印度中央邦（Madhya Pradesh）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inMadhya

Pradesh

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinMadhyaPradesh

andcompares

themto

theaverage

consumerinIndia.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMadhyaPradesh

(India):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMadhyaPradesh(’’region’’)

againsttheaverage

Indian

consumer,labelled

as’’country’’

inthecharts.•

12,000+

forcountries

with

theextended

survey(including

India)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondataFieldwork:from

theConsumer

InsightsGlobal

survey.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Madhya

Pradesh

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inMadhyaPradesh.Ahappy

relationship

haslessimportance

toconsumers

inMadhyaPradesh

than

tothe

average

consumerinIndia.Arelatively

highshare

ofconsumers

inMadhyaPradesh

thinkthateducation

isanissuethatneeds

tobeaddressed.Consumers

inMadhya

Pradesh

usealltypesofmedia

lessfrequently

than

theaverage

consumer

inIndia.Many

consumers

inMadhyaPradeshhavealow

household

income.Many

consumers

inMadhyaPradeshConsumers

inMadhya

Pradesh

arelesstendtohavemore

rightleaningpolitical

activeon

social

media

than

the

averageReligion

and

spiritualityare

relativelyprevalent

interests

of

consumers

inMadhyaPradesh.views

than

theaverage

consumer.consumer

inIndia.Many

consumers

inMadhyaPradeshliveinsmall

towns

and

ruralcommunities.43%

ofconsumers

in

MadhyaPradesharepositive

abouttheeconomicsituationof

India.Consumers

inMadhya

Pradeshremember

gettingadsbymail

lessoftenthan

theaverage

consumer

inIndia.Consumers

inMadhyaPradesh

aremore

likely

tohavesportsandfitnessasahobbythantheaverage

consumer

inIndia.MadhyaPradesh

hasarather

smallmigrant

community.51%

ofconsumers

inMadhyaPradesharevery

optimistic

abouttheirpersonalfuture.Consumers

inMadhya

Pradeshremember

hearing

adsonmusic

portalsandstreaming

services

lessoften

thanthe

average

consumer

inIndia.Consumers

inMadhyaPradesh

arelesslikely

to

follow

soccer

thanthe

averageconsumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

MadhyaPradeshGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle0%0%14%5%5%12%7%9%CoupleSingleparentNuclear

family34%44%4%5%13%18%Multi-generationalfamily21%24%54%42%47%Related

adultsOther37%4%3%RegionGen

Z

MillennialsCountryGen

XBoomersRegionCountry5Notes:’’Howoldareyou?’’;

Single

Pick;Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=654

respondentsin

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Madhya

Pradesh

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets22%79%24%33%33%33%33%35%40%87%89%67%13%11%RegionCountryRegionCountryRegionHighCountryMiddle

LowWorkingNot-workingGoodsServices6Notes:Recodes

based

on:’’Which

ofthe

following

categoriesbest

describes

your

currentemployment

status?’’;Single

Pick;’’Which

ofthe

following

categoriesbest

describes

yourcurrentjob

sector?’’;

Single

Pick;

’’Monthly/annualhousehold

income

(local

currency)’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick

n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Madhya

Pradesh

live

in

a

house

ratherthan

an

appartmentGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership18%21%24%76%32%68%34%66%40%82%79%60%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=654

respondents

in

Madhya

Pradesh,n=24201respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March2024Madhya

Pradesh

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community75%81%81%19%83%25%19%17%RegionCountryRegionCountryMigrant

backgroundNomigrant

backgroundLGBTQ+

communityNot

LGBTQ+8Notes:’’Were

youoryour

parents

bornoutside

ofyour

currentcountry

ofresidence?’’;Multi

Pick;

’’Do

youconsider

yourself

part

ofthe

LGBTQ+community?’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=654respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

has

less

importance

to

consumers

in

Madhya

Pradeshthan

to

the

average

consumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMadhya

Pradesh52%

53%46%43%42%36%33%32%31%30%28%26%25%24%23%

23%15%14%13%12%TobesuccessfulAn

honestandrespectablelifeAhappyAdvancing

Learning

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeTraditionsrelationship

my

career

new

thingssecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=654

respondents

in

Madhya

Pradesh,n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Religion

andspirituality

are

relativelyprevalent

interests

of

consumers

inMadhya

PradeshConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMadhyaPradesh50%50%49%49%47%46%47%47%45%44%45%

44%44%39%38%37%37%36%33%30%Health

&fitnessMovies,Science

&Career

&SportsRegionTravelReligion

&spiritualityFood

&diningFinance&economyFashion&beautyTVshows

technology

education&musicCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

are

more

likely

to

have

sports

and

fitness

as

ahobby

than

the

average

consumer

in

IndiaConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMadhyaPradesh51%49%43%

43%42%42%39%36%36%36%35%33%33%33%33%32%32%30%29%29%TravelingReadingTech

&computersDoingsportsPhotography

Cooking/bakingCars/vehiclesOutdooractivitiesVideogamingMeditation&wellnessandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Madhya

Pradesh

regularly

play

cricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMadhyaPradesh28%27%20%19%18%16%14%13%12%12%11%11%11%

11%11%11%10%10%9%7%CricketBadmintonCyclingDancingYoga

&pilatesSwimming&divingFitness,aerobics&cardioRunning&joggingSoccerBasketballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=302

respondents

in

Madhya

Pradesh,n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

are

less

likely

to

follow

soccer

than

the

averageconsumer

in

IndiaConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMadhyaPradesh39%39%25%19%15%13%13%11%11%10%10%9%9%9%9%9%8%8%7%7%CricketSoccerTennisBasketball

Motorsports

Volleyball

American

Field

hockey

Tabletennis

CyclingfootballRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=292

respondents

in

Madhya

Pradesh,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202447%

of

consumers

in

Madhya

Pradesh

are

in

the

early

majority

of

innovationadopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMadhyaPradesh47%42%23%18%17%17%17%16%3%Innovators1%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=654

respondents

in

Madhya

Pradesh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024CHAPTER

03Perspective

and

outlook•

Challenges

facing

thecountry•

Politics•

View

on

country’seconomic

situation•

View

on

personal

economic

situation•

Economic

concerns•

View

on

personal

future16A

relatively

high

share

of

consumers

in

Madhya

Pradesh

think

that

education

isan

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinMadhyaPradesh57%54%53%47%45%40%39%38%37%37%35%

36%34%34%34%33%33%32%31%31%Unemploy-

EducationmentPovertyReligious

Rising

pricesconflicts

/inflation/cost

of

livingCrimeHealthandsocialsecurityClimatechangeEconomicsituationEnviron-mentRegionCountry17

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Many

consumers

in

Madhya

Pradesh

tend

to

have

more

right

leaning

politicalviews

than

the

average

consumerPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMadhya

PradeshRegion19%17%56%9%Country19%21%50%10%LeftCenterRightPrefer

notto

answer18

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202443%

of

consumers

in

Madhya

Pradesh

are

positive

about

the

economicsituation

of

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinMadhya

Pradesh1%Region40%43%12%3%1%Country41%40%14%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202448%

of

consumers

in

Madhya

Pradesh

are

positive

about

their

personaleconomic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMadhyaPradesh1%Region32%48%16%3%1%Country35%43%17%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=654

respondents

in

Madhya

Pradesh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202419%

of

consumers

in

Madhya

Pradesh

are

worried

about

not

being

able

to

paytheir

billsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMadhyaPradesh44%42%40%36%27%27%19%19%12%11%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

my

jobinthepast12

monthscountry

of

residenceRegionCountry21

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;Base:n=654

respondents

in

Madhya

Pradesh,

n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March202451%

of

consumers

in

Madhya

Pradesh

are

very

optimistic

about

their

personalfuturePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMadhya

Pradesh1%2%Region51%36%10%2%2%Country49%35%11%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Madhya

Pradesh

use

all

types

of

media

less

frequently

than

theaverage

consumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks79%79%76%

76%63%63%62%56%55%51%51%46%43%37%34%33%32%29%28%27%25%22%TVDigitalvideocontentDailynewspapersMovies

/cinemaDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsRadioOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=654

respondents

in

Madhya

Pradesh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

remember

hearing

ads

on

music

portals

andstreaming

services

less

often

than

the

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks55%54%54%52%42%41%40%39%38%35%35%36%34%33%31%26%24%21%19%16%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresVideogamesWebsitesandappsof

brandsMusicportalsEditorial

NewsletterswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

are

less

active

on

social

media

than

the

averageconsumer

in

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMadhyaPradesh84%84%83%83%80%73%44%43%40%37%35%33%26%22%21%18%14%13%13%10%Instagram

YouTubeFacebook

SnapchatTwitterRegionLinkedInCountryPinterestQuoraSharechatMoj26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=615

respondents

in

Madhya

Pradesh,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

access

the

internet

via

a

smart

speaker

lessoften

than

the

average

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMadhyaPradesh

useregularlytoaccess

the

internet95%94%70%62%61%56%49%47%42%38%39%36%30%27%25%25%21%20%SmartphoneLaptopSmart

TVSmartwatch

Desktop

PCTabletSmartspeakersGamingconsoleStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=654

respondents

in

Madhya

Pradesh,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Madhya

Pradesh

remember

getting

ads

by

mail

less

often

thanthe

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks53%

54%44%40%39%37%36%35%34%32%30%27%