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A Nielsen Shop­per Trends study (2012) re­leased re­cently is the long­est run­ning study of the evo­lu­tion of the In­dian shop­per over the last 7 years, and this year it was fielded in Fe­bru­ary 2012 across 14 cities in In­dia. The study re­veals that in In­dia a fifth of Ur­ban In­dian Shop­pers now shop reg­u­larly at Mod­ern Trade out­lets. Read on…

In In­dia, a fifth of ur­ban shop­pers (21%) are now reg­u­lar Mod­ern Trade shop­pers ac­cord­ing to the Shop­per Trends study re­leased by Nielsen, a global provider of in­for­ma­tion and in­sights into what con­sumers watch and buy. This is clearly seen by the pro­por­tion of shop­pers who claim to shop at Mod­ern Trade oc­ca­sion­ally grow­ing over the last year from 54% in 2011 to 66% in 2012. In­dian shop­pers continue to spend con­fi­dently with sales for branded pack­aged FMCG grow­ing at dou­ble dig­its across chan­nels types. With In­dia’s Mod­ern Trade re­tail­ers cre­at­ing more shop­per-cen­tric strate­gies, growth across this for­mat has also grown strongly in terms of value as well as reg­is­tered a higher pro­por­tion of sales mov­ing through this chan­nel. For the pe­riod Jan­uary to De­cem­ber 2011, mod­ern trade grew 28% and gar­nered a share of 9.2% - a jump of 1% over last year. “A sta­bi­liza­tion of shop­pers who spend a ma­jor­ity of their money within Mod­ern Trade at this level in­di­cates that this for­mat is a part of the reg­u­lar buy­ing cy­cle for In­dia’s new breed of ur­ban shop­pers. They are now ha­bit­u­ated to the mod­ern trade en­vi­ron­ment and will continue to drive its adoption through the demon­stra­tion ef­fect,” says Adrian Ter­ron, Ex­ec­u­tive Di­rec­tor, Re­tailer and Shop­per, Nielsen In­dia. The Shop­per Trends Study is the long­est run­ning study of the evo­lu­tion of the In­dian shop­per over the last 7 years , and this year was fielded in Fe­bru­ary 2012 across 14 cities in In­dia. Glob­ally, it is con­ducted on an an­nual ba­sis in over 50 coun­tries. In­dian Shop­pers are also flit­ting be­tween stores more, with over a third ( 43%) now fre­quent­ing 2 or more stores. This con­tin­ues as a pre­vi­ously ob­served trend as shop­pers seek to ex­plore a wider va­ri­ety of store of­fer­ings, brand ranges and as­sort­ments, newer store en­vi­ron­ments and a broader set of store types. How­ever, on an av­er­age, the num­ber of stores per shop­per has sta­bi­lized to 2 stores in­di­cat­ing a strength­en­ing of store loy­alty.

The Deal-Seek­ing Shop­per

One of the key at­ti­tu­di­nal and be­ha­vo­rial changes in the ‘deal seek­ing’ be­hav­iour of the shop­per. The pro­por­tion of shop­per’s ac­tively seek­ing pro­mo­tions in the stores they fre­quent, has shot up from 39% to 54% mark­ing a sud­den affin­ity for pro­mo­tions, at a time when shop­pers are price sen­si­tive. Deal seek­ing is also now com­bined with a grow­ing pref­er­ence for bulk packs act­ing as an im­por­tant strat­egy to neu­tral­ize the im­pact of ris­ing prices.35% of Mod­ern Trade shop­pers to­day cite buy­ing bulk prices as their re­sponse to ris­ing food prices. The per­cent­age of those adopt­ing this within Tra­di­tional Trade is sig­nif­i­cantly lower at 29%. This also high­lights the abil­ity of or­ga­nized re­tail to drive a growth of the monthly pur­chase bas­ket and a shift to­wards larger quan­ti­ties. For this, re­tail­ers have suc­ceeded in cre­at­ing ‘deal-weeks’ as an­nual events that cater to a grow­ing breed of bar­gain seek­ers thought the year. “With an ex­pand­ing thrust by re­tail­ers to draw shop­pers and an ex­ter­nal en­vi­ron­ment rife with in­fla­tion­ary pres­sures on the house­hold bud­get, In­dia’s shop­pers un­will­ing to give up their new found fond­ness for bet­ter shop­ping ex­pe­ri­ences are grav­i­tat­ing to­wards pro­mo­tions”, says Ter­ron “The shift to­wards larger packs with shop­pers buy­ing bulk packs ev­ery fort­night is more preva­lent in cat­e­gories like brand sta­ples. This also points to a sig­nif­i­cant will­ing­ness by shop­per to ‘stock-up’ and in­crease the value of each shop­ping trip in or­der to man­age the monthly house­hold bud­get”, opines Ter­ron

About Shop­per Trends

Shop­per Trends is a global con­sumer re­search study con­ducted in over 50 coun­tries to un­der­stand shop­per at­ti­tudes and be­hav­ior. In In­dia, Shop­per Trends is con­ducted in 14 cities: the top eight met­ros (Mum­bai, Delhi, Chen­nai, Kolkata, Ban­ga­lore, Hy­der­abad, Ah­mad­abad & Pune) and six 20 lakh-plus cities (Nag­pur, Jaipur, In­dore, Gur­gaon, Noida & Lucknow). The tar­get re­spon­dents in­clude main gro­cery buy­ers and in­flu­encers; males/ fe­males aged 18- 65 years in SEC A, B, and C house­holds. The study is con­ducted through a door to door method­ol­ogy. We in­ter­view over 3700 re­spon­dents across the 14 cities.

About Nielsen

Nielsen Hold­ings is a global in­for­ma­tion and mea­sure­ment com­pany with lead­ing mar­ket po­si­tions in mar­ket­ing and con­sumer in­for­ma­tion, tele­vi­sion and other me­dia mea­sure­ment, on­line in­tel­li­gence, mo­bile mea­sure­ment, trade shows and re­lated prop­er­ties. Nielsen has a pres­ence in ap­prox­i­mately 100 coun­tries, with head­quar­ters in New York, USA and Diemen, the Nether­lands

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