A Professional Cooperation between Lemon and Samsung AUT Tech


Iran Entrepreneurship Scene Under Scrutiny

dnaunion Studies the Impact of Covid-19 on Iranians

Following the outbreak of the novel Coronavirus in Iran consumer sentiment has changed. To help businesses establish a better understanding of the latest trends the emrc, a member of the dnaunion family, has conducted an in-depth market survey.

CEO of the dnaunion Nasser Pashapour Nikoo detailed the latest emrc findings during a press conference on Tuesday. The conference was chaired by Pashapour, and attended by Mohammad Mosavi, dnaunion board member and CEO of Eshareh advertising agency, and Saeed Nabavian, a senior analyst with market research agency the emrc.

Speaking during the conference held on Tuesday, Pashapour pointed out that following the virus outbreak consumer sentiment has been immensely affected by the viral outbreak.

Over the past few months and following the outbreak of Covid-19 in Iran, more people have turned to online shopping, market research agency emrc has found.

Data gathered by emrc, a dnaunion subsidiary, indicate that over the past few months, more people have turned to online shopping platforms for purchasing groceries since the services allow them to stay home and practice social distancing. Pashapour says teleshopping and online shopping have a 12% share in Iran’s grocery market.

Speaking during the press conference, Pashapour pointed out that following the virus outbreak, online shopping observed a sharp surge.

During the conference, Pashapour detailed the latest market trends recorded by emrc in a report. He noted that emrc has been monitoring Iran’s consumer market and the adverting industry for almost two decades.

To prepare the report, emrc surveyed 1,000 people from six major Iranian cities, namely Tehran, Isfahan, Shiraz, Tabriz, Mashhad and Ahvaz.

Pashapour said, “The Covid-19 outbreak has initiated a chain of events in Iran’s market with consumers adapting to life during a pandemic. The change in consumers’ behavior has had an immense impact on businesses, pushing them to overhaul their activities and introduce new policies.”

According to the official, “The pandemic has pushed many families to try online shopping for the first time. Many of them have reported that online shopping is more convenient and helps them save time. A large proportion also reported that online shopping curbed their outdoor activities and reduced the risk of contracting Covid-19.”

He also noted that some of these people would return to their old shopping habits after the pandemic ends.

However, over 50% of people who have experienced the benefits of online shopping would keep using online platforms after the pandemic is over.

The survey reviewed public anxiety, the economic impact of the outbreak and people’s greater attention to hygiene.

Iran was under lockdown from mid-March to mid-April, and despite economic reopenings and the government’s extension of loans to businesses, many Iranians lost their jobs.

The Statistical Center of Iran says that by June 21, Covid-19 had made 1.5 million people jobless, while Majlis Research Center reports that the viral outbreak has jeopardized 6.4 million jobs.

According to the people surveyed, getting sacked has been the predominant fear triggered by Covid-19. This, along with other factors, has led to a decline in spending.

Nevertheless, during the pandemic, people have picked up new hobbies or are spending more time on old hobbies. For instance, a large number of the people surveyed reported that they are spending more time surfing the web and reading books and magazines.

Pashapour also noted that following the viral outbreak, ads published by most brands focused on the businesses efforts for offering Covid-free products. According to him, the trend indicates that health concerns have been high on everyone’s agenda over the past few months.