Consumers don’t want brands to stop advertising despite COVID-19: Kantar study

71 per cent believe COVID-19 must not be exploited to promote a brand

Photo by Andre Benz on Unsplash

MUMBAI:  Consumers don’t want brands to stop advertising and it must not be exploitative, says Kantar's new study. Majority also believe that coronavirus must not be exploited to promote a brand.  

The study seeks to gauge urban India’s sentiments, behaviours and expectations from brands during the COVID-19 pandemic.

As consumer behaviour shifts dramatically and an anxious India waits it out, the new study provides brand owners the answers to burning questions like:
·         What are people thinking, their major concerns, fears and expectations
·         How the current crisis is impacting purchase behaviour
·         Implications for brands and marketing

In the wake of the COVID-19 pandemic, urban India has emerged deeply anxious with a strong need for reassurance and stabilisation. Some highlights of the study are: 

Expectations from brands

A “New Normal” is gradually forming. If you don’t build desire, we will learn to live with less, indicates the Kantar study.

·         Brands are expected to be a trusted source of accurate information (28 per cent)
·         Consumers don’t want brands to stop advertising and it must not be exploitative
·         71 per cent believe coronavirus must not be exploited to promote a brand
·         Brands must show how they can be helpful in the new everyday life (79 per cent) 
·         Inform about their efforts to face the situation (77 per cent) 
·         Offer a positive perspective (74 per cent)    
Urban India sentiments and behaviour

·         Despite a significantly lower number of cases and death toll compared to many nations, India has a high score on the concern index at 57 per cent. 
·         Day-to-day disruption bothers India more 69 per cent when compared to:
o   Health concerns at 48 per cent  
o   Economic recession at 18 per cent  
o   Financial preparedness of the nation at 47 per cent  

·         Standing at 54 per cent, India supersedes the global average of 34 per cent  when it comes to expecting a speedy recovery

·         We are optimistic    attitudinally, but behaviours are contrary. Driven by high concerns for scarcity, 51 per cent India is stocking up for worse, mainly essentials.

·         Going by the current scenario, shared mobility is likely to take a hit; the numbers are heavily skewed towards a complete stop on usage of public transport (55 per cent), taxis/ride-hailing apps (35 per cent), domestic air travel (58 per cent), domestic railway travel (57 per cent) as opposed to private vehicles (17 per cent).

Kantar’s COVID-19 Barometer India study was conducted among 1100+ sample across 19 cities and 15 states. The respondents are men and women above 18 years and belong to NCCS A and B. The data collection was done through 19 - 22 March.

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