Abstract
Introduction
Datamonitor' s survey of Indian respondents established that 55% either
' strongly' or ' tended' to agree with the statement "I believe my country of
residence is in a recession". However their relative conviction in this belief
is lower than the global average (69%). This reflects the greater optimism and
growing financial and emotional satisfaction among Indians as prosperity has
increased.
Scope of this research
- Detailed analysis documenting Indian consumers' ' recessionary mindset' and
how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived
quality of life, emotional wellbeing and financial security in India
- In-depth analysis of Indian shoppers' changing price sensitivity, value
consciousness and attitudes towards private label across 4 major FMCG sectors
- Countries and categories covered: India; food and non-alcoholic beverages,
alcoholic beverages, personal care and household care
Research and analysis highlights
India' s economy has demonstrated comparably higher resilience in the midst of
a worldwide slump and it also seems Indian consumers recognize this. They are
less likely to perceive that their lifestyle has changed in light of the
economic downturn with just over a quarter (26%) perceiving that their
lifestyle has been impacted by the recession
Despite modernization, traditional Indian values have persisted, posing
dilemmas for marketers to develop creative campaigns that can work within an
Indian cultural context
For 70% of Indian shoppers, overall quality of products sold has a high amount
of influence over where people do their grocery shopping. This is symptomatic
of the aspirational mindset among India' s emerging consumer culture and the
opportunities apparent for strong brands that are synonymous with quality
Key reasons to purchase this research
- Gain a detailed understanding of changing consumer attitudes and behaviors
amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary
themes such as private label and consumers' value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from
two waves of primary research conducted in August 2008 and April 2009
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