Persian as Consumer (PAC) - understanding consumer typologies

The growing Iranian economy (7.6% GDP growth 2002) combined with liberalization of many sectors is resulting in a newly developing class of affluent consumers seeking the best the world has to offer.

Sponsored by leading regional and multi-national companies, PAC delivers a fundamental understanding of Iranian consumers - their culture, their lifestyle, their aspirations, and their current habits.

The study was conducted in two phases:

• Qualitative Phase in 2003, focused on lifestyle, values and consumer dynamics
• Quantitative Phase in 2004, focused on consumer segmentation, consumption and media habits

Study Highlights - Qualitative
PAC qualitative is base-level study to understand lifestyle, values and other socio cultural dimension of Iranian consumers.
• Consumer Focus Group Discussions (FGD), Depth Interviews (DI) & Affinity Pairs (AP)
• 24 FGDs, 6 DIs, 6 APs
• Males & Females, focused on AB, C1 C2, additionally covers DE,

Study Highlights - Quantitative
PAC Quantitative is a comprehensive single-source database of Iranian consumers.
• 4000 interviews, spread across 12 urban and 60+ rural fieldwork locations
conducted face-to-face, covering metros, provincial towns and rural Iran.
• Fieldwork period: March-April 2004 (avoiding national holidays).

Key Advantages of PAC
• Fundamental Cultural Understanding. The PAC quantitative survey is founded upon a systematic understanding of Iranian culture obtained through a variety of qualitative methods - focus groups, depth interviews, affinity pairs, interviews with sociologists and psychologists, ethnographic observations - home, market and bazaar visits; and extensive desk research.
• Reliable Methodology. The qualitative study helped focus the quantitative questionnaire on aspects of high relevance across a wide-variety of dimensions, in a single good-length face-to-face interview.
• Path-breaking Segmentation. The segmentation of Saudi consumers from the ARAC study is now a part of the regional marketing lexicon. PAC will provide a similar fresh perspective on Iranian consumers.
• Cost-Effective. Syndication of the study allows us to offer a large database at a very affordable price to our clients. Client can also choose relevant modules alone.

Study Module - Specifics
• Segmentation
• Lifestyle
• Product and Brand Usage (For 20 categories questions on frequency of product usage and brand used regularly)
• Media Habits
• Demographics

Deliverables
• Presentation which will include

a) Segmentation solution
b) Demographic profiling of segments
c) Pen portrait of each segment
d) Brief media habits
e) Brief lifestyle information - inspiration, attitude towards brand, daily activities
f) Product / brand usage (according to each client' need)
g) Data on Query software (for data tabulation/ cross tabulation)
h) Brief workshop on how to use query

Media Module - Specifics
Measurement conforming to media industry standards. Sample spread equally across days of the week.

• Television - penetration, frequencies, yesterday viewing X 15-minute time slots, genre preferences
• Radio - penetration, frequencies
• Print - Newspapers, Monthly and Weekly Magazines. Penetration, frequencies, readership of titles in appropriate reference period
• Internet - penetration, frequency of access, time-slots, purpose and location

Availability
While Media module is available for subscription, other modules will be available by end of July 04.