India: share of consumer types 2021

Social consciousness for brands, which had performed well during the coronavirus crisis was the consumer persona type, 71 percent of the consumers in India belonged to in March 2021. Bargain hunters, purchasing whenever they find a good deal, in contrast, were at only a little more than 50 percent in the share of consumer persona.

Share of consumers in India in 2021, by consumer type

Characteristic	Share of consumers
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Release date

March 2021

More information

Region

India

Survey time period

March 31, 2021

Number of respondents

1,000 respondents

Age group

18 years and older

Method of interview

Online panel

Supplementary notes

The socially conscious shopper (local items) - More locally sourced items going forward even if they cost a little more.
The socially conscious shopper (brands) - Purchase more from brands that responded well to the crisis.
The convenience seeker - I'm OK with spending more on convenience.
The stockpiler - Home stocked with more than I immediately need.
The bargain hunter - If I found a great deal on a non-essential item, I would buy it today.

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