetia Court, Les Echelons, South Esplanade, St Peter Port, Guernsey. Credit Suisse (Channel Islands) Limited is wholly owned by Credit
Suisse AG and is regulated by the Guernsey Financial Services Commission. Copies of the latest audited accounts are available on request. This document is
distributed in Jersey by Credit Suisse (Channel Islands) Limited, Jersey Branch, which is regulated by the Jersey Financial Services Commission. The business
address of Credit Suisse (Channel Islands) Limited, Jersey Branch, in Jersey is: TradeWind House, 22 Esplanade, St Helier, Jersey JE2 3QA. This document
has been issued in Asia-Pacific by whichever of the following is the appropriately authorised entity of the relevant jurisdiction: in Hong Kong by Credit Suisse
(Hong Kong) Limited, a corporation licensed with the Hong Kong Securities and Futures Commission or Credit Suisse Hong Kong branch, an Authorized
Institution regulated by the Hong Kong Monetary Authority and a Registered Institution regulated by the Securities and Futures Ordinance (Chapter 571 of the
Laws of Hong Kong); in Japan by Credit Suisse Securities (Japan) Limited; elsewhere in Asia/Pacific by whichever of the following is the appropriately authorized
entity in the relevant jurisdiction: Credit Suisse Equities (Australia) Limited, Credit Suisse Securities (Thailand) Limited, Credit Suisse Securities (Malaysia) Sdn
Bhd, Credit Suisse AG, Singapore Branch, and elsewhere in the world by the relevant authorized affiliate of the above.
This document may not be reproduced either in whole, or in part, without the written permission of the authors and Credit Suisse. 2014 Credit Suisse Group
AG and/or its affiliates. All rights reservedauthors and Credit Suisse. 2014 Credit Suisse Group AG and/or its affiliates. All rights reserved
PUBLISHER
CREDIT SUISSE AG
Research Institute
Paradeplatz 8
CH-8070 Zurich
Switzerland
cs.researchinstitute@credit-suisse.com
PRODUCTION MANAGEMENT
INVESTMENT STRATEGY & RESEARCH
INVESTMENT PUBLISHING
Markus Kleeb (Head)
Ross Hewitt
Katharina Schlatter
AUTHORS
Mujtaba Rana
Richard Kersley
Ashlee Ramanathan
EDITORIAL DEADLINE
31 January 2014
Imprint
CREDIT SUISSE AG
Research Institute
Paradeplatz 8
CH-8070 Zurich
Switzerland
cs.researchinstitute@credit-suisse.com
www.credit-suisse.com/researchinstitute 0
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