Page 66 - myanmar

SPOTLIGHT ON
CONSUMPTION
BEHIND CLOSED DOORS
Everyday life for consumers in Myanmar
The detail of people’s lives in Myanmar has been little explored, as a result of Myanmar’s isolation and the lack of market research undertaken there
WPP research company TNS, however, has conducted a pioneering study of this emerging market, based on interviews with more than 10,000 consumers and retailers, to find out what makes them tick. MyLife was the first project of its type and scale in Myanmar, and provides some insight into not just what people have and what they do, but what they think.
Life in Myanmar is focused on the family, with most people marrying
in their 20s, having two or three children, and often sharing their home with another generation of relatives.
Women are strongly represented
in the workforce; in about 60 per cent of households, there are two or more people earning money. But TNS research shows that managing the family finances and doing the shopping is primarily the domain
of women. Myanmar has a much higher rate of stay-at-home mothers who are university graduates than do neighboring countries.
Family is at the heart of what’s important to people in Myanmar...
(% Agreement)
A close family is essential to my happiness I work hard so my children may enjoy a better life I would prefer to live with only my immediate family I trust my parents’ advice above anybody else I prefer to spend more time with my friends than my family
... Traditional attitudes remain relevant
(% Agreement)
It is important to respect your elders It’s important to follow traditions and established values Women must focus only on their traditional family roles It is completely acceptable for women to earn more than men My attitudes are very different from those of my parents
Nation-wide, 85 per cent of people own their own homes, a small number live in quarters provided by their employer, and the remainder rent. Wooden houses are by far the most common structure and, so far, few homes have modern bathrooms.
96
96 76
49 41
17
Source: TNS Myanmar Life (urban Myanmar)
71 70
65 19
Main source of energy for lighting
1.6% 9.3%
17.0%
2.2% 2.2%
32.4%
■ Electricity ■ Kerosene ■ Candle
■ Battery
■ Generator (private) ■ WaterMill(private) ■ Solarsystem/energy ■ Other
20.7% 8.1%
66
Source: National Census, released in 2015