SEGMENTATION

Consumer value segments

Description 1/4: Introducing the ValueTypes

Based on our extensive values analysis we have identified 7 globally relevant Value Types

are people who place a high importance on attaining and exhibiting social status. In this pursuit they
may put their own interests ahead of others. They focus on money as a way to show they have succeeded, as well
as a way to buy things that also express achievement.

try to always give their best effort while being modest and self-effacing. They are not looking for
a lot of money, just enough to pay the bills. They are careful with the money they have. They want to keep their life
as simple and uncluttered as possible. They are happy with their culture and do not want it to be complicated by
outside influences.

• want to save the world, not because they are idealists but because they feel it is sensible
to do so. They view the world as a large and diverse place where differences should be respected in order to
maintain order. They value being open-minded and tolerant and affording equal opportunity to all.

• believe that their inherited way of life is the best and does not need to change. They want their
life to be governed by their religious beliefs and cultural traditions. In such a world, people follow prescribed rules
and norms for most things, including how men and women should behave.
Description 2/4: Introducing the ValueTypes (continuation)

need instant gratification. They are constantly searching for new stimulating experiences.
They seek adventure and risk to feel that they are alive. They need to feel young, each day being a new
adventure. Most of all they want to have a good time and indulge their desires, preferably with close
friends.

• are all about being true to themselves. They value freedom of action and thought
so they can choose their own goals and achieve them. They are curious about the world and what it has to
offer, and think it is important to respect ethnic, religious and racial differences.

put a high importance on maintaining long-term commitment to friends and family, and
the home is the focal point for them. It is important to them to have close supportive friends as well as
making an effort themselves to help others. In building these relationships, they find it important to be
sincere and to have integrity.
 Description 4/4: Values Space showing the seven ValueTypes

Freedom
Stable relationships
Self reliance
PLEASURE Authenticity PEOPLE
Friendship
Enjoying life Protecting the family
Helpfulness
Having fun Open mindedness Social tolerance
Being youthful Learning
Excitement
Equality

Knowledge Working hard

Simplicity

Thrift
Social responsibility Modesty
Ambition Respecting ancestors
Looking good
Tradition

Status Faith
Wealth Cultural purity
POWER Self interest Traditional gender roles TRADITION
Power
Description 3/4: Key values of consumers segments

Achievers Traditionalists Survivors Nurturers

Wealth Tradition Thrift Stable relationships
Status Traditional gender roles Modesty Helpfulness
Power Respecting ancestors Working hard Protecting family
Ambition Faith Simplicity Friendship
Self-interest Cultural purity
Looking good

Social responsibility
Social tolerance
Excitement Equality
Being youthful Open-mindedness Freedom
Having fun Learning Self-reliance
Enjoying life Knowledge Authenticity

Hedonists Social-rationals Self-directeds

Values overlap between segments Core value for the segment
Secondary value for the segment

Achievers Hedonists Traditionalists Nurturers Survivors Soc.rationalists Selfdirecteds

Wealth Wealth
Power Power
Self-interest Self-interest
Ambition Ambition
Status Status
Being youthful Being youthful
Enjoying life Enjoying life
Excitement Excitement
Having fun Having fun
Looking good Looking good
Tradition Tradition
Cultural purity Cultural purity
Traditional gender roles Traditional gender roles
Faith Faith
Respecting ancestors Respecting ancestors
Helpfulness Helpfulness
Protecting the family Protecting the family
Stable personal relationships Stable personal relationships
Friendship Friendship
Working hard Working hard
Simplicity Simplicity
Modesty Modesty
Thrift Thrift
Learning Learning
Social responsibility Social responsibility
Social tolerance Social tolerance
Open-mindedness Open-mindedness
Knowledge Knowledge
Equality Equality
Freedom Freedom
Self-reliance Self-reliance
 Consumer value segments structure
Achievers is the largest segment among smokers. Hedonists and Traditionalists come second

2017 Y 2016 Y
2017 2016
[N=1322] [N=1324]

38 28
Achievers
20 10
Hedonists
17 19
Traditionalists
10 8
Nurturers
8 9
Survivors
5 21
Socialrationalists
3 5
Selfdirecteds

Arrows show statistically significant differences in the data compared to the previous period (a significance level is 95%). Green color means the figure is higher vs previous period while red – lower
Segments demography
Segments demographics
Lower than average Average Higher than average
SOCIAL RATIONALISTS
ACHIEVERS HEDONISTS TRADITIONALISTS NURTURERS SURVIVORS SELF-DIRECTEDS

87% 13% 83% 17% 88% 12% 88% 12% 80% 10% 85% 15% 83% 17%

Average age Average age Average age Average age Average age Average age Average age
38 y.o. 37 y.o. 44 y.o. 45 y.o. 42 y.o. 42 y.o. 46 y.o.

18-34 = 47% 18-34 = 51% 45+ = 52% 35+ = 69% 35+ = 68% 35+ = 60% 45+ = 61%

— — GYUMRI — — YEREVAN —

Secondary Primary professional Secondary

Secondary — — —
professional Higher professional Higher professional

— — White collar workers — — — —

Higher income Higher income Average income Lower income Average income Lower income Average income
 Value segment profile 1/2
SOCIAL SELF-
ACHIEVERS HEDONISTS TRADITIONALISTS NURTURERS SURVIVORS RATIONALISTS DIRECTEDS

TOTAL

2016 89 88 86 91 93 93 88 90
Male
2017 86 87 83 88 88 80 85 83

2016 11 12 14 9 7 7 12 10
Female
2017 14 13 17 12 12 20 15 17

2016 4 4 11 2 4 0 2 3
LA(MIN 18)-19
2017 3 4 5 1 1 1 2

2016 12 14 22 7 12 11 9 13
20 - 24
2017 13 16 17 7 6 16 12 4

2016 25 32 20 25 23 22 19 24
25 - 34
2017 25 27 29 20 24 15 27 24

2016 19 22 17 19 20 18 19 14
35 - 44
2017 19 21 15 20 17 21 15 11

2016 18 13 13 22 15 22 20 22
45 - 54
2017 18 16 16 20 17 22 15 33

2016 23 15 17 25 26 27 30 25
55 - 64
2017 23 16 18 32 35 26 30 28

Significant difference at a 90% 2017 vs. to 2016. Green color means the figure is higher, red – lower Significant difference at 90% level vs. to the total.
 Value segment profile 2/2
SOCIAL SELF-
ACHIEVERS HEDONISTS TRADITIONALISTS NURTURERS SURVIVORS RATIONALISTS DIRECTEDS

TOTAL

2016 80 80 74 76 72 76 88 87
Yerevan
2017 84 85 85 77 84 86 93 89

2016 12 14 14 16 8 12 4 7
Gyumri
2017 10 8 10 18 9 6 3 2

2016 9 7 12 8 20 11 8 6
Vanadzor
2017 6 7 5 4 7 8 3 9

2016 34 29 39 35 35 47 31 40
Secondary
2017 37 40 32 41 39 39 20 28

2016 22 24 15 23 25 26 22 17
Secondary
professional 2017 16 12 20 17 17 17 18 20

Higher 2016 33 34 36 32 32 18 37 31

professional
2017 36 34 41 29 39 38 53 39

Significant difference at a 90% level 2017 vs. to 2016. Green color means the figure is higher, red – lower Significant difference at a 90% level vs. to the total.
 Value segment profile 2/2
SOCIAL SELF-
ACHIEVERS HEDONISTS TRADITIONALISTS NURTURERS SURVIVORS RATIONALISTS DIRECTEDS

TOTAL
2016 29 33 40 20 25 13 33 43
Executives/
Professionals 2017 26 26 26 29 26 25 26 21

2016 51 51 45 61 57 56 43 40
White collar
workers 2017 46 44 52 37 53 49 56 47

2016 20 16 15 19 17 31 24 18
Blue collar workers
2017 28 30 22 34 22 25 19 32

2016 11 9 10 10 12 16 9 18

2017 12 11 11 10 13 13 15 20

2016 21 19 19 26 27 28 16 19

2017 14 12 13 19 17 15 15 15

2016 33 35 31 32 38 31 35 26

2017 33 36 30 36 26 34 27 33

2016 28 28 30 25 19 22 34 25

2017 30 30 29 29 31 29 35 28

2016 4 4 7 3 2 1 4 3

2017 7 7 11 4 8 8 2 4

Significant difference at a 90% level 2017 vs. to 2016. Green color means the figure is higher, red – lower Significant difference at a 90% level vs. to the total.