印度古吉拉特邦Gujarat目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inGujarat

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinGujaratandcompares

themto

theaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inGujarat

(India):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inGujarat(’’region’’)

againsttheaverage

Indian

consumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondatafrom

theConsumer

InsightsGlobal

survey.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Gujarat

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints16%

ofconsumers

inGujarat

arepartof

Consumers

inGujarat

valuesimilar50%

ofconsumers

in

Gujarat

think

thatConsumers

inGujarat

tendto

readGeneration

X.aspects

of

lifeastheaverage

consumerinIndia.unemployment

isanissuethatneeds

to

magazines

lessoften

thanthe

averagebeaddressed.consumer

inIndia.35%

ofconsumers

inGujarat

havealowhousehold

income.Religion

and

spiritualityare

relativelyprevalent

interests

of

consumers

inGujarat.Consumers

inGujarat

reflect

thegeneral

political

landscapeinIndia.Consumers

inGujarat

areless

activeonsocial

media

than

theaverageconsumer

inIndia.Many

consumers

inGujaratliveinthecityandinurbanareas.Consumers

inGujarat

see

the

economicsituationof

India

more

positively

thantheaverage

consumer

inIndia.Many

consumers

inGujaratconsidercars

andvehicles

ahobby.Consumers

inGujarat

remember

seeingadsinprinteddaily

newspapers

lessoften

than

theaverage

consumer

inIndia.26%

ofconsumers

in

Gujarat

haveamigrant

background.42%

ofconsumers

inGujarat

followcricket.53%

ofconsumers

inGujarat

areveryoptimisticabouttheirpersonal

future.Consumers

inGujarat

remember

seeingadson

videostreaming

services

lessoften

than

theaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Many

consumers

in

Gujarat

live

in

a

household

of

two

or

more

related

adultsGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%5%5%16%43%7%9%CoupleSingleparentNuclear

family44%5%5%16%18%Multi-generationalfamily24%24%41%42%39%37%Related

adultsOther4%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=837

respondentsin

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Gujarat

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets22%79%25%32%33%33%33%33%82%87%75%35%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=837

respondents

in

Gujarat,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Gujarat

live

in

an

appartment

ratherthan

a

houseGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership23%24%76%30%32%68%34%66%37%78%70%63%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=837

respondents

in

Gujarat,n=24201

respondentsin

IndiaSources:Consumer

Insights

Global

as

of

March202426%

of

consumers

in

Gujarat

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%75%81%19%85%26%25%15%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=837respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionConsumers

in

Gujaratvalue

similar

aspects

of

life

as

the

average

consumer

inIndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGujarat53%

53%43%

43%42%41%33%32%30%31%26%

26%25%25%24%23%15%13%12%

12%TobesuccessfulAn

honestandrespectablelifeAhappyrelationship

new

thingsLearning

Safety

and

Advancing

HavingaMakingmy

owndecisionsSocialjusticeTraditionssecuritymy

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=837

respondents

in

Gujarat,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March2024Religion

andspirituality

are

relativelyprevalent

interests

of

consumers

in

GujaratConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinGujarat50%50%49%48%48%47%47%47%47%46%44%44%44%41%38%37%35%34%31%30%Health

&fitnessMovies,TVshows&musicSportsScience

&technologyTravelFood

&diningCareer

&Finance&

Religion

&Historyeducation

economy

spiritualityRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Many

consumers

in

Gujarat

consider

cars

and

vehicles

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinGujarat52%51%43%42%41%41%39%36%36%35%34%34%34%33%33%31%30%30%29%29%TravelingReadingTech

&

Photography

Cars/OutdooractivitiesVideogamingCooking/bakingDoingsportsMeditation&wellnesscomputersvehiclesandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202429%

of

consumers

in

Gujarat

regularly

playcricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinGujarat29%27%18%18%16%15%14%13%12%12%11%11%10%10%10%10%9%9%8%8%CricketCyclingBadmintonYoga

&pilatesDancing

Swimming&divingSoccerRunning

Volleyball

&

American&joggingbeachfootball/flagvolleyballfootballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=372

respondents

in

Gujarat,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March202442%

of

consumers

in

Gujarat

follow

cricketConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinGujarat42%39%25%22%15%14%13%12%11%11%11%11%10%9%9%8%8%7%7%7%CricketSoccerTennisAmericanfootballVolleyball

BasketballCyclingBoxing

Tabletennis

Swimming&divingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=394

respondents

in

Gujarat,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202419%

of

consumers

in

Gujarat

are

in

the

late

majority

of

innovation

adopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGujarat42%42%23%22%19%17%16%14%3%Innovators2%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=837

respondents

in

Gujarat,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

future1650%

of

consumers

in

Gujarat

think

that

unemployment

is

an

issue

that

needs

tobe

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinGujarat54%50%45%43%40%

40%39%38%37%36%36%36%34%34%33%33%33%33%31%30%Unemploy-

EducationmentPovertyEnviron-mentHealthandsocialsecurityReligiousconflictsCrimeClimate

Rising

prices

Economicchange/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=837

respondents

in

Gujarat,n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujarat

reflect

the

general

political

landscape

in

IndiaPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinGujaratRegion19%21%51%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=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujaratsee

the

economic

situation

of

India

more

positively

thanthe

average

consumer

in

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinGujarat1%3%Region46%40%10%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=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202439%

of

consumers

in

Gujarat

are

very

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinGujarat1%2%Region39%43%15%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=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202412%

of

consumers

in

Gujaratlost

their

jobs

in

the

past

yearPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinGujarat44%44%40%35%27%27%19%17%12%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=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202453%

of

consumers

in

Gujarat

are

very

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinGujarat2%2%Region53%34%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=837

respondents

in

Gujarat,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

Gujarat

tend

to

read

magazines

less

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks80%79%76%74%62%

63%63%58%54%

55%51%49%43%37%35%34%33%32%30%27%25%23%TVDigitalvideocontentMovies

/cinemaDailynewspapersDigitalmusic

Onlinenewscontent

websitesRegion

CountryPodcastsMagazinesRadioOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujarat

remember

seeing

ads

on

video

streaming

services

lessoften

than

the

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks55%54%51%51%42%41%

41%40%37%36%36%35%36%33%31%29%24%23%22%21%SocialmediaVideoportalsSearchenginesVideostreamingservicesVideogamesOnlinestoresWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsBlogs/forumsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujarat

are

less

active

on

social

media

than

the

averageconsumer

in

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinGujarat84%84%83%83%80%78%44%43%41%40%39%36%26%23%21%18%15%13%12%10%Instagram

YouTubeFacebookLinkedInTwitterRegionSnapchatCountryPinterestQuoraSharechatMoj26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=792

respondents

in

Gujarat,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujarat

access

the

internet

via

a

smartspeaker

less

often

thanthe

average

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGujarat

use

regularly

toaccesstheinternet96%

95%70%65%61%59%49%47%45%45%39%38%36%30%25%25%23%20%SmartphoneLaptopSmart

TVSmartwatch

Desktop

PCTabletSmartspeakersStreamingdeviceGamingconsoleRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=837

respondents

in

Gujarat,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Gujarat

remember

seeing

ads

in

printed

daily

newspapers

lessoften

than

the

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%52%44%39%37%36%36%36%35%34%30%28%27%23%21%18%OnTVAtthemovies/cinemaInprinteddailynewspapersDirectly

i