MARCH 2016 | Business Insight

RESEARCH REPORT

ON THE LIFESTYLE

OF BAKU CITIZENS

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Opinion and Marketing Research

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ABOUT THE RESEARCH

Objective?

Target Group? Sample?

Coverage? Time? Survey Method?

About the research

Number of respondents: 640 The main research objective of the project

is to learn the lifestyle of residents of the

capital

A representative of Baku residents (which are

mainly focused)

Research was carried out with households using

the method of random selection.

The survey carried out in 11 districts of Baku.

MARCH 2016

Nizami;

10,5 Nasimi;

10

Hatai; 9,5

Sabunch

u; 9,5 Yasamal;

9,5 Garadag

h; 9,2

Nariman

ov; 8,9

Surahanı;

8,8

Hazar;

8,3

Binagadi;

8

Sabail;

7,8

Citizenship status of respondents(%)

Sex of Respondent(%)

18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-65

18,4 16,3

14,4 12,5

9,8 10,5 9,7

5,6

2,8

36

Age of Respondent (%) Average age

Demographic Information

High Secondary

specialized

Secondary

44,8

16,3

38,9

Education level of respondent(%)

Married;

71,2

Widow(er)/

Divorsed; 2,5

Male; 50 Female;

50

CONCLUSIONS OF RESEARCH

43.1 percent respondents involved in survey noted that they work

Yes; 43,1

No; 23,6

Student; 9,8

Housewife;

20,0

Do you work? (%)

Base: 640

Apartm

ent; 60

Private

house;

40

Which floor do you live? (%)

13,7

19,6

16,4 14,8

10,5

5,6 5,6 5,9

3,8

,8 ,5 1,1 ,3 ,3 ,8 ,3

Base: 384

Base: 640

Difficult to say

Others

Oil Wells (Oil)

Flag square

Personal problems

Baku Boulevered (Boulevered)

Caspian Sea (Sea)

Old City (Inner City, Maiden's Tower)

City of Winds

Beautiful city

Where I was born (Homeland,

Azerbaijan)

Capital (Center)

1,9

5,9

1,9

2,2

2,2

3,4

5,5

6,9

10,2

14,7

18,4

26,9

There are only 2 percent of respondents who are associated Baku with “Oil Wells”

What are you associated with Baku, the first thing that comes to your mind when you say “Baku”? (%)

Base: 640

Flame Towers 0,9

Baku State University 0,8

Nizami Street (Torgovaya) 0,8

City of Tourism 0,6

Traffic 0,6

Beautiful days/City of

Adventure 0,6

Baku Olympic Stadium/2015 European Olympic games

0,3

Density of population 0,3

Districts of Baku 0,3

Landfills 0,2

City Lived in a crisis 0,2

Muddy roads 0,2

TV Tower 0,2

Perception

Don't know/There aren't any problems

Others

There are a few places where the young people can make a rest (There aren't any suitable playgrounds for

children, there isn't youth town)

Drinking water isn't clear

There are too many radars

It is an expensive city

There are not enough traffic signs (Few radars, few traffic lights)

There are a few pedestrian crossings (There is no any tratuary)

There is severe weather in Baku (The weather is wet, the air is dirty)

Arcithectural appearance is wasted in Baku (There are many buildings, the number of unlegal buildings is

increasing, the number of high buildings is increasing, there are many old buildings )

Vehicles infrastructure (Buses don't work timely , few number of buses, drivers don't follow the rules, bus

stops are far away from each othe, we reach our adress by several buses, there are few subways)

Few greenness (Missing)

Insanitary (There are not workers sweeping the streets , much dump, there are few trash cans )

Communal problems (When the weather getting cold the communal utility stopps- the electricity, gas,

water, the heating system doesn't work, expensive services)

Sewage problem (there is waterflood in the streets when it's raining, snowing, the basements of buildings

are filled with water)

Density of population (Density in the bus, subway, urbanization)

Road infrastructure (After finishing asphalted procedure they re-drill again, muddy roads, icy roads aren't

melted in winter, don't renovating the suburbans roads)

Traffic (lots of cars)

11,4

1,9

0,8

1,1

1,3

1,3

2,3

2,5

4,1

5

5,2

8,4

11,4

13,1

15,3

18,9

27,7

33,9

Traffic in Baku is the main problem to be solved

What are 2 main problems of Baku? (%)

Base: 640

Increasing bad habits 0,3

Pollution of Caspian sea 0,3

Monuments are decreased (was

destroyed) 0,2

Elevators don’t work in the

buildings 0,2

Darkness of the streets 0,2

Caspian oil and natural

resources are exploited 0,2

Poor development of Tourism 0,2

Majority of restaurants 0,2

Lack of legal advice offices 0,2

There are no any facilities for

people with disabilities in the

bus or subway

0,2

Difficult to say

Non of them

Others

8 km wholesale

Aygün City

Port Baku Mall

Lachın SC

Metropark

"Тorqovaya" (Nizami street)

Park Bulvar

Sadarak/ Bina SC (shopping

center)

28 Mall

6,1

,2

4,7

1,3

1,7

1,9

3,6

5,2

6,3

14,8

22,3

32,0

Which shopping center is the best in Baku? (%)

Base: 640

Baku Mall 0,8

Lotos SC 0,8

Sahil SC 0,6

Life Center 0,6

Surahanı SC 0,5

Hagani SC 0,3

Diglas SC 0,2

Bakıhanov SC 0,2

Nargis SC 0,2

Halglar Dostlugu TM 0,2

Amay TM 0,2

Ahmadli SC 0,2

Gunel SC 0,2

“28 Mall” was chosen as the most popular shopping center in Baku

ANALYSE

SEX EDUCATION AGE

Male Female High Secondary

18-30 31-65

28 Mall 30,1 34 35,9 28,9 47,6 22,3

Sadarak/

Bina 23,8 20,9 15,7 28,0 10,2 30,0

Park Bulvar 17,2 12,5 15,3 14,4 19,1 12,2

Targovaya 7,5 5,0 8,0 4,8 2,4 8,6

Metropark 4,1 6,2 6,3 4,2 6,5 4,3

28 Mall Park Bulvar MetroPark Torgovaya Sadarak/Bina

Binagadi 35,4% 10,4% 2,1% 4,2% 29,2%

Hatai 23,0% 16,4% 1,6% 6,6% 28,0%

Hazar 25,4% 16,5% 3,8% 3,8% 25,5%

Garadagh 31,8% 15,2% 3,0% 3,5% 40,4%

Narimanov 29,7% 13,5% 14,5% 3,7% 16,2%

Nasimi 45,3% 18,8% 6,3% 10,9% 15,6%

Nizami 32,4% 14,7% 11,8% 2,9% 20,6%

Sabunchu 29,9% 13,4% 9,0% 9,0% 16,4%

Sabail 30,0% 28,0% 2,0% 14,0% 14,0%

Surahanı 32,1% 5,4% 0,0% 1,8% 21,4%

Yasamal 34,3% 11,4% 4,3% 7,1% 18,6%

“ZARA” was chosen as the most popular clothing brand among the residents of capital

Base: 640

When you think about the clothing brand, which brand name comes to your mind at first? (%)

Note***: In this table 1 respondent said only 1 answer

Don’t remember

(11,5%)/Sadarak,

Bine TM (6,5%)

Others; 28,8%

Ustop; 2,2% Armani; 2,2% Bershka; 2,5% Lady Sharm; 3,3%

LC Waikiki; 3,6%

Mustafa Tayat; 3,8%

Mango; 4,4%

Koton; 4,7%

Romantic;

12,0%

Zara; 14,7% Karolina Valiant 1,7%

Dolce Gabbana 1,7%

NewYorker 1,4%

Osmanbey 1,4%

Adidas 1,4%

Colin`s 1,4%

Pierre Cardin 1,4%

Gucci 1,3%

X-Lady 1,1%

Çinici 0,9%

Chanel 0,9%

Emiland 0,8%

Network/ Next 0,6%

Rodi Mood 0,6%

Waggon 0,6%

Versage 0,6%

Lacoste 0,6%

Mothercare 0,6%

UCB 0,5%

Kiğılı 0,5%

Damat 0,5%

Polo 0,3%

Femina 0,3%

Valentino 0,3%

Calvin Klein 0,3%

Nike 0,3%

Zilli 0,3%

H&M 0,3%

Albatros 0,3%

Fendi 0,3%

LTB 0,3%

Philipp Plein 0,3%

Brioni 0,3%

Pull and Bear 0,2%

Emporium 0,2%

Etam 0,2%

Jacadi 0,2%

Sementa 0,2%

Givenchy 0,2%

Massimo Dutti 0,2%

Boss 0,2%

Saksafona 0,2%

PaşaTürk 0,2%

Kiki Riki 0,2%

Suvari 0,2%

Karaca 0,2%

Rebecco 0,2%

Guess 0,2%

Marks & Spencer 0,2%

Ahu 0,2%

Lui Co 0,2%

Cecil 0,2%

Viqano 0,2%

Mavi 0,2%

Hatemoğlu 0,2%

LOUIS VUITTON 0,2%

Roberto Cavalli 0,2%

Max Mara 0,2%

Kenzo 0,2%

Miss Bahar 0,2%

Inspector 0,2%

When you think about the clothing brands, which brands’ name come to your mind? (%)

Note***: In this table 1 respondent said several answer

Clothing Brand % Clothing Brand % Clothing Brand %

Zara 30,5% Femina 0,6% Max Mara 0,2%

Romantic 28,8% Valentino 0,6% Təkbir 0,2%

Mango 18,4% Emporium 0,6% Avantaj 0,2%

Koton 13,9% Zilli 0,6% United Sport 0,2%

LC Waikiki 13,6% Sisley 0,6% Oysho 0,2%

Lady Sharm 12,2% Defacto 0,5% Bebetto 0,2%

Bershka 11,6% Gap 0,5% Chicco 0,2%

Mustafa Tayat 10,8% Calvin Klein 0,5% Rebecco 0,2%

NewYorker 10,8% Dior 0,5% Marks & Spencer 0,2%

Osmanbey 9,5% Massimo Dutti 0,5% Vivian 0,2%

Çinici 8,8% H&M 0,5% Darkwin 0,2%

Ustop 7,8% Prada 0,5% Tom Klaim 0,2%

Karolina Valiant 6,9% Albatros 0,5% Ahu 0,2%

Rodi Mood 5,5% Guess 0,5% Lui Co 0,2%

Waggon 5,5% Damat 0,5% Karen Millen 0,2%

Dolce Gabbana 4,2% Philipp Plein 0,5% Max&Co. 0,2%

Armani 4,1% Etam 0,3% Selio 0,2%

Network/ Next 3,6% Boss 0,3% Cecil 0,2%

Gucci 3,0% Suvari 0,3% Viqano 0,2%

Colin`s 2,8% Karaca 0,3% Stradi Varius 0,2%

Emiland 2,7% Las Vegas 0,3% LOUIS VUITTON 0,2%

X-Lady 2,5% Fendy 0,3% Aldo 0,2%

Versage 2,5% Tom Ford 0,3% Roberto Cavalli 0,2%

Adidas 2,3% Mavi 0,3% Max Mara 0,2%

Chanel 2,2% Hatemoğlu 0,3% Özdilek 0,2%

Pierre Cardin 2,2% Brioni 0,3% Kenzo 0,2%

Nike 1,4% Jacadi 0,2% Kids World 0,2%

Pull and Bear 1,1% Ralph Lauren 0,2% Miss Bahar 0,2%

Mothercare 1,1% Sementa 0,2% Promod 0,2%

Polo 0,9% Givenchy 0,2% Ferrari 0,2%

U. C. OF BENETTON 0,9% Saksafona 0,2% Inspector 0,2%

Kiğılı 0,9% PaşaTürk 0,2% Greyder 0,2%

Lacoste 0,9% Garda 0,2% Jack and Jones 0,2%

LTB 0,9% Kiki Riki 0,2% Don’t remember (11,5%) /Sadarak Bine SC (6,5%) 18,0% Base: 640

Most bought place of clothing for residents’ of the capital is Sadarak/Bina SC

It was ordinary shop

don't remember…

Lady Sharm

LC Waikiki

Ustop

NewYorker

Mango

Lachın SC

Koton

Romantic

Zara

Sadarak/ Bine SC

2,7%

4,4%

2,7%

3,2%

3,2%

3,7%

3,7%

3,9%

5,4%

6,9%

10,6%

14,8%

Over the last 3 month, where had you bought your latest clothes? (%)

Yes;

63,4 No; 36,6

Had you bought clothes over the last 3 months? (%)

Base: 406

Bershka 2,2%

Mustafa Tayat 1,7%

Ucuzluq 1,2%

8 km topdan bazar 1,2%

Network/ Next 1,0%

Rodi Mood 1,0%

Çinici 0,7%

X-Lady 0,7%

Defacto 0,7%

Armani 0,7%

Colin`s 0,7%

Pierre Cardin 0,7%

Podium 0,7%

Metropark 0,7%

Osmanbey 0,5%

Etc.......

Base: 640

I’m dressmaker I make it myself/ from trader/ from

abroad/ from sewing factory/ my daughter buys it/

booking online

Others-35,5%

Brand Equity

Points calculation of Net Promoter Score (NPS - Net Promoter Score)

Base: 60

Points calculation of Net Promoter methodology, Repurchase as well as the referral (recommended )of the possibility which

provides for the based on a single question.

“When you describe this store to your friends/family In how many points would you rate you recommendation of this store ?

o 0-6 score = Detractors: Negative rumors that could damage our brand, customers are not satisfied

o 7-8 score= Passives: which can be attracted by competitors, satisfied, but careless clients

o 9-10 score = Promoters/Loyals: Will be continued to buy and direct the others, loyal customers.

Indicator of NPS close to zero or lower (negative) which, has a strong flow among the other companies. The company only can

attract new customers through advertising campaigns. This means that the unsatisfied and non-loyal customers are more likely to

persuade their relatives not to buy the product, not only to buy.

50 and above NPS indicator reports the impossibility of providing an advertising companies and increasing the database

recipients itself.

1,7 1,7 0

3,3

0

10

20 21,7

16,7

3,3

21,7

0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10

score

36,7% 38,3% 25%

22 23 15

Sadarak/Bina

SC

NPS : 11,7

NPS - Net Promoter Score

11,6% 32,6% 55,8%

ZARA

NPS : 44,2

0 0 0 2,3 0

9,3

0

11,6

20,9

9,3

46,5

0 score 1score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score

5 14 24

Base: 28

Base: 43

ROMANTİC

NPS : 3,6

0 0 0 0 0

7,1

17,9 17,9

28,6

10,7

17,9

0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score

25% 46,4% 28,6%

7 13 8

NPS - Net Promoter Score

36,4% 63,6%

KOTON

NPS : 63,6

Base: 13

Base: 22

LC Waikiki

NPS : 7,7

15,4% 61,5% 23,1%

0 0 0 0 0 0 0

13,6

22,7

36,4

27,3

0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score

8 14

0 0 0 0 0

7,7 7,7

23,1

38,5

7,7

15,4

0 score 1 score 2 score 3 score 4 score 5score 6 score 7 score 8 score 9 score 10 score

2 8 3

The NPS of KOTON brand is higher than 50 points (64)

11,6 25

0

15,4

36,7

20 6,7

32,6

46,4

36,4

61,5

38,3

46,7

40

55,8

28,6

63,6

23,1 25 33,3

53,3

Zara Romantic Koton LC Waikiki Sadarak/Bina New Yorker Mango

Detractors (0-6) Passives (7-8) Promoters (9-10)

ZARA ROMANTİC KOTON LC WAIKIKI SADARAK/BİNA NEW YORKER MANGO

44,2

3,6

63,6

7,7

11,7

13,3

46,6

ZARA ROMANTİC KOTON LC WAIKIKI SADARAK/BİNA NEW YORKER MANGO

NPS (Net Promoter Score)= Promoters /Loyal (%) – Detractors(%)

Yes; 13 No, 87

The loyalty to clothing brands is low

Can you say whether you have the tendency of purchasing the same clothing brand every time ? So, do you prefer to buy the same brand’s clothes every time ? (%)

Base: 640

GENDER AGE

Male Female 18-30 31-65

61,2% 38,8% 44,7% 55,3%

Yes: 13,3% - Base: 85

Don't know

None

Others

Aqua Mineral

Qax

Erikli

Şahdağ

Jalə

Aqua Vita

Badamlı

Bonaqua

Sirab

Slavyanka

2,8

5,6

8,3

1,9

2,5

2,7

5,0

5,2

5,3

9,4

14,8

17,3

19,2

Şollar 1,3

Damla 1,3

Vita1000 ,9

Evian ,6

Mor Mor ,5

Pinar ,5

Aquşa ,5

Kəhriz ,3

Vata ,3

İpek su ,3

İvanovka ,2

Aysu ,2

Nestle Pure Life ,2

Mor Şinski ,2

Xan ,2

Saf ,2

El ,2

Mərcan ,2

Qızıl Quyu ,2

Sultan ,2

Uludağ ,2

Золотой колодец ,2

"Sirab" couldn’t become popular as the brand of still-water

Base: 640

How do you think, what is the most qualitative still-water (mineral water) drinking brand? (%)

Others

Erikli

Aqua Mineral

Qax

Şahdağ

Jalə

Aqua Vita

Badamlı

Sirab

Slavyanka

Bonaqua

10,0

7,5

1,1

1,7

2,3

4,4

4,7

6,7

9,7

16,3

16,4

19,2

Which still-water drinking water brand (mineral) do you prefer? (%)

Base: 640

Vita1000 ,9

Mor Mor ,8

Şollar ,8

Pinar ,6

Aquşa ,6

Damla ,5

Nestle Pure Life ,3

Qəbələ ,3

Evian ,3

Kəhriz ,3

İpek su ,3

İvanovka ,2

Aysu ,2

Xan ,2

Tutu ,2

Saf ,2

Vata ,2

El ,2

Gədəbəy ,2

Sultan ,2

Fiji ,2

Золотой колодец ,2 None/ boiled//filter

water

Much better;

8

Fixed,

remained

unchanged;

24,5

Much worse;

68

Over the last 1 year number of people among the residents of the capital who

claiming that their financial status is worsened increased

Base: 640

Looking to a year ago, are your financial situation better or worse? (%)

Gender Age According to the employment

Male Female 18-30 31-65 Working Not

working Pensioner Student Housewife

Much better 8,2% 6,9% 12,2% 4,6% 11,4% 3,6% 9,1% 7,9% 6,3%

Fixed, remained

unchanged 24,8% 24,3% 28,9% 21,8% 25,4% 21,2% 18,2% 36,5% 21,9%

Much worse 67,1% 68,8% 58,9% 73,6% 63,2% 75,2% 72,7% 55,6% 71,9%

100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%

Employed respondents

gave relatively more positive responses.

Don’t know

None

Others

Pilot

A military

Accounting

Master

Worker

Sales representative

Driver

Doctor

Teacher

0,5

1,6

22,4

1,7

1,9

2,2

2,3

2,7

3

3,4

14,5

16,1

29,2

“Teacher” is considered to be the most stressful profession

Base: 640

What is the most stressful profession in your opinion? (%)

Oilman 1,7

Lawyer 1,7

Bank employee (Loan Specialist) 1,3

Waiter 1,3

Entrepreneur 1,1

Security 1,1

The Economist (Economist) 0,6

Housemaid (Sweeper) 0,6

Business 0,5

Cashier 0,5 Anyone who has any

associations with computers 0,5

Workers of MES 0,5

Journalist 0,5

TV presenter 0,5

Employees of the state authority 0,5

The politician 0,3

Financial officer 0,3

Dressmaker 0,3

Operator (Call Center) 0,3

The chef 0,3

Police (Main Traffic

Police Department)

Don’t know/ None

Others

Pal Süd

Azərçay

Gilan Holding

Naz Lifan

SOCAR

Embawood

Emiland

Jalə

Bizim Tarla

Azərsun

25,8

30,0

2,3

2,7

2,8

3,0

3,3

4,1

5,5

6,4

6,7

7,5

“Azersun” is the most popular Azerbaijani brand

Base: 640

What is the most successful Azerbaijani brand In your opinion? (%)

Badamlı 2,0

Sirab 1,9

Gazelli 1,7

Azərcell 1,6

Sevimli Dad 1,6

Milla 1,6

Bakcell 1,1

Azərlight 1,1

Nar Mobile ,9

Unibank ,9

Ulduz ,9

Femina ,8

Səba Toyuq ,8

Bazar Store ,6

Azərsüd ,6

Palmali ,6

Everybody get local goods! Let the benefit stay to homeland!

Base: 640

Yes; 86 No; 14

Would you participate in the campaign of using only local goods/ products for reviving the market, increasing domestic production and reducing the imported(purchased)goods from abroad? (%)

Don't know,my wife/husband buys

We don't eat the cake

I order the cake from social networks

From the chains of markets

Others

Tatlı

Ləzzət

Z-Style

Fantaziya

Ləziz

Kardeşler

Bon appetit

Çudo peçka

Azza

Cooking ourselves

0,9%

0,6%

0,2%

3,1%

10,3%

1,1%

1,3%

1,3%

1,6%

2,0%

5,0%

5,2%

11,4%

15,8%

41,6%

Base: 640

From where do you order the cake for special occasions? (%)

Among the stores producing the cake, "Azza" is a market leader

BazarStore 0,8%

Araz Market 0,6%

Bizim market 0,6%

Favorit 0,3%

Grand market 0,3%

Ballı Market 0,2%

Xəzər Market 0,2%

Rahat Market 0,2%

From ordinary

markets

1,1%

Şirniyyat evi 1,1%

Oven 0,6%

King Smart 0,5%

Cam şirniyyat evi 0,5%

Viva 0,5%

Truffle 0,5%

Vinni Kulinariya 0,5%

Gürcüstan şirniyyatı 0,3%

Alov 0,3%

Güllüoğlu 0,3%

Şir-şirniyyat evi 0,3%

Az Cake 0,3%

Land Mark 0,2%

Nazlı 0,2%

Şərq şirniyyatı 0,2%

Vanilla 0,2%

Biskvit Fabriki 0,2%

Home order 0,2%

Akulin Kulinariya 0,2%

Avon 0,2%

Belissina 0,2%

E-Love 0,2%

Başkent 0,2%

Azur 0,2%

Hacıoğlu 0,2%

Azon 0,2%

Lemanca 0,2%

Usta Mübariz 0,2%

Kulinariya 0,2%

Klassika 0,2%

Kod Deazur 0,2%

Mado 0,2%

Final 0,2%

Fairmont Otel 0,2%

От Жанны 0,2%

Brand Equity

Tel.: (+994 12) 430 30 42 / 430 00 70 / 511 24 58

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