Consumer Survey in 3 Emerging Countries (Kazakhstan, Sri Lanka, Bangladesh): Market Characteristics and Evaluation of Japan based on Differences in Values and Lifestyles
DataSpring conducted a survey in Kazakhstan, Sri Lanka, and Bangladesh to understand social structures and consumption patterns. The results highlight differences in household composition and income, while showing a high level of trust and quality image of Japanese products across all three nations.
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- 📰 Published: April 29, 2026 at 00:00
- 🔍 Collected: April 28, 2026 at 15:31
- 🤖 AI Analyzed: April 28, 2026 at 15:42 (10 min after Collected)
DataSpring Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Tomohiro Hosono) has conducted a voluntary survey targeting three countries in the Asia-Oceania region—Kazakhstan, Sri Lanka, and Bangladesh—utilizing its overseas panels to grasp the realities of emerging and growing countries where research needs are increasing.
This survey multi-dimensionally analyzes consumer realities, ranging from living foundations such as household composition, income, and employment status to values, work styles, dietary habits, living environments, geopolitical perceptions, and evaluations of Japan. In addition to differences in social structures and consumption behaviors for each country, it clarifies the trust and image held toward Japanese products and companies.
This first installment focuses on "Understanding Market Structure." Future plans include the 2nd phase on "Values and Work" (scheduled for May), and the 3rd phase on "Consumption and Evaluation of Japan" (scheduled for June), as well as research in Sub-Saharan Africa, Latin America, and the Europe/Middle East/North Africa regions.
[Survey Highlights]
1. Social Structures and Consumption Premises Revealed by Differences in Living Foundations
A comparison of Kazakhstan, Sri Lanka, and Bangladesh revealed that consumer values and consumption behaviors are largely defined by differences in their respective social structures and living foundations.
First, regarding household composition, while Kazakhstan is centered on nuclear families, in Sri Lanka and Bangladesh, households with four or more members account for more than half, and extended families living with relatives are common. In Kazakhstan, single-person households among Generation Z exist at a certain rate of 18%, indicating progress in individual-based lifestyles, whereas in the other two countries, family-based living is the premise.
These differences in living foundations are also reflected in employment structures. In Kazakhstan and Bangladesh, the ratio of urban employment such as office workers and IT-related positions is high, particularly in Bangladesh where urban labor is mainstream across generations. In contrast, Sri Lanka is characterized by community-rooted occupations such as education. In Kazakhstan, generational differences were also confirmed, with Generation Z in urban employment and the Y generation in community-rooted jobs.
Regarding income structure, the differences are also prominent. Kazakhstan is centered on upper-middle to wealthy classes, while Sri Lanka's structure is dominated by low to middle-income classes. In Bangladesh, a polarization tendency is seen where low-income and high-income classes coexist, characterized by high-income earners concentrating in the Y generation.
Furthermore, the composition of household expenditures highlights differences in lifestyles. While food is the largest item across all three countries, the ratio of housing costs is high in Kazakhstan and Bangladesh, reflecting the burden of fixed costs associated with urban life. This is particularly notable among Generation Z in Kazakhstan. In Sri Lanka, education, daily necessities, and utilities carry more weight, reflecting a structure that emphasizes maintaining family-based life.
These differences in social structure clearly affect values and work styles. Regarding elements prioritized in life, "economic and health stability" is most valued in Kazakhstan, "time with family" in Sri Lanka, and "career and growth" in Bangladesh. On the other hand, ideal life images such as "family," "freedom/flexibility," and "stability" serve as common axes across all three countries.
2. "Stability, Family, Growth" - Differing Priorities of Values by Country
In work, while "work-life balance" and "stability" are valued in all three countries, Kazakhstan shows a strong orientation toward high compensation, and Generation Z in Bangladesh shows a strong desire for promotion and career advancement.
Regarding the purpose of working, in Kazakhstan and Sri Lanka, it is two-fold: "for life" and "self-realization," whereas in Bangladesh, there is a relatively strong awareness of "supporting family and those around them."
3. Living Environment Reflecting Family Structure and Income
These differences are also reflected in the living environment. Basic home appliances like smartphones, refrigerators, and TVs are widely popular in all three countries, but in Kazakhstan, the ownership rates of microwaves and vacuum cleaners are high, showing progress in housework mechanization. In Sri Lanka and Bangladesh, ownership remains centered on basic appliances, maintaining a living environment based on family units.
4. Japan's Position and Evaluation Structure Formed by Geopolitics and Quality Trust
Looking at geopolitical perceptions, although there are differences in partner countries reflecting geopolitical backgrounds, the evaluation of Japan is high across all three countries. Japanese products are highly regarded for quality and reliability, serving as the "standard of trust," particularly for the Y generation in Sri Lanka and Bangladesh. Furthermore, images of Japan such as "technological power," "product quality," and "high standard of living" are commonly cited, while "politeness/discipline" is noted in Sri Lanka and "economy" in Bangladesh.
This survey multi-dimensionally analyzes consumer realities, ranging from living foundations such as household composition, income, and employment status to values, work styles, dietary habits, living environments, geopolitical perceptions, and evaluations of Japan. In addition to differences in social structures and consumption behaviors for each country, it clarifies the trust and image held toward Japanese products and companies.
This first installment focuses on "Understanding Market Structure." Future plans include the 2nd phase on "Values and Work" (scheduled for May), and the 3rd phase on "Consumption and Evaluation of Japan" (scheduled for June), as well as research in Sub-Saharan Africa, Latin America, and the Europe/Middle East/North Africa regions.
[Survey Highlights]
1. Social Structures and Consumption Premises Revealed by Differences in Living Foundations
A comparison of Kazakhstan, Sri Lanka, and Bangladesh revealed that consumer values and consumption behaviors are largely defined by differences in their respective social structures and living foundations.
First, regarding household composition, while Kazakhstan is centered on nuclear families, in Sri Lanka and Bangladesh, households with four or more members account for more than half, and extended families living with relatives are common. In Kazakhstan, single-person households among Generation Z exist at a certain rate of 18%, indicating progress in individual-based lifestyles, whereas in the other two countries, family-based living is the premise.
These differences in living foundations are also reflected in employment structures. In Kazakhstan and Bangladesh, the ratio of urban employment such as office workers and IT-related positions is high, particularly in Bangladesh where urban labor is mainstream across generations. In contrast, Sri Lanka is characterized by community-rooted occupations such as education. In Kazakhstan, generational differences were also confirmed, with Generation Z in urban employment and the Y generation in community-rooted jobs.
Regarding income structure, the differences are also prominent. Kazakhstan is centered on upper-middle to wealthy classes, while Sri Lanka's structure is dominated by low to middle-income classes. In Bangladesh, a polarization tendency is seen where low-income and high-income classes coexist, characterized by high-income earners concentrating in the Y generation.
Furthermore, the composition of household expenditures highlights differences in lifestyles. While food is the largest item across all three countries, the ratio of housing costs is high in Kazakhstan and Bangladesh, reflecting the burden of fixed costs associated with urban life. This is particularly notable among Generation Z in Kazakhstan. In Sri Lanka, education, daily necessities, and utilities carry more weight, reflecting a structure that emphasizes maintaining family-based life.
These differences in social structure clearly affect values and work styles. Regarding elements prioritized in life, "economic and health stability" is most valued in Kazakhstan, "time with family" in Sri Lanka, and "career and growth" in Bangladesh. On the other hand, ideal life images such as "family," "freedom/flexibility," and "stability" serve as common axes across all three countries.
2. "Stability, Family, Growth" - Differing Priorities of Values by Country
In work, while "work-life balance" and "stability" are valued in all three countries, Kazakhstan shows a strong orientation toward high compensation, and Generation Z in Bangladesh shows a strong desire for promotion and career advancement.
Regarding the purpose of working, in Kazakhstan and Sri Lanka, it is two-fold: "for life" and "self-realization," whereas in Bangladesh, there is a relatively strong awareness of "supporting family and those around them."
3. Living Environment Reflecting Family Structure and Income
These differences are also reflected in the living environment. Basic home appliances like smartphones, refrigerators, and TVs are widely popular in all three countries, but in Kazakhstan, the ownership rates of microwaves and vacuum cleaners are high, showing progress in housework mechanization. In Sri Lanka and Bangladesh, ownership remains centered on basic appliances, maintaining a living environment based on family units.
4. Japan's Position and Evaluation Structure Formed by Geopolitics and Quality Trust
Looking at geopolitical perceptions, although there are differences in partner countries reflecting geopolitical backgrounds, the evaluation of Japan is high across all three countries. Japanese products are highly regarded for quality and reliability, serving as the "standard of trust," particularly for the Y generation in Sri Lanka and Bangladesh. Furthermore, images of Japan such as "technological power," "product quality," and "high standard of living" are commonly cited, while "politeness/discipline" is noted in Sri Lanka and "economy" in Bangladesh.