CAMBODIA
CLMV Pulse CAMBODIA
VIETNAM
MYANMAR
LAOS
the Heartbeat of Southeast Asia’s Consumer
Office of Small and Medium Enterprises Promotion (OSMEP) E-saan Center for Business and Economic Research
CLMV PULSE: THE HEARTBEAT OF SOUTHEAST ASIA’S CONSUMER
CAMBODIA
E-saan Center for Business and Economic Research Khon Kaen University
In collaboration with: Ms. Mu Mu Thient, Yangon, Myanmar Laos National University, Vientiane, Laos Hoa Sen University, Ho Chi Minh City, Vietnam Royal University of Phnom Penh, Phnom Penh, Cambodia
Acknowledgement : This report was supported by Khon Kaen University and the topics on food and home decoration were funded by The Office of SMEs Promotion, Thailand (OSMEP) Copyright Š 2014 Esaan Center for Business and Economic Research (ECBER), Published by Khon Kaen University All rights reserved. This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as expressly permitted by law, without the prior written permission of Khon Kaen University. Requests for permission should be addressed to: Esaan Center for Business and Economic Research (ECBER) Faculty of Management Science, Khon Kaen University, 123 Mittraphap Road, Nai Muang, Khon Kaen, Thailand 40002 Tel: +66(0) 43 202 566, email: ecber.kku@gmail.com Fax: +66(0) 43 202 567 www.ecberkku.com/asean www.facebook.com/ecberkku Price: 450BHT
EDUCATION
WORK & PERSONAL FINANCE
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10
12
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FOOD & DRINK
SHOPPING & LEISURE
HEALTH & MEDICINE
HOUSE & HOME
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E-saan Center for Business and Economic Research
CLMV PULSE: THE HEARTBEAT OF SOUTHEAST ASIA’S CONSUMER
CAMBODIA
CAMBODIA Once at the heart of the Khmer Empire, modern-day Cambodia has undergone drastic changes. Despite its past, Cambodia has made notable progress in economic growth, poverty reduction, and social equality. Theses changes have affected consumer behavior, most notably in the capital city, Phnom Penh. This book will present a brief insight into todays consumer behavior trends using data collected from a sampling of 400 respondents in Phnom Penh, Cambodia.
VIETNAM Hanoi
LAOS Vientiane
THAILAND
Bangkok
Siem Reap Battambang
CAMBODIA Kampong Cham
Phnom Penh
Cambodia is located in mainland Southeast Asia and is bordered by Laos, Thailand, and Vietnam with the southeast border opening to the Gulf of Thailand. Originating in Tibet, the Mekong River flows through Cambodia and is a vital to the prosperity of the region.
Approximately 90 percent of people living in Cambodia belong to the Khmer ethnic group with Buddhism being practiced by the majority. The population of Cambodia is approximately 15.2 million and is expected to grow at a rate of 1.7 percent. Over the past decade there have been significant improvements throughout the country. Though poverty has fallen significantly in the recent years, it is estimated that roughly 30 percent remain below the poverty line. Agricultural exports are the backbone of Cambodia’s economy with rice being the main export. Manufacturing of clothing and textiles also play an important role providing significant growth in recent years. With the developing economy, Cambodians are moving to the cities fast than ever looking for work. The top three cities experiencing growth are Phnom Penh, Battambang, and Siam Reap. Over the past several years, there have been improvements in healthcare and education in rural areas due to government initiatives and foreign aid. As a result, consumer behavior is changing. The information in the following pages will better allow us to understand the current consumer behavior trends of consumers in Phnom Penh.
METHODOLOGY The data used to analyze Cambodian consumer behavior is based on quantitative data analysis from 400 questionnaires in addition to focus group discussions with marketing and consumer behavior experts in Phnom Penh. The quantitative data was collected by a sampling of demographic characteristics in order to obtain a reliable sampling which is representative of medium to high income earners in Phnom Penh.
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Respondents Gender
61%
Age
39%
Education
18-22
17%
primary school
11%
23-29
35%
junior high
13%
30-39
29%
senior high/vocational
17%
40-49
11%
Bachelor degree
34%
50-56
8%
Master degree
24%
+ 60
1%
Doctorate
Occupation small business owner
25%
state employee
21%
private employee
19%
temporary employee
18%
other
17%
student
1%
Personal Income <5,000 baht
11%
5,000-10,000 baht
13%
10,000-25,000 baht
17%
> 25,000 baht
7%
0%
*Statistics are based on quantitative data analysis from 400 questionnaires CLMV PULSE: Cambodia
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EDUCATION The education system in Cambodia is currently undergoing many reforms to catch up with its neighbors. The government is actively trying to modernize the curriculum and implement new technologies with the hopes that increased education will improve the overall living standards in Cambodia. International organizations such as UNICEF, the World Bank, and others are all helping to ensure Cambodians throughout the country receive a proper education and are prepared to enter the workforce. However, there is still a gap in education between the rural and urban communities. According to the CIA Factbook, literacy rates of those aged 15 and above stand at only 74 percent compared to its neighbor Thailand, whose literacy rate is 94.5 percent. Cambodia uses a 12-year style system with 3 years of pre-primary school, 6 years of primary school, 3 years of junior high school, and 3 years of high school. Higher education consists of 4-7 years of university education or other vocational and technical schools ranging from 1 year to 3-5 years. Formal education in Cambodia is under the control of the government withW some institutions controlled by the Ministry of Agriculture and Public Health and Labor.
Picture:â&#x20AC;&#x153;Teacher, Cambodiaâ&#x20AC;? by Department of Foreign Affairs and Trade 10
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“School Children” by Christina Andrada
“Untitled“by Charles Chan
“School children at a floating primary school, Prek Toal Wildlife Sanctuary” by June
WORK & WAGES The Cambodian job market relies heavily on international investment as a main source of income and jobs. As such, the government has implemented policies which attract foreign investment. The textile industry is a leading employer for many Cambodians accounting for 20 percent of Cambodiaâ&#x20AC;&#x2122;s GDP. Along with textiles, other labor intensive industries are drawn to Cambodia for its low labor wage. The cost of living for the average Cambodian living in Phnom Penh is far lower than those in the rest of ASEAN. Therefore, most workers lead simple lifestyles. The typical Cambodian in Phnom Penh has a full-time job, works 5.72 days per week, and averages 8.81 hours per day. 25 percent of the sample run their own small business followed closely by government employment at 21 percent. Motorbikes are the preferred method of commute with 59 percent preferring the convenience and low cost of motorbikes over personal cars. The public transportation system is under developed leading to very few workers using public transport for their daily commute. Cambodian labor has come under scrutiny recently as the government has yet to legislate a national minimum wage. Only the textile industries have managed to garner a minimum wage of 56 USD per month. Despite this, Cambodian labor is pressuring the government to increase the minimum wage to 100 USD per month.
Picture:â&#x20AC;&#x153;Ho Chi Minh Trail Methodâ&#x20AC;? by Emilio Labrador 12
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â&#x20AC;&#x153;Hard working motor cyclesâ&#x20AC;? by shankar s.
PERSONAL FINANCE Cambodians receive their income from selling merchandise and agricultural goods, working in the hotel and restaurant industries, and the largest income is from selling land to foreigners. 99 percent of the sample like to pay for goods with cash. 35 percent own credit cards, and 68 percent like to save money in cash while 39 percent like to deposit in banks. Other investments, such as, stocks and bonds are not that high. However, 14 percent invest in gold. The average portion of savings is 10-20 percent of income. Most of the sampling group is not in debt, but if they are, 30 percent of all debt is through personal loans. 29 percent are house loans and 20 percent are business loans. 68 percent of the sampling group pays utility bills directly at the office of that department, 19 percent pay at home directly with bill collectors, and 8 percent pay at the bank.
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FOOD & DRINK Food plays a large role in Cambodian society and is usually bought on a daily basis in open-air markets. Fresh fruit, vegetables, and meats are preferred to processed and frozen food leading to a generally healthy diet. However, the consumption of processed food is expected to increase in correlation to the rising GDP. Restaurants serving foreign food and coffee and tea cafes are becoming more popular with younger generations looking for a place to relax. Consumers are faced with more choices and variety than ever before.
KITCHEN AND FOOD PREPARATION The typical Cambodian kitchen is very modest with little conveniences compared to more developed countries. Only 54 percent have refrigerators inside the home and only 14 percent of the sampling group enjoy modern style kitchens with ovens, microwaves, and dish washing machines. Despite these low numbers, most respondents stated that they expect to purchase more in the near future. Cambodians predominately prefer cooking at home almost every day. Food prepared at home is usually Cambodian style cooked with fresh ingredients bought at local open-air markets. Working professionals tend to have less time to purchase and cook food themselves and prefer eating outside the home. Buying frozen and pre-packaged food is not common in Cambodia because fresh food is readily available and many homes do not have refrigerators. Only 30 percent ever buy frozen food and only about once a month. Those with higher incomes however, will buy in bulk and keep food in their refrigerators. Almost 60 percent buy food every day to once a week with 81 percent buying from open air markets. The tendency is to buy only as needed and food items that are not widely available can be purchased at grocery stores.
Picture: â&#x20AC;&#x153;IMG_8320â&#x20AC;? by Brian Jeffery Beggerly 14
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“Amok” by Sodanie Chea
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With fresh food so easily accessible, growing vegetables and raising animals for household consumption is not popular for this group, and only 17 percent growing their own food. The average Cambodian in Phnom Penh prefers medium spiciness. Compared to Thai and Laotian food, Cambodian food is less spicy and spiced with green and black pepper. Sweet, salty, and sour tastes all range around level 5 and bitterness ranges at only 2.9. Of the sampling group, only 50 percent liked shellfish, 21 liked duck, and 11 percent like crab. When asked about choosing food, the most important factor was that food is safe and organic. Price and brand names followed in importance and few consumers are swayed by advertisements.
CAMBODIANS VALUE
HEALTH PRICE WHEN BUYING FOOD
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Cambodian families go to eat outside
EATING OUT Most Cambodians prefer to have breakfast outside because in the morning, they are in a hurry to go to work and do not have much time to prepare food and cook at home. Only 29 percent like to cook and eat breakfast at home. The variety of dishes consumed for breakfast is varied and all at reasonable prices. About 56 percent of the sampling group likes to eat rice and curry or a main dish for breakfast. Other items include boiled rice, soup, coffee, and tea. Unlike breakfast, where eating out is preferred, it was found that over 58 percent like to have lunch at home with only 29 percent having lunch outside. Due to the high cost of dinner prices at restaurants, 90 percent of the sampling group have dinner at home. Cambodians like to eat out with friends and family. The preferred locations to eat include restaurants, food centers, shopping malls, and open market booths.
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Traditional Cambodian dishes are still the preferred cuisine with 90 percent of the sampling group having local food almost every day or at Cambodian food, foreign food and fast food are becoming more popular with teenagers and working professionals. The number of foreignfood restaurants is increasing the upward trend in the frequency of eating out is expected to continue. Restaurants are chosen and judged mostly based on taste, then price and then service. Media advertisements do not have a large impact on food choices– only 15 percent say their choices were influenced by advertisements. Food delivery is uncommon in Cambodia. Most of the sampling group have never ordered food to their homes or offices. Only 35 percent have ever ordered food for delivery and only 4 percent do so on a daily basis.
HEALTH FOOD TRENDS Healthy food consumption is high in Cambodia with 70 percent of the sampling group preferring to eat fresh and organic food daily. Locally grown food is readily available, reasonably priced, and considered healthy. However, results show that 24 percent admit to never eating healthy food at all. Those that do not eat healthy food say that it is either not convenient or priced higher than unhealthy food.
Picture: ““Amok Leaf” by butforthesky.com 18
Khon Kaen University
16 percent think it is not necessary to eat healthy food.
DESSERTS
25 percent have snacks once a day and like to have dessert, ice cream, and bakery items about two to three times a week. Teenagers and workers are more likely to snack than middle-aged and elderly people. Most of them like to eat at bakeries or coffee shops, which often times offer free internet.
BEVERAGES Beverages such as, instant coffee, tea, juice, and soft drinks, are consumed regularly. Tea is consumed more than coffee. However, coffee consumption is on the rise. While instant coffee is widely available, freshly brewed coffee is rarely consumed. 55 percent of the sampling group reported to have never drunk brewed coffee. Cambodians rarely to never drink instant and bottled tea, soy milk, non-carbonated soft drinks, energy drinks, beauty drinks, and herbal drinks. 28 percent of Cambodians drink coffee
Coffee shop customers in Phnom Penh
Coffee shop customers in Phnom Penh
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and tea many times a day. 16 percent drink tea once a day and 25 percent of the group rarely or never drink tea. Purchasing drinks at coffee shops for take-a-way is preferred. Alcohol is consumed in moderation by both men and women. Only 4 percent report to drinking alcohol regularly and 37 percent report not drinking it at all. 37 percent view drinking as detrimental to health. Cambodia is a socialized country and celebrates many festivals throughout the year, causing an increase in alcohol consumption. A popular drink is Angkor Beer, which produced domestically. Other alcoholic beverages such as, vodka, brandy, whisky, wine, and champagne are widely available in grocery stores, bars, and night clubs but more than 80 percent rarely or never
consume them.
FOOD EXPENSES 33 percent of the sampling group spends about $62-123 per month (less than $1.40 per meal). 31 percent spend about $31-62 per month (less than $0.62 per meal). Regarding household expenses, 25 percent spend $124-185 per month (less than $1.85 per meal) and 19 percent spend $62-123 per month (less than $1.40 per meal).
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“angkor-beer” by naturalbornstupid
“Siem Reap: Molopper Cafe, iced tea with lemon” by Felix Triller
“Vietnam 2007 100” by Jame and Jessica Healy CLMV PULSE: Cambodia
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HEALTH & MEDICINE Health and medical concerns are not priorities in the daily life of Cambodians. When faced with an illness, most will simply go to the local drugstore for treatment. Further, the wellness and beauty industry has yet to take hold as Cambodians are not concerned with spas and wellness centers. However, this is expected to change. The government and international organizations are working to increase awareness of diseases such as HIV, malaria, and others. The quality of treatment is rising and the prices are decreasing. Unfortunately, the cost for private hospitals is still out of reach for the typical Cambodian in Phnom Penh.
MEDICAL TREATMENT When ill, 57 percent of the sampling group will purchase medicine at drugstores for minor illnesses, 18 percent will go to a clinic, 10 percent will go to a hospital, and 9 percent will do nothing. Moreover, 46 percent of the group prefer to go to private hospitals, 27 percent like to go to public hospitals, and 22 percent go to clinics. 63 percent are likely to be held responsible to their own treatment payment. Roughly one quarter never get medical checks and 21 percent get medical checks twice a year. 20 percent get medical check once a year or longer. In addition, over a half of the sampling group stated that sometimes they take supplements and 38 percent have never taken supplements at all and only 7 percent take supplements regularly. Exercise is becoming more popular with over half of the sampling group exercising by walking or running. 39 percent prefer to exercise at home, 23 percent prefer to go to parks, and 18 percent like to play outdoor sports. 32 percent exercise once to twice a week, and 27 percent reported that they rarely exercise.
SMOKING HABITS Cambodian smoking is extremely rare in Cambodia with only 3 percent who smoke. The remaining 97 percent of the sampling group have never smoked and 90 percent of those think that smoking in public should be illegal. 22
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“120713-O-ZZ999-017.jpg” by Commander, U.S. 7th Fleet
Picture: “Pub cigarettes Alain Delon” by ded1428 CLMV PULSE: Cambodia
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WELLNESS AND BEAUTY The average Cambodian is not concerned about skin care. 31 percent apply standard moisturizer and 21 percent wear make-up. Only a few high-income women are likely to use laser skin treatment, Botox, or take beauty supplements. Cambodians see no importance in plastic surgery. 81 percent of the sampling group thinks it is least important to make themselves look better. They prefer to go to hair and nail salons about 1-2 times a month. But they claimed that they have never been to a spa, had a massage, or gone to an aesthetic clinic. Wellness centers are most popular with teenagers and higher-income earners. The qualitative research reveals that beauty trends have more effect on teenagers, especially females who think beautiful faces and skin are important. The mediaâ&#x20AC;&#x2122;s effect plays a great role in creating this opinion. As a result, new generations are paying more attention to fashion and beauty products especially from South Korea and Thailand.
54%
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“Tara Spa” by Tara Angkor Hotel
“Foot massage” by wfung99_2000
“Cover F May 2011” by Jayson Vega
SHOPPING & LEISURE There are many types of markets in Cambodia. From the small, local markets up to large retail shopping malls, all price ranges are available to consumers. International brands are seen as more reliable and are preferred over Cambodian brands. Products are bought in different locations depending on the use. Household goods such as detergent, shampoo, toothpaste, tissue, etc. are likely bought at the local markets. However, higher priced goods such as lotions, moisturizers, cologne, etc. are bought in supermarkets at about once or twice a month. Electronic goods such as radios, television, mobile phones, etc. are bought at department stores. The data shows that Cambodians rely on imported Thai products because the prices are reasonable. When asked if having to chose between Thai and Vietnamese products, Thai products were preferred. Chinese and especially South Korean products are seeing a rise in market share. This is due in large part because of the rising popularity of South Korean television dramas. Thai products are also very popular in the media and are seeing a rise in market share as well.
SHOPPING ATTITUDES Social status is very important in Cambodia and Cambodians use brand names to show their standing in society. Cambodians like to show off their clothes, accessories, cars, houses, and titles. Typically, Cambodians like to buy motorbikes, cars, phones, electricity, or even gold and diamonds instead of storing cash. This way the products can be shown at social events.
FASHION Over a half of the sampling group reported that they like to buy clothing at flea markets once every 3-6 months. Accessories are bought about once every 6 months. Information comes from friends (28 percent), television (22 percent), and stores (21 percent). 38 percent make purchases because they feel it is necessary, 21 percent buy because of the brand name and product quality, and 11 percent think that the product will show their taste in products. 26
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Picture: Soraya department store, a big store in Cambodia
“Angkor Trade Center (Shopping Mall)”by Michael Coghlan
Picture: Soraya department store, a big store in Cambodia
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Luxury and extravagant products that cost over $1,000 baht are extremely rare with more than 96 percent saying they do not have any and only 4 percent have more than 1 item. Luxury products are purchased for the brand name and the quality of the products. Famous brand names, such as, Louis Vuitton, Patek Phillippe, and Rolls Royce, which are all easily recognizable are coveted. Moreover, women, especially older generations, like to dress beautifully in silk clothes and do their make-up and go to the hair salon for social events, such as, weddings, engagements, and birthday parties. Stylists that graduated from Thai institutes are likely to get more popularity, and their shops can be recognized by posters of Thai celebrities the on front of their shops.
HOBBIES AND LEISURE The two most popular free time activities at home are watching television and cleaning the house. Apart from these, Cambodians like to watch movies, listen to music, read books, and play games. Infrequent hobbies include gardening, handicrafts, and mechanical work. Outside the home, most Cambodians like to eat out, shop, meet friends, work out, and travel. There are not many people who like to go to the cinema, clubs, and karaoke at night. However, this is likely to increase in the future, especially with teenagers and higher-income earners. The most popular media is television. It is watched every day by 80 percent of the sampling group. Only 5 percent report never watching television. Only 46 percent use the Internet on a regular basis in Phnom Penh.
TRAVEL Cambodia has many seasons and each has its own advantages. However, the climate is generally hot and humid throughout the year. Most Cambodians will travel during the dry season from November to April because there is no rain and relatively cool.
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The average Cambodian most likely has never traveled abroad and prefers to stay close to home. Scenic destinations are most popular followed by cultural attractions. 46 percent of the sampling group like to travel to natural places, especially the sea and mountains and 14 percent like to travel to cultural tourist attractions. In domestic travel, 27 percent of the sampling group likes to travel once a year, 24 percent like to travel twice a year, and 22 percent travel once every 3 months. Over 58 percent of the sampling group likes to go with their parents, family, or cousins. Over half of them spend 2-4 days on travel. 34 percent of the group like to travel by personal car, and 32 percent like to go by rental car. 70 percent of Cambodians have never been abroad and only 18 percent go abroad from time to time. Of those that travel abroad, 47 percent travel within Southeast Asia, 24 percent like to go to Japan, China, and South Korea, and 15 percent like to go to Europe. When traveling, Cambodians like to go with parents and family. They spend about 5-7 days each trip and mostly go by plane. On holidays and days off from work, 44 percent of the sampling group likes to spend time at home, doing activities with their family and doing housework. 26 percent like to do activities with family, and 8 percent like to go hang out with friends.
â&#x20AC;&#x153;Siem Reap, Cambodiaâ&#x20AC;? by ssedro
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INTERNATIONAL TRAVEL DESTINATIONS
by
“SihanoukVille” ND Strupler
“Bicycle Riding Boy” by Christopher
HOUSE & HOME
then
Typically, Cambodians have a strong sense of personal property. Great attention and care is paid in the design, construction, and decoration of a home. In fact, only 3 percent of respondents used any sort of professional help decorating their homes. This is in large part due to the fact that ones home influences social standing in the community. The decorations and furnishings show the taste and social status of the owners. However, electrical appliances and new technology is limited as Cambodians pay some the highest electricity prices in the world. On average, Cambodians pay two to three times as much for electricity their neighbors.
ACCOMMODATION CHARACTERISTICS Cambodian accommodations vary depending on location and income. Most accommodations are constructed using cement walls and floors with limited furnishings and appliances. Of the sampling group’s houses, 36 percent were designed by the owners. That is, they chose the style, designed the layout, and hired contractors by themselves. 28 percent rent their house and 17 percent bought the houses from housing developments. 51 percent of the sampling group live in apartments. When considering the number of bedrooms and bathrooms, there are 35 percent that live in a 1-bedroom house, and 2 equal groups, at 23 percent, that live in 2-bedroom and 3-bedroom houses. 46 percent have 1 bathroom, 27 percent have 2 bathrooms, and the rest have more than 3 bathrooms. PICTURE: ““the ubiquitous apartment blocks” by Mark Roy 32
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â&#x20AC;&#x153;French colonial architecture in Kampotâ&#x20AC;? by William
ELECTRICITY IN THE HOUSE Electrical appliances in the Cambodian household are a luxury that not everyone enjoys. Televisions, radios, and rice cookers are found in most homes, however, higher-priced appliances such as washing machines, air conditioners, microwaves, and vacuums still remain out of reach for the typical Cambodian. A major reason for the lack of electrical appliances is that Cambodians pay some of the highest electricity prices in the world. Residential electricity prices range from 610 Riel/ kW to 820 Riel/kW depending on residential size. This is more than double its neighbors and accounts for the lack of energy usage in the home.
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DECORATING HABITS AND HOME DECOR PURCHASING Most of sampling group did not hire architects, decorators or designers to decorate their houses. Only 3 percent hired professionals to decorate their house, most of whom were highincome earners. When asked about preference in buying a new house or condominium, 77 percent preferred a fully furnished house or condominium. 24 percent decorate their houses once a week, 20 percent decorate once a month, and 17 percent decorate once a year. Purchasing accessories, such as lamps, frames, dolls, are mostly bought from time to time. 37 percent of the group purchased similar items more than once a year and 26 percent every 3-6 months. Large decor items such as tables, beds, and closets, are purchased more than once a year by 34 percent and 21 percent purchased every 3-6 months. 55 percent of sampling group likes to buy home decor from furniture and home decor stores, 16 percent like to buy from home decor stores only and 9 percent like to order from furniture stores. The frequency of home decor and furniture purchasing of Cambodians is average because furniture in Cambodia is easy to buy, especially wooden furniture. Regarding furniture and home decor purchasing decisions, over 51 percent reported they decided by themselves, 22 percent reported that it was their parentâ&#x20AC;&#x2122;s decision, and almost 96 percent pay for the furniture by cash. Only 2 percent pay by installment plan. 34
Khon Kaen University
Regarding home decoration cost, 36 percent reported that the cost is 5-10 percent of their annual income and 27 percent of group reported a cost of annual income of not more than 5 percent. Feng Shui is a popular decoration style with 60 percent of the sampling group. 20 percent of the group always uses Feng Shui and 20 percent never use Feng Shui. Regarding furniture styles, 47 percent of the sampling group likes new and modern style furniture which is assembled and ready to use and 33 percent of the group prefers antique and old style furniture. DIY furniture is not that popular among the sampling group. When asked about lower priced DIY furniture, 41 percent of them responded they might be interested, 38 percent responded they would definitely be interested, and 21 percent were not interested at all.
Typical home decor
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FACTORS IN THE DECISION TO PURCHASE HOME DECOR In choosing furniture among the sampling group, 3.97 percent responded that the most important factor is the service of the staff in the shop. The next factor is brand name at 3.76 percent and the variety of furniture at 3.75 percent. The sampling group did not focus on buying products similar to celebrities or buying products they saw on television. The most important factor in purchasing furniture for Cambodians is the productâ&#x20AC;&#x2122;s quality. The other factors are long-life and product material. Factors that the group did not concentrate on much were installment promotions, store location, and product brand. The sampling groupâ&#x20AC;&#x2122;s favorite decoration style is contemporary (34 percent) or a style that is simple and not complex, modern (26 percent), and European and classic style (21 percent). According to the income of the sampling group, high-income earners mostly like Asian and tropical styles, medium-income and low-income earners both prefer contemporary style.
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GARDENING AND HANDICRAFT HABITS Fresh fruits and vegetables are easily available and relatively cheep in Phnom Penh. Therefore, gardening is not a very popular activity as 86 percent of the sampling group do not have gardens at home. W61 percent report not doing any gardening or planting, only 7 percent usually do gardening, and 32 percent only garden sometimes. 52 percent of the sampling group never or rarely make handicrafts, 41 percent make them sometimes, and only 7 percent make them always.
PET CARE Dogs are the most popular pet to adopt followed by cats and fish. Respondents reported the reasons for not adopting pets are that they either do not like them or are afraid. 90 percent never take their pets to a grooming shop, 6 percent take their pets once in a while, and 4 percent take their pets at least once a month.
Picture: â&#x20AC;&#x153;Artisans dâ&#x20AC;&#x2122;Angkorâ&#x20AC;? by Christine Zenino 38
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Contributors Assoc. Prof. Dr. Kullapapruk Piewthongngam Director Asst. Prof. Prasert Vijitnopparat Deputy Director Dr. Nimnual Piewthongngam Deputy Director Dr. Suthin Wianwiwat Deputy Director Mr. Supakorn Sirisoontorn Senior Analyst Mrs. Chonthicha Weeraphan Aunsri Analyst Ms. Suwattana Pikulnee Analyst Ms. Kanokporn Teebua Analyst Ms. Kamonchanok Makcharoen Analyst Ms. Keerati Thaweeshup Analyst Mrs. Tharittiya Chanhom Statistician Ms. Sangob Sermna Statistician Mrs. Nichanan Eiamphet Support team Ms. Sutteeya Nopwinyuwong Support team Ms. Nattaya Srihanam Support team Mr. Ponlawit Noosrikaew Graphic Designer
About the Book Consumer behavior in Southeast Asia is constantly shifting. The CLMV Pulse book series provides the most up-to-date insights on consumer behavior in Cambodia, Laos, Myanmar, and Vietnam based on qualitative analysis of surveys and focus group discussions. This book, part one of four, examines the consumer behavior of Cambodians living in Phnom Penh on topics including: education, work and personal finance, food and drink, health and medicine, shopping and leisure, and house and home. The insights presented are invaluable for anyone interested in understanding the current lifestyles of the Cambodian in Phnom Penh.
Office of Small and Medium Enterprises Promotion (OSMEP) Esaan Center for Business and Economic Research (ECBER) Faculty of Management Science, Khon Kaen University, 123 Mittraphap Road, Nai Muang, Khon Kaen, Thailand 40002 40
Khon Kaen University