Given the attraction of promotions/offers during Ramadan, the findings show that consumers are less likely to be brand loyal when it comes to food and drink products. 40% of respondents overall claim they will always buy from brands that have the best offer/promotion irrespective of who makes them. Marginally fewer will stay loyal to a select set of brands and only buy from those that have the best offer/ promotion among them (38%). 22% will always stay brand loyal whether there are offers and promotions or not.
Commenting on the findings, head of consumer research for YouGov in MENA, Pranay Dandekar said, “It is evident that although there is an increase in consumption and expenditure during Ramadan, consumers’ purchase patterns differ according to the type of product they are buying which impacts the offers they look out for. Brands need to take cognizance of this fact and design the right promotions tailored to specific product categories in order to stand out from the crowd and win the fight for consumer attention”.
The research also looked at consumers’ intended travel plans during Ramadan and Eid in 2016. When asked if they expect to travel during Ramadan, 72% of respondents claimed they don’t have any travel plans at all, predominantly because they prefer to spend the Holy month in their country of residence (63%).
Respondents in Egypt (69%) and Saudi Arabia (66%) claimed they prefer to stay in their home country the most, compared to the UAE (52%). The second highest proportion of respondents in all three countries claimed they won’t be travelling because they have work commitments (17%). This was most prevalent in the UAE (23%), compared to 16% of respondents in Egypt and 12% in Saudi Arabia.
Despite low levels of travel during Ramadan, 43% of respondents in all three countries expect to travel during Eid this year. Of those that are travelling, 56% intend to travel within their home country compared to 30% who intend to travel aboard. The most appealing promotions for travelers during Eid are discounted promotional offers on flights (62%), followed by discounts on hotel stays (57%).
