印度马哈拉施特拉邦(Maharashtra)目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inMaharashtra

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinMaharashtra

andcompares

themto

theaverageconsumer

inIndia.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMaharashtra

(India):whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMaharashtra

(’’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

Maharashtra

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsMillennials

makeuparelatively

largesegment

of

consumers

inMaharashtra.Havingagood

timeisarelativelyimportant

aspect

oflifetoconsumers

inMaharashtra.49%

ofconsumers

in

Maharashtrathink

Consumers

inMaharashtratend

tothatunemployment

isanissuethatneeds

to

beaddressed.listen

to

podcastsmore

often

than

theaverage

consumer

inIndia.Many

consumers

inMaharashtra

haveahighhousehold

income.Financeand

economy

arerelativelyprevalent

interests

of

consumers

inMaharashtra.54%

ofconsumers

inMaharashtra

havemore

rightleaning

politicalviews.Thesocial

network

LinkedIn

ismorepopularinMaharashtrathan

inotherregions

of

India.Many

consumers

inMaharashtra

liveinthecity

and

inurbanareas.46%

ofconsumers

inMaharashtra

arevery

positive

aboutthe

economicsituationof

India.Consumers

in

Maharashtra

are

morelikely

to

havetech

and

computers

asahobbythan

theaverage

consumer

inIndia.Consumers

inMaharashtrarememberseeing

adsout-of-home

more

oftenthan

theaverage

consumer

inIndia.25%

ofconsumers

in

Maharashtrahaveamigrant

background.54%

ofconsumers

inMaharashtra

arevery

optimisticabouttheirpersonalfuture.Consumers

inMaharashtrarememberseeing

adson

videostreaming

servicesmore

often

than

theaverage

consumerinIndia.Consumers

inMaharashtra

followsimilar

sportsleagues

and

competitionsastheaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Millennials

make

up

a

relatively

large

segment

of

consumers

in

MaharashtraGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%4%5%14%7%9%CoupleSingleparentNuclear

family44%4%5%54%24%18%Multi-generationalfamily27%24%42%31%31%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=3614

respondentsin

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Maharashtra

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets16%22%79%33%45%87%89%33%84%29%33%26%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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Maharashtra

live

in

an

appartmentrather

than

a

houseGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership20%21%24%76%32%68%34%66%52%80%79%48%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3614

respondents

in

Maharashtra,n=24201respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March202425%

of

consumers

in

Maharashtra

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community75%75%82%81%19%25%25%18%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=3614respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionHaving

a

good

time

is

a

relatively

important

aspect

of

life

to

consumers

inMaharashtraConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMaharashtra53%53%42%43%41%40%33%

33%31%30%27%26%26%24%23%23%15%

15%12%

12%TobeAhappyAn

honest

Safety

and

Learning

Advancing

HavingaMakingmy

owndecisionsSocialjusticeTraditionssuccessful

relationshipandrespectablelifesecuritynew

things

my

career

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=3614

respondents

in

Maharashtra,n=24201

respondentsin

IndiaConsumer

Insights

Global

as

of

March2024Finance

and

economy

are

relatively

prevalent

interests

of

consumers

inMaharashtraConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMaharashtra52%52%50%50%50%49%49%47%47%

47%46%45%

44%44%43%41%39%38%36%35%Science

&technologyHealth

&fitnessMovies,TVshows&musicTravelFood

&diningSportsCareer

&education

economyFinance&Fashion&beautyFamily

&parentingRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

are

more

likely

to

have

tech

and

computers

as

ahobby

than

the

average

consumer

in

IndiaConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMaharashtra51%51%47%43%42%42%39%38%38%36%36%36%35%33%33%31%30%30%29%29%TravelingTech

&computersReadingVideogamingCooking/bakingOutdoor

Photography

Cars/Meditation&wellnessDoingsportsactivitiesvehiclesandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202430%

of

consumers

in

Maharashtra

regularly

play

cricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMaharashtra30%27%19%18%17%16%15%14%14%13%13%12%12%11%11%

11%11%

11%11%10%CricketBadmintonCyclingSoccerDancingRegionYoga

&pilatesFitness,aerobics&cardioBasketball

Running&joggingSwimming&divingCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1623

respondents

in

Maharashtra,n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

follow

similar

sports

leagues

and

competitions

asthe

average

consumer

in

IndiaConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMaharashtra40%39%25%

25%16%15%14%13%12%11%11%10%

10%10%10%10%10%9%9%8%CricketSoccerTennisBasketball

AmericanfootballBoxingVolleyball

Tabletennis

Motorsports

CyclingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=1645

respondents

in

Maharashtra,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Maharashtra

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMaharashtra42%40%26%23%18%17%16%14%3%3%InnovatorsEarly

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3614

respondents

in

Maharashtra,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

future1649%

of

consumers

in

Maharashtra

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinMaharashtra54%49%45%45%40%39%39%38%37%

37%36%35%

36%35%34%34%33%

33%33%

33%Unemploy-

EducationmentPovertyEnviron-mentHealthandsocialsecurityClimatechangeCrimeReligious

Rising

prices

Economicconflicts

/inflation/

situationcost

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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Maharashtra

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMaharashtraRegion16%22%54%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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202446%

of

consumers

in

Maharashtra

are

very

positive

about

the

economicsituation

of

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinMaharashtra1%Region46%38%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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

IndiaPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMaharashtra1%Region41%41%14%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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202413%

of

consumers

in

Maharashtra

lost

their

jobs

in

the

past

yearPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMaharashtra44%42%40%40%28%27%19%18%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=3614

respondents

in

Maharashtra,n=24201

respondentsin

IndiaConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Maharashtra

are

very

optimistic

about

their

personalfuturePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMaharashtra2%2%Region54%33%9%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=3614

respondents

in

Maharashtra,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

Maharashtra

tend

to

listen

to

podcasts

more

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks81%79%79%76%65%63%63%

63%59%55%55%51%45%43%43%37%35%35%33%32%30%27%TVDigitalvideocontentMovies

/cinemaDailynewspapersDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsOnlinemagazinesRadioWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

remember

seeing

ads

on

video

streaming

servicesmore

often

than

the

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks56%56%

55%54%47%45%43%42%41%40%38%38%36%35%34%31%27%24%24%21%VideoportalsSocialmediaVideostreamingservicesSearchenginesOnlinestoresWebsitesandappsof

brandsVideogamesMusicportalsEditorial

OtherappswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024The

social

network

LinkedIn

is

more

popular

in

Maharashtra

than

in

otherregions

of

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMaharashtra86%84%84%

84%81%80%52%48%45%44%43%40%30%26%22%21%19%18%17%14%Instagram

YouTubeFacebookLinkedInTwitterRegionSnapchatCountryPinterestQuoraSharechatReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3474

respondents

in

Maharashtra,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

access

the

internet

via

a

smart

speaker

more

oftenthan

the

average

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMaharashtra

use

regularly

toaccesstheinternet96%95%79%70%70%61%59%55%49%47%47%46%39%36%35%34%25%25%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=3614

respondents

in

Maharashtra,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Maharashtra

remember

seeing

ads

out-of-home

more

often

thanthe

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%

54%44%44%42%41%39%39%37%36%32%31%30%27%22%21%OnTVInprinteddaily