A survey has revealed that most urban citizens across demographics prefer instore shopping, except Sec A which prefers a combo of online and instore mode
A new survey has revealed that at least three in every four (76 per cent) tier-3 citizens prefer the instore mode of shopping the most, highlighting the growing popularity of the instore shopping. The Ipsos IndiaBus Shopping Fiesta Survey found that, overall, 56 per cent of urban citizens chose the instore mode of shopping, followed by 32 per cent preferring a combination of online and instore shopping and 12 per cent preferring the online mode.
The survey revealed that students were seen to prefer a combination of online as well as instore (44 per cent) and instore (44 per cent) modes in equanimity. The instore mode of shopping was seen to be more pronounced among citizens of low education (65 per cent), the east zone (65 per cent) and the north zone (63 per cent).
“Festival shopping is a great activity for buying personal goods, for gifting and upgradation in terms of buying household goods, consumer electronics, durables, cars, two-wheelers and even homes. Instore shopping has its own charm, more like a family activity to dress up in festive wear and shop, but citizens are also snagging great deals online. Especially the educated and the higher demographics and cohorts. Sec C, tier 3 is leveraging opportunities in instore mode,” stated Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation, ESG and CSR, Ipsos India.
As per the survey, while Sec C (65 per cent) and Sec B (62 per cent) preferred instore shopping, Sec A was seen to prefer a combination of the online and offline mode of shopping (45 per cent), instore (31 per cent) and online shopping (23 per cent).
Quality (80 per cent) and price (77 per cent) emerged as the biggest considerations in the purchase decision, followed by discounts (66 per cent) and brand reputation (46 per cent). For the west zone citizens, brand reputation (66 per cent) was placed before discounts (64 per cent).
Overall, citizens are planning to spend this festival season on apparel (89 per cent), sweets and snacks (79 per cent), puja items (74 per cent), dry fruits and chocolates (63 per cent), firecrackers (63 per cent), home décor items (62 per cent), jewellery (42 per cent) and consumer electronics (30 per cent). Interestingly, dry fruits and chocolates were high up for the west zone citizens (77 per cent), tier 1 (73 per cent), and Sec A (73 per cent).
