Want to attract Indian Consumers? : ACNielsen

RELATED NEWS ACNielsen Utsav Express unveils foresights of mkt dynamics ACNielsen Campus Track T-Schools 2006 Survey ACNielsen launches major loyalty marketing initiative Nifty BSE | NSE 25/05/12 Are Mutual Funds betting on Nifty?

It may be time for Internet and new media, but for Indian consumers it is still conventional advertising in print and television, which influences their purchase decisions. Conventional advertising, the most likely purchase influencer overall, is a dominating decision-influence for consumers in India when it comes to 'investing' in very personalized items like Holidays (41%), Jewelry & Watches  (35%), Fashion (49%) and personal financing like Loans (39%).

 

In a recent online survey conducted in 41 countries around the world, ACNielsen asked consumers what helped them to arrive at their final decision when it came to purchasing a variety of products.  'Searching the Internet' was the most popular decision-influence, particularly for purchasing Holidays (54%), MP3 players (42%), Mobile Phones (39%) and Loans (29%) with European consumers most in line with this global preference.  'Brand/Reputation' was the most popular for almost half of the global Internet population when buying Cars (46%) and Window Shopping was most preferred when it came to Fashion (47%), and Jewelry/Watches (42%).  'Prior Experience with the Same Brand' was most likely to swing it for four in 10 in choosing a Bank.

 

For Indians, word of mouth also acts as a big influencer, especially while investing in big-ticket items like Cars (51%) and choosing financial institutions like banks (43%).

 

'When the whole world is going crazy with internet and mobile marketing it is interesting to note that for Indians it's still conventional advertising and word of mouth campaigns that attract their attention. Unlike in the West, Indians come from a very closely-knit society where people get hugely influenced by their peers, relatives and local celebrities. People are more than willing to accept a brand if it's endorsed by their favorite superstar or is recommended by their close associates. So while marketing a product in India, marketers should ensure that they keep their existing customers fully satisfied who in turn will act as their brand ambassadors," said Sarang Panchal, Executive Director, ACNielsen South Asia.

 

Contd on page 2...