Evaluating Shopping Behaviour During Ramadan

1. Evaluating
Ramadan Shopping
Behaviour
A Borderless Access Research
Report March 2022
KSA, UAE & Indonesia

2. © 2022 Borderless Access 2
Table of Content
Research Background & Objectives Pages 3-4
Research Summary Page 5
Introducing Chatbot Enabled Research on WhatsApp Pages 6-7
Research Details Pages 8-9
Understanding Purchase Behavior During Ramadan Pages 10-14
Evaluating Purchase Impact on Categories During Ramadan Pages 15-21
Activities and Media Consumption Pages 22-25

3. © 2022 Borderless Access 3
Research Background
Ramadan is a holy and
festive month in the Islamic
calendar where the
community connects, prays,
and exchanges gifts with
friends and family
There is a significant
observance in an increase
of shopping among people
on buying luxury goods or
products for gifting during
this time than normal day
to day life
It is therefore important for
brands to understand the
changing mindset and the
shopping behavior of the
consumers on their needs,
preferences, etc. during this
festive celebration
Borderless Access
conducted a survey on the
WhatsApp Chatbot platform
among about 500
consumers across KSA, UAE,
and Indonesia to
understand their changing
shopping behavior during
Ramadan
01
02
03
04

4. © 2022 Borderless Access 4
Research Objectives
Identify the key triggers
of purchase and change
in shopping behavior
during Ramadan
Understanding key
categories that are
purchased during
Ramadan
Understanding the
patterns of media
usage by consumers
during Ramadan
CATEGORY
IMPACT
MEDIA
USAGE
SHOPPING
BEHAVIOUR

5. © 2022 Borderless Access 5
Decoding the change in Consumer Behavior during Ramadan
PURCHASE TRIGGERS
Gifting needs and a festive atmosphere act as key triggers for purchase during Ramadan, discounts however amplify it and are great for
attracting spenders to brands and categories. With things coming to normalcy and increased spending power after 2 years of the pandemic,
consumers might spend more on higher ticket items like jewelry, automotive, etc. during this Ramadan.
CATEGORIES PURCHASED
Consumers purchase mostly lower ticket size products
like apparel and Packaged Foods during Ramadan and
more so in Indonesia.
SHOPPING CHANNELS
In Indonesia, shopping during Ramadan is primarily driven by e-commerce, while in KSA it is a mix of online and brick & mortar and in UAE it
is predominantly brick & mortar. A clear demonstration of how the retail and e-retail setup exists in each market.
SPENDING BEHAVIOR
The volume of purchase for low ticket products like
packaged foods and apparel is higher while the
value is more on higher ticket products like
jewelry, electronics, and home appliances.

6. Brands are increasingly adopting humanistic traits and consumers would like the brands to be
more responsive…
Communication from
brands was one way,
brands dictated the
terms and the
consumer had very
little say in the
relationship
Brands are becoming
interactive with a
purpose-enabled
humanised approach,
evoking emotional
connections with
consumers
Two-way
communications start as
Consumers began to
voice their opinions,
brands start to listen
and hear what
consumers are saying
Brand Bully
Brand
Acquaintance
Brand Friend
Mobile phone | Internet revolution
Smartphone | Social Media | IOT
© 2022 Borderless Access 6
Understanding the new age revolution

7. © 2022 Borderless Access 7
Virtual interviewer, conversational surveys inform the what and why of a brand’s true purpose
7
 WhatsApp is the most active messenger app across KSA (80.5%), UAE (80.2%), and
Indonesia(87%) of internet users, enabling access to the majority of consumers
 Platform approved, ready now Borderless Access Panellists KSA +225,000 I UAE +200,000
I Indonesia +320,000

8. Piloting WhatsApp chatbot as a platform in KSA, UAE, and
Indonesia to capture consumer shopping habits during
Ramadan
© 2022 Borderless Access 8
Using the most popular Chat platform as a Survey Tool
Method Uses
Sample
Achieved
Markets
Sample
Profile
Chatbot
“virtual interviewer”
via WhatsApp
messenger
Qualitative-Quantitative
approach:
 14 close ended
questions
 130+ photos
493 responses
received in 4 days
(15th – 19th Mar’2022)
KSA (n=179),
UAE (n= 170),
Indonesia (n=144)
18+ years,
Male & Females,
SEC A,
Local, Expat Arab, Expat
Asian, Expat Westerner

9. 9
Consumer Demographics Profile
© 2022 Borderless Access
 .
 The study includes consumers from regions of KSA, UAE, and Indonesia, with a total sample size of 493. This includes men and women,
aged 18 years & above.
Base 493
Demographics Proportions
68%
12%
15%
25%
10%
57%
5% 5%
KSA UAE
Local
Expat Arab
Expat Asian
Expat Westerner
Range (in AED) %
More than 8000 -
20000
44%
More than 20000 56%
Range (in SAR) %
More than 8000 -
20000
50%
More than 20000 50%
Range (in IDR) %
More than 20M – 50M 72%
More than 50M 28%
Monthly Household Income
UAE KSA INDONESIA
Nationality
 Nationality considered only for KSA and UAE
Base 349
Base 493
KSA 179
Gender
Male 54%
Female 47%
Age 18 - 35 years 62%
36 - 45 years 30%
46 & Above 8%
UAE 170
Gender
Male 53%
Female 47%
Age 18 - 35 years 55%
36 - 45 years 39%
46 & Above 6%
Indonesia 144
Gender
Male 50%
Female 50%
Age 18 - 35 years 69%
36 - 45 years 26%
46 & Above 9%

10. UNDERSTANDING
PURCHASE BEHAVIOUR
DURING RAMADAN
01

11. © 2022 Borderless Access 11
Motivators for purchase
65%
54%
47%
39%
30%
23%
16%
62%
40%
56%
38%
30%
18% 16%
56%
47%
54% 54%
25%
8%
13%
Discounts, promotions
and offers
Personal needs Gifting for family and
friends
Festivity Emotions related to the
festival or culture
Advertisements Current trends
KSA UAE INODONESIA
 Discounts, promotional offers amplify the purchase of more
products during Ramadan followed by gifting and personal
needs in KSA and UAE.
Q. What motivates you to buy products during Ramadan vs other times? Base 493
 In Indonesia, a significant chunk of consumers buy more
products during Ramadan because of the festivity apart from
the discounts and gifting needs

12. © 2022 Borderless Access 12
The year of recovery for Ramadan shopping
 There might be a considerable surge in the purchase of
high-value products in Indonesia during this year’s
Ramadan vs. last year, as we are going back to normalcy
after 2 years of the pandemic
Q. Which of the following have you purchased last Ramadan?
Q. What all do you plan to buy during this year’s Ramadan?
Base 493
KSA
UAE
INDONESIA
70%
53%
45%
60%
49% 46% 49%
27%
11% 6%
67%
54%
43%
61%
44% 46% 41% 38%
15%
6%
71%
48%
67%
48% 52%
38%
26% 23%
8% 3%
65%
44%
67%
50% 44% 42%
33% 33%
17%
8%
Packaged food
items
Personal care Apparels Home Decor Accessories Home
Appliances
Electronics Jewellery Automobiles Real Estate
75%
67%
53% 54%
47%
57%
45%
26%
13% 7%
66%
56% 54% 49% 49% 51% 47%
27%
17%
8%
Last Year Ramadan Purchase
Current year Ramadan Purchase
 Automotive industry in KSA and UAE might see a significant increase
in demand and consumers in UAE might purchase more jewelry
during this period vs. last year -> both of which can be attributed to
the increased spending power post 2 years of the pandemic

13. © 2022 Borderless Access 13
Gifting during Ramadan
58%
34% 34%
29%
33%
28% 26%
21%
62%
21%
29%
21%
36%
21%
20% 15%
60%
16%
51%
9%
28%
9%
11% 13%
Packaged food items Personal care Apparels Home Decor Accessories Home Appliances Electronics Jewellery
KSA UAE Indonesia
Packaged food items like chocolates dry fruits, sweets, etc. are highly preferred for gifting during Ramadan, while a significant chunk of
consumers in Indonesia prefer apparel for gifting as it connotes higher value.
Q. What all do you usually buy for gifting during Ramadan?  Automobiles and Real Estate are not considered for gifting purpose
Base 493

14. © 2022 Borderless Access 14
Across all categories, items are being purchased during Ramadan which signifies that every
brand needs to be present in the consumer’s mind for it to be picked among the clutter
Q. Can you please upload a picture of the category you purchased for this Ramadan?
* All the pictures have been shared on WhatsApp Chatbot Survey

15. 02
EVALUATING PURCHASE
IMPACT ON CATEGORIES
DURING RAMADAN

16. © 2022 Borderless Access 16
Shopping Categories
Home Appliances
like Smart TVs,
Washing Machine,
Fridge, etc.
Apparels
Electronics
like laptop,
mobile phones,
Headphones etc.
Accessories like
Watches,
Eyewear,
Shoes, belts,
Bags,
Perfumes etc.
Gold/
Silver/
Diamond/
Platinum
Jewellery
Packaged Food
Items like
Chocolates,
Dry fruits,
Confectionaries,
Sweets, etc.
Personal Care
products like
Body Care,
Skin Care,
Makeup etc.
Home Décor
Products
Smart TVs
Washing
Machine
Fridge
Laptop
Mobile phones
Headphones
Watches
Eyewear
Shoes
Belts
Bags
Perfumes
Gold
Silver
Diamond
Platinum
Chocolates
Dry fruits
Confectionaries
Sweets
Body Care
Skin Care
Makeup
Shirts/ Tops
Bottom Wear

17. © 2022 Borderless Access 17
Change in the Purchase Behavior.. (1/2)
56%
48%
72%
28%
34%
16%
16% 18%
12%
KSA UAE INDONESIA
Apparels
37%
27%
52%
42%
46%
26%
20%
26% 21%
KSA UAE INDONESIA
Electronics
40% 44% 44%
41% 35%
43%
19% 21%
12%
KSA UAE INDONESIA
Accessories
Q. How does your behaviour change in purchasing the below during Ramadan? Base 493
Packaged Foods followed by apparel are being purchased the most across all the 3 countries during Ramadan and the purchase incidence of
both the categories is considerably higher in Indonesia
33%
25%
35%
32%
36% 21%
35% 39% 44%
KSA UAE INDONESIA
Home Appliances
I buy less/don’t buy during Ramadan There is no change in my purchase behavior I buy this only/more during Ramadan

18. 38% 36%
57%
34% 43%
24%
28%
21% 19%
KSA UAE INDONESIA
Jewellery
65% 70%
77%
22%
22%
20%
13% 8% 3%
KSA UAE INDONESIA
Packaged Food
45% 42%
51%
40% 48% 35%
15% 10% 14%
KSA UAE INDONESIA
Personal Care
47% 48%
37%
37%
41%
21%
16% 11%
42%
KSA UAE INDONESIA
Home Decor
© 2022 Borderless Access 18
Change in the Purchase Behavior.. (2/2)
In KSA & UAE, consumers like to redo their homes with new furnishing during Ramadan.
Q. How does your behaviour change in purchasing the below during Ramadan?
Base 493
I buy less/don’t buy during Ramadan There is no change in my purchase behavior I buy this only/more during Ramadan

19. 2nd
Preference
1st
Preference
2nd
Preference
1st
Preference
2nd
Preference
1st
Preference
Home Appliances
Apparels
Accessories
Electronics
Online shopping
(49%)
Shopping malls
(40%)
Specialty Stores
(50%)
Shopping malls
(38%)
Shopping malls
(65%)
Branded Showrooms
(31%)
Online shopping
(58%)
Shopping malls
(53%)
Online shopping
(81%)
Shopping malls
(57%)
Shopping malls
(72%)
Online shopping
(56%)
Online shopping
(63%)
Shopping malls
(42%)
Online shopping
(70%)
Branded Showrooms
(20%)
Branded Showrooms
(42%)
Online shopping
(64%)
Shopping malls
(60%)
Online shopping
(56%)
Shopping malls
(44%)
Shopping malls
(64%)
Online shopping
(57%)
Shopping malls
(50%)
Purchase in KSA and Indonesia is mostly online driven for apparel, Electronics, and Accessories, whereas in UAE consumers still prefer brick
& mortar for the purchase of the said categories. It reflects that Malls are a part of UAE consumers’ purchase journey.
Q. From where did you purchase the below during Ramadan?
Base 493
© 2022 Borderless Access 19
Place of Purchase.. (1/2)
KSA UAE INDONESIA

20. © 2022 Borderless Access 20
Place of Purchase .. (2/2)
2nd
Preference
1st
Preference
2nd
Preference
1st
Preference
2nd
Preference
1st
Preference
Personal Care
Packaged Food
Home Decor
Shopping malls
(69%)
Online Shopping
(39%)
Online shopping
(67%)
Shopping malls
(67%)
Online shopping
(63%)
Shopping malls
(57%)
Online shopping
(70%)
Shopping malls
(60%)
Shopping malls
(67%)
Online shopping
(46%)
Shopping malls
(50%)
Branded Showrooms
(44%)
Online shopping
(80%)
Shopping malls
(60%)
Shopping malls
(69%)
Online shopping
(45%)
Shopping malls
(83%)
Online Shopping
(42%)
Purchase in Indonesia is completely online driven for Packaged Food, Personal Care, and Home Decor products, wherein KSA and UAE
consumers still prefer buying from brick and mortar for Packaged Food and Home Décor products during Ramadan
Q. From where did you purchase the below during Ramadan? Base 493
Jewellery
Shopping malls
(32%)
Branded Showrooms
(36%)
Specialty Stores
(44%)
Online shopping
(33%)
Shopping malls
(53%)
Branded Showrooms
(43%)
KSA UAE INDONESIA

21. 03
ACTIVITIES &
MEDIA
CONSUMPTION

22. © 2022 Borderless Access 22
Activities done on Smartphone
Consumers in KSA and UAE spend most of their time, chatting and browsing on social media platforms like Facebook, Instagram
etc., while in Indonesia, consumers mostly do shopping from e-commerce apps followed by listening to music on their smartphone
Q. Which of the below activities do you do on your smartphone during Ramadan?
Base 493
21%
30%
39%
41%
46%
46%
50%
53%
57%
58%
63%
Watch live sports
Listen to music
Access news
Play games
Watch videos/ TV shows on
OTT platforms
Payments
Take photos/videos
Internet Search
Shopping
Use Social Media Apps
Chatting over SMS, WhatsApp
KSA UAE INDONESIA
32%
36%
47%
49%
50%
55%
57%
59%
66%
67%
70%
Listen to music
Watch live sports
Payments
Play games
Access news
Watch videos/ TV shows on
OTT platforms
Shopping
Take photos/videos
Internet Search
Chatting over SMS, WhatsApp
Use Social Media Apps
26%
39%
52%
52%
55%
61%
65%
68%
68%
74%
77%
Watch live sports
Access news
Watch videos/ TV shows on
OTT platforms
Play games
Internet Search
Payments
Use Social Media Apps
Chatting over SMS,
WhatsApp
Take photos/videos
Listen to music
Shopping

23. © 2022 Borderless Access 23
Media Channels Followed
25%
29%
33%
33%
37%
42%
59%
OOH Ads
Recommended by a
professional
Print media
OTT platforms
Television Ads
Online Websites
Digital media
Q. Which of the following media channels do you follow to buy luxury products during Ramadan?
Digital media and online websites are the most widely followed media channels amongst consumers in all the
three markets
Base 493
32%
37%
38%
41%
45%
58%
67%
Print media
OOH Ads
OTT platforms
Recommended by a
professional
Television Ads
Online Websites
Digital media
32%
32%
42%
48%
58%
74%
77%
OOH Ads
Recommended by a
professional
OTT platforms
Print media
Television Ads
Online Websites
Digital media
KSA UAE INDONESIA

24. © 2022 Borderless Access 24
Social Media Channels Usage
10%
32%
36%
80%
85%
85%
85%
86%
Tumblr
LinkedIn
Pinterest
Facebook
YouTube
Instagram
Twitter
WhatsApp
Q. Which all social media channels do you follow and use?
WhatsApp, Facebook, YouTube & Instagram are the most commonly used social media platforms in KSA & UAE
while in Indonesia, Facebook & Instagram are being used the most
Base 493
7%
26%
43%
47%
72%
78%
82%
87%
Tumblr
Pinterest
LinkedIn
Twitter
Instagram
YouTube
Facebook
WhatsApp
16%
23%
32%
42%
52%
81%
90%
90%
Tumblr
WhatsApp
Pinterest
LinkedIn
Twitter
YouTube
Facebook
Instagram
KSA UAE INDONESIA

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