Indian consumers check “origin” of products before they buy: BARC & Nielsen study

New Delhi: Indian consumers are increasingly focusing on the “origin” of products that they buy, compared to global counterparts, following the Covid-19 outbreak, according to a report by monitoring agency Broadcast Audience Research Council (BARC) India and consumer analytics firm Nielsen.While consumers globally – including in the United States, United Kingdom, South Korea, Italy, Germany and France -- are becoming more aware of the “origin” of products they purchase after the outbreak, the “focus on product origin is more pronounced in India than other countries,” the report said.Consumers are “gravitating to brands they can trust,” it added.The report, which gauged consumer sentiment across the Indian and global markets from June 6 to July 3, pointed out that “65% of consumers globally believe that the brand’s response to the crisis would have impact on future purchase likelihood.”While 63% are paying more attention to origin of products, 59% of consumers continue to purchase the same brand as always, it said.Underscoring another aspect of the pandemic’s impact on TV viewership, the report said TV viewership has declined from peak levels as lockdown restrictions eased across countries. ‘News’ continues to register high viewership globally, it said.However, with the return of key sporting events, namely the Bundesliga, La Liga and Premier League (all football tournaments), TV viewership has increased in Germany, Spain and the UK.India and China remain more optimistic about an “economic recovery”, according to the report, while more consumers are optimistic about an economic recovery in the United States, Germany and Brazil. Most European countries, Japan and South Korea have more consumers who are less optimistic, it said.Analysing the consumption of content on smartphones by Indian consumers, the report said the Sushant Singh Rajput-starrer “Chhichhore” became the second highest watched movie in “unique audiences”.Rajput committed suicide on June 14.Amitabh Bachchan and Ayushmann Khurrana’s latest starrer “Gulabo Sitabo” topped the movies section in “unique audiences”.In the list of original series, “Mastram” produced by Prabhleen Kaur Sandhu of Almighty Motion Picture continues to top the charts, with Sushmita Sen-starrer “Aarya” in third spot.The report said the average daily time spent per viewer was four hours (6% higher than pre-Covid-19 levels).While primetime viewership continues to be on the upswing, the “primetime growth” is more pronounced in Southern states, the report said.Interestingly, the viewership of mythology programming has declined over the last nine weeks. The duration of content around mythological themes has also declined in the last five weeks.With Unlock 1.0 in June, revival of advertising on TV has been seen, it said.“With the country opening up gradually, categories like shopping and mobile payments see revival, especially among those above 25 years. Cab aggregators in metros, and travel planners in Tier I towns show a good revival post Unlock 1. Chinese apps saw a drop in usage post the Galwan Valley attack with the ban acting as the last nail in the coffin,” the report added.

from Economic Times https://ift.tt/3fBJ2n6