CLMV Pulse,the Heartbeat of Sotheast Asia's Consumer - MYANMAR

CAMBODIA

CLMV Pulse MYANMAR

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

MYANMAR

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

10 12

FOOD & DRINK

HEALTH & MEDICINE

14

32

SHOPPING & LEISURE

HOUSE & HOME

40 46

E-saan Center for Business and Economic Research

Khon Kaen University

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Khon Kaen University

CLMV PULSE: THE HEARTBEAT OF SOUTHEAST ASIA’S CONSUMER

MYANMAR

CLMV PULSE: Myanmar

7

MYANMAR MANDALAY

MYANMAR

Even though Myanmar consists of people with many nationalities and races, the country has its own unique language and culture. The Burmese are Buddhists and is really strict to the doctrine, and this kind of thing is reflected in their lifestyles really well. Myanmar is the country of agriculture and most of the people still live in country area. In harvesting season, Burmese people will make merit, VIETNAM arrange a religious festival and wear traditional dress Hanoi LAOS LAOS Vientiane Vientiane

YANGON

THAILAND THAILAND

Bangkok Bangkok

,which is Longyi; however, townspeople or the new generation start to wear trendy clothes more and more a n d spend money on vacation. In big cities of the country such as Yangon, Mandalay as well as Nay pyi Daw or Nay Pyi Taw, most people are businessmen, employees, or officials in CAMBODI A CAMBODI A companies, industries, or government.

Siem Siem Reap Reap Battambang Battambang

Kampong Kampong Cham Cham

Phnom Phnom Penh Penh

In this study, about 72%of all the sample is considered the new generation aging between 18-49 years old. More than half of the sample has low income which is less than 5,000 baht per month. 24% earns about 5,000-10,000 baht, and 9% has high income , which is more than 25,000. Their currency is called Kyat that is quite low compared to foreign currency especially UD dollar (1 Kyat is

“

about US$0.001). In this report, there is an analysis of the tendency of the consumers’ habits in Yangon, Myanmar, and the topic is divided into 14 parts. The result of the survey and study is that the Burmese sample is in need of high education in order to have better lives and future. Many of them thus work hard and come to big cities to study.

METHODOLOGY In this study, we analyzed the habits of Burmese consumers by collecting data from 400 questionnaires from random sample. There is also a focus group discussion along with the experts in marketing and consumers’ habits such as marketing man, advertiser, teacher, and business owner in food and home decoration fields. In terms of quantity data, the structure is set according to characteristics of the population of the country in order to have a reliable sample and can be representative of the majority by collecting sample from Yangon , which is the economic city of the country and also the place where every Burmese gather from other parts of the country.

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Khon Kaen University

Respondents Gender

Age

Education

Occupation

Personal Income

*Old Bagan by Nhi Dang CLMV PULSE: Myanmar

9

EDUCATION

*ASIA } MYANMAR BURMA } NOV 2010 BY EDSON WALKER

*FLOATING SCHOOL IN MAING THAUK BY FRANÇOIS BIANCO

The educational system in Myanmar is supported by government that is the students are charged for the school fee only in high school level. Former educational system was centralization then decentralization and it is regulated by head of education.

Present, government has adjusted the educational system from former 12 years to 10 years (not including kindergarten level). And, the college level is separated specific filed to different areas in order to diminish the problem of confederacy by students as in the past. Thus, educational system now is 4:4:2 as shown below

• Elementary education 4 years(not including kindergarten 1 year)

• Secondary education 4 years

• High education 2 years

• Vocational level 1-3 years, University level 4-6 years

Undergraduate study is under 2 Departments of Higher Education by geography that is the Northern part is located in Mandalay while the Southern area is located in Yangon. There are 174 colleges of university level and most of these institutions are regulated by Ministry of Education. The main part is in Mandalay (37 institutions) and Yangon (35 institutions) and some of them are under other ministry. For example, Medical schools are under Ministry of Health and Technological Universities are regulated by Ministry of Science and Technology.

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Khon Kaen University

More than 91% of the sample (363 people) graduated from governmental institutions while the rest about 9% graduated from private schools in the country (3%), international schools in the country (3%), and abroad (3%). It is also found that more than 80% of those with diploma from abroad are those with average-high income.

Highest education level of respondents sampling of Myanmar

*ASIA }MYANMAR BURMA } NOV 2010 BY EDSON WALKER

Moreover, the results told that about 91% of the Burmese in Yangon graduated from governmental institutions in the country while those who graduated from international schools in the country, private schools, and abroad have similar number of people which is about 3% especially the sample with high income.

Academic Intitutes that group sampling graduated

CLMV PULSE: Myanmar

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WORK & WAGES More than 90% of all the sample doesn’t have part-time jobs aside from their routine work. 31% is officials in private companies. 20% trades, and only 15%of all works as governmental officials.

The Burmese especially the working people aging between 30-49 years old aside from working really hard, they still spare their times for extra jobs. The Burmese with Burmese nationality are the hard working ones and enjoy working, willing to do any kind of work even though the wage is low; however, the Burmese labor usually work and study in Thailand because they see Thailand as an economic country and can be a place to earn money to save money and send back to families.

In 2012, the fringe benefit for civil servants and military officers was increased to 30,000 Kyat or 38 US dollars a month (1,123 Baht) including the increasing for government employees who work 8 hours a day from 1,100 Kyat to 2,100 Kyat or approximately 79 Baht. The minimum wage was grown from 1,500 Baht per month to 3,000 Baht per month (average 100 Baht a day). It was effective as of April, 2012 but it remains lower rate than working in neighbor countries. In addition, the new law allows the workers to gather as a union of labor and they are able to strike in order to claim for higher wages. 

Current occupation sampling of Myanmar

Most of the sample usually travels to work or journey by public transportation which is about 40% followed personal car and walking about 33% and 8% of the whole sample Only 2% of the Burmese sample travels by motorcycles, 5% by bicycles, and 6% that receive welfare from companies or institutes to travel by employee bus. For working hours, it is found that the sample works no less than five days a week, more than eight hours and about 13% of all the sample has part-time jobs such as owning business or being employed part-time in companies.

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Khon Kaen University

MYANMAR

AGRICULTURIST

*MYANMAR AT THE CROSSROADS BY CHRISTOPHER

Other

The ways of getting to work of Myanmar people

CLMV PULSE: Myanmar

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FOOD & DRINK

* 20131120_MYANMAR_5955+59-64 INLE LAKE BY DAN LUNDBERG

Kitchen and food storage Kitchen of Burmese is for cooking more than just to prepare and heat food. It is found that more than 95% of the sample cooks at home every day or almost. For equipment that is used, almost every home has a stove, refrigerator, water kettle , which is about 93%, 84%, and 72% respectively. About one fourth of the sample has microwaves and toasts at home.

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Khon Kaen University

The Burmese sample usually cooks and eats at home. It is found that one third of the sample cooks by themselves, and about one fourth is parents who cook mostly traditional food.

For the food storage of the sample, it is found that almost everyone will store food such as rice, sugar, and seasoning such as fish sauce, sauce, and oil which is not rotten and able to be stored for a long time. Next are vegetablesfruits and dried-canned food , which can be stored for a short time. Food that the sample doesn’t usually store is meat, ready made food, and frozen food for only 9% that store frozen food at home. The result is relevant to the quality research that found that the Burmese usually buy fresh food from markets and that they go to markets every day; however, when separated the sample by their incomes, more than 50% of the sample which has average-high income and high level store food at homes. For the part of frozen food, about 19% of those with high income also store food at homes.

CLMV PULSE: Myanmar

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More than 60% of the sample has never bought meat or frozen meat while 23% of all buy those every week. It is also found that the Burmese usually buy fresh food and meat at fresh markets more than buying frozen meat. The popular place to buy is still fresh markets and supermarkets. Moreover, the sample usually buys fresh vegetables almost every day from fresh markets because it is cheap as well as fruits which will be

*07 01 2014 BY EDDY MILFORT

*APRIL2003 137 BY MUCHFUNINC

*BANANA STAND IN DOWNTOWN YANGON BY WILLIAM

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Khon Kaen University

bought every week from fresh markets as well. For seasoning such as fish sauce, sugar, oil, and sauces, most of them buy once or twice a month from markets and grocery stores as well as dried and canned food which are bought once or twice a month from mainly supermarkets.

For ready made food, most of the sample rarely buys it. Only one fourth that buys every month, and about 21% that buy it every week from supermarkets. For rice, the sample buys it once or twice a month from fresh markets, and about 20% of all buy from hypermarkets.

For ready-to-eat food as one can see and is familiar within convenience stores in Thailand, it is not very popular among the Burmese sample for more than 90% of the sample has never or rarely buy this kind of food while those who do will buy the food every month , which is less than 10% and usually buy it from big supermarkets.

Due to the expanding of convenient stores, the way of living has been changed; higher purchasing power and adopting the new culture of eating lead to accustom with ready to eat food among Burmese. This style of food is convenient and new taste but it still satisfied them.

So, ready to eat food will possibly grow in the near future. *VEGETABLE STAND AT THE SATURDAY MARKET, YANGON BY WILLIAM

CLMV PULSE: Myanmar

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*ซุปเปอร์มาร์เก็ตสมัยใหม่กลางย่านชุมชน ในนครย่างกุ้ง

However, Burmese people prefer shopping at fresh market. There are plenty of markets around the area and this reflects that they are fond of cooking at home. They find that cooking at home is more economical than eating out. Recently, it has been seen the modern life in Yangon. They spend their lives as urban people in other countries and adopt that way into their living. For example, they former shopping at fresh market then turn to buy things at supermarket at mall. Most of the urban inhabitants are pleased to go shopping at mall due to cleanliness, convenience and cool including they can find the imported product from Korea, China and Thailand which is very popular among Burmese.

When asking the sample about size and quantity when buying food each time, about 54% buys for short-terms or medium-sized package for 3-5 pieces. Other 41% buys to consume each time not for long term. Only 5% buys many things each time or buy the whole package or boxes; however, when considering their income, more than 11% of those with high income have habits of buying much each time because they live lives as townspeople do which is in a hurry and convenient.

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Khon Kaen University

*แผงขายสินค้า/ตลาดนัดในกรุงย่างกุ้ง

The Burmese sample doesn’t usually eat meat especially beef , which is about 56% of those who doesn’t eat beef as well as pork which is 45%. Reasons to this might be that most of them are Buddhists and very strict to the doctrine. Besides, the quality research found that people don’t eat meat for health and religious reasons. Some people don’t eat meat on some days in a week. The kind of meat that the Burmese sample enjoys eating is chicken, duck, fish, shrimp, shell, and squid etc.

For other kinds of food that the sample doesn’t eat are shells. Many people don’t eat those which is more than 50% followed by chicken, squid, and crab which is 12%, 10%, and 9% respectively. Reason the Burmese don’t eat beef is because of the religious belief. Also, almost every meal of them consists mostly of vegetables and fruits.

Beef Shell fish Pork Squid Crab Duck Fish Chicken Shrimp Vegetable Fruit

Food that the Burmese people eat

Eat

&don’t eat

No eat

For the taste, most of the sample likes sour and spicy food , which is about one fourth of the sample likes the most spicy and sour food (level 10 out of 10) especially the sample aging less than 40 years old. For the taste of sweetness, about 17% likes really sweet food while the bitter and salty tastes are liked the least by the sample.

Generally, Myanmar people have simple life. They can eat just rice on top of oil mixed with MSG. The main meal is rice that they consume a lot of rice in each meal. And, the most favorite taste is salty and nutty and overall taste is similar to Thai food taste but less spicy. As per Thailand and Myanmar are located closed to each other, people in both countries accustom to the dish from two countries. The well- known national dish of Myanmar is Mo Hin Ga which is the most popular for breakfast. It is served as dry and soup by traditional noodles and the soup are made from the mixed of tapioca flour, meat and other spices. When serving, the noodles will be covered by soup serve with boiled egg and side dish.

When asking of what factors influence the decision when shopping, it is found that the most important thing for the sample is products that are healthy and organic (4.72). For the factor that is secondly important are products with guaranteed mark (3.93) and products with interesting prices (3.83).

CLMV PULSE: Myanmar

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For factors that the Burmese sample doesn’t pay much attention to or consider when making decision, first is gifts, next is advertisement such as billboard, TV, radio, or newspaper, and items that are cheap or discount .

From the survey, it shows that Burmese have easy going style of living, earning for their lives and not spending money lavishly. They prefer the product that is commented by their friends. Thus, distribution of samples is another excellent way to approach Burmese consumers.

Healthy food

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Khon Kaen University

ตลาดโบโจ๊กมาร์เก็ต (BOGYOKE MARKET) ตลาดที่ ใหญ่ที่สุดในเมียนมาร์แหล่งขายของฝากและของที่ระลึก

Eating out habits For the habits of eating each meal of the Burmese, the survey found that for breakfast, more than 74% of the sample eats at homes while only 15% eats out. More than 75% drinks tea or coffee for breakfast while 39% eats rice or fast food.

*FOOD VENDOR BY JASON EPPINK

It is the same to lunch. 58% of the sample has lunch at home while 27% take it to work, and only 13% that eats out. For dinner, more than 91% of the sample eats at homes. Only 5% eats out. The survey result is relevant to the research result which indicated that in Yangon, cost of living especially for food is quite high. Food at restaurants is expensive and uses seasoning such as seasoning powder. The Burmese then eats at home due to the high expense and health.

*BURMESESTREETPIKELETSBYALEXSCHWAB

*BURMESE PIZZA BY JASON EPPINK CLMV PULSE: Myanmar

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When asking about the frequency of eating out, about 36% of the sample eats out once or twice a month while 25% does once or twice a week. 17% of the sample eats out every day or almost, and 14% rarely does. Other 8% has never or rarely eaten out – usually eats with family or friends.

*อาหารเมียนมาร์ที่พบเห็นได้ทั่วไปในพื้นที่ขายอาหาร

For the kind of food that the Burmese usually goes out and eats is tradition food. More than one third of the sample eats Burmese food every day, and the second favorite is Chinese food or Dim-sum that are eaten once or twice a month, and Thai food that is about once or twice a month too. There is other kind of food that is popular such as fast food which is about 35% that eats it from once a week – once a month. For grilled food, barbeque or grilled pork are also popular which is about 34% goes out and eats it at least once a month. Moreover, from the survey, it is found that Korean, Japanese and Western food (French-Italian food) are less popular for more than 80% of the sample doesn’t eat/rarely eats this kind of food outside their homes.

More than half of the Burmese sample doesn’t fast eat , which is 52%. For those who do will eat no more than once a month about once a month or once a week , which is about 17%. 7% of the sample eats fast food every day as well as seafood. Even though Myanmar is the country with many of the seafood resources, it is not quite popular among the Burmese sample for more than 70% never or rarely has seafood. Those who usually have seafood are those aging between 2329 years old.

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Khon Kaen University

For food like shabu, and barbeque, the sample about 70% never or rarely eats it. Only 20% eats it sometimes (longer than once a month). And 10% of the sample that eat this kind of food once a month. However, the Burmese sample about 35% never or rarely eats this kind of food. For those who like the food are those aging 60 years old and between 18-22 years old for more than 50% is those with high income usually eating in restaurants.

For the place that the sample eats out mostly at general restaurants and sometimes at malls especially for fast food and Korean food. For Japanese food, even though there are some in Yangon such as Fuji restaurant, the survey found that most of the customers are foreigners in Yangon more than the local Burmese themselves.

*อาหารเมียนมาร์ที่พบเห็นได้ทั่วไปในพื้นที่ขายอาหาร

*ชาวเมียนมาร์กับการรับประทานอาหารนอกบ้าน

Although, the growth rate of consuming fast food is not high however the fast food restaurants and modern restaurants in a shopping mall have been continue growing due to the influx of foreigners and responsiveness the media. This offers opportunity for fast food industry to expand in Myanmar particularly in Yangon.

CLMV PULSE: Myanmar

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For the information searching about restaurant, more than a half or 55% of the sample chooses the place according to their friends’ advice followed by media such as newspaper and TV which makes 13% and 11%.

For the information study using social network is only 10%. The important factors that influence the sample when choosing restaurants are: firstly, its taste: secondly, its cleanliness, and thirdly, its price for almost every one of the sample says the taste is the main reason to choose the place to eat followed by its cleanliness that more than 78% is really concerned about it, and its price that more than 46% of the sample is concerned about.

UE STREET YANGON MYANMAR BYSHANNON HOLMAN 24

Khon Kaen University

For food delivery service in Myanmar, it is found that about 38% of the sample has used the service to order to eat at home and those who always do are only 4%. For the food ordering to their workplaces, only 29% that has done that, and those who always do are only 5%. From the research, it is also found that the Burmese is not really familiar with food delivery service including ordering food from outside homes to eat costs more than cooking by themselves. Thus most of the consumers choose to cook and eat at homes and take some to their workplaces.

The habit of eating out conforms to the higher purchasing power of Burmese. Especially, new generations are gradually adjusting themselves to urban society which is the group who can spend a lot. While, the small tribes who live in other states have lower purchasing power but they have shown promise. The big city in Myanmar is populous and it is also the central of economic, government offices and tourist sites. Besides, the growing of urban district leads to hasty life.

Burmese people turn to consume instant and ready to eat food instead of fresh cooking food and spend much money on meal.Tendency of eating healthy food

*COLOURFUL STREETSCAPE BY MCKAY SAVAGE

*DOWNTOWN YANGON BY YOSOMONO

*OLDBAGANINSUNRISE-VIMEO.COM81352190BYNHIDANG CLMV PULSE: Myanmar

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Tendency of eatimg healthy food For the habits of eating healthy food/organic food, the research result of the sample is that more than 40% chooses to have healthy food/organic every day or almost followed by about 20% that eats every week. It is found that the proportion of the healthy food consumers is increasing according to ages. Those that don’t eat healthy food about 66% reasons that because it’s hard to find and 12% doesn’t eat it because of the high price.

However, the data from quality research is found that the Burmese new generation that is educated with high income is quite interested in healthy food which the proportion of those with income higher than 35,000 baht will eat healthy food more than 50%. Most of the healthy food imported from other countries will be sold in high level supermarkets such as marketplace by City Mart , which is the place to shopping for foreigners and Burmese with high rate of salary. For the food imported from Thailand are trusted in terms of safety as well as good taste. The consumers with average-high income that can afford will buy goods from Thailand.

Taste bad Unnecessary

Expensive Not convenient/complicated

Even though the Burmese consumers starts to eat food considering more of their health, the study results are that the sweets, fast food, readymade food, and grilled food are still the kinds of food that is popular among the Burmese which that proportion of the sample about 50%, 44%, 42%, and 35% respectively. What is interesting is that more than a half of the sample doesn’t eat fermented, and about 40% tries to avoid.

For fatty and fried food, more than 70% of the sample is trying to avoid while 13% of the sample is able to consume this kind of food normally. Seasoning powder added food is avoided by almost 80% of the sample. There is only 23% that is able to eat which subjects who are older will try not to have food that is bad for health.

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Khon Kaen University

HEALTHY FOOD EATING HABITS Less than

Up Never

Longer than amonth

Daily

Weekly

Monthly

CLMV PULSE: Myanmar

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For the reasons to eat healthy food, most of the sample does to have good health and prevent themselves from illness. For the top three healthy food for choices are organic food and vegetables, whole-wheat bread, vitamins or supplements. When asking about the willingness to pay for healthy food, most of the sample about 40% doesn’t want to pay more from their usual meal. About 28% is willing to pay about 5% more from their usual meal.

From the data above, it is found that the Burmese sample usually concern about healthy food and avoiding eating food that is bad for health. The objectives of eating healthy food of the sample are: (1) for good health (65%), and (2) to prevent the illness (30%). From the study of the Burmese sample, it is found that males are more concerned about eating healthy food more than females due to the proportion of female who doesn’t eat healthy food is higher, which is about 65%/35%. Besides, when comparing, males and females have different reasons for eating healthy food. The reasons for eating healthy food for males are that healthy food tastes better than general food and that they are interested in trying healthy food and for good figure. For females that eat healthy food, they say it is because the food is very popular and for good health and to prevent illness respectively.

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Khon Kaen University

*VEGETABLESFORSALEINMARKET-RANGOONMYANMAR(BURMA)BYKATHY

The healthy food that most of the Burmese sample eat is organic food, fruits, and vegetables, and the proportion of those who like this kind of food is about 56% followed by whole-weat/wholegrain bread, and supplement or vitamin. The proportion of those who like this kind of food is 54% and 47% respectively. About herbal drink for the sample, the proportion is still low which is about one fifth of the sample that drink for health and eating brown rice with only little proportion.

More than 40% of the Burmese doesn’t want to pay more for organic or healthy food. They want the organic food to cost the same price as general food; however, about 60% of the sample is willing to pay more to buy healthy food, and more than 25% is willing to pay more from the usual price of food 5% and about 18% is willing to pay 10% more.

Drinking habits When asking the sample about drinking, more than 70% says they don’t drink alcohol, and males drink more than females. About 55% is male and 7% is female. When considering their ages, it is found that those age 50 years old and up has a high rate of drinking more than other groups.

Besides those with high rate of salary also has a high rate of drinking too.

When asking for reasons for not drinking alcohol, most of the sample says it is because it’s against the religious doctrine, bad taste, and bad for health which is relevant to the quality research that found out that the Burmese consumers are Buddhists and are very strict to the doctrine

CLMV PULSE: Myanmar

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Drinking habits Drinks that the Burmese sample drinks every day or almost is coffee, and more than 43% of them drinks it every day or almost as well as for fresh coffee (27%), milk (25%), and tea (28%). However, from the observation, it is found that the sample more than one third never drinks coffee before, and for those who do drink it once or twice a week such as soft drink (28%), sweet drinks (23%), vegetable and fruit juice (25%), refreshment (18%), and soy milk (16%). For the drinks drunk once or twice a month are herbal drinks (12%), functional drinks (8%), and alcohol drinks such as beer , which is the Burmese traditional one is more popular than the imported brandy/whisky, and wine.

Where to buy drinks; for milk, tea, and fresh coffee, people usually buy them from coffee shops/milk café/tea shops; forready made tea and coffee, soy milk, sweet drinks, soft drinks, refreshments, herbal drinks, and functional drinks, people usually buy them from convenience; for alcohol, people buy from restaurants and convenience stores except for rice whisky that is usually bought from grocery stores. What’s interesting is that drinks such as fresh coffee, vegetable drinks, juice, and herbal drinks are made for drinking at home.

Tea-coffee drinking and sweets habits Most of the coffee drinkers drink more than once a day. There is only 17% of the sample that doesn’t drink coffee. It is mostly bought from a coffee shop and a convenience store which about 20% of the drinkers usually goes to coffee shops. For tea, they mostly drink more than once a day, but about 32% of the sample that doesn’t drink tea. Most of the sample buys tea from a coffee shop/tea shop which about 30% of the sample usually drinks tea at the tea or coffee shops.

Most of the Burmese people prefer drinking tea more than coffee at tea/coffee shop in the morning. The shops can be seen all over the town both the greater scale and tiny shop alongside footpath. This provides the small chair similar to table set for children. In fact, the shop is the place for informal gathering of local people and they truly drink tea any time which influenced by culture of England.

For snacks, the sample that doesn’t eat snack is only 13.6% which means that more than 85% does, and most of them has snacks once a day or more and usually buy them from convenience stores and eat at home. Nowadays, The tendency of coffee-culture is spreading in Rangoon.

Modern coffee shops starts to grow while the teenagers usually go to the coffee shops or sweets at the malls to drink, meet, talk, and surf the Internet from the shops.

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Khon Kaen University

Food expense Food expense for the Burmese sample about one third is between US$34-66 a month or amount 1,000-2,000 baht per month which is about 22 baht a meal. 22% spends about US$67-133 or about 2,000-4,000 baht which is about 44 baht a meal. For the whole family food expense, amount one fourth of the sample spends about US$134-200 a month or about 4,000-6,000 baht , which is about 67 baht a meal, and other one fourth spends more than US$333 a month or more than 10,000 baht , which is about 115 a meal.

Besides, about 15% of the sample saves money by planting vegetables in their own garden.

*P2210170 BY BRIAN HOLSCLAW

Frequency of eating healthy food in group sampling

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HEALTH & MEDICINE The results are that the male Burmese sample is concerned about beauty products less than female for 68% of the male sample doesn’t use any skin care products such as body lotion more than 75%. 99% doesn’t wear make-up, laser, botox, and doesn’t consult doctors for skin purpose and taking vitamins/supplementary only 24% while the female sample is really concerned about this matter. More than 70% usually take care of their skin and appearance; 65% uses lotion, but only 50% of the female sample wears make-up, and 1% that use laser, 15% uses botox, consulting doctors 2%, and taking vitamins or supplementary 33%.

For the attitudes about the importance of looking beautiful, it is found that the female sample especially those aging between 1822 years old thinks beauty is most important followed by looking forever young which is the sample aging between 40-49 years old, and lastly is the use of good skin and widely known products, and the sample that put this on the top is those with high income.

*YANGON GENERAL HOSPITAL BY SHAUN DUNPHY

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Khon Kaen University

MYANMAR

HEALTH &MEDICINE

CLONE NARGIS REFLECTIONS WOMEN WITH TWO OF HER FOUR CHILDREN, AND TWO NIECES BY FOREIGN AND COMMONWEALTH OFFICE

CLMV PULSE: Myanmar

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For attitudes about the importance of looks for the male sample, it is found that looking young is the most important followed by having good skin and using products with widely known brands.

The male sample about 80% rarely or never goes to hair salons. Those who do usually do it every month or once or twice a month which about 17%. The female sample more than 50% goes to hair salons once or twice a month followed by those who go every three months and more than 22% doesn’t usually go to hair salons.

The frequency of service barber shop

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Khon Kaen University

Most of the Burmese sample is not familiar with spas. More than 86% never goes to spas before. More than 98% of the male sample never or rarely goes to spas while one fifth of females who go to spas do it about once or twice a month.

In terms of going to beauty clinics, almost everybody of the sample more than 98% never goes to the clinics before. For those who have, less than 1% goes there every month, every three or six months with the same proportions. Most of the customers is female.

There has been changed of beauty attitude among Burmese people that results in their behavior of beauty concern. At present, a number of the Burmese people are likely to use Thanaka during the day time lesser than usual. Some of them turn to use Thanaka at night time or apply the skin care which mixed with Thanaka instead. Now, the high purchasing power especially new generation uses the imported beauty product. Besides, aesthetic businesses continue growing in Myanmar. Several beauty clinics are established in Myanmar and they are going well.

*DREAMS OF MYANMAR BYCHRISTOPHER MICHEL

*TANAKA BY DANIEL LOMBRAĂ‘A GONZĂ LEZ

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When sick such as headache or having a fever, about 43% of the sample will buy medicine from drug stores while about 37% often consults doctors at clinics, and about 12% usually doesn’t do anything till it’s gone.

3%

2% 1%

12%

37% But when every ill and in need of treatment, more than 77% of the sample choose to go to medicine clinics, and about 20% chooses to go to private hospitals. 3% will go to government hospitals.

However, the results of the study can be inferred that most of the sample doesn’t receive much of health welfare from their companies. Less than 1% of the sample gets a welfare from the government or social security from the companies they are working for to take responsibility of their expenses.

Yet, mostly when paying for treatment, the sample or their spouses will have to be fully responsible which is more than 73%. Besides, about 25% of them is covered by their parents, and there’s only 2% that uses welfare from the government or private companies that they work for.

*SML MEDICAL LABORATORY

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43%

*WOMEN’S HOSPITAL, YANGON BY CAZZ

More than half of the sample never gets a health check every year, and about 20% seldom does it (more than once a year). Other 30% of the sample often gets a health check once a year or more than that while those with average-high rate of salary has a tendency to get a health check more often than those with low income.

High income earners usually go for medical service in neighbor countries particularly Thailand, Singapore and India. It is likely to increase in number every year regarding to an insufficiency of the medical care and modern equipment. Even though, Yangon hospital used to be the most innovative hospital in Myanmar and Asia. But, it is now old fashion hospital where overcrowded patients. A number of sick people lay down on the side walk to queue for being treatment. The patient who needs to treat by operation must reserve availability longer than a year. Apart from that, a medical examination by scanning technology must queue very long so the rich Burmese people select to obtain service in Thailand and Singapore instead.

Responsible for medical expenses of sampling Myanmar

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For other ways of taking care of health, it is found that about 40% of the sample take supplementary or vitamins, and about two third of the Burmese sample often exercise for good health and do it about once a week or more, but 5% doesn’t exercise often. The subjects exercise at homes or public parks and mostly outdoor sports such as running or walking, cycling and other outdoor sports.

Popular sport/exercise of the Burmese *DP2S, SHOES AND CIGARETTES BY SOE LIN

smoking habits

If comparing exercising between sexes, it is found that male Burmese doesn’t exercise as much as female group does. Most of the female sample likes doing aerobic dance and outdoor sports such as badminton and indoor sports.

Male sample likes cycling, jogging, and indoor sports. It is also found from the study that the proportion of the male sample that does yoga is higher than the female sample.

From the study of smoking habits of the Burmese sample, it is found that 20% of the sample smokes, and more than 90% of the smokers is male. It is also found that most of the sample is teenagers and elderly. Those age between 18-22 years old about 25% smokes, and those age more than 60 years old about 23% does. There is a group aging between 4049 and 50-60 years old about 21% smoke in the same proportion, and mostly they smoke every day.

Places to buy cigarettes of the Burmese sample are grocery stores (more than 53%), convenience stores (24%), fresh markets (12%), supermarkets (4%), and malls (3%).

Smoking behavior

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*DP2S, SHOES AND CIGARETTES BY SOE LIN

About smoking attitudes of the Burmese sample, it is found that more than 95% degrees to the prohibition of smoking in public, and most of the non-smokers which is about 95.4% thinks smoking is bad for health and is a disturbance for other people.

Burmese usually do “chewing betel nut� together with smoking. There are plenty of small kiosks alongside footpath in Myanmar. It is served only dry areca-nut with a drop of lime juice then wrap by piper samentosum. The chewing betel nut helps to refreshing as drinking a cup of coffee. Thus, the chewing betel nut is popular then causes rate of smoking remains high.

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SHOPPING & LEISURE The Burmese sample buys trendy products according to necessity which 80% of the sample won’t possess luxurious products (more than 30,000 baht) while the sample that likes luxurious things will possess only 1-2 pieces which 15%. However, the sample still choose products with quality and reflecting taste.

Where to buy things such as clothes, shoes, and bags, more than 50% will buy from malls followed by supermarkets or hypermarkets and markets while there only some people that buy things online. The products such as accessories will mostly be bought online second from the malls. The frequency is mostly every month, once or twice a month or more depending on the types such as clothes more often than shoes or bags.

Updated information sources of trendy fashion of Burmese are TV, magazines, and friends which is 41%, 15%, and 14% respectively.

There’s only 7% that find information from the Internet.

Fashion source in Myanmar consumers

The reasons that the sample buys trendy products are: (1) necessity or replacement (65%), (2) social status (10%), and (3) personality (9%). There is only 3% that buys things because of the promotion while 8% buys products because of its quality or brand.

In terms of possessing trendy, luxurious, and expensive products (more than 30,000 baht), it is found that 82% of the Burmese sample doesn’t like or possess this kind of products.

Those who have possess only one or two pieces which is about 14%, and the reasons for purchasing or having the products are: (1) 30% because of the designs and its good 40

Khon Kaen University

*SPACE MALL BY MARCEL OOSTERWIJK

MYANMAR SHOPPING

*INSIDE THE MALL BY MARCEL OOSTERWIJK

quality, (2) 15% because of the social status, (3) 4% because of investment, and (4) 5% to be a heritage to descendants.

Recently, the trend of fashion in Myanmar has been developed, youngsters start dressing up follow the new fashion style after opening up the country. Burmese citizens now get more freedom to dress. While in the past, dressing up as western style is unsuitable in society. Nowadays, at least 5 new department stores are opened in Yangon. Moreover, brand name products are available in these shopping malls. Apart from that, Korean products are popular among new Burmese generation due to an influence of Korean series.

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shopping habits and attitude Data of shopping habits and attitudes of the Burmese sample, from the study of locations and frequency of shopping, it is found that there are differences of products. The sample will buy general products (such as washing powder or tissue paper) at convenience stores the most and at supermarket the second, and do it every month. For the skin care products, they will buy from supermarket, hypermarket mall, malls, and convenience store respectively. The sample that buy skin care products the most ages between 30-39 years old, and they will buy every month as well as beauty products or make-up that the sample will buy from supermarket, hypermarket mall, and malls. There are two groups that buy this kind of products the most which are those age between 30-39 years old who will buy every month, and those age between 40-49 years old who often buy every three months. For other kinds of products such as books/magazines, it is found that more than 43% of the sample buys books every month. Products such as computers, mobile phones, tablets and devices including equipment for cars or motorcycles, more than 70% of the Burmese sample will buy those from specific stores while there’s only a little shopping online.

After the rule of asking for permission to import product was abolished and tariff was reduced, it leads to the higher demand in consumption goods in Myanmar. There is a growth rate of imported goods especially Thai product for daily use such as food, drinking, cloth and others. Now, Myanmar is unable to produce much enough to service domestic requirements. Furthermore, they trust in Thai quality and Thai brand.

Attitudes about shopping About Burmese’s shopping behavior, the most important thing is product with best quality (4.73), buying the best product when shopping (4.38), and always choosing the best product when shopping (4.33) which can be inferred that Burmese is really concerned about quality of the products by trying to choose one with best quality from a store carefully.

However, the most of the samples select of all 3 items first and don’t think so much with purchase of items, a purchase shopping is not fun.

Often bought by mistake frequently. It will be seen that the people of Myanmar most are not shopping for pleasure. But it takes a thorough examination to get a quality products.

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Myanmar consumer’s shopping attitude

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Hobby and free time In their leisure time, activity that more than 50% of the Burmese sample always does is watching TV, and activities that they do sometimes are watching movies at home, listening to music, reading, traveling, exercising, sporting, cooking, eating out, shopping, and house cleaning. Activities that they never or seldom do in their free time are handcrafting and art, surfing Internet/social network, playing games, watching sports, and gardening etc.

*VILLAGE FAMILY BY KX STUDIO

Activity on free time at home

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The activities at leisure or relaxing outside that the Burmese representative samples usually do or do it sometimes when they have a chance are eating outside home which is more than 90 percent of the sample’s proportion who like this activity. Then there are playing sport, exercise, and going shopping. Apart from that, they like to go to recreational areas and watch movies during their holiday sometimes.

*ASIAENTERTAINMENTCITY,YANGONBYBLEMISHEDPARADISE

The activities that the Burmese representative samples hardly do is hanging out at night.

It might be because they are strict with some rules or religious doctrines. As for attending a party with friends and singing karaoke, some of the samples do it sometimes which is approximately 30 percent of all the samples.

Teenagers in Myanmar are similar to youngsters in Thailand. They always spend their free time on leisure, gathering with friends, going to shopping mall and eating out or spending time with their girlfriend or boyfriend. Actually, these activities are expensive but it shows the trend of growing in the future.

Activity on free time outside *VIEWFROMGOLDENHILLTOWERS(LONGEXPOSURE),YANGON

*MARKET AREA BY FRANCISCO ANZOLA CLMV PULSE: Myanmar

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HOUSE & HOME As for the meaning of home, apart from the concrete meaning which means a place for family members to reside, the Burmese representative samples also have a feeling that home is a place full of warmth. Moreover, home is a safe place which can give happiness and they feel relaxed whenever they are home.

Types of residence Yangon is the important economic center of Myanmar, so people from every region come to stay and work in Yangon. 37 percent of the Burmese sample’s residence is mostly a flat/ apartment. Then it is a townhouse/semi-detached house which is 30 percent. About 7 percent is a detached house or villa. 6 percent is a shop house, and 4 percent is a condominium. Flats/apartments are similar to shop houses but with the height around 5-8 storeys, and 57 percent has mostly stayed for less than 10 years.

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Khon Kaen University

*อาคารที่อยู่อาศัยแบบ CONDOMINIUM ในนครย่างกุ้ง

*COLONIAL BUILDING IN YANGON BY CAZZ

MYANMAR

HOME CARE AND DECORATIONS

*HOUSING STYLES, YANGON, BURMA BY KEVINCURE

Most of the residences around 46 percent are their own house which is self-build or built by their parents. Then it is buying from a developer which is 21 percent, and 12 percent is a residence built by the government. Just only 10 percent of the Burmese representative samples buy a secondhand house for living, and 8 percent of all rents a house. However, the proportion of welfare residence from a company is still little.

For inside houses of the Burmese representative samples, most of the houses around 67 percent are made of brick and cement. 20 percent is semi-wooden and semi-cement houses, and 12 percent is wooden houses. Inside a house, there are 2 bedrooms on average with one bathroom. As for wall decorating, most of them are painted cement. Only 12 percent is decorated with wood, and 6 percent is decorated with wallpaper. As for the floor, around 50 percent is made from wood, and 37 percent is normal cement floor. It is also found that 90 percent of the samples’ houses have curtain installed.

Living habitude After asking about utilizing rooms at home, it is found that the living room/drawing room is utilized the most while the bedroom comes to the second. As well as asking about the room which is the most decorated, more than 80 percent places importance on decorating the living room/ drawing room because it is a room that family members can spend time together in daily life, and these rooms can also show their status when there are some visitors at home as well in CLMV PULSE: Myanmar

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accordance with a qualitative research which is found that Burmese people place importance on their living room which is magnificently decorated with a wooden furniture set and a wide-screen television as well as home decorations.

Generally, Burmese people have simple life. They normally respect to senior and reserve the old culture. Apart from that, they also pay attention to their family and live together in extended family. It is not surprising to see the three generations in the same house in Myanmar.

Home electric appliances In Myanmar, there usually be a blackout and brownout problem, so some device is usually installed in many places in order to prevent the damage from the electricity irregularity especially inside the air conditioner. More than 50 percent of the Burmese samples have an air conditioner inside their house. Moreover, the research also found that the Burmese samples have a television in almost every house , which is around 98 percent, and they havetwo televisions on average at home.

Apart from that, the appliances that almost every household has are rice cookers and DVD players which is around 88 percent, and 83 percent has a fan. More than 60 percent of the samples have a washing machine, and only 33 percent has a microwave at home. As for the appliances that people rarely have, there is a dishwasher, a shower heater and a vacuum cleaner.

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Home decorating and home decorations buying habitude

*สไตล์การตกแต่งบ้านของกลุ่มตัวอย่างชาวเมียนมาร์

After researching, it is found that only 16 percent of the samples who hires the service of an interior designer/architecture to design their house, and 2 percent of this amount who has the whole house designed. The rest of the samples have some of their rooms/ parts designed. More than 80 percent mostly decorates the house by their own. However, as for the samples who have moderate-high salary and who have high salary, the proportion of people who hire the designer/architecture service are higher than other samples. Around 50 percent of the Burmese samples give precedence to home decorating according to the Chinese belief of how to locate a building or a religious belief, and around 7 percent of this amount places much importance on the Chinese belief.

*สไตล์การตกแต่งบ้านของกลุ่มตัวอย่างชาวเมียนมาร์

About 80 percent of the sample mentioned that having a beautiful, clean, and cozy house is considered to be important to the most important, and it is important to people with every range of salary. As for the re-arranging the house and furniture, only 13 percent of the samples arrange their houses every month or several times per month. Most of them usually arrange their house only once a year or longer relating to the home decorations buying habitude such as lamps, clocks, picture frames, and dolls which is that most of the samples usually buy these things only once a year or longer.

Most of the samples usually buy furniture such as closets, beds, or sofa more often than decorations. About one third of the samples buy furniture every 3-6 months. Moreover, their purpose of buying new furniture is to replace the old one and to give more convenience and a better usefulness.

*การตกแต่งบ้านในห้องรับแขกของกลุ่มตัวอย่างชาวเมียนมาร์ CLMV PULSE: Myanmar

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As for the furniture that the Burmese samples impress, around 55 percent mainly likes completed and ready-to-use furniture. Next to it, antique furniture comes to the second with 22 percent. Around 17 percent of the samples like built-in furniture, and only 3 percent likes DIY furniture.

After asking the samples about their interest of DIY furniture, if the furniture is less expensive than other types, they become quite interested in it. Around 40 percent is not interested at all, and almost 50 percent of the samples who are more than 50 years old will not interest in DIY furniture at all although it is less expensive. It is because Myanmar people prefer convenience, and the payment for the furniture-maker is still cheap, so the price of th e completed and ready-to-use furniture is not so high comparing to DIY furniture.

The percentage of Myanmar’s favorite furniture styles

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*WOOD CARVING SHOP - MANDALAY, MYANMAR BYKATHY

As for the places that the Burmese representative samples buy furniture and home decorations from, most of them like to go to furniture and home decoration stores. Then it is a special department store for furniture and home decoration as well as a department store. Only 11 percent of them order from a handicraft store/made-to-order furniture store, and 5 percent buys it from an exhibition event. When asking about their interest in buying furniture and home decorations in an exhibition event, most of them are quite interested and only 21 percent of them are not interested at all. Moreover, when categorizing according to their salary, it is found that people who have moderate salary and above usually order furniture from a handicraft shop more than those people who have moderate-low salary.

Places to buy furniture and home decoration

Furniture and home decoration store Special department store for furniture and home decoration Department store Order Exhibition event Second-hand shop Online internet

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As for people who can influence them to buy furniture, around half of the samples mentioned that it is themselves. Then it is their girlfriend/ boyfriend or husband/wife, and parents which can be 26 and 17 percent respectively. Almost all of them pay in cash, and only 3 percent pays by a credit card. For the budget they spend for the home decorating, almost 80 percent of the samples usually keep the money to buy furniture and home decorations less than 10 percent of their salary each year.

For the source of information or inspiration to decorate their house, the first 3 places which are the source of information of buying furniture for home decorating of the Burmese samples are TV programs, the example of the room in a furniture shop, and magazines.

Mostly influence your decision

*21122013BYEDDYMILFORT 52

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Factors of making decision in home decoration buying After studying behaviors of the Burmese samples, it is found that factors that influence them to buy home decorations are mostly about services various products. The samples place importance on delivery service in the most. Then it is the help and suggestion from customer assistants and the shops which have various goods. For the factors that the Burmese samples give less importance are buying goods according to the celebrities they like. Then it is buying goods according to the TV program they watch. The samples place less important on discount furniture. It is clear that the Burmese samples place much importance on service, and imitating celebrities or discount promotion is still less important.

Factors in buying furniture among for Myanmar people

For factors or things that Myanmar people consider when they will buy home decorations, it shows that the samples pay attention to durability and useful life the most with 4.62 percent.

The second factor is quality of products with 4.48 percent followed by product warranties with 4.46 percent. For the factor that Myanmar people pay less attention to isthat furniture must match with other furniture they have in the house with 3.00 percent, followed by paying by installments with 3.19 percent and location of the store 3.22 percent. The quality of the products is the most important factor while paying by installments is the less important because Myanmar people like to buy and pay by cash.

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Factors in buying furniture of Myanmar people

*STREET SCENE I BY CAZZ

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From the samples, it shows that Myanmar people like interior decoration in modern style the most with 44 percent, and most of the people who choose this style are teenagers and working people more than people in other generations. The second rank is contemporary style which takes 26 percent, followed by Asian / Tropical style with 17 percent. European style get 8 percent, and American / Country style get 5 percent. According to a qualitative research, we’ve found that there are many furniture stores in Myanmar that specifically sell modern style furniture. Moreover, the influences of Korean dramas and programs that show modern lifestyle also have impacted on Myanmar people’s liking and preference for home decoration.

Favorite home decoration styles

Modern

European / Classi c

Contemporary

American / Country

Asian / Tropical

Gardening and Home Carpentry Behavior According to the survey, it shows that More than 84 percent to off Myanmar people don’t have gardens in their houses. There are only 16 percent of the samples that have their own garden in their houses. Nevertheless, more than 60 percent of the samples like to plant/ garden which can be divided to 16 percent of people who usually plant and garden group, 45 percent o the samples do it sometimes, will 40 percent of them hardly do this kind of activities. In addition, more than 90 percent don’t like tousle furniture or home decorations to decorate their garden. There are only 10 percent of people who like to do that.

For home carpentry and appliance repairing when things are a little bit out of orders such as, change light bulb or tap, almost 60 percent of the samples are able to do that by themselves sometimes. There are only 11 percent of the samples who can do it practically.

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Planting and gardening

Self’s appliances’ maintenance for Myanmar people

For handicraft and artworks, it shows that more than 60 percent of Myanmar people from the samples hardly make handicraft at all. 35 percent of them have chances to make it sometimes, and only 3 percent of them usually make handicraft.

Moreover, we’ve found that 50 percent of people who like to make handwork have very high income.

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Pet care From the samples of Myanmar people, the numbers of people who own cats are more than people who own dogs. About 23 percent of the samples own cats, and 15 percent of them raise dogs as their pets. There are 10 percent of all people who own fish. In case of pet care, more than 80 percent of the samples never bring their pets to pet bathing and grooming salon at all. There are only 8percent of them who take their pets to salons monthly, and 2 percent of those who take their pets to the salon weekly. For the samples who don’t own pets, they give a reason that they don’t like animal for 65 percent, followed by high expense and it’s not allowed in their residence.

Reasons for not own pets

Don’t like animal/scare Hight expense Other Not allowed in the residence Allergy

The proportion of people who have pets

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Travel habits Most of the samples of Myanmar people like tourism and medical tourism for 67 percent and 20 percent in order. Almost all of the people who like medical tourism have medium - high income. Moreover, from all of the participants, there are 7 percent of them who like heritage tourism. There are only 6 percent of Myanmar people who like natural attractions such as mountain.

According to a study of domestic tourism behavior, we’ve found that 55 percent of the samples travel domestically every month. 22 percent of them travel one quarterly, and they take about 5-7 days each trip. The most popular transportation for Myanmar people is renting a car.

Favorite tourist attrition

How to travel in domestic

For travelling overseas behavior, we’ve found that the majority of them, more than 62 percent, never or hardly travel abroad. There are only 17 percent of them who go to travel overseas every year. Especially people who are 18-22 years old, they frequently go abroad every six months, which is the most frequent compared to other groups of people. More than 40 percent of the samples are in this generation. From the samples of Myanmar people, more than 80 percent of them always choose normal airlines to travel overseas while there are only 7 percent that choose low-cost airlines. According to the samples, Myanmar people like to travel in Asia the most which can be divided to travelling with 70 percent, and travelling to North percent. In addition, we’ve found that 40 percent of Myanmar people like to travel with their family. 30 percent of them like to travel alone, and they often spend 5-10 days for one trip.

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Popular countries they have to go

MYANMAR

*STREET SCENE I BY CAZZ

*YANGON RAILWAY STATION BY SHAUN

8

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Holiday and Leisure Myanmar people normally work more than 5 days per week, and they work at least 8 hours per day. 13 percent of them have other parttime jobs apart from their full-time job. However, when it is holiday and weekend, more than 90 percent of the samples always go out to socialize with friends. Especially people who have high income, 100 percent of them go out to hang out. There are only 10 percent of them who like to relax at home during the weekend.

During free time, mostly of the Burmese people usually spend their time for watching TV and doing house work. TV is the main media that impacts a lot for urban people. Particularly, the popularity of Korean series makes the high rate of watching TV. The most wellknown TV channels are MRTV4, CHANNEL 7, MRTV and MYAWADDY. Another trendy activity is to surf the internet which is for entertainment and communication. It is found a number of people use the Facebook and other contents such as Youtube including BLOG. Now, more than 100,000 BLOG is used although the internet does not cover all areas and there is some limit to ac-

*P2240464 BY BRIAN HOLSCLAW

cess internet under controlled by government.

*MYANMAR 2012 BY CHRISTOPHER 60

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Saving and Investment Habits Most of the samples of Myanmar people pay by cash with 97 percent. Debit or credit card isn’t commonly used for spending that much because more than 90 percent of the samples don’t own credit card and they don’t use any baking or financial services at all. For saving habits, 20 percent of the samples don’t save money at all. For those who do, they normally deposit their money into their account the most by 80 percent. 30 percent of the samples save around 10-20 percent of their income, and the other 20 percent of them save less than 10 percent of their salary. Other saving habit which is popular among Myanmar people is asset allocation which 25 percent of the samples spend their money with gold investment and 10 percent of them invest in real estates.

The samples of Myanmar people likes to pay by cash the most. They don’t want to be in debt and they don’t own credit card. According to

How to pay

*BURMESE KYAT BY GREG WALTERS

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the research, we’ve found that almost all of the samples still like to pay by cash no matter how much they can earn money. Only 1 percent of them own debit card, and 0.3 percent own credit card.

*THIS IS A BANK BY MICHAEL COGHLAN

How to pay bill

More than 97 percent of the samples often pay public utility service charge such as water bill, electricity bill and phone bill at the office of the facilitator directly. There are only 6 percent of them who pay at shopping mall, and 2 percent pay at the bank followed by 1 percent that use direct debit system For saving and investment, the most of samples like to saving by collecting cash, which in 46% and saving in bank deposits is 44% because of the financial in institution low and system of Myanmar has not developed much, Consumers are prefer a cash storage or deposit in bank. But is some investing in a flavor of purchase to by gold and real estate, investing in bonds, funds, and life insurance is less popular, and the scope has been limited. This group of samples often make a financial transactions and investment through foreign bank for the best contribution to keep the revenue and saving, It’s a samples of the most saving in 20% of all income.

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Saving money

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

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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 Myanmar living in Yangon 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 Myanmar in Yangon.

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 64

Khon Kaen University