Jaroslav Pelykh

1. Portrait of Ukrainian Consumer
Prepared by Jaroslav Pelykh
Trade Mission
2012 year
www.nsbc.kiev.ua

2. Ukraine: population*
*Source: State Statistics Services of Ukraine

3. Ukraine: population structure*
More than 60 years
Less than 15 years
ru ru
men
women
From 15 to
59 years
rural
population
urban
population
*Source: State Statistics Services of Ukraine

4. The Ukrainians: GDP per capita per year *
грн.
*Source: State Statistics Services of Ukraine

5. Dynamics of new car purchases*
Purchases of cars, thousand units
*Source: Autoconsalting

6. Dynamics of individual deposits in banks *
Individual deposits, billion UAN
*Source: National Bank of Ukraine

7. Ukraine: social structure*
High income rate
Average income rate
Less than average rate
*Source: GfK Ukraine

8. The Ukrainians: population and income rate*
% percentage of population
Average wage in region that
is higher than average wage
in Ukraine – 2722 UAN
Average wage as of January 2012
*Source: State Statistics Services of Ukraine

9. The Ukrainians: consumer basket*
year year year year year
Non-consumer expenditure Services
Nonfoods Foods
*Source: GfK Ukraine
*Источник: ГфК Юкрейн

10. Consumer segmentation
Consumers of catalogue companies
Consumers of e-commerce companies
Consumers of TV shops

11. Consumers of catalogue companies
 Woman, with a probability of 75-80%
 Lives in the city with a population of less than 100 thousand people, town,
village , with a probability of 50-55%
 On average makes 2 purchases per year
 Average bill per order is 45 euros (15 euros)

12. Consumers of catalogue companies
The basic incentives of purchase
 Inability to buy necessary and desired goods (poorly developed regional retail)
 The desire to buy something original, something that nobody has

13. The number and structure of internet users
in Ukraine*
Regular internet users, % percentage of population older than 16 years Growth rate of internet audience as compared to previous year
mln
mln
mln
mln
mln
*Source: GfK Ukraine
*Источник: ГфК Юкрейн

14. Growth rate of internet audience 2011/2008:
pensioners, small and medium-sized cities are leading*
16-19 20-29 30-39 40-49 50-59 60 years
village City up to City 51-100 City 101- City more
years years years years years and more
50 th th 500 th than 500 th
*Source: GfK Ukraine
*Источник: ГфК Юкрейн

15. Purpose of Internet use in different types of
settlements 1st quarter 2012 *
Category more often than others (% of users of this service)
Village 16% - Searching for study
City up to 50 th 24% - Internet- telephony (Skype and others)
City 51-100 th 7% - Searching for study
City 101-500 th 32% Watching TV-programms, on-line video and
radio
City more than 500 th 45% buying/selling in internet
*Source: GfK Ukraine
*Источник: ГфК Юкрейн

16. Consumers of catalogue companies
 This is a man at the age of 26-41 years old (with a probability of 55-60%)
 Lives in Kiev or in the city with population over one million (with a probability
of 55-60%)
 Average bill per order - 30 euro

17. Consumers of catalogue companies
The main incentives of purchase
 To buy goods at a lower price
 Buy a unique product that others do not have
 Save time by visiting the traditional store and the delivery of goods from it
 Detailed information about the product and its characteristics

18. Consumers of TV shops
 This is a woman aged 35-45 years (with a probability of 60-70%)
 Lives in Kiev or another city with population over one million (with a probability
of 60-70%)
 Makes repeated purchase - 30%
 Average bill per order - 80-100 Euro

19. Consumers of TV shops
The main incentives of purchase
Impulsive nature - buy here and now, to buy a very useful thing for the economy
or health

20. Jaroslav Pelykh
marke
/044/ 501 37 63
/068/ 251 23 87
pelikh@nsbc.kiev.ua
www.nsbc.kiev.ua
While writing wereused research findings of UNICEF, GFK, Research & Branding Group, Gorshenin Institute, the Institute of Sociology of NAS of Ukraine, the State
Statistics Committee of Ukraine, the Fund "Democratic Initiative" namedIlka Kucheriva, Ukrainian Institute for Social Research named. A.Yaremenko.