Lifestyle

1. July 2014
LIFESTYLE REPORT
1ST part

2. February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
Business Insight is a member of ESOMAR European Society for Opinion and
Marketing Research
Business Insight conducts all types marketing, social researches and promotion campaigns on
the basis of the professional and ethical standards ofICC/ESOMAR Code of Marketing and
Social Research Practice and the requirements ofISO 20252 international standards.

3. February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
About The Research
2014
February
March
 The main research objective is to learn the lifestyle of Baku inhabitants
 The inhabitants that are more than 20 years old
 Traditional telephone interview technique (PATI) of
Quantitative Research Method
 Sample size: 803

4. F i n d y o u r w a y to s u c c e s s February 2014
Lifestyle
Single Married Widow/widower
20,7
76,8
2,5
Marital status (%)
4
Demographic Information (%)
Education (%)
39,6
22,4
38,0
Secondary school Secondary
special/college
High education
Femal
e; 48,4
Male;
51,6
14,4
12,8 14,1
14,3
15,9
13,9
8,5
6,0
20-24 25-29 30-34 35-39 40-44 45-49 50-54 55+
Age (%) Gender (%)
Mean:
37,5
Yes;
51,9
%
No;
48,1
%
Do you work?
Summary: The rest of the respondents have secondary school education (39,6%) and high education (38%). According to the survey results 76,8% of
them are married. The average age is 37,5 and due to the special quota the gender distribution is equal (male 51,6%, female 48,4%). Compared to the
previous research (December, 2011) the rate of the employment is still the same. In other words, in December 2011 52,3% of Baku population was
employed while in present 51,9% have a job.

5. RESERCH RESULTS

6. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
70,1%
27,5%
1,4% 0,9%
0,1%
Base: 803
6
Summary: According to the research results television is the main source of information (70,1%). While the majority of West and North Europe
population (50%<) uses daily newspapers as the source of information in Azerbaijan the number of newspapers readers is small. The cultural
factor is the main influencer. 27,5% mentioned that Internet for them is the main source. Compared to other media Internet is more interactive
and fast. Therefore, online television is developing, especially in developed counties.
Which media do you prefer?

7. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
7
Satellite dish Cabel television Ordinary antenna By card
43,2%
37,2%
30,1%
0,5%
Which TV transmitter connection do you use?
Summary: Satellite dish is mainly used by the population (43,2%). It is also should be taken into account that the part of the respondents
that uses ordinary antenna also has satellite dish and it means that local channels do not meet TV viewers demand sufficiently. The number
of the cabel television users (37,2%) are more than the ordinary antenna users (30,1%). Although 37,2% of the capital population has
cabel television it impossible to install it in the region. Moreover, Azerbaijan changed analogue television to digital and this is another reason
for poor development of the cabel television. If four years ago 75 households out of 100 were able to watch forign channels, now this
number is 81.
Base: 803

8. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
Foreign
channels
Do not
watch TV
30,6%
21,4%
17,8%
13,3%
2,9% 2,6% 2,5% 1,6% 1,5%
0,1%
5,6%
Base: 803
8
Summary: Generally, the previous research conducted by Business Insight show that both in the capital and the regions ATV, ANS and Khazar
TV are mainly watched channels. According to the current research ATV is the most watched channel (30,6%). ANS takes the second place
(17,8%). Khazar TV takes the third place (17,8%) mainly because of its reliable news program. According to the research analyses for Azerbaijani
TV audience the most important criterion for selection a channel is news and other programs broadcasted by the channel. There is probability that
compared to foreign channels local channels broadcast lower quality programs. 5,6% of the respondents never watch TV (mainly youth).
Technology lets people to use new media for information exchange. Nowadays it is many times faster to send a message to the big audience via
Youtube rather than TV. There is also probability that this group (5,6%) uses online television. 64,4% of those who do not watch TV are people
younger than 35 years old.
Which television channel do you mainly watch?

9. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
9
Other
Rashid Behbudov
Arif Babayev
Teymur Amrah
Malakxanim Eyyubova
Elnara Abdullayeva
Mansum Ibrahimov
Nadir Qafarzade
Agadadash Agayev
Khumar Gadimova
Konul Khasiyeva
Manaf Agayev
Flora Karimova
Mahabbat Kazimov
Matanat Isgandarli
Aygun Kazimova
Konul Karimova
Alim Gasimov
Zeynab Khanlarova
Baloglan Ashrafov
Roya
There is no a favorite singer
29,4
0,7
0,7
0,9
1,0
1,0
1,0
1,1
1,1
1,4
1,4
1,5
1,7
1,7
1,9
2,1
2,2
2,6
3,0
3,1
14,8
25,5
Summary: Due to the fact that the survey was conducted in the beginning of February 2014 21,2% of the respondents mentioned “Umid Var”
as the favorite broadcast. Nowadays this broadcast is closed.
The results show that 1/5 of Baku population does not like any singer. However, the most favorite singer is Roya (14,8%).
Base: 803
Which TV programs do mainly watche and like?
Who is the most favorite singer for
you?
Base: 803
There is no difference for me
Others
Intellectual proqrams
Programs for women
Talk show
Documentary programs
Sport programs
Contest programs
Morning programs
"Seni Axtariram"
Soap movies
Adam ichinde
Music/entertainment programs
"Umid var"
Information programs/News
4,7%
6,5%
2,6%
2,6%
2,8%
3,0%
5,1%
6,3%
9,4%
10,9%
11,2%
12,0%
15,7%
21,2%
45,3%

10. F i n d y o u r w a y to s u c c e s s February 2014
Lifestyle
10
Baku population still uses mobile phones under Nokia brand (46,6%)
Which mobile phone or telephones do
you use?
Which mobile network operator services do you use?
Do not have
FLY
Bakcell smartfon
Alcatel
Vertu
Panasonic
Huawei
LG
HTC
Sony
Blackberry
iPhone
Samsung
Nokia
4,9%
0,1%
0,1%
0,1%
0,1%
0,2%
0,4%
0,5%
1,1%
2,0%
2,5%
6,8%
38,1%
46,6%
4,7%
0,4%
0,5%
1,7%
2,5%
1,3%
18,0%
73,3%
2011 December
2014 February
Base: 803
Summary: According to the research results Nokia is mainy used mobile phone in Baku (46,6%). Nokia was a market leader not even in Azerbaijan but also
in the whole world. In 2011 73,3% of Baku population used Nokia mobile phones. However, recently the situation has been changed. Now two market
players that fiercely competing each other Samsung (18%→38,1%) and Apple (iPhone) (1,3%→6,8%) increasingly obtained more market share.
In the beginning of 2014 it was announced that Azercell was a market leader. The current research prooves this information (52,6%). The significant
increase has been observed in Azerfon (14,9%→18,6%). However, general results show that there is decrease in using mobile network operators. There is
probabillity that the possibility of switching from one operator to another without changing a number influences on this tendency. Moreover, according to the
results the highest service quality is provided by Azercell (41,1%). However, the best price is charged by Bakcell (44,2%) and this leads to attracting large
number of subsribers.
Azercell Bakcell Azerfon None of
them
52,6% 50,9%
18,6%
4,9%
66,7%
62,7%
14,9%
2014 February
2011 December
Which mobile network operator offers better service quality
and good price?
Azercell Bakcell Azerfon None of
them
Do not
know
41,1%
35,6%
11,1%
4,0%
8,2%
29,4%
44,2%
17,3%
2,4%
7,1%
Service Quality
Good price

11. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
Region;
67,6%
Country
house;
11,6%
Foreign
country
;
22,0%
Yes;
49,2
No;
50,8
Were you on vacation
during one year?
Base: 803
11
Do not answer
Other
Fuzuli
Zagatala
Djalilabad
Astara
Goygol
Gadabay
Agstafa
Goychay
Shaki
Oguz
Yardimli
Qazakh
Tovuz
Naxchvan
Masalli
Shamakhi
Ganja
Lankaran
Qakh
Qusar
Khachmaz
Ismayilli
Qabala
Quba
0,4%
9,4%
1,1%
1,1%
1,1%
1,1%
1,1%
1,1%
1,5%
1,5%
1,5%
1,5%
1,5%
1,9%
1,9%
2,2%
3,0%
3,4%
3,7%
4,9%
5,6%
6,0%
6,7%
7,5%
13,9%
16,9%
Summary: From regions Baku population selects regions those are close and have appropriate conditions for rest. So, Quba (16,9%), Qabala (13,9%) and
Ismayilli (7,5%) are the most preferable regions. It can be assume that the preference rate of the leading regions could have been higher than current
results because the significant part of Baku population comes from regions and they selected their homelands for the rest.
The spiritually close to us Turkey is a foreign country that was selected as the most visited place for tourism by Baku population (44,8%). The second place
was taken by our neighbour Georgia (21,8%). Russia is in the third place (12,6%). It is possible to conclude that criteria for the selection a foreign country
for Baku population are territorial closeness, easy documentation process (i.e. visa free regime), cheap tourism services and absence of language barrier.
Australia
Slovenia
Iran
America
Spain
Morocco
Malaysia
Germany
France
UAE (Dubai)
Ukraine
Italy
Russia
Georgia
Turkey
1,1%
1,1%
1,1%
1,1%
1,1%
1,1%
1,1%
2,3%
3,4%
4,6%
4,6%
4,6%
12,6%
21,8%
44,8%
Half of Baku population (49,2%) was on vacation at some time during one year and the most
of them (67,6%) selected Azerbaijani regions
Base: 395
Base: 267
Base: 87

12. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
12
There is no difference
Other
Metropark S/C
Park Bulvar S/C
Lotos S/C
Sahil S/C
Diglas S/C
Bakixanov S/C
28 Mall S/C
Buy from abroad
Lachın S/C
Xalqlar dostlugu S/C
8 km bazaar
In ordinary shops
Undergroung passages
Sadarak & Bina S/C
24,3%
2,0%
0,5%
0,5%
0,7%
1,0%
1,2%
2,2%
3,1%
3,1%
3,4%
3,4%
4,4%
8,3%
8,8%
37,4%
Not A Special Shop
Summary: According to the results 26,8% of the respondents are loyal to a certain shop. This is a good opportunity for developing of branded
shops, i.e. there are favorable conditions for gaining loyal customers. Therefore, there is a need of detailed learning of profile, lifestyle and generally
demands of this customer group (73,2%).
The significant part (31,2%) of people that does shopping in branded shops select Romantic retail chain. Recently entered to the market but well-
known brand Zara obtain many customers in a short period of time (9,8%).
Those who do not shop in special retailers prefer Sadarak and Bina shopping centers (37,4%). However, 24,3% mentioned that there is no
difference for them where to buy cloth.
Is there special shop where you buy cloth for you?
Base: 803
Base: 588
Other
Club Donna
Waggon
New Yorker
Turkan
United Colors of Benetton
Ustop
Gentleman
LTB
Bershka
Rodi Mood
Kigili
Lady Sharm
Mustafa Tayat
Chinici
X-lady
COLİN'S
Koton
Mango
Zara
Romantic
19,5%
1,4%
1,4%
1,4%
1,9%
1,9%
1,9%
1,9%
1,9%
2,3%
2,8%
3,3%
3,7%
4,2%
4,2%
5,1%
6,0%
8,8%
9,3%
9,8%
31,2%
A Special Shop
Yes No
26,8
73,2
Base: 215

13. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
13
I do not have friends/do not answer
Beauty
Entertainment/about rest
Cultural topics
Acquaintances/social media
Trade/developing business
Psychology
Clothes (e.g. daily cloth)
Health
Love
Cars
Purchasing house
Sport (e.g. football)
Religion
Education/Schientific topics
Political issues
Social-economic issues and problems
Job and career
Family problems
10,0%
1,1%
1,5%
1,5%
1,7%
1,7%
1,7%
2,0%
2,0%
2,1%
2,7%
2,8%
4,1%
4,6%
5,1%
5,7%
15,7%
16,6%
40,0%
Summary: 40% of the respondents
mentioned that mainly they talk about family
problems with their friends and close people.
So, it is possible to conclude that cultural
factors is a main influences on these results.
A family plays a very important role in every
Azerbaijani’s life and therefore, in order to
improve a family situation (e.g. materially)
he/she thinks and strives on continuous basis.
This tendency leads to permanent discussions
about family problems with friends.
When you spend time with friends which topics do you usually talk about?
Base: 803

14. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
14
Do not answer
NBC
Atra Bank
Xalq Bank
Express Bank
BTB Bank
IBAR
Ata Bank
Rabita Bank
Mugan Bank
TuranBank
VTB Bank
Amrah Bank
Nikoil Bank
Parabank
Bank Respublika
Bank Standard
Yapıkredibank
Demirbank
Kapital Bank
AccessBank
Unibank
Bank of Baku
14,2%
0,2%
0,2%
0,2%
0,2%
0,4%
0,7%
0,7%
0,7%
0,7%
0,9%
0,9%
0,9%
1,1%
1,3%
1,3%
1,6%
2,4%
2,7%
2,7%
11,3%
27,6%
46,7%
Summary: 56% of the respondents claim that he/she or his/her family member has taken loan. The most demandable loan type is personal
(consumer) loan products (37,8%) and recently become well-known installment cards (30,7%). Almost half of those who have taken loan are
present or former customers of Bank of Baku. This is cause of old retail traditions of the bank. However, now Unibank (27,6%) has gained a
significant number of customers by applying aggressive strategies (e.g. aggressive marketing communication strategies).
Base: 803 Base: 450No answer
To purchase gold
For travelling
Obtaining Credit card (Gumush,
Uzvluk card)
Mortgage loan/to buy house
To return debts
For treatment purposes (medicine)
Wedding, military services,
mourning ceremony
Education loan
Business loan
Automobile loan
For house repairs
Installment card
Personal (consumer) loan (e.g.
home appliances)
3,3%
0,2%
0,7%
0,9%
2,4%
2,0%
2,0%
3,1%
3,6%
7,3%
10,0%
20,7%
30,7%
37,8%
Yes No, there is no need
56,0
44,0
Base: 450
For which purpose(s) did you take loan? From which bank(s) did you obtain loan?
Have you or your family member ever
obtained loan from any bank for any
purpose?

15. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
Totally healthy Neutral
(presence of a
few problems)
I have serious
problems with
health
19,7
69,6
10,7
15
Usually from which diseases are you
suffering?
1/5 part of Baku population feels totally healthy
Do not answer
Other
Lor (throat and nose pain and
pharyngitis and etc.)
Urology (kidneys)
Dental (tooth ache)
Gynecological (e.g. infertility)
Hepatology (liver)
Allergy (e.g. asthma)
Hypertension (e.g. pressure)
Endocrinology (e.g. diabetes)
Gastroenterology (e.g. gastrointestinal
disease)
Traumatology
Heart pain
Nervous
Headache
Cold/flu
2,2%
4,8%
1,2%
1,6%
1,6%
1,7%
2,3%
2,6%
4,0%
5,4%
5,6%
8,1%
9,8%
16,6%
19,5%
23,7%
Summary: According to the research results Baku
1/5 part of the respondents feels totally healthy.
Majority (69,6%) feel neither good nor bad. 10,7%
claim that they have serious problems with health.
According to the respondents most of them suffer
from cold/flu (23,7%), headache (19,5%) and
nerves (16,6%).
Base: 803
Base: 645
How do you evaluate your health?

16. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
16
Most of the respondents contact with state medical institutions if it is needed
Summary: Based on the research results the respondents mainly use state medical
institutions (41,8%). Almost 3 patients out of 10 prefer private medical institutions.
Moreover, it is possible to conclude that the capital population relies on doctors.
One person out of 2 respondents has evaluated the doctors by high rates. In other
words, 49% of the respondents are satified with the doctors.
Moreover, research reveals that Baku population considers doctors of state medical
institutions reliable. While doctors of private medical institutions were rated by 3,31
doctors of state medical institutions got 3,55.
Governm
ental;
41,8
Private;
27,8
Both of
them;
26,0
No
answer;
4,4
Are you mainly treated state or private
medical institutions?
Base: 803
Base: 803
Please rate the qualifications of doctors by 5 point
scale.
Very bad; 9,7
Bad; 8,6
Neutral; 32,6
Good; 24,0
Very good;
25,0
Mean:
3,46

17. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
17
Which the biggest problem can be solved by
collecting money?
The main purpose for collecting money is to purchase house (38,5%)
Cannot answer/do not have problems
Other
Donation
To purchase food/cloth
To return debts/loan debts
To pay tuition fee
To repair house
For future of a child (e.g. education)
To solve problems regarding health
To purchase home equipments/home appliance
To develop business
To travel
To purchase an automobile
To purchase a house
4,4
1,4
0,7
1,8
1,9
2,5
3,6
3,9
5,5
6,0
6,4
9,2
14,2
38,5
Summary: The respondents were asked to
indicate the biggest problem that can be
solved by the collecting money.
It was found that the biggest problem is to
purchase a house (38,5%). This tendency has
a positive affect on developing mortgage loan
products.
14,2% of the respondents mentioned that
purchasing an automobile is the biggest
problem. Generally, for an Azerbaijani citizen a
car is a status indicator. Therefore, to have this
attribute means achievement.
With openning borders and continuous rising
income the tendency of traveling increases
(9,2%).
Base: 803

18. November 2012F i n d y o u r w a y to s u c c e s s February 2014F i n d y o u r w a y to s u c c e s s
Lifestyle
18
Everything's OK/do not know
Other
High service quality of personnel
In open air/nearby swimming pool
High quality food
Religious celebration
Modern wedding
To give advantage to traditions
Ordinary menu/without wastefulness
Simple wedding
Merry/celebration with a special program
Quiet/Without fight/Without children
14,4%
0,7%
1,7%
2,0%
6,8%
7,6%
8,7%
16,4%
17,1%
17,1%
19,8%
22,5%
Summary: It is possible to observe that parents which are inherent part of our culture have great infuence on our life. So, 42,7% of the
respondents select a spouse on parents’ advice. Moreover, this group of people (42,7%) mainly consists of people whose age are more than 35. The
second and the third most important criteria are respecticely love (39,1%) and good character (39,1%).
The research reveals interesting answers from the question of “How would you like a wedding to be celebrated?”. 22,5% prefer quiet weddings. This
leads to formulation a new segment (pursuing a quiet wedding) for this market. 17,1% are not satisfied with food in weddings.
42,7% of the respondents will select a spouse on the advice of parents
Base: 803
Cannot answer
To focus on moral values
Financial interest
Appearance
Intelligent
Loyal/reliable
Sharia / Religion
Education
Good character
Love
Parents' advice
0,7%
1,2%
1,6%
1,9%
3,0%
4,4%
5,7%
8,2%
14,0%
39,1%
42,7%
Which criteria do you (or did you) prefer to take into
account when selecting a spouse?
How would you like a wedding to be celebrated?
How will you differentiate a good wedding with
others?

19. “Lifestyle” research was conducted by Business
Insight 4 times.
Tel.: (+994 12) 430 30 42 / 430 00 70 / 511 24 58
Fax: (+994 12) 430 17 77
E-mail: office@businessinsight-az.com