Bashkirova & Partners » Blog » Opinion Polls » What a Russian’s Income size is enough for buying consumer electronics products?

What a Russian’s Income size is enough for buying consumer electronics products?

How big should be an income level to allow an individual buying home appliance? This question is of great interest to retailers connected to home appliances sales. These are not just retail shop owners and sales staff, but also crediting agencies, marketing managers, advertising companies, publishers of specialized journals etc.

Bashkirova and partners has run a study the beginning 2014, to reveal the least income level, essential to enable a consumer purchasing home appliances.

The total majority of the capital residents (85%) said they were willing to purchase home appliance if only having the household total monthly income above 35 000 rubles. 5% would purchase home electronics if their income were in exceed of 25 000 rubles. And just 1% of respondents are ready to buy home appliances by lower household income.

It’s worth noting, more than two thirds of Muscovites enjoy their household income above 35 000 rubles. 10% of respondents have income of between 25 000 and 35 000, and 7% - between 15000 and 25000 rubles.

So, nearly all Moscow residents, except vulnerable social group members, would rather purchase home appliances.

The results of the survey in regions differ noticeably from those in the Russian capital. This can be explained with that the income level and services cost for Moscow is much higher. 37% of regional residents, as well as Moscow residents are willing to purchase consumer electronics having household income above 35 000 rubles. A third of respondents have answered they could afford such purchases with their household income of 25 000 – 35 000 rubles. Additionally 14% say they use to buy home appliance, having their income between 15 000 and 25 000 rubles.

In cities of regions 25% of residents have their household income above 35 000 rubles, 22% - between 25000 and 35000 rubles. The same percentage of interviewees has indicated the figures between 15 000 and 25 000 rubles. In total 18% of respondents have household income under 15 000 rubles, and turn out to be unable to buy home appliance.

 

In conclusion, we can say, considerable amount of the Russian population can afford buying consumer electronics. However when selecting a target and determining pricing policies one still should consider the  distinctions in terms of income level between the Russian capital and regions.

  

The study was conducted in February 2014 based on all-Russia representative random route sample in adults (18+) using face-to-face interview method in place of residence. Altogether 1500 respondents in 8 federal districts, 100 settlements have been interviewed. The sample error makes up 2,5%.





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