ECBER KHONKAEN UNIVERSITY
CONSUMER BEHAVIOR HABITUDES IN PHNOM PENH, CAMBODIA A Report Based on Primary Data Analysis
FEBRUARY 2014
Copyright: E-Saan Centre of Business and Economic Research (ECBER), Khon Kaen University (KKU), Thailand
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CONTENTS OVERVIEW………………………………………………………………………………………………05 1) LEARNING HABITUDES…………………………………………………………………………….06 2) WORKING HABITUDES……………………………………………………………………………..07 3) EATING AND DRINKING HABITUDES……………………………………………………………08 4) GROOMING HABITUDES……………………………………………………………………………09 5) FASHION HABITUDES………………………………………………………………………………09 6) HEALTH AND WELLNESS HABITUDES…………………………………………………………..10 7) SMOKING HABITUDES……………………………………………………………………………...12 8) SHOPPING HABITUDES……………………………………………………………………………..13 9) LEISURE HABITUDES………………………………………………………………………….........14 10) HOME AND DIY GARDEN HABITUDES…………………………………………………………15 11) PET OWNERSHIP HABITUDES……………………………………………………………………18 12) TRAVEL/HOLIDAY HABITUDES………………………………………………………………….18 13) COMMUTING HABITUDES……………..……………………………………………………..….. 19 14) FINANCIAL HABITUDES…………………………………………………………………………..20
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CONSUMER BEHAVIOR HABITUDES IN PHNOM PENH, CAMBODIA OVERVIEW Cambodia is a small country bordered by Laos, Thailand, and Vietnam and one side opening to the Gulf of Thailand. Cambodia has had a good economy in the recent years and the country had enjoyed a healthy growth in the last some years. The economy of Cambodia is agricultural export based and rice being the main export item has provided significant growth to the gross domestic product in the recent years. Though the poverty has fallen significantly in the recent years there are still a large number of people under the poverty line. The top three cities of Cambodia are Phnom Penh (Capital), Battambang and Siam Reap and are witnessing the growth presently. With the government initiative and foreign aid there has been appreciable improvement in the health care and education in the rural areas. Cambodians have fostered their own Khmer belief with their own ideologies and has the influence of the two religions Buddhism and Hinduism of India with Buddhism being the main religion in the present times. In Phnom Penh, Cambodia the income is relatively low for the people, with just 38.7% of the respondents earning less than 166US$, another 31.5% earning between 167-333US$, some 20.0% earning between 334833US$ and a very few (6.9%) earning more than 834US$. The currency of Cambodia is Riel (KHR) (1 Riel= 10 Kak or 100 Sen) and is weak in the international foreign exchange market (1 US$= 3,987 KHR). The reflections of this survey suggests that the people of Phnom Penh desire for excellent education and better future and they understand the importance of health and education in their path to achieve financial stability and sustainable growth in their nation and improvements are inculcated at many levels by the government to accomplish this by educating the citizens and opening the more opportunities towards growth and incoming investments and international aid. In this report we try to analyze the consumer behavior trends and lifestyle behaviors with the changing growth environment by organizing a survey of 400 respondents in Phnom Penh, Cambodia to culminate this report.
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1) LEARNING HABITUDES Learning habitudes adapt and change over the period of time and Phnom Penh, Cambodia is also witnessing the change that is taking place, and according to our survey response from 400 respondents around 33% of the respondents have Bachelor’s degree, 16.7% have a High School education, 23.9% have Masters Degree, 2.2% have a Diploma/Vocational certificate and very few go for higher education with only 1.2% having earned a doctorate degree. The religion Buddhism plays a more important role in the Cambodian society and many students have had their early schooling in Buddhist temples in the past years. The overall general education level of respondents can be termed as moderately literate with the government efforts the quality of education is improving in the recent years. According to the survey, the percentage of the respondents taking up vocational training or education is also small which gives us the picture that there is an enormous inadequacy of highly skilled/semi-skilled workers which still exists in Phnom Penh, Cambodia. In Phnom Penh, the education is received mainly through public/government institutes (69.6% of the respondents) and some go for domestic private institute and a very few inhabitants go for private or overseas education because it is very expensive. There are a number of schools and some universities in Cambodia but after the opening up of the country to the international community the education sector is also witnessing a substantial growth with the increasing demand for skilled and qualified people. In the recent few years many new international schools are coming up in Phnom Penh and other major cities of Cambodia and the upper middle class and expatriates prefer to educate their children in international schools with good standard of education. And, some high income citizens of Cambodia also prefer to send their wards for good education overseas especially to neighboring countries like Singapore and Thailand or other countries. According to the survey 11.1% of the respondents had their highest education at an overseas institution located outside the country. Household income in Cambodia is relatively low and many students do not get to go to school or university especially from the rural areas but the government initiative to better the education is improving the overall education system in Cambodia. The Exhibit1 below gives the idea of the education level of the respondents from Phnom Penh, Cambodia.
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Exhibit 1:
Highest Education Level of Respondents in Phnom Penh, Cambodia 1% 1% None
10%
Primary school
24% 12%
Secondary school High school Vocational certificate / Diploma
17% 33%
2%
Bachelor degree Master degree Doctorate degree
2) WORKING HABITUDES In Phnom Penh, Cambodia, majority (25.1%) of the respondents are business owners of small and very small businesses (selling from small shops, kiosks and carts), some (20.7%) work in government jobs, another (19%) of the respondents work in private firms and yet another small number of respondents (18%) are temporary workers and the remaining section of the inhabitants are students, housewives or don’t come under any of these categories. After the opening up of the market in the recent years and the overseas private investment in business ventures in Cambodia has resulted in many young Cambodians getting their first jobs in the new businesses. This has increased the workforce significantly though many of these workers are still unskilled and inexperienced which creates a great demand for vocational training in all fields as the economy grows.
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3) EATING AND DRINKING HABITUDE
Majority of the Phnom Penh respondents (88.2%) prefer to cook their own food at home everyday as a part of their tradition or as a way of life because for many its cost effective to consume home cooked food at home than to buy cooked food or to eat outside.
In the
households in Phnom Penh, cooking at home is generally done by individuals themselves or by family members like parents or spouse. It is understood from the survey that 98.3% of Phnom Penh respondents like to cook their local traditional variety of recipes for food at home and occasionally Chinese food. Cambodian dishes taste similar to Thai food but are less spicy. Generally many of the respondents prefer to cook meals at home for Breakfast (29.0% of respondents), Lunch (58.3%) and Dinner (89.5%) and some people (9.8% of respondents) prefer to bring their food boxes from home.
Cambodians usually have breakfast and lunch outside
home. Supper is not very popular as close to half oe the respondents don ’t have supper and if do have some cook at home and some have outside or buy from outside. In Phnom Penh during breakfast time respondents prefer to have Rice with elaborated different dishes (56.5%), boiled rice/congee/soup (51.5%), Tea/Coffee (47% of respondents), Simple Dish (38.2%) Bread Egg Sandwich Ham/Sausage (35.5%), Milk (20.7%), and Bread/Bun/Baguette (11%). Like in the neighboring countries people in Phnom Penh have significant influence of Buddhism on their eating behavior and many of the respondents observe vegetarian diet schedule and avoid having meat on some days of the week thinking that its like showing kindness to nature and animals
.
Though with the growing economy and urbanization in cities the Chained/Franchise food service is now becoming more popular such as Pizza, Sukiyaki Shabu, KFC, especially with young people. Buying foods from wet market is still common and Cambodians buy food for daily use and don't store too much food in the refrigerator except the younger generation people or office goers. The respondents in Phnom Penh have fairly moderate drinking habits with a small number (3.9%) of respondents drinking alcohol regularly and a little more than half (58.6%) of the respondents having alcohol sometimes and another (37.4%) of respondents said that don’t have alcohol at all as is evident from the survey and presumably the reason to consume no alcohol as stated by some is mainly either they don’t like the bitter taste or it is not good for health and interestingly the religious belief was not contributing to the reason for not drinking alcohol as compared to some other Buddhist countries. But some (41-68%) of the respondents aged Page 8 of 21
between 18 to 49 years old showed moderate alcohol consumption habitude, specially the younger generation between the age group 23-29 years consumed more alcohol. Regarding the female respondents, more than half of the female respondents do not drink alcohol with just 1.2% of female respondents having alcohol regularly and surprisingly 45.5% of respondents consuming alcohol sometimes. Other drinks that the Cambodian respondents consumed daily are tea (32% of the respondents), instant coffee (30.8%), milk (21.2%), vegetable/fruit juice (11.8%) and fresh brewed coffee (11.6%). And, some drinks that the respondents prefer to drink sometimes (once or twice a week) are soft drink with gas (37.2% of respondents), vegetable/fruit juice (33.3%), and milk (32.4%), soft drink without gas (22.9%), soya milk (20.4%), and energy drink (17.5%).
4) GROOMING HABITUDES Phnom Penh respondents have a simple grooming habitude and a majority (73.8%) of the males respondents do not involve in any grooming activities with only 15% of the male respondents using creams/lotions and another 16.3% consumes vitamins and supplements for better health and looks. In the female segment there is a lot more concern about beauty and personal care among women folks and a significant percentage of female respondents are going for using lotions/creams (54.5% of respondents), make-ups (30.9%), and vitamins (22.4%). With the changing environment the Phnom Penh inhabitants are getting more beauty and personal care conscious and the trend is expanding gradually and a number of beauty clinics are coming up in many the big cities. The beauty clinics are becoming more popular with the women folks and also joining the fitness/sport club is fast catching on as a trend. Many women go to these clinics fort some beauty course/treatment done for their beautiful appearance.
5) FASHION HABITUDES Cambodia’s traditional dress, is similar to the neighboring countries but is a little different, it is called ‘Sampot’, which is a piece of cloth securely wrapped around the waist. There are various types of ‘Sampot’ and is worn by men and women according to their social class. In the present Page 9 of 21
changing times and with the opening of the markets in the recent years the younger generation has got thriving for rapidly changing fashionable trends, especially the young women city dwellers that are increasingly avoiding the national dress and embracing more contemporary alternatives and outfits. Though, owning fashion/luxury items such as clothes, shoes, watches, bags, sunglasses etc. that value more than $1,000 is rare and only 3% of respondents owned 1-2 expensive items with a big majority (95.5%) of the respondents did not own any luxury items at all and the ones who did own these luxury items mostly bought these luxury items from shopping centre/department stores, flea markets or and shops outside the department stores. The main reason for Cambodians to own fashion/luxury items as cited by the respondents is that they buy these items mainly because it is either a necessary replacement, high brand quality, reflects your personality/style or lastly for social status cum popularity in society. In the Exhibit 2 we can see the ownership percentage of luxury items.
Exhibit 2:
Luxury Items Ownership Among Phnom Penh Respondents that Value over $1000 0.5% 0.7% 3% None Some 1-2 Luxury Items About 3-5 Luxury Items 95.8%
More than 5 Luxury Items
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6) HEALTH AND WELLNESS HABITUDE In conformity to the response of the survey in Phnom Penh many respondents have a low tendency of smoking but moderate drinking habitudes which gives a fairly healthy picture of the society. In case of minor illnesses a majority of respondents (57.4%) preferred to buy over the counter medicines from a pharmacy to fix their sickness and some prefer to see a doctor. But, some small sections of the respondents 2.5% still prefer to visit a traditional doctor or would like to have herbal medicines to get better. When there is a moderate or serious illness most of the respondents (46.1%) preferred to visit a private hospital and some prefer to visit a public hospitals but some higher income privileged class people also prefer to go to hospitals abroad to countries like Thailand or other countries for Specialized Medical Procedures/Treatments. Medical insurances are also prevalent in Cambodian society. Healthy food awareness is not common for Cambodian people and they are not aware about food safety and healthy food. Though, they do trust the imported products especially from Thailand, Malaysia and Korea. International hospitals in Phnom Penh charge a very high price form patient for treatments and the high income people prefer to visit to Thailand to get the medical treatment. Refer Exhibit 3 & 4 give further details.
Exhibit 3:
General Habitude to Fix Minor Illness Among Phnom Penh Respondents 2%
Do nothing 4% 9% Buy medicine from nearby pharmacy Seeing doctor at clinic
10%
18%
Seeing doctor at hospital 57%
Taking herb or seeing traditional doctor Others
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Exhibit 4:
General Preferences for Medical Treatment for Severe Illnesses Among Phnom Penh Respondents 0.5% 1.2% 3.2% Modern international hospital 22.2% 26.8%
Public hospital Private hospital Clinic Seeing traditional doctor
46.1%
Others
7) SMOKING HABITUDES Interestingly among the overall respondents, smoking is not very popular with only 3% of them smoke and 97% of the respondents do not smoke which is a good sign for healthy lifestyle. The male population smokes more than the female respondents and the females hardly smoke in Cambodian society. Most of the inhabitants prefer not to smoke in public places. And, the people who smoke buy cigarettes from grocery shops, traditional retailers, and wet markets etc. The Exhibit 5 on the next page shows the smoking habits by age group.
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Exhibit 5:
Smoking Habit (By Age Group) of Phnom Penh Respondents Yes
More than 60 Years 50-60 Years
No
100.0% 9.7%
90.3%
40-49 Years 2.2%
97.8%
30-39 Years 4.2%
95.8%
23-29 Years 2.1%
97.9%
18-22 Years
100.0%
Less than 18 Years
100.0%
8) SHOPPING HABITUDES Cambodia has transformed from a closed market to open market and with the changing times shopping is a popular activity that people of Phnom Penh want to indulge in, with only a small section of the respondents said that they never or rarely go shopping. In Cambodia today, there are a variety of modern hypermarket stores that are coming up in urban cities and are competing to achieve international standards compared with neighboring countries, and promotions and advertisements are also catching up to attract customers. People go to shopping at many places like wet markets, grocery/traditional retailers, convenient store, super/hyper markets and shopping/department stores depending on location and what they want to buy. In Phnom Penh, according to the respondents’ response the consumer products like detergents, tissue paper are mainly bought from wet markets (47.4% of respondents) and from grocery/traditional retailers (22.3%) and the frequency of buying is once or twice in a month (51.1% of respondents), products like soap, shampoo, toothpaste are also purchased from wet markets (42.3%) and grocery/traditional retailers (20.8%) and the frequency of buying is once or twice in a month (55.3% of respondents), skincare products like body/face lotion, deodorants are shopped mainly at wet markets (25.5%) and super markets/hyper markets (28%) and the frequency of buying is once or twice in a month (35.5% of respondents) and another 22.6% of respondents say they buy every three months, makeup products are also mostly bought from wet markets (28.6%) and Page 13 of 21
super market/hypermarkets (24.7%) the frequency of buying is a little varied as some 28.9% of respondents say once or twice in a month, some 25.4% of respondents say they buy every three months, and another 16% of respondents they buy makeup products in six months or longer. Other products like books/magazines are mainly bought from wet markets (31.8% of respondents), shopping centers/department stores (16.4%) and some (12.9%) buy them from convenient stores and the frequency of buying for some respondents (24.9%) is that they buy books and magazines once or twice every month and some (11.7%) of respondents say buy once or twice very week. As in many developing countries with a booming economy the teenagers in Phnom Penh have also developed behavioral changes by coming out of conservative environs and embracing freedom and economic growth relishes. With more exposure to media they develop habitudes like hanging out and meeting with friends at the shopping centers and coffee shops and also find their first jobs there and blend with the urban environment and styles. The second hand products are very popular especially products from Japan and Korea such as clothes, bikes, cars and electronics appliances. Interestingly for Fast-Moving Consumer Goods (FMCG) in Cambodia, the Thai products have the highest market share but the share has reduced in the recent years due to the increasing market share of products from countries like Korea, Malaysia and Vietnam.
Picture 1 & 2: Markets in Phnom Penh, Cambodia
1)A Chained Food Service Outlet
2) A Traditional Market (Shops)
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9) LEISURE HABITUDES
One of the leisure habitudes of Phnom Penh respondents is watching television with 95.8% of the respondents watch television regularly or sometimes, they have national channels on telecast over the country and Thai and Korean Channels are received and viewed through cable network. The Korean programs/serials are the most popular. Therefore, television (both free national telecast and satellite) is the most popular media for people of Cambodia. Many of Thai channels can be watched from Cambodia and are quite popular as well. Thai and Korean stars are very popular in Cambodia. Some inhabitants like watching movie and listening to music with only 22.1% of respondents in Phnom Penh said that they have regularly seen movies and another 36.2% respondents said that they listened to music regularly, viewing sports doesn’t seem to be a popular activity in Phnom Penh with almost 55.9% of the respondents have never or rarely watched sports on television. Reading books is also a likened activity in Phnom Penh with 27.3% of the respondents read regularly and 55.1% sometime which indicates that reading is fairly popular leisure activity people adhere to in their free time. Reading magazines is popular among teenagers. Internet and social networking is also a quite widely preferred leisure activity for Cambodian people with 62.8% of respondents in Phnom Penh surfing internet either regularly or sometimes. Exercise is also another activity the people like to do in their leisure time with 48% of the respondents exercise sometimes and 23.6% of respondents exercise regularly. Many respondents in Phnom Penh also like to cook at home and do housework like cleaning during their leisure time at home but have fewer respondents having interest in doing handicraft or artwork activities. Gardening is less favored activity in Phnom Penh with only 18% of the respondents do gardening activities sometimes. Going out to the shopping centers or cafe/bubble tea shops for chit-chat is popular among teenagers. They usually ride a motorcycle to travel around the city or go to see the movie. K-Pop (Korean Pop music) is also very popular among youngsters.
10) HOME AND DIY GARDEN HABITUDES The meaning of home for many Cambodian people is the same like most people around the world. According to respondents, most of the homes in Phnom Penh are self build (36.1%), but some buy readymade homes from developers (17% of respondents). The Phnom Penh Page 15 of 21
respondents like to have 1-2 bedrooms in the house, they like to have 1-2 bathrooms in their house and the majority of the consumers prefer traditional type kitchens. Cambodian people prefer tradition living style over western style of living. The kitchenware widely used in Phnom Penh, Cambodia are gas/electric stoves (97.5% of the respondents), refridgerator (54.1%), and electric kettle (30%) and the other occasionally used kitchenwares are toasters, microwaves, water purifiers, ovens, electric chimneys etc.
Irrespective of income ranges most of the
respondents (75.6%) said they would prefer to buy fully furnished house than buying unfurnished house. In Phnom Penh, the most common building material used for construction is Brick and Cement (71.9%), Semi-wooden Semi cement (20.4%), and complete wood as material is used in traditional houses which are rare nowadays. Inhabitants in Phnom Penh like privacy like many other neighboring countries and majority of the houses like to have curtains in their houses. Normally Cambodians will decorate their house after the construction is finished and will not renovate the interior for long period of time. Terraces in houses are a kind of an important area for multi-purpose usage. People with high income prefer to have a large terrace for parties. Cambodians people usually install air-conditioners in every room. Cambodian people especially in Phnom Penh usually live in the townhouses or shop-cum-houses and the living room is the most important part of the house and has a superior interior decoration using carved wood for showing-off their status. Expensive handcrafted wooden furniture is used in the living rooms. Cambodians don't follow Feng-shui for the design of their house but they do believe in fortune tellers. Picture 3 & 4: Wooden Artifacts and Furniture in Phnom Penh, Cambodia.
3) Wooden Artifacts
4) Wooden Furniture Page 16 of 21
Regarding DIY and Gardening habits, 85.7% of the respondents did not have a garden in their present house. Only 7.4% of the respondents seem to do regular gardening at home and 32% doing gardening activities sometimes at home. And some Cambodian do like doing craftwork or handcraft works with 7.4% doing regularly and 41.1% doing sometimes. Most respondents can do some home maintenance by themselves such as replacing the light bulb, plumbing, fixing chair and do home maintenance regularly. Do-It-Yourself (DIY) furniture is not popular due to cheap cost of labor readily available and easy to hire. In Phnom Penh, Cambodia according to respondents’ response it seems that people do not prefer hiring an architect, interior designers, or professionals to decorate their houses, with 81.8% of the respondents said that they did not hire any designer at all to decorate/design their homes. Therefore, hiring designers is not popular in Cambodia in all income groups except higher income group. Exhibit 6 & 7 gives more details of Home Maintainances and Gradening preferences.
Exhibit 6:
Percentage (%) of Phnom Penh Respondents' Preference of Doing Gardening
7.4%
Regularly
32% 60.6%
Some
Never / Rarely
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Exhibit 7:
Percentage (%) of Phnom Penh Respondents' Preference of Doing Home Maintenance
20.9%
Regularly
32.3% Some
Never / Rarely 46.8%
11) PET OWNERSHIP HABITUDES Regarding pet ownership at home, it seems pets are moderately popular in Phnom Penh and the most common pet among the respondents are dogs with 26.6% of the respondents owning dogs, and some respondents own catss and fish as well, other pets are fairly less popular. Pet shops, pet grooming services are not popular as the majority of the people 90.4% have never been to these shops and the veterinary services are rarely available for the pets in general. The Exhibit 8 shows the details of pet ownership.
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Exhibit 8:
Pet Ownership Percentage (%) Among Phnom Penh Respondents Others
3.1%
Fish
12.6%
Cat
12.6%
Dog
26.6%
12) TRAVEL/HOLIDAY HABITUDES The respondents in Phnom Penh, Cambodia like to travel during weekends and holidays and prefer visiting tourist attraction like beaches, mountains, cultural and recreational attractions. Some of the respondents (27.3%) like to go out for holidays domestically once a year or once in few years. Some (24.4%) of respondents travel domestically every six months and some (21.9%) travel once every three months and during most of their trips they prefer to stay for 2-4 days and generally travel by private cars (34.1%), rental cars (32.1%) or by buses (23.6%) with only 0.7% of respondents traveling by air using either regular or budget airlines. Majority of the respondents said that they prefer to travel with parent/family/relatives and friends during holidays. Traveling overseas is not very frequent with only 4.9% of the respondents travel once in a year and only 3.2% very six months and many of them may not travel overseas in years. The most popular destinations for traveling overseas for Cambodians are South East Asia (46.7%), North Asia: China, Japan, Korea, Hong Kong (23.7% of respondents), and European countries (14.5% of respondents) and other destinations around the world are not very popular. When travelling overseas some 33.3% of the respondents prefer to travel with parents/family/relatives and some (26.8%) prefer to travel with friends and some travel by themselves. The durations for overseas holidays for some 30.9% of respondents could be 5-7 days and for some 23.7% of the respondents said that they could stay even more than 10 days for medical, study or work related purposes. The mode of overseas travel in most cases is the regular airlines or budget airlines but
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in some cases traveling abroad to neighboring countries like Thailand the trips are undertaken in personal cars or buses.
13) COMMUTING HABITUDES Inhabitants in Phnom Penh, Cambodia mostly commute to work on motorcycles (59.3% of respondents), interestingly some (20.7%) of the respondents prefer to walk to their work place, another (12.8%) upper income group people commute to work in cars, some (2%) say they travel by private buses as public transport does not exist in Cambodia and some very few respondents (.5%) commute by taxi or cabs. In Phnom Penh, Cambodia mostly people commute locally in the city by cycle rickshaw, called locally as "Cyclo", the motorcycle taxi called "Moto", the auto rickshaw called the "Tuk-Tuk", and some very few commute by taxi and others use their own transportation like motorbikes, bicycles and cars for commuting. Refer Exhibit 9 for more details. Exhibit 9:
How do people commute to work in Phnom Penh? 2% 0.5% 2% 2.7% 20.7%
Walk Private car Motocycle
12.8%
Bike Bus / public transportation Taxi, cab
59.3%
Others
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14) FINANCIAL HABITUDES In Phnom Penh, Cambodia the financial habitudes are basic but the country’s economic growth is going up and with the growing private investments and government initiatives the financial habitudes are gradually changing. Majority of respondents (99.5%) prefer using cash in their day to day transactions, debit cards and credit cards are very less prevalent in the country and some people (39.2% of respondents) like to deposit in banks than keeping money at home. Investment in any funds, bonds or shares by respondents is almost negligible. Only 3.4% of the respondents said that they had bought insurance coverage with the majority having no insurance coverage. Some inhabitants do like to invest in gold in Phnom Penh as 13.8% of the respondents said they had invested in buying gold. Real estate investments are also is very less prevalent as only 3% of the respondents had investment in this sector. Saving is also not an essential habitude for Cambodians as according to the survey 95.6% of the respondents said that they have had no savings. Cambodia is still in the initial stages of financial sector growth and development, with the growing economy and current government initiatives it will mature over the years and will build investor and consumer confidence. Exhibit 10 shows the preferred mode of payments.
Exhibit 10:
Shopping Payment Options used by Phnom Penh Respondents 0.5%
Cash Cashier check
99.5%
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