Page 67 - myanmar

Religion plays a huge part in people’s lives...
Religion plays a huge part in people’s lives; in urban areas, people are primarily Buddhist and are ethnic Burmese.
Lay and religious life co-exists in this market, with white- collar workers often spending time in a monastery or on a meditation retreat and then returning to their desk jobs. This is accepted within the business culture in Myanmar.
There are Muslims spread living the country in small communities, primarily in the main cities but also in Rakhine state, where the Rohingya people, a Muslim ethnic group, live. The plight of the Rohingya has been the source of much tension in the past few years, with many Rohingya fleeing to nearby countries to escape.
91 77
67 53
49
16% 26% 10%
10% 10%
2% 4%
1% 1%
4% 88%
■ Buddhist
■ Roman Catholic ■ Protestant
■ OtherChristian ■ Hindu
■ Muslim
... and Health is a higher priority than wealth
(% Agreement)
My health is more important than my prosperity I save for harder times rather than spend to make life easier now My primary goal is to make money and make it quickly Earning a good salary is more important than spending time with family I don’t mind paying more to enjoy the finer things in life
Consumers’ greatest fears
The importance of family over the individual is clear from this TNS survey, which also highlights people’s desire to achieve financial security – and, particularly after the devastation of Cyclone Nargis in 2008 – how vulnerable they feel to the effects of natural disaster.
■ Healthofmyfamily
■ Financialstability
■ Personalhealth
■ Livinguptoothers’expectations ■ Naturaldisasters
Source: TNS Myanmar Life (urban Myanmar)
There are aspects of Buddhism that pervade people’s lives
– modesty, self-control and humility – and they are part of the fabric of life in Myanmar. Brands that appear brash or overly commercial will meet resistance, as will CSR efforts that look like an afterthought. Being a good brand means treating staff, suppliers, partners and the community well.
18% ■ Unemployment ■ Others
11%
IMPLICATIONS FOR MARKETERS
Brands need to be mindful of the need to appeal to consumers’ hunger for practical information - helping them navigate their options and make the right choice – with the need to satisfy them emotionally and reflect a life that respects family, tradition and which is curious about new things but quite risk-averse.
Respect the elders. In multi- generational homes, older family members have a strong influence and act as gatekeepers when it comes to new products and brands. Brands should bear in mind the need to convince not just their target audience but also their relatives of their worth. Help consumers justify a purchase by making its value or convenience very explicit.
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