Mumbai: Indian ranks among the top five countries
whose consumers are ready to spend whether in the stock
markets, home improvement or tourism reveals the latest
ACNielsen Global Survey. The latest global online consumer
confidence survey showed that a majority of Indians
were willing to purchase what they desire and invest
in mutual funds and shares far in excess of their Asian
positive outlook on job prospects and personal finances
makes India an exciting country for consumer marketing.
The country is witnessing a retail boom, with more and
more consumers (66 per cent) excited about trying out
new products and services. Apart from that, disposable
incomes are venturing beyond traditional savings to
investments in the stock markets. About 44 per cent
of Indians are willing to take the plunge into the continuously
bullish market. (Refer Chart I & II)
ACNielsen Online Consumer Confidence and Opinion Survey,
the largest half-yearly survey of its kind, is aimed
at gauging current confidence levels, spending habits/intentions
and current major concerns of consumers across the globe.
The survey polled over 23,500 respondents in 42 markets
from Europe, Asia Pacific, North America, Latin America
and Emerging Markets
back over the last six months, consumers in the Asia
Pacific region and North America were the most optimistic,
while the attitudes of Portuguese have worsened further
over the previous six months.
positive outlook towards the job market has empowered
Indian consumers with more disposable income than they
have had at any time in recent history, creating a new
set of consumers whose eagerness to splash out is not
limited to the festive seasons," says Sarang Panchal,
executive director, customised research services, ACNielsen
capture the wallet of this new set of consumers, companies
would be well advised to focus on innovative promotional
activities with advertising and promotional budgets
spread across the year, instead of concentrating them
on festive occasions."
the coming year, India is clearly the most optimistic
country in the world. Indians have made a leap of faith
and remain at the top of ACNielsen's global ranking,
with a confidence index of 132 points - nine points
ahead of the world's second most optimistic nation,
prospects / personal finances for the next 12 months
An overwhelming 92 per cent of Indians are expecting
job prospects to increase substantially and about 87
per cent think that their personal finances will be
in good shape. (Chart III)
"The impact of outsourcing and the flourishing
of the IT sector have opened up a lot of avenues for
the Indian youth. The key challenge at the moment is
ensuring that adequate training and grooming are available
to sustain this prosperity over time." adds Sarang.
"Further employee satisfaction is likely to be
the metric for this young breed of corporate associates,"
in Asia Pacific continue to ride a wave of economic
buoyancy, with their confidence increasing in nine out
of 13 markets. Even the Japanese and South Koreans,
with the lowest confidence indices globally, have improved
their prospects for the future. In Japan, 45 per cent
more people believe they will have better job prospects
over the next year, compared to the earlier survey.
developments were also seen in European countries, in
spite of prevailing economic and political conditions
facing the region. North America, as well as Latin America,
is generally positive on employment and financial prospects.
68 per cent of North Americans look forward to good
and excellent job prospects over the next 12 months.
With wallets laden and increasingly competitive airline
tickets, more and more Indians are opting for leisure
vacations The survey clearly points to home improvements
(38 per cent) and leisure holidays (37 per cent) as
the two pursuits Indian consumers are willing to indulge
in. (Chart IV and V)
a global basis, 59 per cent of the world's consumers
share positive financial expectations, while 61 per
cent say they would rather not spend. Out of home entertainment,
new clothes and holidays ranked top of the global list.
Europeans remain true to form by neglecting their savings,
which came fifth (36 per cent) before home improvements
and decoration (35 per cent). It is also interesting
to note that in the fashion arena, France has lost their
mantle as the second biggest spenders on new apparel,
handing it to Spaniards (48 per cent) and Italians (47
per cent). Consumers in the US, Canada and South Africa
continue spending mostly on paying down debt, while
at the same time keeping themselves entertained out
Australians and New Zealanders on the contrary are mostly
focused on savings and paying off debt in the first
While the major concerns for Indians over the next 12
months are the economy and their health, this number
has dropped from 37 per cent and 31 per cent to 22 per
cent and 11 per cent respectively.
of adequate facilities in semi urban and rural areas
is making healthcare a bigger and more serious concern
for consumers and this will surely affect the development
of the nation in future. But things are getting better
with time, and a newfound interest in healthy living
has lead to pursuits like visiting a personal trainer
or taking health-rejuvenating holidays coming into vogue.
This opens up a whole host of opportunities for marketers
operating in the wellness sector," explained Panchal.
consumers continue to rank their major concerns as the
economy, job security and health.
economy is the biggest concern for most Asian countries
as well as the US, while job security is the top issue
for Latin American. Health is the biggest or second
biggest concern in Europe and North America. Polish
consumers are worried over political stability, following
the recent change of the country president.
is by far the biggest concern in South Africa, followed
by job security and the economy.
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