MRTS Consulting completed a short research project early in 2021 to explore shopping preferences among Cambodian millennials. This short market research report looks at shopping trends amongst Cambodian consumers in 2021 to find the consumer ‘sweet spot’. The report examines the five dimensions of shopping influence: Is price or brand more important? How important is the link to Cambodian culture? Which are more attractive: Cambodian or international brands? How important is endorsement by a famous Cambodian personality? Do Cambodian consumers need to feel independent in their product choices? Based on over 500 survey responses, Cambodian consumers are very discerning in terms of price, but they really like products that link back to Cambodian culture. Read the full report for full analysis with 10 charts plus analysis. More info about MRTS: www.mrtsconsulting.com

1. A summary research report
April 2021
helping you launch &
grow your business
Young
Cambodian
Consumer
Trends 2021

2. Overview
MRTS Consulting completed a short research project early in 2021 to explore
shopping preferences among Cambodian millennials.
Implemented via an online survey, the research examined 5 dimension of
shopping influence:
Price vs Brand
Importance
of
Cambodian
culture
Importance
of
Cambodian
products
Importance
of
Cambodian
endorsement
Importance
of
independent
choice

3. Snapshot: Cambodian millennial shoppers
Cambodian millennial consumers are very
discerning in terms of price
Millennial consumers are equally attracted to
Cambodian and international brands
But they really like products that reflect Cambodian
culture
Adverts using famous Cambodians resonate well
Millennial consumers like to make independent
choices
1
2
3
4
5

4. What drives millennial shopper choices?
All other things
being equal, is it
price or brand
that drives
product choice?
What other
factors play a
role in choosing
what to buy?
Is there a
preference for
Cambodian vs
International
products?

5. Cambodian millennials are discerning in terms of price
In choosing between price and brand,
Cambodian shoppers look for the best
price.
And price plays an even stronger role in
older age groups.

6. Innovative Cambodian brands are popular
After value for money,
quite a wide range of
factors influence
product choice.
But ‘social’ influences
such as what friends
recommend or buy are
less important.

7. Younger millennials look for innovative products
The impact of
advertising rises with
age
Younger shoppers
looking for innovation

8. Millennial shoppers like international products
There is a clear
appetite for
international brands
though national
Cambodian brands
are still very
attractive.
Especially if they are
good value and
innovative.
Average score: 5.5

9. Cambodian influences
How important is it that
products feel
Cambodian and reflect
Cambodian society?
How important is it that
products are
advertised with famous
Cambodian people?

10. It helps if products feel Cambodian
While shoppers
don’t mind if
products are
international, they
do prefer products
that have a
connection to
Cambodian
society.
Average score: 6.2

11. Millennial shoppers like adverts using famous Cambodians
Shoppers have a clear
preference for
products that are
advertised using
famous Cambodian
people.

12. Social influences
How important is
advertising to
choosing what to buy?
How independent are
Cambodian
shoppers?

13. Millennials like to feel independent
Millennial shoppers are happy to buy products that they have not seen advertised.This
independence also means they don’t always need to follow recommendations from family
and friends.

14. The millennial shopping sweet spot
Good value
for money
Cambodian
cultural links
Feels like an
independent
choice
Innovative
product
Feels
familiar

15. Methodology
MRTS Consulting conducted an online survey using its independent
consumer panel in Cambodia providing a sample spread by:
• Age
• Income
• Gender
531 responses were gathered during January to March 2021.

16. CONTACT US
MRTS Consulting Ltd.
Mobile: 012 610 677 (Telegram,WhatsApp, LINE)
Email: vuthy@mrtsconsulting.com
Website: www.mrtsconsulting.com

17. www.mrtsconsulting.com