BWW Consumer Engagement, Part 2

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Families Demographics: Mexico

The average age of heads of families in Mexico is 49.3%. The age group with the highest number of people is between the ages of 30 to 49 years old, with 33,207,499 people. There are various racial groups in Mexico, with Mestizos accounting for 62%, while indigenous people make up 21.5% of the total population. The average income per trimester per home in Mexico is 46,521 pesos.



A majority of homes in Mexico (88.6%) constitute families. In 2016, 89.4% of all homes were family homes in Mexico. The average number of people in these households is 3.6.

The state with the highest percentage of households is Tiaxcala at 92.8%. States with the lowest percentage of households include Quintana Roo and Mexico City at 80.2% and 83.4% respectively.

Most of these are nuclear families which include the parents and their children, these account for 63.6% of all Mexican families. On the other hand, extended families which include a nuclear family and other additional family members account for 22.9% of all Mexican families. Finally, compound families which included extended or nuclear families with additional non-family members account for 2.2% of all Mexican families.


The average age of heads of families in Mexico is 49.3 years.


Below is a breakdown of the gender of family members in Mexico:

28.5% of homes have women as the leaders of their families. The areas with the highest female family leaders include Mexico City and Sonora at 37.8% and 37%, respectively. The location with the least female family leaders is Zacatecas at 20.8%.


The level of education varies depending on the location within the country. Oaxaca lags in terms of education and the percentage of family members over 15 in this condition include 49.7%. Mexico City is the least lagging in terms of the level of education for family members over 15 at 20.3%.


The average number of family members who are over 15 years old and economically active is 1.74. The average number of family members receiving an income is 2.45. Out of the total income in these households, 64.3% comes from income from jobs while 15.6% comes from transfers such as incomes from other countries, scholarships, donations, and pensions.

The Gini Index for income distribution is 0.448 and the average income per trimester per home is 46.521 pesos.


In 2017, there were 2.24 children born per woman. As of 2016, the fertility rate in Mexico was 2.18.


Below is a breakdown of the racial composition of Mexico:
  • Mestizos (Amerindian, European and African Heritage): 62%

Based on a study, ‘light skin’ people in Mexico belong to the 70th percentile for wealth, and people with darker skin belong in the bottom 50%.


Pet Ownership

According to "El Censo Canino 2019" (The Dog Census 2019), between 50 to 57 for every 100 homes in Mexico own a pet. According to INEGI, pet owners in Mexico have 89% preference for a dog.

Home Ownership

According to a study from "Coneval" (Consejo Nacional de Evaluación de la Política de Desarrollo Social or National Council of Social Development Politics Evaluation), 67.9% of homes are owned, while 15.9% are rented and 14.1% are borrowed, in Mexico. Approximately 73.6 million Mexicans, are excluded from the formal market of housing, as they do not receive more than five minimum wages as salaries.
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Families Demographics: Philippines

The statistics presented in this research report, provide demographic details about the Philippines households with focus on the following stats — household statistics, population distribution, age distribution, religious affiliations, marriage, housing, utilities, amenities, health, literacy, education, employment, income & expenses, and urbanization rates.


To compile this research, we referenced credible sources that highlight the demographics of a typical family living in Philippines. We cited reports from the United States Agency for International Development (USAID), the Philippine Statistics Authority (PSA), the Philippine Statistical Yearbook 2018, and IndexMundi.

Households Statastics

As of 2017, a Filipino household comprise average of 4.2 people, of which 21% households are headed by women. The total household population of Philippines in 2019 is projected to reach 108,274,300 with 54,617,400 male and 53,656,900 female population. Philippines also has about 7,534,306 senior population that comprise about 7.5% of the total households. As of 2018, there are over 22,730,000 Filipino families residing in the country.

Population Distribution

About a third of Philippine population is below the age of 15 years. The average population growth rate from 2010 to 2015 was 1.7% annually. The region of Luzon comprise eight regions forms about 56.9% of the country’s total population, followed by Mindanao (23.9%), and Visayans (19.2%).

Philippines has 18 administrative regions and Region IV-A has the biggest population size of 14.41 million or about 14.3% of the country’s total population. The least populated region in Philippines is the Cordillera Administrative Region (CAR) with a population of 1.72 million.

Age Distribution

As per the most recent census records, Philippines has a total population of 100.98 million. Of the total population about 50.6% are male while 49.4% are female. The sex ratio for the country is 102 males for every 100 females. The median age of the total population is 24.3 years. The median age was highest for the NCR at 26.2 years and lowest for ARMM at 18.3 years.
A total of 63.4% belong to the working-age population (15 to 64 years), while the children below 15 years comprise 31.8% or the population, and senior citizens account for 4.7%. The dependency ratio of the Philippines in 2015 was 58 dependents for every 100 persons in the working age group. Of the 58 dependents, 50 were young dependents while 8 were old dependents.


In Philippines about 79.5% or 80,304,061 people consider Roman Catholic as their religious affiliation. The next largest religious affiliation in the country is for Islam at 6%. It is followed by those who were affiliated with the Iglesia ni Cristo at 2.6%.


According to PSA about 43.9% of the population is single and 40.9% are married. The rest of the total population can be classified as follows — live-in marital arrangement (9.1%), widowed (4.5%), divorced/separated (1.5%), and had unknown marital status (less than 0.1%).


The total number of households occupied housing units in 2017 stood at 22,969,666. It is found that over 55% or 12,693,830 were owned units, 21.41% or 4,918,665 were rent-free (not owned) units, and about 12% or 2,770,276 were rented household units. The average occupied housing ratio in Philippines is 102 households for every 100 occupied housing, while the regions with the highest number of occupied housing units include NCR with 2.97 million units, Region IV-A with 3.3 million units, and Region III with 2.51 million units. The break up of occupied housing by type is as follows — single house 80.7%, multi-unit house 11.9%, duplex 7.1%, and others at 0.2%.


In Philippines, about 88.5% of households use electricity, while 8.4% use kerosene lamps, and 2.31% use some kind of solar energy source for lightning their homes. As of 2017, about 93% of Filipino households have access to electricity with the divide between urban and rural households as 96% vs. 90%.

The USAID report states that majority (95%) of households use an improved source for drinking water. The improved source of water can be further broken down into bottled water or refilling station (44%) and piped water (24%). It was also found that 90% of urban households and 71% of rural households have some kind of water facility available on their premises. Also, majority of the households (79%) report to not drink treated water.

Every three out of four Philippine households have an improved toilet facility, and about 64% households feature a flushing facility (67% urban vs. 62% rural). It is also found that about 25% households use an unimproved sanitation, of which 17% use a shared facility, 3% use an unimproved facility, and 5% households do not have any kind of toilet facility.


Currently, about 89% of households feature a mobile phone, 77% a television, 51% a radio, and 22% a computer. In terms of transportation utilities about 36% households own a motorcycle, 19% own a bicycle, and 10% own a four wheeler.


As of 2017, over 30% of the households featured some form of health insurance coverage. Moreover, about 66% of the insured population was primary covered by the PhilHealth program. The total number of government medical practitioners in Philippines include 3,177 doctors, 1,953 dentists, 6,009 nurses, and 17,200 midwives.

The leading causes of morbidity for Filipino population include high rate of acute respiratory infection at 2,970.1, hypertension at 854.5, ALTRI & pneumonia at 758, urinary infection at 278.3, and influenza at 208.3 per 100,000 population.

Literacy and Education

The Philippines posted a literacy rate of 98.3% among the 78,918,842 household population aged 10 years and over. Literacy rate is slightly higher among females (98.4%) than among males (98.2%).

There are a total of 50,483 elementary education institutes and 14,217 secondary institutes in Philippines. The net enrollment rate for elementary schools in Philippines is 91.05% (male 90.20% vs. female 91.96%).

In the total population of 5 years and over, about 33.5% have attended or completed elementary education, 36.4% have reached or finished high school, 10.5% are college undergraduate, and 11.1% are baccalaureate/college graduate.


Philippines feature a total labor force of 44,362,000 people, of which 40,998 are employed and 3,364 are unemployed. The unemployment rate of Philippines is high at 18.3% with maximum unemployment in Region V (30.2%), Region VIII (29.9%), and Region X (27.9%), whereas the NCR feature an unemployment rate of 8.7%.

The major occupations in which workers are engaged include elementary occupations at 22.2%, skilled agricultural, forestry, and fishery occupations at 16.6%, and sales-service occupations at 15.9%.

Income and Expenditure

As of 2018, there are over 22.73 million families living in Philippines. The average household income in Philippines is about 267,000 pesos ($5,118). The break down of household by income levels is as follows — Under 40,000 pesos (1.56%), 40,000 to 59,999 pesos (3.96%), 60,000 to 99,999 pesos (14.37%), 100,000 to 249,999 pesos (45.39%), and 250,000+ pesos (34.70%).

The total housing expenditure for Philippines amount to 4,882,860 million pesos ($93.60 billion) in 2017. The distribution of average family expenditure by Philippines is 41.9% for food, 7.9% for water, electricity, gas, and other fuels, 6.2% for transportation, and 12.2% for rental payments.


Philippines has an urbanization level of 51.2% or about 51.73 million people reside in barangays classified as urban. As of 2015, there were 7,437 barangays classified as urban and 34,599 as rural in the country. The level of urbanization in 2010 was only 45.3%. It was found that the NCR was classified as entirely an urban region, whereas other leading centers with higher level of urbanization include Region IV-A (66.4%), Region XI (63.5%), Region III (61.6%), and Region XII (51.6%).
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Families Demographics: Vietnam

A typical family in Vietnam is composed of an average of 3.8 individuals, with 58% having children under the age of 15. Literacy, employment, and education levels are high, but Vietnam still belongs to the lower middle-income category, but has a high potential for growth and progress, with 39% belonging to a young (0-24) high-potential demographic.

Vietnamese Family Demographics

The average household size in Vietnam is composed of 3.8 individuals, with 58% of the households having children under the age 15, and 11% of households have elderlies aged 60 and above. Moreover, in 2019, it was reported that 49.50% of the 97,421,061 Vietnamese population is male, and 50.50% are female. About 23.27% of the population are between 0-14 years of age (male 11,876,141 /female 10,704,895), and 15.81% of the population are between 15.24 years of age (male 7,967,981 /female 7,371,016). It was also reported that 27% of the households have females as the head of the family. When it comes to the level of education it was reported that in 2015, 94.5% of those aged 15 and above are literate (male: 96.3 %, female 92.8%). In addition to this, in 2016, it was recorded that 536,712 finished tertiary education.

Among the 97 million Vietnamese people about 54 million are employed. The country’s unemployment rate is at 2.17%. Additionally, the population of Vietnam is highly concentrated in areas near the South China Sea and the Gulf of Tonkin, with Mekong Delta and the Red River Valley having the highest population density. The largest urban center is considered to be Ho Chi Minh city with a population of about 8.145 million people. Furthermore, according to a mid-term survey of 2014, the home ownership ratio in the country was estimated to be at 90.8%.

The average monthly income per person in a family is 5622 Vietnamese Dong. The minimum monthly income per person is 4,180 Vietnamese Dong. It is possible that a typical nuclear family in Vietnam earns an income between 8,360 and 11,244 Vietnamese Dong. Moreover, the World Bank classifies the monthly income per person of Vietnam to be in the lower middle-income class.

The government of Vietnam recognizes 54 different ethnic groups in Vietnam. In 2009, it was established that 85.7% are Kinh (Viet), 1.9% are Tay, 1.8% are Thai, 1.5% are Muong, 1.5% are Khmer, 1.2% are Mong, 1.1% are Nung, 1% are Hoa, and 4.3% are part of other ethnic groups.

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Families Demographics: Saudi Arabia

Research indicates that in Saudi Arabia, Arabs make up 90% of the population while Afro-Asians account for 10% of this value. Typically, a family in this country consists of a man who is aged 25.3-64 years, and a woman aged 20.4-64 years, who have four children together. Such a family earns an average of SR14,823 and is likely to be concentrated in the Makkah, Qassim and Riyadh regions.


There was no precompiled report available publicly on the demographic profile of families in Saudi Arabia; however, we carried out an exhaustive search in order to identify important data points needed to generate the required demographics. This was done by exploring credible news sites such as Al Arabiya and Arab News, as well as scholarly articles and Arabian government surveys.
Our research team also scoured country statistics platforms like IndexMundi, and credible magazines and journals. Relevant and recent information obtained from sources searched were then compiled to provide an overview of the typical family in Saudi Arabia. Please read further for details on our findings.


About 72% of the Saudi Arabian population ranges between 15-64 years old, while only 3.2% are older than 65 years. This implies that Saudi parents are typically aged 20.4–64 years. The male to female gender ratio in Saudi Arabia is 104/100. This indicates a balanced gender distribution.
According to an Al-Eqtisadiah newspaper report, 35.9% of households in Saudi Arabia are foreign, while 64.1% of the households are occupied by Saudis; this implies that Saudi families are mostly indigenous. The Arabs make up 90% of the Saudi Arabia population while Afro-Asians account for 10% of the population. In Saudi Arabia, men prefer getting married at the age of 25.3 years, while women prefer to get married at 20.4 years old. In addition, 46 out of every 100 Saudi women marry before the age of 20 years.


According to a GaStat (General Authority for Statistics) survey, the average monthly income of a Saudi family is SR14,823. Saudi women are typically legal dependents, regardless of age, education level or marital status. They require the consent of a male guardian before employment is granted. This implies that Saudi families typically have working fathers or sons, with few or no employed wives and daughters. The most populated area in Saudi Arabia is the Makkah region, followed by Qassim and Riyadh.
Also, the Jazan region is the least populated region for foreign families, followed by Al-Baha, implying that these regions are the most populated areas for indigenous Saudi Arabian households. 47% of Saudi families own their homes.


The average number of people per household dwelling is about 5.9 (approximately 6). This implies that besides the father and mother, there are four children per family. Primary and high school education is free and open to everybody in Saudi Arabia. It is mandatory for children to enroll for 6 years at primary school at age 6. UNESCO data suggests that 99% of boys are enrolled while girls account for 96.3% of this enrollment. 91% of Saudi children are enrolled in secondary schools. 70% of Saudi students prefer to study humanities and social sciences at the tertiary level.
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Families Demographics: India

The typical Indian family today has 4.8 people according to the UN. India previously was well-known for having joint families, however, this trend has been on a decline in recent years due to lower fertility rates and urbanization. 42% of households have an average of 4 to 5 family members and 63% of households have children under the age of 15.

Age, gender, AND RACE

Previous Indian families were joint with three to four generations living in one household. However, in recent times, the number of people per household has decreased with the increase in urbanization. Other researchers attribute the change in numbers to the lower fertility rates in the country in general.

Families in India are still patrilineal with the head of the household being the husband. In the event of his death, his oldest son would take the position as the head of the household. Women are generally considered subordinate to men and they are under more pressure to get married. Less than 5% of women in India are unmarried by the age of 30, with the mean age of marriage for Indian women being 19. Most marriages in India are arranged by parents and the larger extended families to avoid bringing shame into a family.

In this patrilineal system, male children are more desired than female children. There is, therefore, a larger population of men in the country as compared to women. Statistically, India has 35,685,539 more men than women in the population. 48.53% of the population is female and 51.47% of the population is male.

It is not uncommon for children in their 20s to still be living at home in Indian families due to their strong sense of family. In joint families, adult children have the responsibility of taking care of the children and the elderly. They are also responsible for maintaining strong social relations with other families that will be beneficial to their family.

In India, 63% of households have children under the age of 15 years. 2.2 children in a household are under the age of 15 years and 89% of Indian families have two parents present in the home.


The unemployment rate in India is the highest it has ever been in 2019. Unemployment stands at 6.1% with 18.7% of urban males between the ages of 15 and 29 being unemployed and 27.2% of women in the same age group being unemployed.

India has a strong middle-class population, with over 600 million people being part of the middle class. However, the majority are part of the lower middle class. The middle class is a status marker that was previously reserved for those higher up in the caste system. Being part of the middle class was aspirational for many Indian families. The study found that most Indian families living in the cities referred to themselves as middle class, while 70% of Indians live in rural areas. 45% of respondents identify themselves as middle class despite being low-income earners.

The literacy rate according to the last Indian census was 76%, which is a high figure. The country has a fast-growing tertiary education system, however, the country has a large number of unemployed graduates. Men have a higher literacy rate as compared to women at 82.14% as compared to women's 65.46%.

Majority of Indian families are found in the rural areas where a majority of families live traditionally, with the men in the family taking up roles such as farming, plowing and other agricultural related duties, women would stay at home and care for their families. Women work up to 56 hours in a week, while men work up to 84 hours a week.

As of 2018, only 28% of city dwellers in India, lived in rental housing. India has a homeownership rate of 86.6%, one of the highest globally.

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Family Psychographics: Mexico

Our team combed through various articles, journals, and reports to provide the psychographic profile of a typical Mexican family. The areas addressed include values, habits, interests, hobbies, and spending habits. To put it briefly, a Mexican household values family unity, and this is seen as strength.


Mexicans value unity, and it is not uncommon to have close-knit families (grandparents, parents, uncles, aunts, and cousins) leaving together.
Important decisions in the family are taken upon consulting all the members of the family.
Mexicans give more weight on uplifting the status of each family member rather than just focusing on their own financial development.
Religious values are important for Mexican families and various holidays such as Easter, Christmas, and more help bind the family together.
Children are brought up in God's ways and godparents are recognized throughout the journey of their godchild.

Spending Habits

Data from OECD indicate that Mexican households spend more on food and beverages (23%), transport (18%), Housing and utilities (17%), and miscellaneous (10%) more than Health (3%) and Education (1%).
According to the National Survey of Household Income and Expenditure, a typical Mexican household in the lowest income strata spend about 50.7 percent of their income on food, beverages, and tobacco, compared to 41.7% and 22.5% for stratum 5 and 10 households.
However, a typical Mexican household in the highest income strata allots about 20.6 percent of their income on education and entertainment, compared to 5.6% for stratum 1 households.

Interests and Hobbies

A typical Mexican family will celebrate certain holidays together. Most of these are associated with some Christian religious days; pre-Lenten Carnaval, Easter, and the Christmas holidays, as well as the festivals for patron saints. Other holidays include the Day of the Dead (Día de Los Muertos), during which a family will raise small altars in the house and eat skull-shaped candies and sweetbreads to celebrate the spirits of departed loved ones.
According to Mintel, Mexican families leisure activities inside the home include consuming content - both offline and online, with multiple devices with internet access. Their most common outside home activities gravitate towards dining out and shopping for fun.


Most Mexican families will gather for a large midday meal at 2 followed by a siesta.
Also, lunch is the biggest meal in the Mexican family; "it’s a leisure time to talk with friends and family."
Mexican households’ popular dishes are tortillas, enchiladas, cornmeal tamales, burritos, soft-shell tacos, tortas, stuffed chili peppers, and quesadillas.
During the Day of the Dead and Christmas Holidays, Mexican families will most likely have atole (or atol) as the main drink.

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Family Psychographics: Philippines

A typical family in the Philippines consists of the nuclear family, the extended family members like cousins, aunties, uncles, and grandparents, and honorary relations like godparents, and close family friends. Children have several godparents. In the Philippines, people get their strength and stability from families. Filipinos are known to be very religious people, and they also love to party. They love food especially buffets. Singing, art, and architecture are also part of their hobbies. Filipinos take pride in families and are very respectful.


Filipinos are always respectful and this is evident in their pagmamano culture, where they show respect to their elders by putting the back of their elders' hand on their forehead. To avoid confrontation Filipinos always find it difficult to say 'no' and as such their 'yes' may merely mean 'perhaps.' Whenever guests are invited for dinner, they usually arrive late by 15 to 30 minutes. The host is always complemented by her guests who don't refer to her as a hostess since this word has a different meaning in the Philippines. Meals are often served in buffets where it is self-service.

Filipinos have a giving culture. For instance, when one honors a dinner invite, he or she is accustomed to carrying flowers except for chrysanthemums and white lilies. They can also carry sweets to the host. After the guests have left the house, they usually send a handwritten thank you note to the host, and this is known to be a sign of prestige. Also, wrapping of gifts is done with elegance and there no restrictions to the color of wrapping paper. When presents are received, they don't open them immediately.
In dressing, Filipinos take a keen interest in their appearance since people are judged by how they look. Being religious, a typical Filipino family goes to church every Sunday, and they have also adorned their homes with brazen images of crosses and other religious paraphernalia. Filipinos freely help one another with no conditions.

When it comes to employment, family members are favored. It is also common for members of the same family to work for the same company. In many collective bargaining agreements, it is often stated that preferential hiring will be given to family members. They normally do business with people more than companies. Negotiations may be relatively slow as most processes take a long time because family consensus is necessary. Feelings instead of facts usually control the decision-making process. This then explains why it is important for one to have a broad network of personal relationships.


Many Filipino families love to shop together as this is one of the ways they get to bond. Filipinos love to hold celebrations and fiestas. Bacolod has its MassKara Festival, Davao has its Kadayawan Festival, and Marinduque has its Moriones Festival. Filipinos have the longest Christmas celebrations last until around the first or second week of January. Eating is their hobby with preference to buffets. Singing is also part of their interest as they normally spend some quality time with their families or friends singing or belting out new and old songs. They also have a strong love and passion for art and architecture.


In the Philippines, shopping is an enjoyable activity that has become part of their daily routine. Families enjoy buying their favorite products and services in big malls which they consider as a “One-stop shop.” When purchasing a product, they usually scrutinize them to ensure that they have no defects before purchasing them. In Filipino culture, it is shameful when one spends more than they can afford. The family also influences one's buying behavior. The buying decision is dependent on one's budget.


Filipinos esteem their values, and they believe that when they fail to adhere to them, then shame will come upon them."' Hiya' means shame, and it is the motivating factor behind good behavior. They value their traditions and culture, and they usually set aside a specific day for celebrations like festivals, birthday parties, reunions where they cook and share.

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Family Psychographics: Vietnam

Vietnamese families have strong moral values, enjoy spending leisure time together, and participate in many traditional ceremonies. Divorce rates are low in Vietnam because most women tolerate being mistreated by their husband, to be at peace with them and their children.


The family values, habits, hobbies & interests, as well as the spending habits of Vietnamese families, are outlined below:


In Vietnam, the people are always taught to put family first and strive to maintain peace and harmony among its members. The family structure usually consists of extended family members all gathered together under the same roof, so it is not uncommon to see members of different generations, e.g., uncles, aunts, grandparents, etc., living together. The oldest male figure is the head of the house, and he makes the final decisions on economic and social issues, while the women are in charge of house chores and taking care of the children. While they generally avoid disputes among themselves, if ones should arise, the head of the house acts as the judge.
The rate of divorce in Vietnam is low, as the women believe that they should tolerate unfair treatment from the men to keep peace with them and their children. Unlike Western societies, in Vietnamese culture, absolute respect is given to the eldest, and the younger ones are required to follow instructions from their elders without complaining. For any child that is dependent on someone elderly for financial support, obedience is paramount to continue receiving such support. Also, before and after any conversation, the young use honorary titles when addressing their elders. Rather than move out of the house at age 18, the younger ones in Vietnamese homes remain until they are ready to get married, or beyond. For them, staying together shows loyalty to family.


The Vietnamese New Year, known as Tet Holiday is the most important public holiday/festival in the country, as it is an opportunity for family members to reunite, visit relatives, and give best wishes to each other. Families in Vietnam also partake in the Kitchen Gods Farewell Ceremony, in which they clean up their kitchen and purchase goldfish, fruits, and paper clothes to offer the Gods. They use the five-fruit tray, placed in the family alter to pray for a prosperous new year (Tet). Members of the family place as many as five fruits on the tray to symbolize abundance. On the last day of each year, Vietnamese families visit the graves of their ancestors to invite their dead forefathers home to celebrate with them.


Families in Vietnam spend their leisure time watching movies or engaging in outdoor activities, famous among which are playing badminton, football, and swimming. As maintaining family ties is very important to them, the families enjoy going for picnics in rural areas, having meals together at home or in a restaurant, or simply driving around. Another popular activity involves visiting relatives who live far away. The children in Vietnam go through similar processes as the rest of the world and share similar interests. They occupy themselves with video games, cartoons, books, and pop music.


The positive turn in living standards has led to increased consumerism in Vietnam, and its market is projected to grow by 5% to 6% in 2018. Like other countries of the world, media campaigns in Vietnam play an essential role in sales, with an impact of about 4.5%. In 2018, families in Vietnam spent mainly in the health and beauty industry, followed by food, household care, and personal care products. Generation Z family members are known to consume the most and are expected to change the consumer market since they have immense spending power. They also constitute 25% of the labor force, i.e., 15 million people. Spending habits are quite different for Generation Z because they are thought to have evolved due to economic growth and the rise of technology and the Internet. Hence, they were exposed to Western and international ideas at a younger age compared to previous generations. Generally, they buy whatever they find online.

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Family Psychographics: Saudi Arabia

The psychographic profile of a typical family in Saudi Arabia revolves around being conservative, traditionalism, and family solidarity. Some hobbies include attending festivals and events. The food and beverage category accounted for 17.9% of the total household expenses.


We started our research by looking for directly available comprehensive reports on the psychographic profile of a typical Saudi Arabian family. We hoped to find directly available information that details the psychographic profile of families in the country around their habits, hobbies, interests, spending behaviors, and values. We first checked if there were any consolidated psychographic reports that were available in marketing sites such as Digital Agency Network, Strategy Online, Ad Weekly, Adage, and others; food and dining sites such as Saudi Arabia Destination Magazine, Lovin Saudi, Food by Country, and other similar sites; travel and tourism industry sites like Life in Saudi Arabia, Destination Jeddah, and other similar sources. Based on this search, we were not able to find any all-encompassing or partial psychographic reports on Saudi Arabian families. What we found were general statistics and data around the overall lifestyle of families in Saudi Arabia.
We then tried to look for specific psychographic data points of the families in the country such as their interests, habits, spending habits, hobbies, and values. We hoped to find this information as we looked through the food and travel industry sites mentioned above and in other sources such as survey and research sites like as Santander Trade, Nielsen, Pew Research, Gartner, Access Development, Researchgate, Facebook Insights, Recommend, and others; business publications such as Biz Journal, Forbes, Business Insider, Quartz, and others; government or community sites such as the Saudi Commission for Tourism, Saudi Tourism, and others; media outlets such as the Eye of Riyadh, Arab News, and other relevant sources. We hoped to find some information on the specified persona’s eating-related habits, spending habits, values, and hobbies. Based on this approach, we were able to find a limited number of information on the values and habits of families in the country.
We also checked reports made by consulting sites such as Deloitte, PWC, and others in order to determine if they have issued client-commissioned findings on similar psychographic personas. Based on our search through their websites, we were not able to find a report that described a similar persona. What we found were general statistics on Saudi Arabian families in general.
We also tried another search approach by looking for any related psychographic profiles of Saudi Arabian residents that were released by advertising and marketing agencies such as Hive Studio, Focus, Doers Advertising, Origin, and other similar agency sites. Based on the search we made on their official websites and other related press release sources, we did not find specific psychographic data points on the individual Saudi Arabian residents that we can use to infer the behaviors of whole families. What we found are general statistics about Saudi Arabian consumers.
Given the lack of full psychographic reports that covered all the specified attributes around the interests, habits, spending habits, hobbies, and values of Saudi Arabian families, we attempted to expand and triangulate a psychographic profile based on the data on families in the Middle East in general. We then combined all the snippets of relevant data that we found from the strategies mentioned. We hypothesized that by combining the information found, we could cover the specified persona of Saudi Arabian families. We have also included some slightly outdated data points that were still relevant given the nature of this type of information. The following section contains the available psychographic statistics found based on the limited information found.


Overall, Saudi Arabia has been traditionally known as a conservative nation. Many concert and theatre events were banned from being shown. The idea of having fun was not favorable to the stalwarts of Islam in the area. Recently though, there have been slight changes as the kingdom is opening up for more entertainment events to be shown to all its citizens. Some of these events include dance showcases, book fairs, monster truck rallies, and concerts. Several well-known international stars such as Tamer Hosny, Nelly, and Yanni already had concert events in the country. Other entertainment shows such as Cirque du Soleil are already booked to perform.


Digital advancements have greatly influenced the behaviors of consumers in the country. Around 86% of Saudi Arabians log into online sites daily. On the average, they also own around 2.3 devices per person. The consumers who shop online also increased to around 12.5 million in 2017. This number is seen to further go up to 17.1 million in 2020. Approximately 69% of the population also mentioned that they have purchased online through their mobile phones. In terms of knowledge of the products bought, only 11% of the consumers are aware of the campaigns around these brands. Historical shopping experiences account for 41% of the consumers' awareness of the products purchased. Amidst the rising significance of online services, offline discovery is still crucial for product buying behavior as 35% of Saudi consumers still do offline research before buying something. Furthermore, in-store campaigns at 27% have nearly the same influence as digital marketing at 33%. Consumers in the country were greatly responsive to localized campaigns that happen during Eid al Fitr, the busiest shopping period.
In terms of household consumption expenses, housing, water, and utilities account for 21.2% of spending based on the available data provided. Miscellaneous personal items and services come next at 19.7%. The third is the food and beverage category which accounted for 17.9% of the total expenses.


The digital sector in the country is on the rise as an increasing number of citizens use the internet to satisfy their news, entertainment, and shopping interests. The country's internet penetration is at 93%, while for smartphones, the rate is at 95%. Given this, Saudi Arabians can be considered as one of the top digitally-connected countries.


Families in Saudi Arabia gather and celebrate together with the community during key religious festivals such as the Eid ul-Fitr event. The event marks the end of the Ramadan fasting month and mostly involve eating together and sharing stories.
In Arab cultures such as in Saudi Arabia, the family's role is considered to be valuable in molding the behaviors of its population. The country values solid family connections. Saudi families typically have many offspring and have deep concerns for their members. The Saudi family culture is a highly conservative one. It is heavily rooted in the traditional values of the country. As an Islamic country, Saudi has a culture of love for each other.
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Family Psychographics: India

The psychographics of the typical family in India is that most families live with three or four generations in the same household and that family is central in people’s lives. Many Indians believe that they get strength, stability, and direction from their family. Additionally, Indians’ buying behavior is typically influenced by factors such as family, relatives, friends, colleagues and they usually spend on leisure, education, health, and investments.

Family Values

Families in India often live alongside three or four generations of family members. Parents form the usual nuclear family, alongside cousins, aunties, nieces, nephews, uncles, grandparents, and great-grandparents. Extended family members include godparents, sponsors, close family friends, and those who have honorary relations with the family. Families are also known to worship the same idols.

Family values are a fundamental concept of an Indian’s daily life, with the typical family structure being patriarchal in nature: a woman must obey her father, her husband, and her son. Additionally, taking care of children is usually done by female family members such as mothers, grandmothers, and aunties. Older siblings are also trained to care for children. Communication tends to be one-sided in Indian families, where children are expected to listen and obey their parents. Furthermore, the names of children are chosen with a specific meaning, and children are acutely aware of the meaning of their name. Generally, family names or surnames denote a specific caste that represents the family (4). Sometimes, they refer to an area from which the family originated. These names can have a suffix that denotes the previous jobs of their ancestors.

When it comes to the older generation, it is the duty of the sons, and not the daughters, to take care of their old parents. This is the reason why many families try for at least one male child. This is one of the reasons why there is an abnormal increase in population in India.

Families are central in India, even in businesses. It is quite common to see the same family to work in the same company or own a family business (1). It is also quite common to see families sharing a common income and collective property.

Moreover, families do not talk about sex and sexuality, and this is why sex education is not readily available. In addition to this, interrelationships with the opposite sex are discouraged, and premarital sex is something that is frowned upon. When it comes to weddings, they are usually conducted in the village of the families involved. It is common practice for families to keep their village home for weddings and major family events. Weddings can also span for several days. This depends on the region and the religion of the families.

Additionally, it is known that sons will inherit the family legacy, while female family members only receive a dowry from an arranged marriage. Arranged marriages are still quite common in the rural areas of India. However, the urban middle-class population of India has started to move away from such tradition.


When it comes to family eating habits, Indian families tend to eat food cooked from one hearth. They serve food using a thali’ (a tray or plate that can hold several dishes), and food is served in hierarchical order: the guest of honor first, then the men, then the children. Women are usually the ones serving and the ones eating last. Moreover, Indian food is known to be infused with rich spices such as turmeric, black pepper, cardamom, cloves, coriander, and cumin. When it comes to spicy dishes, family tend to eat them with ‘chawal’ (rice) and ‘roti’ (flatbreads). Most Hindu families avoid eating beef. Indian family meals tend to end with a variety of sweets such as ‘paan,’ a betel nut served with lime and wrapped in betel leaves. When it comes to eating in a restaurant, it is the host that usually pays the bill.


Folk dances are celebrated in festivals where families crowd together. They are known to dine and listen to a popular musical instrument in India called the ‘Sitar,’ an instrument similar to the guitar. Indians are also known to give gifts to other families, but only after they have established a relationship with one another.

Indian families also enjoy watching ‘Bollywood,’ an informal name given to the Mumbai-based film industry. It has the largest movie output in the world when it comes to the number of films produced and tickets sold. Families also enjoy watching sports such as cricket, camel racing, and cockfighting.

Spending Habits

As stated earlier, it is commonplace for Indian families to share their earnings. Their spending habits are influenced by family, friends, relatives, and colleagues. Indian families also enjoy traveling and have a desire to see the world. In addition to this, they enjoy visiting religious festivals found all over the country. Indian families also enjoy shopping and buying their favorite products in big malls, which they call as a Onestop shop."

Indian families also enjoy investing in their children, making sure that their children attend the best universities. Indian parents like to secure their children’s future because by doing so, they are also securing a future for themselves. Families also invest in technology because they believe in technological leaps happening in the country and around the world.

Additionally, since families tend to live with other generations and other related family members, they tend to spend for health maintenance, especially for those for the elderly and those suffering from an illness.


From Part 02
  • "Filipino households consist of an average of 4.2 people. Twenty-one percent of households are headed by women. One-third of the Philippine population is under age 15. "
  • "Ninety-three percent of Filipino households have access to electricity. Urban households are more likely to have electricity than rural households (96% versus 90%). "
  • "Currently, 89% of Filipino households own a mobile phone, 77% have a television, and 51% own a radio. Households in urban areas are more likely than rural households to own a mobile phone, television, or radio. Only 22% of households own a computer. Rural households are more likely to own agricultural land or farm animals than urban households."
  • "Thirty-six percent of households own a motorcycle or scooter, 19% own a bicycle, and 10% own a car or truck. Only 16% of households have a member who is a beneficiary of the Pantawid Pamilyang Pilipino Program (4Ps)."
  • "More than two-thirds of the household population has some form of health insurance coverage. PhilHealth is the most common form of health insurance, covering 66% of the household population. PhilHealth coverage has increased from 38% in 2008 to 60% in 2013 to 66% in 2017. "
  • "The majority of households (95%) use an improved source of drinking water. The most common improved sources include bottled water/refilling station (44%) and water piped into their homes (24%). Nine in ten urban households and 71% of rural households have water on the premises. Most households (79%) report that they do not treat their water prior to drinking."
  • "Three in four households have an improved toilet facility. Most households (64%) have a flush or pour flush toilet to septic tank (67% in urban areas and 62% in rural areas). One-quarter of households use unimproved sanitation – 17% use a shared facility of an otherwise acceptable type, 3% use an unimproved facility, and 5% have no facility. Six percent of households in rural areas have no toilet facility, compared with only 3% of urban households. "
  • "In 2015, the level of urbanization or the percentage of population residing in urban areas in the Philippines was recorded at 51.2 percent. This means that a total of 51.73 million persons resided in barangays classified as urban. There were 7,437 barangays classified as urban and 34,599 as rural. The level of urbanization in 2010 was only 45.3 percent."
  • "For the period 2015-2010, the difference between the annual growth rates of the urban and rural population (tempo of urbanization) was 4.6 percent."
  • "Across regions, aside from the NCR, which is classified as entirely urban, four other regions posted a level of urbanization higher than that of the national level (51.2 percent). These were Region IV-A (66.4 percent), Region XI (63.5 percent), Region III (61.6 percent), and Region XII (51.6 percent). In 2010, the same five regions posted the highest level of urbanization."
  • "The increase in the Philippine population translated into an average population growth rate (PGR) of 1.7 percent annually during the period 2010 to 2015. "
  • "Luzon, which is composed of eight regions, comprised more than half (56.9 percent) of the country’s total population. It was followed by Mindanao (23.9 percent), which has six regions and Visayas (19.2 percent), which has four regions."
  • "Among the 18 administrative regions in the Philippines, Region IV-A (CALABARZON) had the biggest population size in 2015, totalling to 14,414,774 persons or 14.3 percent of the country’s total population. The least populated region was the Cordillera Administrative Region (CAR) with 1,722,006 persons or 1.7 percent of the country’s total population."
  • "Of the total population, 50.6 percent was male while 49.4 percent was female. This resulted in a sex ratio of 102 males for every 100 females. "
  • "In 2015, the median age of the country’s total population was 24.3 years, which means that half of the total population was below 24.3 years old. Median age was highest in the NCR (26.2 years) and lowest in ARMM (18.3 years). The median age in 2010 was 23.3 years."
  • "Children aged 0 to 4 years and 5 to 9 years, comprised the largest age groups, with each making up 10.7 percent of the household population, followed by those in the age groups 10 to 14 years (10.4 percent) and 15 to 19 years (10.1 percent)."
  • "Of the total population, 63.4 percent belonged to the working-age population (15 to 64 years). Children below 15 years of age comprised 31.8 percent while older persons (65 years and over) accounted for 4.7 percent."
  • "The overall dependency ratio of the Philippines in 2015 was 58 dependents for every 100 persons in the working age group, down from 60 dependents in 2010. Of the 58 dependents, 50 were young dependents while eight were old dependents."
  • "Of the total population 10 years old and over, 43.9 percent was never married while 40.9 percent was married. The rest of the total population was categorized as follows: in common law/live-in marital arrangement (9.1 percent), widowed (4.5 percent), divorced/separated (1.5 percent), and had unknown marital status (less than 0.1 percent)."
  • "Of the total population 5 years old and over, 33.5 percent had attended or completed elementary education, 36.4 percent had reached or finished high school, 10.5 percent was college undergraduate, and 11.1 percent was baccalaureate/college graduate."
  • "The Philippines posted a literacy rate of 98.3 percent among the 78,918,842 household population aged 10 years and over. Literacy rate in 2015 was slightly higher among females (98.4 percent) than among males (98.2 percent)."
  • "Almost four fifths (79.5 percent or 80,304,061 persons) of the total population of the Philippines in 2015 reported Roman Catholic as their religious affiliation. The next largest religious affiliation in the country was Islam, comprising 6.0 percent of the total population. It was followed by those who were affiliated with the Iglesia ni Cristo, with 2.6 percent share."
  • "By major occupation group, workers engaged in elementary occupations comprised the largest group (22.2 percent of all persons with gainful activity). Skilled agricultural, forestry, and fishery workers came in next (16.6 percent), followed by service and sales workers (15.9 percent)."
From Part 07
  • "The family is the centre of the social structure and includes the nuclear family, aunts, uncles, grandparents, cousins and honorary relations such as godparents, sponsors, and close family friends. People get strength and stability from their family. As such, many children have several godparents."
  • "Concern for the extended family is seen in the patronage provided to family members when they seek employment. It is common for members of the same family to work for the same company."
  • "Many collective bargaining agreements state that preferential hiring will be given to family members."
  • "The Filipino buying behavior is influenced by various factors such as family, friends, relatives, and colleagues. Over the years, this buying behavior was already affected by modern philosophy as influenced by Asians, Americans and Europeans, and the like. "
  • "Filipinos love to hold celebrations and fiestas. Bacolod has its MassKara Festival, Davao has its Kadayawan Festival, and Marinduque has its Moriones Festival."
  • "Christmas celebrations last until around the first or second week of January."
From Part 10
  • " Family values are highly respected throughout India and are fundamental in daily life The structure of the family is patriarchal; a woman must obey her father, her husband, her son. Arranged marriages are commonplace The urban middle class population of India have begun to move away from arranged marriages Families often live with three or four generations in the same household Traditionally sons inherit and daughters receive a dowry Child care is provided by the female family members "
  • "Looking after the old parents is the duty of the sons, not the daughters. For this reason, parents think that they should have at least one male child, and keep on trying if they get all daughters. This is the main reason for the abnormal increase in the population of India. But this phenomenon is slowly changing nowadays. Educated parents stop with one or two children only."
  • "Girls are brought up in a very conservative way in India. Especially in rural areas, girls are never allowed to make boy friends. In fact, parents don’t allow them to even talk to boys freely. So dating is an unknown phenomenon to the rural Indian girls. This may sound very primitive to people outside India, but it helps a lot in avoiding unnecessary teenage problems like pregnancy before marriage, falling a victim to unsuitable boys, etc."
  • "In spite of the numerous changes and adaptations to a pseudo-Western culture and a move toward the nuclear family among the middle and upper classes, the modified extended family is preferred and continues to prevail in modern India (Chekki 1996; Mullatti 1995; Segal 1998)."
  • "Because male children are desired more than female children, they are treated with more respect and given special privileges. Male children are raised to be assertive, less tolerant, independent, self-reliant, demanding, and domineering (Kumar and Rohatgi 1987; Pothen 1993). Females, in contrast, are socialized from an early age to be self-sacrificing, docile, accommodating, nurturing, altruistic, adaptive, tolerant, and religious, and to value family above all (Kumar and Rohatgi, 1987; Mullatti, 1995)."
  • "Furthermore, sex and sexuality issues are not openly discussed, sex education is not readily available, interrelationships with the opposite sex are discouraged, and premarital sex is frowned upon. In the traditional Indian family, communication between parents and children tends to be onesided. Children are expected to listen, respect, and obey their parents. Generally, adolescents do not share their personal concerns with their parents because they believe their parents will not listen and will not understand their problems (Medora, Larson, and Dave 2000)."
  • "Usually, weddings are conducted in the villages of the families, regardless of whether the family resides in their village or in a major city. Indeed, it is common for families to keep their village home for the purpose of weddings or other major family events. Weddings may span over a number of days and specific practices vary depending on the region and the religion of the families."
  • "Indians are taking out record amount of US dollars overseas as they splurge on investments, travel and shopping in other countries and fund education and health expenses of relatives. "
  • "Tourism, education of kids in some of the top universities, and maintenance of relatives like paying for medical costs of elders and for those suffering from critical illness were substantial portion of the spending by Indians, the data show. "