印度哈里亚纳邦（Haryana）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inHaryana

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinHaryanaandcompares

themto

theaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inHaryana

(India):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inHaryana(’’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

Haryana

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inHaryana.Safety

and

security

haslessimportancetoconsumers

inHaryanathan

totheaverage

consumer

inIndia.Arelatively

highshare

ofconsumers

inConsumers

inHaryanausealltypesofHaryana

think

thatunemployment

isan

media

less

frequently

thanthe

averageissuethatneedstobeaddressed.consumer

inIndia.Many

consumers

inHaryanahavealowhousehold

income.Arelatively

highshare

ofconsumers

inHaryana

areinterested

inhealthandfitness.Compared

totheaverage

consumer

inIndia,consumers

inHaryanatendtohavecentrist

political

views.Consumers

inHaryanaareless

activeon

social

mediathanthe

averageconsumer

inIndia.Many

consumers

inHaryanalive

insmall

towns

and

rural

communities.Many

consumers

inHaryanaconsidersportsandfitnessahobby.48%

ofconsumers

in

HaryanaareConsumers

inHaryanarememberpositive

abouttheeconomic

situationof

seeing

adson

TVless

often

than

theHaryanahasarathersmall

migrantcommunity.India.average

consumer

inIndia.10%

ofconsumers

inHaryana

followboxing.40%

ofconsumers

inHaryana

areoptimisticabouttheirpersonal

future.Consumers

inHaryanarememberseeing

adsinonlinestores

lessoftenthan

theaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

HaryanaGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle0%0%14%4%5%13%6%CoupleSingleparentNuclear

family9%31%44%4%5%13%18%Multi-generationalfamily20%24%57%42%50%Related

adultsOther37%4%3%RegionGen

Z

MillennialsCountryGen

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=374

respondentsin

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Haryana

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets22%79%26%33%33%33%35%82%32%42%87%66%18%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=374

respondents

in

Haryana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Haryana

live

in

small

towns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership23%25%24%76%32%68%34%66%48%77%76%52%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=374

respondents

in

Haryana,n=24201

respondentsin

IndiaSources:Consumer

Insights

Global

as

of

March2024Haryana

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community75%82%81%19%87%25%18%13%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=374respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionSafety

andsecurity

has

less

importance

to

consumers

in

Haryana

than

to

theaverage

consumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinHaryana55%53%48%43%42%40%35%33%30%28%26%25%24%23%22%21%15%

15%12%10%TobesuccessfulAn

honestandrespectablelifeAhappyLearning

Advancing

Safety

and

HavingaMakingmy

owndecisionsSocialjusticeTraditionsrelationship

new

things

my

careersecuritygood

timeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=374

respondents

in

Haryana,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Haryana

are

interested

in

health

andfitnessConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinHaryana52%50%50%49%47%47%46%46%44%44%43%43%43%40%39%38%32%32%31%30%Health

&fitnessScience

&technology

educationCareer

&SportsTravelMovies,TVshows&musicFood

&diningFinance&economyFashion&beautyHistoryRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Many

consumers

in

Haryana

consider

sports

and

fitness

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinHaryana51%46%43%42%39%37%36%36%36%35%35%33%33%31%30%29%29%29%29%25%TravelingVideogamingReadingTech

&computers

activitiesOutdoorCooking/bakingDoingsportsCars/vehiclesPhotography

GardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Haryana

regularly

play

cricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinHaryana27%27%20%18%16%

16%14%14%13%12%11%11%11%10%10%10%9%8%8%8%CricketBadmintonCyclingSoccerYoga

&pilatesDancingCountryRunning&joggingFitness,

Volleyball

&

Swimmingaerobics&cardiobeachvolleyball&divingRegion13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=171

respondents

in

Haryana,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March202410%

of

consumers

in

Haryana

follow

boxingConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinHaryana39%37%25%22%15%13%11%11%11%10%10%

10%9%9%8%8%8%8%7%7%CricketSoccerTennisBasketballBoxingRegionAmericanfootballCycling

Field

hockey

Volleyball

Swimming&divingCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=162

respondents

in

Haryana,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202437%

of

consumers

in

Haryana

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinHaryana44%42%23%19%18%17%17%16%3%Innovators2%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=374

respondents

in

Haryana,

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

Haryana

think

that

unemployment

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinHaryana64%54%48%45%44%40%39%37%38%37%36%36%36%34%34%33%33%32%31%29%Unemploy-

EducationmentPoverty

Rising

prices/inflation/CrimeEnviron-mentReligiousconflictsHealthandsocialsecurityEconomicsituationClimatechangecost

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=374

respondents

in

Haryana,n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Compared

to

the

average

consumer

in

India,

consumers

in

Haryana

tend

tohave

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinHaryanaRegion19%26%44%10%10%Country19%21%50%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=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202448%

of

consumers

in

Haryana

are

positive

about

the

economic

situation

of

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinHaryana2%Region28%48%19%3%1%Country41%40%14%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202450%

of

consumers

in

Haryana

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinHaryana1%Region23%50%23%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=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202445%

of

consumers

in

Haryana

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinHaryana45%44%40%34%27%21%19%17%12%6%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=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Haryana

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinHaryana2%2%Region42%40%14%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=374

respondents

in

Haryana,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

Haryana

use

all

types

of

media

less

frequently

than

the

averageconsumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks79%76%73%69%63%63%55%51%50%49%49%47%43%37%32%32%33%30%27%23%22%21%DigitalvideocontentTVOnlinenews

Digitalmusicwebsites

contentDailynewspapersMovies

/cinemaMagazinesPodcastsOnlinemagazinesRadioWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Haryana

remember

seeing

ads

in

online

storesless

often

thanthe

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks55%54%51%48%42%41%40%36%36%35%35%31%31%30%27%24%23%19%17%13%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresWebsitesandappsof

brandsVideogamesMusicportalsEditorial

NewsletterswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Haryana

are

less

active

on

social

media

than

the

averageconsumer

in

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinHaryana84%84%83%80%80%69%44%43%40%36%35%32%26%21%19%19%18%14%9%9%Instagram

YouTubeFacebook

SnapchatLinkedInRegionTwitterPinterestQuoraRedditSharechatCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=351

respondents

in

Haryana,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Haryana

access

the

internet

via

a

smartwatch

less

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinHaryana

useregularlytoaccess

the

internet95%94%70%68%61%50%49%47%39%37%35%36%29%26%25%25%16%15%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=374

respondents

in

Haryana,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Haryana

remember

seeing

ads

on

TV

less

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%44%44%39%37%36%35%33%30%29%27%27%23%22%21%12%OnTVInprinteddailynewspapersDirectly

inthestoreAtthemovies

O