Edible products expenditure in the Russian sector in Israel has risen
considerably, this year reaching 86% of the expenditure of an Israeli
family. A very significant buying power of 800,000 people is in
reference, constituting a fifth of the adult population in Israel. The
pronounced increase is of 20% pa in the years 1990-95, and is higher
than the rate of increase in food prices. Household expenditures in the
Russian sector average NIS 1,120 a month on food, while in the total
Israeli sector, the corresponding expenditure rate is NIS 1,360.
These statistics are the results of a comparative analysis of
continuing research over the years in this population, conducted by the
Geocartographic Institute. Dr Rina Degani stresses that the buying
power and consumption habits of the Russian population are going through
considerable changes. Also, the Russians have unique buying and
consumption habits. It was found, for example that the rate of those not
usually buying pasta, biscuits, cookies and sweets is comparatively low.
However, a relatively large section do not usually buy processed fish,
fish preserves or processed meat.
Dr Rina Degani points out that today, while the struggle is over
marginal market segments, it would be correct and worthwhile for
manufacturers to keep track of the Russian sector and to direct toward
it a focussed marketing approach, applicable to it. A considerable
number of them have not yet recognized the enormous hidden potential
hidden in this population. She further says that as the said large
group is highly educated, it will become a significant consumer group
sooner than other, less informed groups, and its economic situation will
improve more quickly than other low income population groups.
Works Committees and Management to Spend $ 170 mln on Pesach Presents
for Employees
Works committees and management will spend, leading up to Pesach this
year, about $ 170 mil, 10% more than purchase turnover Pesach last year.
The value of the average gift at Pesach will reach NIS 340 - 400 per
employee.
The Electrical Company employees will enjoy a gift of NIS 900, Koor
employees - NIS 500 per worker, Haifa Chemicals - NIS 150, Teva
Pharmaceutical Industries, Jerusalem - NIS 400 Egged hired drivers - NIS
550, Harsa Beer-Sheva - NIS 150, Agrexco - NIS 400, the treasury - NIS
500 and Kaplan hospital employees will receive a gift worth NIS 230.