Buying Habits In The Pandemic Era… How Do Consumers Think During Ramadan?

CMOs magazine conducted a survey, in which 400 consumers participated to answer 10 questions about the impact of the continuing covid-19 pandemic on their routine and buying habits before and during the upcoming Ramadan.

The purpose of this survey, which given to residents of Greater Cairo is making a clear vision of consumer behavior during Ramadan. The responders age between 24 to 50 years.

The survey questions as following:

First question:  How will your spending money for buying basic consumer goods in Ramadan during continuing covid-19 pandemic?… The answer included 3 choices: (More than usual-Usual-Less than usual)

Second question:  Relative to the quantity… How do you ready for Ramadan regards to Ramadan products such a dried fruits?…  The answer included 3 choices: ( a lot- little- as needed)

Third question:  Which of following elements directly affects your purchasing decisions during Ramadan ? The answer included 3 choices: ( product price- product quality- special offers).

Forth question:  How do you prefer to buy daily needs during Ramadan?… The answer included 3 choices: ( from markets- via mobile applications – have not decided yet)

Fifth question:  How do you prefer spend your free time after iftar? The answer included 3 choices: ( watching TV- Using mobile- Outside home)

Sixth question:  How do you prefer to watch series and programs during Ramadan?… The answer included 3 choices: (TV- Digital platforms-Not interested).

Seventh question:  for those interested in watching their favorite content on TV .. What is the most suitable time you prefer to watch in the day?… The answer included 3 choices: (before iftar- after iftar- during sohour).

Eighth question: Does advertisement breaks time affect your decision to continue watching your favorite contents on TV?… The answer included 3 choices: (It affects – doesn’t affect – I’m not sure).

Ninth question:  for those interested in watching their favorite content via digital Platform (online)… What is the most suitable time you prefer to watch in the day?… The answer included 3 choices: (before iftar- after iftar- during sohour)

Tenth question: Are you ready to pay low mensal subscription for watching your favorite series and programs without ad breaks… The answer included 3 choices: (Yes- No- Not interested.).

Results:

41% of the respondents said that their spending on consumer goods for Ramadan this year will be less than usual because of the Corona pandemic. 27% said that their spending will be more than usual. 32% said that their spending will be usual.

38% of the respondents prefer to buy a lot of Ramadan products/requisites such a (dried fruits). 34% prefer to buy a little. 28% prefer to buy as needed.

38% see that the special offers whether in direct discounts or free gifts with each product or a number of products affect their buying decision directly. 33% said that the product quality is the most important. 29% said that the product price firstly.

52% prefer to buy their Ramadan daily needs from markets directly. 44% prefer buying from online sites. 4% they haven’t decided yet.

42% of the respondents prefer to spend their free time after iftar on using their mobiles. 38% prefer to watch TV. 20% prefer to hangout.

49% of the respondents prefer to watch their contents via digital Platform (online). 44% prefer to watch via TV. 7% said that not interested.

55% prefer to watch their favorite content on TV after iftar. Only 21% prefer watching before iftar. 24% see that sohour is the most suitable time for watching.

For the impact of advertisement breaks time on decision to watch favorite contents. 53% of the respondents agreed that it affects. 36% see it doesn’t affect. 11% are not sure.

For digital Platform (online) 43% prefer to watch their favorite contents via digital Platform (online) after iftar. 29% prefer to watch before iftar. 28%  prefer to watch during sohour (After midnight)

37% ready to pay low mensal subscription for watching favorite series and programs without ad breaks. 56% don’t agree. 7% don’t interested.