印度比哈尔邦Bihar目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inBihar

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinBiharandcompares

themtotheaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inBihar(India):who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inBihar(’’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

Bihar

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Xmakeuparelatively

largesegment

of

consumers

inBihar.Social

justicehasless

importance

toconsumers

inBiharthan

tothe

averageconsumer

inIndia.Arelatively

highshare

ofconsumers

inBiharthink

thateducation

isanissuethatneeds

to

beaddressed.Consumers

inBihartend

to

goto

themovies

lessoften

thanthe

averageconsumer

inIndia.Many

consumers

inBiharhavealowhousehold

income.Arelatively

highshare

ofconsumers

inBiharareinterested

inhistory.Consumers

inBihartend

to

haveleft

orrightleaning

ratherthancentristpolitical

views.Thesocial

network

Josh

ismore

popularinBiharthan

inother

regions

of

India.Many

consumers

inBiharliveinsmalltowns

and

rural

communities.Many

consumers

inBiharconsiderwriting

ahobby.Consumers

inBiharremember

seeingadson

TVless

often

than

theaverage49%

ofconsumers

in

Biharare

veryBiharhasaratherlarge

migrantcommunity.positive

abouttheeconomic

situationof

consumer

inIndia.India.Consumers

inBiharare

lesslikely

tofollow

soccer

thanthe

averageconsumer

inIndia.Consumers

inBiharremember

seeingConsumers

inBiharare

morepessimistic

abouttheirpersonal

futurethan

theaverage

consumer

inIndia.adson

social

medialess

often

than

theaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationX

make

up

a

relatively

large

segment

of

consumers

in

BiharGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%11%21%5%7%CoupleSingleparentNuclear

family9%44%8%34%5%11%18%18%Multi-generationalfamily24%45%42%43%Related

adultsOther37%3%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=634

respondentsin

Bihar,n=24201

respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March2024Many

consumers

in

Bihar

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets22%79%23%34%33%30%85%87%33%66%47%33%15%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=634

respondents

in

Bihar,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Bihar

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership24%76%32%68%33%34%66%37%43%67%63%57%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=634

respondents

in

Bihar,n=24201

respondents

inIndiaSources:Consumer

Insights

Global

as

of

March2024Bihar

has

a

rather

large

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community61%68%75%81%19%39%32%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=634respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionSocial

justice

has

less

importance

to

consumers

in

Bihar

than

to

the

averageconsumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBihar53%

53%42%

43%42%36%33%31%30%

30%28%26%24%24%23%22%21%15%15%12%TobesuccessfulAn

honestandrespectablelifeAhappyrelationship

securitySafety

and

Learning

Advancing

Havinganew

things

my

career

good

timeSocialjusticeMakingmy

owndecisionsTraditionsRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=634

respondents

in

Bihar,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Bihar

are

interested

in

historyConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinBihar50%50%49%47%47%44%44%43%41%41%38%38%37%36%36%35%32%32%31%30%Science

&technology

education

TVshows&musicCareer

&Movies,Health

&fitnessSportsFood

&diningTravelHistoryFinance&economy

parentingFamily

&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Many

consumers

in

Bihar

consider

writing

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinBihar51%43%42%40%39%39%37%36%35%33%32%30%29%29%29%28%28%27%26%25%ReadingTech

&computersTravelingVideogamingWriting

Photography

OutdooractivitiesCooking/bakingDoingsportsGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024A

relatively

small

share

of

consumers

in

Bihar

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinBihar29%27%19%18%16%14%13%13%12%12%12%11%11%10%9%8%8%8%7%7%CricketBadmintonCyclingBasketballDancingRegionAmericanfootball/flagSoccerYoga

&pilatesBaseball&softballFitness,aerobics&cardiofootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=243

respondents

in

Bihar,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

are

less

likely

to

follow

soccer

than

the

average

consumer

inIndiaConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinBihar39%33%25%18%15%13%12%11%11%10%

10%10%9%8%7%7%6%7%7%6%CricketSoccerBasketball

AmericanfootballBoxingRegionTennisCycling

Field

hockey

AthleticsBaseball(track&field)Country14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=235

respondents

in

Bihar,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202445%

of

consumers

in

Bihar

are

in

the

early

majority

of

innovation

adopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBihar45%42%23%19%20%17%16%14%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=634

respondents

in

Bihar,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

Bihar

think

that

education

is

an

issuethat

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinBihar54%50%48%45%40%39%38%37%36%34%34%33%33%32%32%31%29%28%27%26%Education

Unemploy-mentPovertyCrimeEnviron-mentHealthandsocialsecurityReligiousconflictsClimate

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=634

respondents

in

Bihar,n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

tend

to

haveleft

or

right

leaning

rather

than

centristpolitical

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinBiharRegion22%16%55%8%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=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202449%

of

consumers

in

Bihar

are

very

positive

about

the

economic

situation

ofIndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinBiharRegion49%35%11%3%

2%1%4%Country41%40%14%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202439%

of

consumers

in

Bihar

are

very

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinBihar2%Region39%41%15%4%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=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

are

more

likely

to

have

lost

their

jobs

in

the

past

year

thanthe

average

consumer

in

IndiaPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinBihar44%42%40%33%32%27%20%19%17%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=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

are

more

pessimistic

about

their

personal

future

than

theaverage

consumer

in

IndiaPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinBiharRegion51%31%9%4%

5%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=634

respondents

in

Bihar,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

Bihar

tend

to

go

to

the

movies

less

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks79%76%70%68%63%63%60%55%54%51%47%45%43%39%37%35%33%

33%32%27%26%23%TVDigitalvideocontentDailynewspapersMovies

/cinemaDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsRadioOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

remember

seeing

adson

social

media

less

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks55%54%45%45%42%41%40%35%36%34%34%33%31%31%28%24%

24%24%22%21%VideoportalsSocialmediaOnlinestoresSearchenginesVideostreamingservicesVideogamesWebsitesandappsof

brands

andappsEditorialwebsitesMusicportalsBlogs/forumsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024The

social

network

Josh

ismore

popular

in

Bihar

than

in

other

regions

of

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinBihar84%84%83%80%79%74%44%43%40%37%33%27%26%21%19%18%18%14%14%10%Facebook

Instagram

YouTubeTwitterSnapchatRegionLinkedInCountryPinterestQuoraSharechatJosh26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=597

respondents

in

Bihar,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

access

the

internet

via

a

laptop

less

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinBiharuse

regularly

toaccesstheinternet95%93%70%61%60%53%49%47%44%39%37%36%34%32%25%

25%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=634

respondents

in

Bihar,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Bihar

remember

seeing

adson

TV

less

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%47%44%39%39%37%36%34%34%30%30%27%25%24%21%

21%OnTVInprinteddailynewspapersAtthemovies/cinemaDirectly

i