It is a general perception that women are crazier about shopping when compared to men. But this is not true many a times. Lately it has been seen that whether its men or women, irrespective of their age groups, affinity to shopping has been spreading widely among masses. People in India are taking on to shopping in a very big way probably because of high aspiration levels and higher disposable incomes. This and lot have been discussed in the recent Shopper’s Trend Survey 2012 brought out by Nielsen. Let’s check out what are the insights of this report.
Basically both the retailers as well as the manufacturers have the same motive, to move the products from the warehouse and off to the shops. Focus is given to the shoppers rather than the product if they want to make this happen. For this, store proliferation, digital influencer and media fragmentation plays a vital role in influencing shoppers for purchasing beyond their ultimate purchases.
From the survey conducted by Nielsen, it was clear that Indian shoppers are found to be attracted not only to modern retail shops but also to big and better deals. What a drastic change! Nielsen’s study has definitely shed light on the evolution of Indian Shoppers over the last seven years. The study was mainly conducted in order to understand the shopper behavior and attitudes and it covered about 52 countries.
Moreover, shopper trends were conducted in 14 cities in India including Delhi, Chennai, Mumbai, Bangalore, Ahmadabad, Kolkata, Pune and Hyderabad. Indian shoppers (value conscious) have turned out to be more deal –seeking though they are price sensitive and retailers in turn have taken this opportunity in creating events such as “deal-weeks”. He is hungry for more and more deals. Now this definitely is an opportunity for new brands and others to experiment that could change people’s mindset in taking something different than the routine choices.
For the study, over 3300 respondents were interviewed and these respondents included household influencer’s between the age group of 18 and 65. An interesting fact that was discovered also includes that two in every five shoppers seek for premium products such as chocolate, shampoo, diapers and so on. 49% of the shoppers were found actively seeking for diapers, followed by chocolate and shampoo with 45% of shoppers. 65% of sales were accounted for the premium product (breakfast cereal) followed by 60% sales in shampoo.
Nielsen has effectively come up with the study that could give us a lot of insights in the behavioral patterns of shoppers in India. It is quite interesting to see how the purchasing decisions and the path to purchase products has varied so much among the Indian shoppers. We, Indians, are no way below in this aspect too!
