New Delhi: A recent survey conducted by Ipsos India revealed that a majority of Indian consumers still prefer traditional in-store shopping, especially during festive seasons. Despite the growing popularity of online shopping, three out of four people in Tier 3 cities expressed a strong preference for brick-and-mortar stores.
The survey, titled “IndiaBus Shopping Fiesta,” found that 56% of urban citizens opted for in-store shopping, while 32% preferred a combination of online and offline channels. Only 12% favored purely online shopping. This trend was particularly pronounced among lower-income segments (SEC C and B), who overwhelmingly chose in-store shopping.
When it comes to the factors influencing purchase decisions, quality and price emerged as the top considerations for most consumers. Discounts and brand reputation also played significant roles. Interestingly, brand reputation was more important to consumers in the western region than discounts.
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The survey also explored the excitement levels of citizens for the upcoming festival season. A large majority (65%) expressed enthusiasm for shopping, with higher-income and educated individuals exhibiting the most excitement.
The most popular items on shoppers’ lists included apparels, sweets and snacks, puja items, dry fruits and chocolates, firecrackers, home décor items, jewelry, and consumer electronics. The western region was particularly keen on spending on these items, with higher spending intentions across all categories.
Parijat Chakraborty, Group Service Line Leader at Ipsos India, highlighted the cultural significance of festivals in India and their impact on consumer behavior. She noted that in-store shopping offered a more immersive and family-oriented experience, while online shopping provided convenience and deals.
Overall, the survey findings suggest that India’s love for in-store shopping remains strong, especially during festive seasons. While online shopping has gained traction, traditional retail continues to dominate the market.
