Aurora Youth Trends Survey 2009

Young people constitute a significant part of Pakistans population 19% of the population falls between the age of 15-24 and a further 13% within the 25-34 age band (Source: Population Census Organization, Government of Pakistan). Its no surprise then that companies are clamouring to market their products to young people. But which brands do these young people buy? What are their attitudes towards spending? What are their interests and activities? What are their aspirations? And who are their role models, if any? Aurora set out to answer these questions, for a second year in a row with an online survey. Survey Methodology The survey was promoted through Dawn.com and Facebook in September and October. At the end of the survey, five winners were picked randomly, and received Dawn Media Group goody bags. Survey Respondents A total of 505 men and women responded to the survey. They were between the ages of 18 and 30. The respondents were mainly from Section A+, A and B.

Juices
10% 7% 6% 9% 29%

16%

23%

Nestle Juices outstripped soft drinks to rank as number one at 29%. More respondents list Coca Cola (23%) as most consumed brand over Pepsi (16%) Other brands with smaller market shares showed a total of 32%.

Tea/Coffee

31%

32%

3% 11% 23%

Lipton ranks number one (32%) followed by Tapal (23%). Both brands constituting over half the responses within the tea/ coffee category. 31% constitutes of a number of smaller brands. Nestle Nescafe is the only significant coffee brand to feature in the results, with 11% of respondents making it their most used brand. Brooke Bond captured the smallest part of market share at 3%.

Chains/ Restaurants

30%

29%

18%

23%

Similar to last years survey KFC retains the top spot at 29% followed by Pizza Hut at 23%. Mc Donalds which ranked number 2 last year slipped to third position at 18%.Other smaller chains, local and international captured a total market share of 30%.

Clothing
10% 6% 5% 4% 3%

72%

At 10%, Levis is the top ranking brand followed by Crossroads at 6%, Gul Ahmed at 5%, Cambridge at 4%, Khaas (Khaadi label) at 3% and other numerous smaller local brands captured a total market share of 72% collectively. 4 of the top 5 brands are Pakistani competitors.

About Levis
Invented in 1873, Levis are the original, authentic jeans. Available in 110 countries across the world, they are the most successful, widely recognized and often imitated clothing products in the history of apparel. Levis jeans have captured the attention, imagination and loyalty of generations of diverse individuals. As the inventor of the category, the Levis brand continues to define jeanswear with the widest range of products available, from quintessential classics, such as the iconic Levis 501 Jeans, to favourite fits and styles in the Red Tab line, to truly cutting edge denim fashion epitomized by Levis Red.