Jaroslav Pelykh

Portrait of Ukrainian Consumer

Prepared by Jaroslav Pelykh

Trade Mission2012 year

www.nsbc.kiev.ua

Ukraine: population*

*Source: State Statistics Services of Ukraine

Ukraine: population structure*

*Source: State Statistics Services of Ukraine

men

women

rural population

urban population

More than 60 years

ruLess than 15 years

ru

From 15 to 59 years

The Ukrainians: GDP per capita per year *

грн.

*Source: State Statistics Services of Ukraine

Dynamics of new car purchases*

*Source: Autoconsalting

Purchases of cars, thousand units

Dynamics of individual deposits in banks *

*Source: National Bank of Ukraine

Individual deposits, billion UAN

Ukraine: social structure*

*Source: GfK Ukraine

High income rate

Average income rate

Less than average rate

The Ukrainians: population and income rate*

*Source: State Statistics Services of Ukraine

% percentage of populationAverage wage in region that is higher than average wage in Ukraine – 2722 UAN

Average wage as of January 2012

The Ukrainians: consumer basket*

*Источник: ГфК Юкрейн

year year year year year

Services

Foods

*Source: GfK Ukraine

Nonfoods

Non-consumer expenditure

Consumer segmentation

Consumers of catalogue companies

Consumers of e-commerce companies

Consumers of TV shops

Consumers of catalogue companies

Woman, with a probability of 75-80%

Lives in the city with a population of less than 100 thousand people, town, village , with a probability of 50-55%

On average makes 2 purchases per year

Average bill per order is 45 euros (15 euros)

Consumers of catalogue companies

The basic incentives of purchase

Inability to buy necessary and desired goods (poorly developed regional retail)

The desire to buy something original, something that nobody has

The number and structure of internet users in Ukraine*

*Источник: ГфК Юкрейн*Source: GfK Ukraine

Regular internet users, % percentage of population older than 16 years

mlnmln

mln

mln

mln

Growth rate of internet audience as compared to previous year

Growth rate of internet audience 2011/2008: pensioners, small and medium-sized cities are leading*

*Источник: ГфК Юкрейн*Source: GfK Ukraine

16-19 years

20-29 years

30-39 years

40-49 years

50-59 years

60 years and more village City up to

50 thCity 51-100

thCity 101-

500 thCity more

than 500 th

Purpose of Internet use in different types of settlements 1st quarter 2012 *

*Источник: ГфК Юкрейн*Source: GfK Ukraine

Category more often than others (% of users of this service)

Village 16% - Searching for study

City up to 50 th 24% - Internet- telephony (Skype and others)

City 51-100 th 7% - Searching for study

City 101-500 th 32% Watching TV-programms, on-line video and radio

City more than 500 th 45% buying/selling in internet

Consumers of catalogue companies

This is a man at the age of 26-41 years old (with a probability of 55-60%)

Lives in Kiev or in the city with population over one million (with a probability

of 55-60%)

Average bill per order - 30 euro

Consumers of catalogue companies

The main incentives of purchase

To buy goods at a lower price

Buy a unique product that others do not have

Save time by visiting the traditional store and the delivery of goods from it

Detailed information about the product and its characteristics

Consumers of TV shops

This is a woman aged 35-45 years (with a probability of 60-70%)

Lives in Kiev or another city with population over one million (with a probability of 60-70%)

Makes repeated purchase - 30%

Average bill per order - 80-100 Euro

Consumers of TV shops

The main incentives of purchase

Impulsive nature - buy here and now, to buy a very useful thing for the economy

or health

 While writing wereused research findings of UNICEF, GFK, Research & Branding Group, Gorshenin Institute, the Institute of Sociology of NAS of Ukraine, the State

Statistics Committee of Ukraine, the Fund "Democratic Initiative" namedIlka Kucheriva, Ukrainian Institute for Social Research named. A.Yaremenko.

Jaroslav Pelykh marke/044/ 501 37 63/068/ 251 23 87pelikh@nsbc.kiev.ua

www.nsbc.kiev.ua