Local consultancy CHHAT Research is undertaking its “Cambodian Life Survey 2023”, which aims to serve as a lifestyle, attitudinal, and behavioural syndicated study of Cambodians. Face-to-face interviews will be conducted with 1,500 people in the capital and nine provinces.
According to a CHHAT press release, the study will monitor changing consumer needs and behaviours in order to give clients both a broad and deep understanding of the ever-changing dynamics in Cambodia.
“The survey is uncovering how Cambodians – young and old – are both similar and different. The study provides a comprehensive overview of trends and insights that tells the story of Cambodian consumers in 2023,” it said.
This year’s study is the fifth of its kind and will be compared to the 2012, 2015, 2017, and 2019 results, in order to project an overview of what has changed, and what has remained the same.
Chhat Lengchansocheat, co-founder of CHHAT Research, told The Post on June 14 that the survey was started in May and will run until July.
“For the survey, we randomly selected Cambodians aged 16 to 60 years old of both genders and all income groups. The face-to-face survey lasts about an hour,” he said.
He added that two-thirds of the participants are from urban areas, with the remaining 500 from rural provinces.
The key findings from the 2019 survey – and the 2021 Hot Business Sectors and Market Trends survey – showed that family is the cornerstone to Khmer values. This not only includes family time but also making sacrifices for loved ones.
It also found that 84 per cent of Cambodians want other people to recognise their successes, with 81 per cent agreeing that it was the most important aspect of their lives. Seventy-five per cent of Cambodians like to use branded products which purportedly show their successes while 57 per cent buy brands that project an upscale image.
