In Myanmar, television and point-of-purchase media are the most powerful product marketing tools, according to market research firm Environsell Thailand.
Managing director Sarinporn Jivanun said yesterday that the company conducted research on consumer behaviour, including attitude, lifestyle and media consumption, in three major cities – Yangon, Nay Pyi Taw and Mandalay – from May-July through face-to-face interviews with 847 respondents.
TV was the most influential media among Myanmar consumers living in urban areas, followed by friends and family, magazines, billboards, newspapers, radio and in-store media.
TV commercials reach more than 90 per cent of total respondents. Locals spend about 25 days a month watching TV.
The most popular TV channels are MRTV4, Channel 7, MRTV and MWD. MRTV4, which targets viewers aged over 35, and Channel 7, which targets a younger audience, are run by a company called Forever Group. Primetime slots at each TV station run almost exactly the same time, from 6pm-10pm. The prime time billing rate is about Bt40,000 (US$1,243).
Myanmar consumers were likely more familiar with local brands than international ones. Famous actors and actresses were widely used in TV commercials as presenters.
Word-of-mouth strategy via personal assistants, shop owners at point of purchase or friends and family were also key. “Myanmar people are still conventional but gradual change is acceptable,” Sarinporn said.
Yangon people were the most modern, cosmopolitan and ready for new things while people in Nay Pyi Taw still maintain their traditional culture and those in Mandalay are quite conservative.
“Given these factors, product testing should start in Yangon as the key platform before being applied to other key cities. Yangon consumers are also trend-setters for the whole market,” he said.
Environsell Thailand targets an increase of 20 per cent in its revenue to Bt25 million (US$777,363) this year.