Kazakhstan flag Kazakhstan: Buying and Selling

Advertising and marketing in Kazakhstan

Marketing opportunities

Consumer Profile
Since the end of Soviet rule, there has been a growing middle-class in Kazakhstan that holds responsibility for the majority of goods sold in the country. The country is considered an upper-middle-income country by the World Bank. An important trend of the past years was the slowdown of inflation: in 2021, inflation is at 6.4% (IMF), within the target corridor of the National Bank of 6-8%. With a rise in real incomes, consumers are increasingly demanding quality products and brand names. Inexpensive Russian and Chinese goods flow across Kazakhstan’s borders, but Western goods and expertise are also in demand. In some cases, consumers are willing to pay more for imported goods that offer higher quality and innovation. Customer service in Kazakhstan is often unsatisfactory; however, providing customers with after-sales service could give businesses an added value.
Slightly more than half of Kazakhs (57.5% in 2019 - World Bank, latest data available) live in cities, mostly in Almaty, Chimkent, Qyzylorda, Astana and Atyrau. Recently, women showed an increasing role in Kazakhstani society, being more active in business, political and social life.
Consumer Behaviour
After enjoying several years of economic growth, consumer confidence is hindered by the decline in worldwide oil prices which affected Kazakhstan’s economy. As a result, consumer spending has declined and shopping habits have changed. Moreover, most consumers are no longer turning to loans and credit to make purchases and mortgages are hard to come by despite the high demand for housing.
There is a strong disparity of salaries between different regions and sectors of activity: the salaries received in finance and mines are the highest, those of employees in social services, health and education are the lowest. Internet retailing has grown as consumers opened to this form of shopping to look for lower prices and a wider choice compared to brick-and-mortar shops.
Consumers Associations
National Consumer League of Kazakhstan
Main Advertising Agencies
Rekla Matrest
Fine Design

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Latest Update: April 2024