Campaign India Team
May 09, 2012

India: More money, more shopping

A new study by Kinetic Worldwide and Lightspeed Research (LSR) examines the changing attitudes and behaviour of Indian consumers with regard to lifestyle, shopping and spending, as well as out-of-home media

India: More money, more shopping

Moving World India surveyed more than 3,000 people across six Indian cities including Mumbai, Delhi, Bangalore, Kolkata, Hyderabad and Ahmedebad. The study points to distinct consumer types, including the increasingly independent urban woman, the style and beauty-conscious man, the educated young shopper and the aspirational rural dweller.

Among the notable findings was that nearly 65 per cent of urban women aim to develop a successful career along the same lines as their male counterparts. Professionalism and entrepreneurship through microfinance are growing, yielding increased spending power and a propensity to shop.

Shopping is climbing the agenda for men and educated young people, too. Urban men are paying more attention to their appearance and are looking for guidance when shopping for toiletries. For youth, shopping is an enjoyable way of spending time with friends. More than 70 per cent said they would be prepared to cut back in socialising so as to have more to spend when shopping.

Change is also afoot in rural India. Improvements in road connections, and a rise in literacy, technology adoption and disposable income mean that consumer aspirations and behaviour are nearing those in urban areas.

Finally, in a country where people are typically averse to buying anything without first touching or bargaining, it is surprising to note the growing acceptance of online and mobile commerce: close to 40 per cent said they would prefer to shop online for reasons of convenience.

This article first appeared on Campaign Asia-Pacific

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