2 in 3 urban Indians excited about shopping this festival season: Ipsos IndiaBus Festival Poll

It is the onset of the festival season in India, when consumers spend to buy, upgrade or overhaul, as a part of the festive fervour. So how enthused are shoppers this festival season and what is on their wish list? And how do they plan to shop? In stores or online? Ipsos Festival Poll, a pan India, comprehensive poll shows, at least 67% of those polled are excited about shopping this festival season. Though shoppers in west zone (86%), followed by north zone (67%) and east zone (61%) were seen to be more excited vis-à-vis south zone (51%). Further, excitement for festival shopping was seen to be rife across SECs – SEC A (75%), SEC B (67%) and SEC C (62%).

All about festival shopping

Gearing up for the festival season this year, urban shoppers claim to have a large shopping list with items like apparels (90%), sweets and snacks (76%), prayer items (73%), firecrackers (64%), home décor items (62%), dry fruits and chocolates (53%), jewellery (44%) and consumer durables (22%) topping their list.  

Overall, 63% respondents claimed to prefer in-store shopping, 26% a combo of both in-store and online shopping, and 11% online shopping. Interestingly, 74% of low education respondents said they prefer in-store shopping. For high education citizens it was a mixed bag, with 47% preferring in-store, 35% preferring both formats, in-store and online shopping and 18% online only. Further, in-store shopping was most preferred in tier3 towns (78%) and tier1 (67%). In comparison, metros (46%), and tier 2 towns (47%) were seen to have lower in-store shopping preference, and 38% in metros and 37% in tier 2 also preferred a combination of both formats (online & instore). North (70%) and south (65%) showed a higher preference for in-store shopping, even SEC C (73%) and SEC B (67%). More women were seen to prefer in-store shopping (67%), over men (59%).

The survey further explored the triggers for brand preferences and shopping decisions. Overall, the top factors emerging included price (76%), quality (76%), discounts (67%) and brand reputation (45%). Tier 1 citizens were seen to be most conscious of all elements of price (87%), quality (84%), discounts (72%) and brand reputation (63%). Likewise, for west zone shoppers, emphasizing on price (85%), quality (85%), discounts (82%) and brand reputation (74%), in their shopping decisions.

The survey also explored when do urban Indians typically start shopping? 53% said a week prior, 22% said a month ahead, 8% said at least 2-3 months ahead and 4% said they have not started shopping yet. 13% said they have no plans of shopping.

Online event most awaited for e-Commerce purchases during the festive season had many surprises. Flipkart’s Big Billion Days topped the list as the most preferred e-marketplace; Amazon Great Indian Festival (40%) was close on the heels, among others.  

Summarizing on the findings of the survey, Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation, CSR & ESG, Ipsos India said, “India is a country of festivals and we have festivals all year round, but during this time of the year, it is time when most marketers believe it is time to woo the customers with attractive festival offers. As it is the time when customers are willing to loosen their purse strings to not only upgrade and purchase big ticket items, but people across demographics are wont to spend, to soak up the festive fervour and infuse happiness through shopping. Interestingly, our survey validates the mood prevalent across India. The survey also highlights preferred formats of shopping, e-marketplaces on their radar, wish list of categories where they plan to splurge.”

“Post pandemic, this could be one of the biggest festival celebrations, both for consumers and marketers. And yes, the survey shows differences by regions and demographics on how Indians shop. Discerning Indian shoppers will not settle for less in their purchase decisions and their brand choices are determined by multifarious factors of price, quality, discounts and reputation,” added Chakraborty.                                                                                                                                                             

Methodology

Ipsos IndiaBus is a monthly pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, Tier 1, Tier 2 and Tier 3 towns, providing a more robust and representative view of urban Indians. The respondents were polled face to face and online. We have city-level quota for each demographic segments that ensure the waves are identical and no additional sampling error. The data is weighted by demographics and city-class population to arrive at national average. 

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