Lifestyle of Baku sitizens

1. MARCH 2016 | Business Insight
RESEARCH REPORT
ON THE LIFESTYLE
OF BAKU CITIZENS

2. 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. ABOUT THE RESEARCH

4. Objective? Target Group? Sample?
Coverage? Time? Survey Method?
About the research
 Number of respondents: 640
 The main research objective of the project
is to learn the lifestyle of residents of the
capital
 A representative of Baku residents (which are
mainly focused)
 Research was carried out with households using
the method of random selection.
 The survey carried out in 11 districts of Baku.
MARCH 2016
Nizami;
10,5
Nasimi;
10
Hatai; 9,5
Sabunch
u; 9,5Yasamal;
9,5
Garadag
h; 9,2
Nariman
ov; 8,9
Surahanı;
8,8
Hazar;
8,3
Binagadi;
8
Sabail;
7,8

5. Citizenship status of respondents(%)
Sex of Respondent(%)
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-65
18,4
16,3
14,4
12,5
9,8 10,5 9,7
5,6
2,8
36
Age of Respondent (%)
Average age
Demographic Information
High Secondary
specialized
Secondary
44,8
16,3
38,9
Education level of respondent(%)
Married;
71,2
Widow(er)/
Divorsed; 2,5
Male; 50Female;
50

6. CONCLUSIONS OF
RESEARCH

7. 43.1 percent respondents involved in survey noted that they work
Yes; 43,1
No; 23,6
Student; 9,8
Housewife;
20,0
Do you work? (%)
Base: 640
Apartm
ent; 60
Private
house;
40
Which floor do you live? (%)
13,7
19,6
16,4
14,8
10,5
5,6 5,6 5,9
3,8
,8 ,5 1,1
,3 ,3 ,8 ,3
Base: 384
Base: 640

8. Difficult to say
Others
Oil Wells (Oil)
Flag square
Personal problems
Baku Boulevered (Boulevered)
Caspian Sea (Sea)
Old City (Inner City, Maiden's Tower)
City of Winds
Beautiful city
Where I was born (Homeland,
Azerbaijan)
Capital (Center)
1,9
5,9
1,9
2,2
2,2
3,4
5,5
6,9
10,2
14,7
18,4
26,9
There are only 2 percent of respondents who are associated Baku with “Oil Wells”
What are you associated with Baku, the first thing that comes to your mind when you say “Baku”? (%)
Base: 640
Flame Towers 0,9
Baku State University 0,8
Nizami Street (Torgovaya) 0,8
City of Tourism 0,6
Traffic 0,6
Beautiful days/City of
Adventure
0,6
Baku Olympic Stadium/2015
European Olympic games
0,3
Density of population 0,3
Districts of Baku 0,3
Landfills 0,2
City Lived in a crisis 0,2
Muddy roads 0,2
TV Tower 0,2
Perception

9. Don't know/There aren't any problems
Others
There are a few places where the young people can make a rest (There aren't any suitable playgrounds for
children, there isn't youth town)
Drinking water isn't clear
There are too many radars
It is an expensive city
There are not enough traffic signs (Few radars, few traffic lights)
There are a few pedestrian crossings (There is no any tratuary)
There is severe weather in Baku (The weather is wet, the air is dirty)
Arcithectural appearance is wasted in Baku (There are many buildings, the number of unlegal buildings is
increasing, the number of high buildings is increasing, there are many old buildings )
Vehicles infrastructure (Buses don't work timely , few number of buses, drivers don't follow the rules, bus
stops are far away from each othe, we reach our adress by several buses, there are few subways)
Few greenness (Missing)
Insanitary (There are not workers sweeping the streets , much dump, there are few trash cans )
Communal problems (When the weather getting cold the communal utility stopps- the electricity, gas,
water, the heating system doesn't work, expensive services)
Sewage problem (there is waterflood in the streets when it's raining, snowing, the basements of buildings
are filled with water)
Density of population (Density in the bus, subway, urbanization)
Road infrastructure (After finishing asphalted procedure they re-drill again, muddy roads, icy roads aren't
melted in winter, don't renovating the suburbans roads)
Traffic (lots of cars)
11,4
1,9
0,8
1,1
1,3
1,3
2,3
2,5
4,1
5
5,2
8,4
11,4
13,1
15,3
18,9
27,7
33,9
Traffic in Baku is the main problem to be solved
What are 2 main problems of Baku? (%)
Base: 640
Increasing bad habits 0,3
Pollution of Caspian sea 0,3
Monuments are decreased (was
destroyed)
0,2
Elevators don’t work in the
buildings
0,2
Darkness of the streets 0,2
Caspian oil and natural
resources are exploited
0,2
Poor development of Tourism 0,2
Majority of restaurants 0,2
Lack of legal advice offices 0,2
There are no any facilities for
people with disabilities in the
bus or subway
0,2

10. Difficult to say
Non of them
Others
8 km wholesale
Aygün City
Port Baku Mall
Lachın SC
Metropark
"Тorqovaya" (Nizami street)
Park Bulvar
Sadarak/ Bina SC (shopping
center)
28 Mall
6,1
,2
4,7
1,3
1,7
1,9
3,6
5,2
6,3
14,8
22,3
32,0
Which shopping center is the best in Baku? (%)
Base: 640
Baku Mall 0,8
Lotos SC 0,8
Sahil SC 0,6
Life Center 0,6
Surahanı SC 0,5
Hagani SC 0,3
Diglas SC 0,2
Bakıhanov SC 0,2
Nargis SC 0,2
Halglar Dostlugu TM 0,2
Amay TM 0,2
Ahmadli SC 0,2
Gunel SC 0,2
“28 Mall” was chosen as the most popular shopping center in Baku
ANALYSE
SEX EDUCATION AGE
Male Female High
Secon
dary
18-30 31-65
28 Mall 30,1 34 35,9 28,9 47,6 22,3
Sadarak/
Bina
23,8 20,9 15,7 28,0 10,2 30,0
Park Bulvar 17,2 12,5 15,3 14,4 19,1 12,2
Targovaya 7,5 5,0 8,0 4,8 2,4 8,6
Metropark 4,1 6,2 6,3 4,2 6,5 4,3
28 Mall Park Bulvar MetroPark Torgovaya Sadarak/Bina
Binagadi 35,4% 10,4% 2,1% 4,2% 29,2%
Hatai 23,0% 16,4% 1,6% 6,6% 28,0%
Hazar 25,4% 16,5% 3,8% 3,8% 25,5%
Garadagh 31,8% 15,2% 3,0% 3,5% 40,4%
Narimanov 29,7% 13,5% 14,5% 3,7% 16,2%
Nasimi 45,3% 18,8% 6,3% 10,9% 15,6%
Nizami 32,4% 14,7% 11,8% 2,9% 20,6%
Sabunchu 29,9% 13,4% 9,0% 9,0% 16,4%
Sabail 30,0% 28,0% 2,0% 14,0% 14,0%
Surahanı 32,1% 5,4% 0,0% 1,8% 21,4%
Yasamal 34,3% 11,4% 4,3% 7,1% 18,6%

11. “ZARA” was chosen as the most popular clothing brand among the residents of capital
Base: 640
When you think about the clothing brand, which brand name comes to your mind at first? (%)
Note***: In this table 1 respondent said only 1 answer
Don’t remember
(11,5%)/Sadarak,
Bine TM (6,5%)
Others; 28,8%
Ustop; 2,2%Armani; 2,2%Bershka; 2,5%
Lady Sharm; 3,3%
LC Waikiki; 3,6%
Mustafa Tayat; 3,8%
Mango; 4,4%
Koton; 4,7%
Romantic;
12,0%
Zara; 14,7% Karolina Valiant 1,7%
Dolce Gabbana 1,7%
NewYorker 1,4%
Osmanbey 1,4%
Adidas 1,4%
Colin`s 1,4%
Pierre Cardin 1,4%
Gucci 1,3%
X-Lady 1,1%
Çinici 0,9%
Chanel 0,9%
Emiland 0,8%
Network/ Next 0,6%
Rodi Mood 0,6%
Waggon 0,6%
Versage 0,6%
Lacoste 0,6%
Mothercare 0,6%
UCB 0,5%
Kiğılı 0,5%
Damat 0,5%
Polo 0,3%
Femina 0,3%
Valentino 0,3%
Calvin Klein 0,3%
Nike 0,3%
Zilli 0,3%
H&M 0,3%
Albatros 0,3%
Fendi 0,3%
LTB 0,3%
Philipp Plein 0,3%
Brioni 0,3%
Pull and Bear 0,2%
Emporium 0,2%
Etam 0,2%
Jacadi 0,2%
Sementa 0,2%
Givenchy 0,2%
Massimo Dutti 0,2%
Boss 0,2%
Saksafona 0,2%
PaşaTürk 0,2%
Kiki Riki 0,2%
Suvari 0,2%
Karaca 0,2%
Rebecco 0,2%
Guess 0,2%
Marks & Spencer 0,2%
Ahu 0,2%
Lui Co 0,2%
Cecil 0,2%
Viqano 0,2%
Mavi 0,2%
Hatemoğlu 0,2%
LOUIS VUITTON 0,2%
Roberto Cavalli 0,2%
Max Mara 0,2%
Kenzo 0,2%
Miss Bahar 0,2%
Inspector 0,2%

12. When you think about the clothing brands, which brands’ name come to your mind? (%)
Note***: In this table 1 respondent said several answer
Clothing Brand % Clothing Brand % Clothing Brand %
Zara 30,5% Femina 0,6% Max Mara 0,2%
Romantic 28,8% Valentino 0,6% Təkbir 0,2%
Mango 18,4% Emporium 0,6% Avantaj 0,2%
Koton 13,9% Zilli 0,6% United Sport 0,2%
LC Waikiki 13,6% Sisley 0,6% Oysho 0,2%
Lady Sharm 12,2% Defacto 0,5% Bebetto 0,2%
Bershka 11,6% Gap 0,5% Chicco 0,2%
Mustafa Tayat 10,8% Calvin Klein 0,5% Rebecco 0,2%
NewYorker 10,8% Dior 0,5% Marks & Spencer 0,2%
Osmanbey 9,5% Massimo Dutti 0,5% Vivian 0,2%
Çinici 8,8% H&M 0,5% Darkwin 0,2%
Ustop 7,8% Prada 0,5% Tom Klaim 0,2%
Karolina Valiant 6,9% Albatros 0,5% Ahu 0,2%
Rodi Mood 5,5% Guess 0,5% Lui Co 0,2%
Waggon 5,5% Damat 0,5% Karen Millen 0,2%
Dolce Gabbana 4,2% Philipp Plein 0,5% Max&Co. 0,2%
Armani 4,1% Etam 0,3% Selio 0,2%
Network/ Next 3,6% Boss 0,3% Cecil 0,2%
Gucci 3,0% Suvari 0,3% Viqano 0,2%
Colin`s 2,8% Karaca 0,3% Stradi Varius 0,2%
Emiland 2,7% Las Vegas 0,3% LOUIS VUITTON 0,2%
X-Lady 2,5% Fendy 0,3% Aldo 0,2%
Versage 2,5% Tom Ford 0,3% Roberto Cavalli 0,2%
Adidas 2,3% Mavi 0,3% Max Mara 0,2%
Chanel 2,2% Hatemoğlu 0,3% Özdilek 0,2%
Pierre Cardin 2,2% Brioni 0,3% Kenzo 0,2%
Nike 1,4% Jacadi 0,2% Kids World 0,2%
Pull and Bear 1,1% Ralph Lauren 0,2% Miss Bahar 0,2%
Mothercare 1,1% Sementa 0,2% Promod 0,2%
Polo 0,9% Givenchy 0,2% Ferrari 0,2%
U. C. OF BENETTON 0,9% Saksafona 0,2% Inspector 0,2%
Kiğılı 0,9% PaşaTürk 0,2% Greyder 0,2%
Lacoste 0,9% Garda 0,2% Jack and Jones 0,2%
LTB 0,9% Kiki Riki 0,2% Don’t remember (11,5%) /Sadarak Bine SC (6,5%) 18,0%
Base: 640

13. Most bought place of clothing for residents’ of the capital is Sadarak/Bina SC
It was ordinary shop
don't remember…
Lady Sharm
LC Waikiki
Ustop
NewYorker
Mango
Lachın SC
Koton
Romantic
Zara
Sadarak/ Bine SC
2,7%
4,4%
2,7%
3,2%
3,2%
3,7%
3,7%
3,9%
5,4%
6,9%
10,6%
14,8%
Over the last 3 month, where had you bought your latest
clothes? (%)
Yes;
63,4
No; 36,6
Had you bought clothes over the last 3 months? (%)
Base: 406
Bershka 2,2%
Mustafa Tayat 1,7%
Ucuzluq 1,2%
8 km topdan bazar 1,2%
Network/ Next 1,0%
Rodi Mood 1,0%
Çinici 0,7%
X-Lady 0,7%
Defacto 0,7%
Armani 0,7%
Colin`s 0,7%
Pierre Cardin 0,7%
Podium 0,7%
Metropark 0,7%
Osmanbey 0,5%
Etc.......
Base: 640
I’m dressmaker I make it myself/ from trader/ from
abroad/ from sewing factory/ my daughter buys it/
booking online
Others-35,5%
Brand Equity

14. Points calculation of Net Promoter Score (NPS - Net Promoter Score)
Base: 60
Points calculation of Net Promoter methodology, Repurchase as well as the referral (recommended )of the possibility which
provides for the based on a single question.
“When you describe this store to your friends/family In how many points would you rate you recommendation of this store ?
o 0-6 score = Detractors: Negative rumors that could damage our brand, customers are not satisfied
o 7-8 score= Passives: which can be attracted by competitors, satisfied, but careless clients
o 9-10 score = Promoters/Loyals: Will be continued to buy and direct the others, loyal customers.
 Indicator of NPS close to zero or lower (negative) which, has a strong flow among the other companies. The company only can
attract new customers through advertising campaigns. This means that the unsatisfied and non-loyal customers are more likely to
persuade their relatives not to buy the product, not only to buy.
 50 and above NPS indicator reports the impossibility of providing an advertising companies and increasing the database
recipients itself.
1,7 1,7
0
3,3
0
10
20
21,7
16,7
3,3
21,7
0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10
score
36,7% 38,3% 25%
22 23 15
Sadarak/Bina
SC
NPS : 11,7

15. NPS - Net Promoter Score
11,6% 32,6% 55,8%
ZARA
NPS : 44,2
0 0 0 2,3 0
9,3
0
11,6
20,9
9,3
46,5
0 score 1score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score
5 14 24
Base: 28
Base: 43
ROMANTİC
NPS : 3,6
0 0 0 0 0
7,1
17,9 17,9
28,6
10,7
17,9
0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score
25% 46,4% 28,6%
7 13 8

16. NPS - Net Promoter Score
36,4% 63,6%
KOTON
NPS : 63,6
Base: 13
Base: 22
LC Waikiki
NPS : 7,7
15,4% 61,5% 23,1%
0 0 0 0 0 0 0
13,6
22,7
36,4
27,3
0 score 1 score 2 score 3 score 4 score 5 score 6 score 7 score 8 score 9 score 10 score
8 14
0 0 0 0 0
7,7 7,7
23,1
38,5
7,7
15,4
0 score 1 score 2 score 3 score 4 score 5score 6 score 7 score 8 score 9 score 10 score
2 8 3

17. The NPS of KOTON brand is higher than 50 points (64)
11,6
25
0
15,4
36,7
20
6,7
32,6
46,4
36,4
61,5
38,3
46,7
40
55,8
28,6
63,6
23,1 25
33,3
53,3
Zara Romantic Koton LC Waikiki Sadarak/Bina New Yorker Mango
Detractors (0-6) Passives (7-8) Promoters (9-10)
ZARA ROMANTİC KOTON LC WAIKIKI SADARAK/BİNA NEW YORKER MANGO
44,2
3,6
63,6
7,7
11,7
13,3
46,6
ZARA ROMANTİC KOTON LC WAIKIKI SADARAK/BİNA NEW YORKER MANGO
NPS (Net Promoter Score)= Promoters /Loyal (%) – Detractors(%)

18. Yes; 13
No, 87
The loyalty to clothing brands is low
Can you say whether you have the tendency of purchasing the same clothing brand
every time ? So, do you prefer to buy the same brand’s clothes every time ? (%)
Base: 640
GENDER AGE
Male Female 18-30 31-65
61,2% 38,8% 44,7% 55,3%
Yes: 13,3% - Base: 85

19. Don't know
None
Others
Aqua Mineral
Qax
Erikli
Şahdağ
Jalə
Aqua Vita
Badamlı
Bonaqua
Sirab
Slavyanka
2,8
5,6
8,3
1,9
2,5
2,7
5,0
5,2
5,3
9,4
14,8
17,3
19,2
Şollar 1,3
Damla 1,3
Vita1000 ,9
Evian ,6
Mor Mor ,5
Pinar ,5
Aquşa ,5
Kəhriz ,3
Vata ,3
İpek su ,3
İvanovka ,2
Aysu ,2
Nestle Pure Life ,2
Mor Şinski ,2
Xan ,2
Saf ,2
El ,2
Mərcan ,2
Qızıl Quyu ,2
Sultan ,2
Uludağ ,2
Золотой колодец ,2
"Sirab" couldn’t become popular as the brand of still-water
Base: 640
How do you think, what is the most qualitative
still-water (mineral water) drinking brand? (%)
Others
Erikli
Aqua Mineral
Qax
Şahdağ
Jalə
Aqua Vita
Badamlı
Sirab
Slavyanka
Bonaqua
10,0
7,5
1,1
1,7
2,3
4,4
4,7
6,7
9,7
16,3
16,4
19,2
Which still-water drinking water brand (mineral)
do you prefer? (%)
Base: 640
Vita1000 ,9
Mor Mor ,8
Şollar ,8
Pinar ,6
Aquşa ,6
Damla ,5
Nestle Pure Life ,3
Qəbələ ,3
Evian ,3
Kəhriz ,3
İpek su ,3
İvanovka ,2
Aysu ,2
Xan ,2
Tutu ,2
Saf ,2
Vata ,2
El ,2
Gədəbəy ,2
Sultan ,2
Fiji ,2
Золотой колодец ,2None/ boiled//filter
water

20. Much better;
8
Fixed,
remained
unchanged;
24,5
Much worse;
68
Over the last 1 year number of people among the residents of the capital who
claiming that their financial status is worsened increased
Base: 640
Looking to a year ago, are your financial situation better or worse? (%)
Gender Age According to the employment
Male Female 18-30 31-65 Working
Not
working
Pensioner Student Housewife
Much better 8,2% 6,9% 12,2% 4,6% 11,4% 3,6% 9,1% 7,9% 6,3%
Fixed, remained
unchanged
24,8% 24,3% 28,9% 21,8% 25,4% 21,2% 18,2% 36,5% 21,9%
Much worse 67,1% 68,8% 58,9% 73,6% 63,2% 75,2% 72,7% 55,6% 71,9%
100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%
Employed respondents
gave relatively more
positive responses.

21. Don’t know
None
Others
Pilot
A military
Accounting
Master
Worker
Sales representative
Driver
Doctor
Teacher
0,5
1,6
22,4
1,7
1,9
2,2
2,3
2,7
3
3,4
14,5
16,1
29,2
“Teacher” is considered to be the most stressful profession
Base: 640
What is the most stressful profession in your opinion? (%)
Oilman 1,7
Lawyer 1,7
Bank employee (Loan Specialist) 1,3
Waiter 1,3
Entrepreneur 1,1
Security 1,1
The Economist (Economist) 0,6
Housemaid (Sweeper) 0,6
Business 0,5
Cashier 0,5
Anyone who has any
associations with computers 0,5
Workers of MES 0,5
Journalist 0,5
TV presenter 0,5
Employees of the state authority 0,5
The politician 0,3
Financial officer 0,3
Dressmaker 0,3
Operator (Call Center) 0,3
The chef 0,3
Police (Main Traffic
Police Department)

22. Don’t know/ None
Others
Pal Süd
Azərçay
Gilan Holding
Naz Lifan
SOCAR
Embawood
Emiland
Jalə
Bizim Tarla
Azərsun
25,8
30,0
2,3
2,7
2,8
3,0
3,3
4,1
5,5
6,4
6,7
7,5
“Azersun” is the most popular Azerbaijani brand
Base: 640
What is the most successful Azerbaijani brand In your opinion? (%)
Badamlı 2,0
Sirab 1,9
Gazelli 1,7
Azərcell 1,6
Sevimli Dad 1,6
Milla 1,6
Bakcell 1,1
Azərlight 1,1
Nar Mobile ,9
Unibank ,9
Ulduz ,9
Femina ,8
Səba Toyuq ,8
Bazar Store ,6
Azərsüd ,6
Palmali ,6

23. Everybody get local goods! Let the benefit stay to homeland! 
Base: 640
Yes; 86
No; 14
Would you participate in the campaign of using only local goods/ products for reviving the market, increasing
domestic production and reducing the imported(purchased)goods from abroad? (%)

24. Don't know,my wife/husband buys
We don't eat the cake
I order the cake from social networks
From the chains of markets
Others
Tatlı
Ləzzət
Z-Style
Fantaziya
Ləziz
Kardeşler
Bon appetit
Çudo peçka
Azza
Cooking ourselves
0,9%
0,6%
0,2%
3,1%
10,3%
1,1%
1,3%
1,3%
1,6%
2,0%
5,0%
5,2%
11,4%
15,8%
41,6%
Base: 640
From where do you order the cake for special occasions? (%)
Among the stores producing the cake, "Azza" is a market leader
BazarStore 0,8%
Araz Market 0,6%
Bizim market 0,6%
Favorit 0,3%
Grand market 0,3%
Ballı Market 0,2%
Xəzər Market 0,2%
Rahat Market 0,2%
From ordinary
markets
1,1%
Şirniyyat evi 1,1%
Oven 0,6%
King Smart 0,5%
Cam şirniyyat evi 0,5%
Viva 0,5%
Truffle 0,5%
Vinni Kulinariya 0,5%
Gürcüstan şirniyyatı 0,3%
Alov 0,3%
Güllüoğlu 0,3%
Şir-şirniyyat evi 0,3%
Az Cake 0,3%
Land Mark 0,2%
Nazlı 0,2%
Şərq şirniyyatı 0,2%
Vanilla 0,2%
Biskvit Fabriki 0,2%
Home order 0,2%
Akulin Kulinariya 0,2%
Avon 0,2%
Belissina 0,2%
E-Love 0,2%
Başkent 0,2%
Azur 0,2%
Hacıoğlu 0,2%
Azon 0,2%
Lemanca 0,2%
Usta Mübariz 0,2%
Kulinariya 0,2%
Klassika 0,2%
Kod Deazur 0,2%
Mado 0,2%
Final 0,2%
Fairmont Otel 0,2%
От Жанны 0,2%
Brand Equity

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