Indians more focussed on quality compared to global consumers: Kantar

MUMBAI: Consumer behavior in India is quite similar to their global counterparts in purchasing beverages or durables online, but when it comes to fashion, Indians have been found to be highly exploratory.

According to a report by global research agency Kantar, energy is the prime currency that consumers in India focus on, even more than time and money. The report covers top nine cities in the country across age group of 16-65 years.

About 77% of consumers chose energy or how positive the products and their campaigns appear while shopping as a key priority compared to 50% for time and 41% for money, in contrast with the perception that online shopping is highly driven by discounts.

Portrayal of quality in customer communication has a significant impact of customer demand too. For example, 40% customers opt for Pepperfry when it comes to home décor items while 33% of them opt of Nykaa on the basis of communications in the segment.

According to the report, Indian shoppers also want to have variety for selection when compared to their Asian counterparts. Over 30% Indian shoppers buy a product online due to the options available in the furniture segment. In fact, Indians assign higher importance to product quality, across categories as compared to their global and Asian counterparts. For instance, 28% Indians prefer better quality in packaged food compared to 16% globally while it is as high as 34% Indians versus 20% for fresh foods globally.