Introduction Indigenous survey respondents stated that 55% either ’strongly’ or ‘tended to agree with the statement I think my country of residence is in a recession. However, his conviction of this belief is lower than the global average (69%). This reflects the growing optimism and greater emotional and financial satisfaction of the Indians as prosperity has increased range analysis of the detailed documentation to the Indian consumer mentality ‘recession’ and how this affects perceptions about current and future perspectives of time highlights how the economic downturn has affected the perception of quality of life, emotional well-being and financial security of India in-depth analysis of the sensitivity to Indian buyers changing price, awareness of values and attitudes toward private label through 4 sectors of consumer goods major countries and categories including: India, food and nonalcoholic beverages, alcoholic beverages, personal care and emphasizes home care India’s economy has shown resilience amid comparatively higher a worldwide recession and appears to acknowledge the Indian consumers. They are less likely to perceive that their lifestyle has changed in light of the economic slowdown a little more than a quarter (26%) perceive that their lifestyle has been impacted by the recession Despite modernization, traditional values India have persisted, posing dilemmas for advertisers to develop creative campaigns that can work within a cultural context Indian For 70% of buyers in India, the overall quality of the products sold have a lot of influence about where people do their grocery shopping. This is symptomatic of the mentality that is drawn between the culture of the Indian consumer and the apparent opportunities emerging from strong brands that are synonymous with quality reasons to buy gain a detailed understanding of the evolution of consumer habits and behaviors in the midst of the recession in order to determine appropriate strategies for recession and Get country specific industry knowledge on relevant topics of recession as brand and consumer awareness of the value of consumer segmentation and targeting attend activities by accessing data from two waves of primary research conducted in August 2008 and April 2009 Table of Contents: Overview Catalyst Summary Table of Contents Table of figures Table of tables THE FUTURE decoded INTRODUCTION: An understanding of how influence the mentality of recession ‘Indians’ attitudes and consumption is of vital importance “recession mentality” prevalent among global consumers has not been as significant among Indian citizens most Indians feel they have been relatively resistant to recession mentality Key takeouts and implications: a “recession” has not yet been fully covered by a recessionary impact on the Indian lifestyle trend: Consumer confidence in India during 2009 was characterized by cautious optimism Indians are generally satisfied with their quality of life despite being more divided on the general direction of the country different attitudes about the state of the nation reflect different social disparities in India Key takeouts and implications: the Indian mood in relation to the country’s leadership has reduced slightly, but remain relatively optimistic about improving the quality of life TREND: Indian consumers still have great confidence in their financial security and future prospects of the economy less than half of Indian consumers are satisfied with their financial situation perceptions about the economy, job security, financial and housing markets in India have remained largely positive, and there is huge optimism for the next six months, the Indian consumers are managing their finances more closely with some even struggling to pay bills Most Indian consumers are making greater efforts to save and are increasingly wary of their dependence on credit Key takeouts and implications: the Indians became a little less secure in their financial situation in 2008-09, but expect improvements to the remainder of 2009 Insight: The global economic crisis has had a negative impact on emotional well-being of indigenous people with higher levels of stress and fatigue stress levels have been adversely affected during the crisis financial work-life balance has been affected by the deepening recession Happiness levels of certain citizens of India have fallen due to global economic crisis, but the overall mood continues to improve Key takeouts and implications: aspiring Indian citizens report increased stress and fatigue, but we are confident that this is not approaching the end of 2009 Insight: Indian consumers are inherently price and value conscious, and this mentality has further intensified after the global economic crisis on consumers Indians are increasingly aware of the value and therefore looking to save money on grocery purchase price awareness greatly influences where the Indians do their grocery shopping and how they shop, but the quality is still important too Key takeouts and implications : general awareness of consumer prices in India has increased and is reflected in how they determine where to buy Insight: brand loyalties are increasingly threatened as the Indian buyers to give up the marks and increasingly embrace Private Label Indian consumers, who have developed a taste for foreign brands, are starting to give up some of their favorite brands and to do but were considered ‘private label options are potentially poised to attract Indian buyers aware value in the recession key takeouts and implications: awareness consumers value rooted in India, along with their current consumption patterns reflective, create an ideal platform for the growth of private label INSIGHT: Indians are adopting tactics to save money when These purchases of food and drinks and preparation, but a taste for quality is also evident Indian consumers are choosing foods and beverages with the highest quality but are still highly cost-conscious buyers value Many Indians consider private labels food and non-alcoholic beverages to be identical to the famous brand equivalent Key takeouts and implications: a desire for revival to cook more often at home has taken place, while competition between private labels and brands in the market food and nonalcoholic beverages looks set to intensify local private labelers can take advantage of favorable consumer perception Insight: The vast majority of systems of Indian consumers “personal care and options related to the products have been” resistant recession “Most Indian citizens are committed to looking their best in the daily life costs and value conscious personal care / beauty buyers in India has not made significant changes to their shopping for personal care and use to save money for Indian consumers are generally aware of private label personal care products, but recorded a value brand Key takeouts and implications: systems of consumer health and beauty Indians are proving to be largely INSIGHT recession resistant: The preferences of Indian consumers’ alcohol consumption reflect a refusal to trade drinkers India careful about how much they spend on alcohol, however, almost one third report they are drinking more value consciousness has had a similar effect on the Indians’ home alcoholic beverage choices compared to their options outside the home, alcohol private label penetration in India is low resulting in uncertainty about the comparative quality versus equivalents Habit mark and the purchases have more influence on Indian prices alcohol key takeouts and implications: There has been little change for most Indian drinkers suggests that alcohol is largely “recession-resistant ‘ Insight: Indian consumers’ buying preferences foster care are largely determined by the price conscience regardless of the economic value of a slowdown in prices led remains the most influential factor for the home of Indian consumers and Laundry care purchases, but they reflect the preferences of other important influences on the market for private label household care in India is small, but the Indians did not necessarily perceive a significant commitment in buying the store brand products Key takeouts and implications: the hygiene and cleanliness associated with being Indian and this, combined with his inherent aversion to housework, makes some quality action POINTS conscious action: adopt a ruthless approach to delivering and communicating better value the competence approach as to create and maintain differentiation and to demonstrate to consumers that the quality is really important to invest in brand management and that strong brands are more relevant indicators of quality in emerging markets Evaluate and adjust cost structures so that you can offer value for money solutions, particularly those with less discretionary income ACTION: Look for opportunities to extend pre-existing products or launch new premium products in India not give assume that new consumers in the market are a big homogenous group: be very attentive to regional differences, but also careful not to lose the cache of origin marking launch products in smaller sizes with prices lower than destination due to lower revenues reflected in emerging markets such as India’s development private label should reflect the reality that the adoption of such products will gradually start planning longer-term continuous monitoring Indian consumers as economic recovery starts to become a reality APPENDIX Methodology Further reading and references Ask the analyst consulting Disclaimer List of Tables Table 1: Consumer survey: level of satisfaction with the general direction of how it goes things and the quality of life in India (compared to world average), 2009 Table 2: Consumer Survey: satisfaction with the current financial situation and the importance attached to wealth and income and finance that in good order, in India (compared to world average), 2009 Table 3: Consumer Survey: Perception of whether broader economic conditions, the financial situation of home safety / trust and housing market confidence has improved or worsened over the previous six months and how each can change in the procedure for six months in India, 2009 Table 4: Consumer survey: the propensity to feel tense and the extent to which perceived levels of stress have changed over the last six months and are expected to change over the next six months, in India, 2008-2009 Table 5: Consumer survey: the propensity to feel very tired and the degree to which perceived work-life balance has changed in the last six months and is expected to change over the next six months, in India, 2008-2009 Table 6: Consumer survey: the levels of happiness and the extent that happiness perception has changed in the last six months and is expected to change over the next six months, in India, 2008-2009 Table 7: Consumer survey: the changing value of conscience and the desire to save money on grocery shopping Indian buyers, 2009 Table 8: Consumer survey: the efforts being made to change to use the coupons, the grocery-changing choice to save money, shopping embrace more disciplined, and gather and use information on prices Shop, Indian buyers, April 2008 to April 2009 Consumer Survey Table 9: the relative cost / value and meaning of the quality of Indian and global consumers in general, when buying food and drinks Consumer Survey 2008 Table 10: the extent to which Indian consumers are making an effort to save money by adopting different food and beverage consumption and preparation of approaches, from 2008 to 2009 Table 11: Consumer Survey : perception about the relative superiority or inferiority of own brands against the market leader known or famous marks in food, soft drinks and hot drinks in India, 2009 Table 12: Total penetration of own brand foods and spend (million dollars) in India, 2002-2012 Table 13: Total private label penetration and spend soft drinks (million dollars) in India, 2002-2012 Table 14: Consumer survey: the importance given to seek a better life on a day to day, the pressure to look good and satisfaction with physical attractiveness, appearance, among Indian consumers, 2008 and 2009 Table 15: Premium fragrance, makeup, hair care , skincare and personal care markets (million dollars), India, 2002, 2007, 2012 Table 16: Consumer survey: the extent to which consumers are making an effort to save money by the use of spas, salons lesser extent, India, 2008-2009 Table 17: Consumer survey: the attempts by Indian consumers to change their personal care and beauty habits to save money, by category products, 2008-09 Table 18: Total penetration of private label personal care and expenses (in million dollars) in India, 2002-2012 Table 19: Consumer survey: the perception of private labels compared well-known or famous brands in the market for cleaning / beauty products in India, 2009 Table 20: Consumer survey: the attention to the amount of money spent on alcohol and the degree to which consumers of beverages alcoholic in India has reduced the total amount purchased or consumed alcohol in 2008-09 Table 21: Total penetration of private label beverages and pass (in million dollars) in India, 2002-2012 Table 22 : Consumer Survey: the extent to which domestic consumers and laundry care in India made with product options value / cost and quality review in mind, 2008 Table 23: Consumer survey: attitudes of indigenous to doing household chores, 2008 Table 24: Total private label penetration home care and spend ($ m) in India, 2002-2012 Table 25: Consumer survey: the perception about the relative superiority or inferiority of own brand leaders against known or famous brands in the market for household cleaning / laundry products, and how often these products are purchased for saving money in India, 2009 List of Figures Figure 1: The recession and the portal Recovery will allow players to industry to identify new opportunities and continually monitor what is happening in the Indian economy because it develops Figure 2: In late April 2009, more than half of consumers in India agree that the country is in recession Figure 3: More than a quarter of consumers in India have felt the impact of recession Fig 4: Indian consumers are divided on the direction their country is taking, but this has not significantly affected their perceptions of quality of life Figure 5: The opinions of the Indians on the general direction of the country have been similar in the past Figure 6: Economic / financial concerns top the list of personal concerns held by Indian citizens and Chinese despite the growing confidence in its growing prosperity Figure 7: In the course of 2008 and 2009, the Indians have expressed significantly more positive about the economic situation in their country compared to the U.S. Citizens Figure 8: Indian welcome a free market economy has seen an increase in prosperity from the country’s economic liberalization in early 1990 Figure 9: Indian and Chinese citizens are very optimistic about the future prospects of citizens countries Figure 10: Less than a quarter of the Indians are dissatisfied with their financial situation Figure 11: Indian negativity about the economy in general is greater than that shown to his personal situation Figure 12: In accordance with a great future that research-focused in the last decade and the Indians generally anticipate significant improvements aims to move toward the final stages of 2009 Figure 13: The future is focused economic confidence of the Indians who are looking forward to 2010 is very strong Figure 14: Three-quarters of Indian consumers are managing their finances more closely, while nearly one third of individuals reported difficulties in the payment of all bills Figure 15: Indian resistance, “he said to use credit more than doubled between August 2008 and April 2009 Figure 16: The stress at work in India reflects a philosophy of life for many, and who aspire to prosperity Figure 17: Indian society has become more materialistic amid growing prosperity in the country Figure 18: The economic slowdown has also been accompanied by additional stress levels among the Indians, but less than elsewhere Figure 19: The Indians are prone to fatigue, while one in five experienced a worsening the balance between work and life in the period October 2008 to April 2009 Figure 20: Reduction of Indian citizens in other places became less happy during October 2008-April 2009 Figure 21: Nearly two-thirds of Indian consumers are more aware of the value after the recession figure 22: The quality of products sold has more influence than lower prices or habit where the Indians do their grocery shopping Figure 23: Price and value consciousness is influencing the Indian consumer grocery shopping and how to open shop Figure 24: One in four Indian consumers are sacrificing their favorite brands to save money Figure 25: Being seen with the right brand is an important part of consumer culture that characterize the development of emerging Asia markets Figure 26: Nearly one in five Indian buyers are routinely buying private label / store brand products in an effort to save money, but this is far below the global average figure 27: The private label market is affected by a wide range of drivers and inhibitors of Figure 28: Indian consumers are increasingly aware of the value in their choice of food and beverages in 2008, however, were willing to give as Figure 29: Indians attach great importance to a considerable range of food and beverage product features and attributes to make selections Figure 30: Indian consumers are adopting a variety of responses to the reduction in food and drink pass Figure 31: India consumers to make more effort to cook a meal from scratch at home between August 2008 and April 2009 Figure 32: There was a marked decrease in the proportion of consumers in India in a takeaway at home in 2009 compared to 2008 Figure 33: Indian consumers are divided on their perceptions of the famous brand of food, soft drinks and hot drinks compared with equivalent private label Figure 34: Most Indians are aware of appearance and this makes them less willing to change down to make the personal figure of care 35: In a culture that fits the ideology of “own brand” and the modernization of the country in general, the Indians believe that physical attractiveness ultimately be advantageous to ensure a better chance of living in Figure 36: Two thirds of Indian personal care / beauty buyers became more price conscious and value 2008, but showed little desire to sacrifice quality Figure 37: Personal Care / Beauty buyers in India are more likely to buy products based on the routine and brand Figure 38: A lower proportion of Indian consumers consider private label beauty products to be good alternatives known or the market leading brands that those who think otherwise Figure 39: Consumers in India are cautious about how much they spend on alcohol, but did not perceive that they have been making significant cut backs in the amount they consume the Figure 40: Most Indian drinkers did more or less effort to be aware of the value in their purchases of alcoholic beverages Figure 41: India drinkers, perhaps influenced by a growing sense of law, are reluctant to opt for cheaper brands and formats of alcoholic beverages Figure 42: Six out of 10 indigenous drinkers are highly influenced by alcohol consumers with promotional offers that are higher than in other parts of Figure 43: Just over a fifth of drinkers India believe that the private label beverages are good alternatives to market leaders or famous brands Figure 44: Indians are largely unknown, with or without experience drinking alcohol brand Figure 45: The habit and brand are more important for Indian drinkers contained 46 price: The price is the most influential factor in the home of Indian consumers and care of their clothing purchases Figure 47: Indigenous households and laundry care options were largely without changes in 2008, but did purchase the guidelines once again reflect a quality and value / cost approach Figure 48: Cleaning the Indians of value per se do not like housework and trying to minimize the amount of time spent these tasks Figure 49: Seven of every 10 Indian consumers regularly buy products for home care on the basis of value for money that is superior to consumers across 17 countries Figure 50: A relatively small proportion of consumers India regularly purchases of branded products for home care to save money Figure 51: A small proportion of Indian buyers consider white households and laundry products to be higher than the equivalent brand Figure 52: Manufacturers and retailers seeking to provide money in the provision of factors associated with the PPI, but at the same time also gives consumers lower prices than expected Figure 53: The recession and the recovery of the portal that will facilitate the planning vision future business leaders to start planning for the long term For more information, visit: http://www. aarkstore. com/reports/The-Global-Economic-Crisis-The-Impact-On-Consumer-Attitudes-Behaviors-In-India-40681. html