Warc, 9 May 2014
MUMBAI: Indian consumers can cope better with "information overload" than their counterparts in other countries, a new survey across six countries has found.
In addition, the "New Realities" report from Cogito Consulting and Terry Peigh, the senior VP and MD at Interpublic Group (IPG), the agency holding company, said Indian consumers are heavily influenced by recommendations from friends and family, Best Media Info reported.
Based on evidence from 600 online interviews with consumers in India, China, Brazil, Russia, the UK and the US, the study uncovered particular insights into the outlook of Indian consumers.
It found that three-quarters (75%) of Indian survey respondents value receiving information because it made them feel more-empowered, provided them with greater product knowledge and boosted their self-esteem.
Almost half (44%) said they consider social media networks to be a good source of word-of-mouth information on brand experience while 57% believe they always seek out trusted sources of information about brands.
With the value of trust so important for Indian consumers, IPG's Terry Peigh urged brands to concentrate on this attribute and also admit to mistakes if they are made.
"We all know that trust can't be built in a day; it is over years that a brand manages to create goodwill among its consumers," he said. "I suggest newer brands create an emotional and humane bonding with its consumers to climb the trust ladder quickly."
This meant addressing complaints about goods and services, he advised, especially as the study found manufacturers failed to respond to 94% of online complaints.
"Being trusted means you recognise your brand's weakness, admit failures, correct them […] and have the conversation," Peigh said.
Elsewhere, the report also noted that half (49%) of Indian consumers believe they actively promote a brand if they feel strongly about it while 53% enjoy finding out product information.
Data sourced from Best Media Info; additional content by Warc staff