印度恰蒂斯加尔邦Chhattisgarh目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inChhattisgarh

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinChhattisgarh

andcompares

themto

theaverageconsumer

inIndia.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inChhattisgarh(India):whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inChhattisgarh

(’’region’’)againstthe

average

Indian

consumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

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

Chhattisgarh

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsAlargeshare

ofconsumers

inChhattisgarh

are

partofGeneration

X.Career

advancement

hasmoreimportance

toconsumers

inChhattisgarh

thantotheaverageconsumer

inIndia.Arelatively

highshare

ofconsumers

inChhattisgarh

thinkthateducation

isanissuethatneedstobeaddressed.Consumers

inChhattisgarhusealltypesof

media

less

frequently

than

theaverage

consumer

inIndia.Consumers

inChhattisgarhtypicallyhavealow

household

income.53%

ofconsumers

inChhattisgarhhavemore

rightleaning

politicalviews.Consumers

inChhattisgarharelessactiveon

social

media

than

the

averageconsumer

inIndia.Artsandliterature

arerelativelyprevalent

interests

of

consumers

inChhattisgarh.Many

consumers

inChhattisgarh

liveinsmall

towns

and

rural

communities.Consumers

inChhattisgarhsee

theeconomic

situationofIndiamoreConsumers

inChhattisgarhrememberpositively

thantheaverage

consumer

in

seeing

adsinprinteddailynewspapersChhattisgarh

hasarather

largeLGBTQ+community

.Consumers

inChhattisgarharelesslikely

to

havetraveling

asahobby

thantheaverage

consumer

inIndia.India.less

often

than

the

average

consumer

inIndia.55%

ofconsumers

inChhattisgarharevery

optimisticabouttheirpersonalfuture.Consumers

inChhattisgarharelesslikely

to

follow

soccer

thanthe

averageconsumer

inIndia.Consumers

inChhattisgarhrememberhearing

adson

music

portals

andstreaming

services

less

often

than

theaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Chhattisgarh

live

in

a

household

of

twoor

more

related

adultsGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%8%5%18%10%9%CoupleSingleparentNuclear

family36%44%7%5%12%18%Multi-generationalfamily15%24%46%42%47%Related

adultsOther37%2%3%RegionCountryGen

ZMillennialsGen

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=237

respondentsin

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Chhattisgarh

typically

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets19%22%79%34%33%30%82%87%33%66%51%33%18%13%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=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Chhattisgarh

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership22%25%24%76%32%68%34%66%53%78%76%47%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=237

respondents

in

Chhattisgarh,

n=24201respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March2024Chhattisgarh

has

a

rather

large

LGBTQ+

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%72%75%81%19%28%29%25%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=237respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionCareer

advancement

has

more

importance

to

consumers

in

Chhattisgarh

thanto

the

average

consumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChhattisgarh53%52%46%43%42%38%35%33%33%30%26%25%25%24%23%21%15%14%13%12%TobesuccessfulAn

honest

Advancing

LearningAhappyHavinga

Safety

andsecurityMakingmy

owndecisionsTraditionsSocialjusticeandrespectablelifemy

career

new

things

relationship

good

timeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=237

respondents

in

Chhattisgarh,

n=24201

respondentsin

IndiaConsumer

Insights

Global

as

of

March2024Arts

andliterature

are

relativelyprevalent

interests

of

consumers

inChhattisgarhConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinChhattisgarh50%50%49%47%47%46%46%46%44%44%43%43%39%36%36%35%35%34%33%27%Career

&educationHealth

&fitnessScience

&technologyFood

&diningMovies,Family

&Arts&TravelSportsFashion&beautyTVshows

parenting

literature&musicRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

are

less

likely

to

have

traveling

as

a

hobby

than

theaverage

consumer

in

IndiaConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinChhattisgarh51%46%43%42%39%36%36%35%35%35%33%33%33%33%32%30%29%29%29%28%ReadingTravelingDoingsportsTech

&Meditation

GardeningOutdoor

Photography

WritingVideogamingcomputers

&wellness

andplants

activitiesandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024A

relatively

large

share

of

consumers

in

Chhattisgarh

play

badmintonConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinChhattisgarh27%24%24%19%18%16%14%14%13%14%12%12%11%11%11%11%10%

10%9%8%BadmintonCricketCyclingDancingRunning&joggingBasketballCountryYoga

&pilatesSwimming&divingFitness,aerobics&cardioSoccerRegion13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=114

respondents

in

Chhattisgarh,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

are

less

likely

to

follow

soccer

than

the

averageconsumer

in

IndiaConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinChhattisgarh39%30%25%15%14%13%11%11%11%10%10%9%9%9%8%8%7%6%6%6%CricketSoccerBasketballTennisVolleyballRegionBoxingCyclingAmerican

Motorsports

TabletennisfootballCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=81

respondents

in

Chhattisgarh,

n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Chhattisgarh

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChhattisgarh42%42%23%22%18%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=237

respondents

in

Chhattisgarh,

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

Chhattisgarh

think

that

education

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinChhattisgarh54%54%49%45%45%40%40%38%38%38%37%36%34%33%33%33%32%31%30%30%Education

Unemploy-mentPovertyHealthandsocialsecurityReligiousconflictsEconomicsituationCrimeRising

prices

Environ-Food

andwatersecurity/inflation/mentcost

of

livingRegionCountry17

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=237

respondents

in

Chhattisgarh,

n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March202453%

of

consumers

in

Chhattisgarh

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinChhattisgarhRegion20%18%53%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=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

see

the

economic

situation

of

India

more

positivelythan

the

average

consumer

in

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinChhattisgarh1%2%Region46%41%11%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=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202442%

of

consumers

in

Chhattisgarh

are

very

positive

about

their

personaleconomic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinChhattisgarh2%2%Region42%38%16%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=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202447%

of

consumers

in

Chhattisgarh

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinChhattisgarh47%44%40%34%28%27%19%19%13%12%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=237

respondents

in

Chhattisgarh,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March202455%

of

consumers

in

Chhattisgarh

are

very

optimistic

about

their

personalfuturePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinChhattisgarh1%3%Region55%31%11%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=237

respondents

in

Chhattisgarh,

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

Chhattisgarh

use

all

types

of

media

less

frequently

than

theaverage

consumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks79%76%74%71%63%63%57%56%55%51%50%45%43%37%37%33%32%30%29%27%25%19%TVDigitalvideocontentDailynewspapersMovies

/cinemaDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsOnlinemagazinesRadioWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

remember

hearing

ads

on

music

portals

andstreaming

services

less

often

than

the

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks56%55%54%51%41%42%40%38%38%37%35%36%33%31%27%24%22%22%21%18%SocialmediaVideoportalsSearchenginesOnlinestoresVideostreamingservicesVideogamesWebsitesandappsof

brands

andappsEditorialwebsitesMusicportalsOtherappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

are

less

active

on

social

media

than

the

averageconsumer

in

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinChhattisgarh84%84%81%80%78%74%44%43%40%34%29%26%21%21%17%18%14%14%13%10%Instagram

FacebookYouTubeTwitterSnapchatRegionLinkedInCountryPinterestQuoraSharechatMoj26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=222

respondents

in

Chhattisgarh,

n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

access

the

internet

via

a

laptop

less

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChhattisgarh

use

regularly

toaccesstheinternet98%95%70%61%53%52%49%47%38%39%38%36%27%25%25%24%17%16%SmartphoneSmart

TVLaptopDesktop

PC

SmartwatchTabletSmartspeakersGamingconsoleStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=237

respondents

in

Chhattisgarh,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Chhattisgarh

remember

seeing

ads

in

printed

daily

newspapersless

often

than

the

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%48%44%39%37%37%36%36%35%30%30%27%25%22%21%14%OnT