Consumer behaviour in India

Drawn from Pulse, our bi-annual global survey of consumer behaviours, these insights will be of interest to anyone involved in the design, development, operation or management of commercial spaces in India.

India’s population, spending power and aspiration is booming, creating a huge opportunity for developers, operators and brands. Whilst the scale of consumer demand has never been higher, consumers have never been more demanding in their requirements.

The introduction and development of new destinations and brands and the surge in use of online and social media have all raised and diversified consumer expectations. With competition increasing, consumer will vote with their feet and their wallets, creating winners and losers.

In order to stay ahead of rivals and provide the most relevant and long-lasting commercial strategies, Pragma focusses on consumer trends and behaviours. And whilst every location and audience is different, our global survey Pulse helps give us an insight into the broader trends and behaviours that we see globally, and what matters most to audiences around the world.

The below comparison of the Indian consumer vs. the global average highlights:

• How the shopping mall remains a hub of activity for Indian consumers, with usage stretching way beyond only shopping & browsing
• The appetite for new brands and experiences, including extravagant F&B offerings
• The need for sustainability to be at the forefront of brands’ messaging and behaviour
• The degree to which online is being used as a tool to augment physical experiences – not replace them – but how social media is playing an increasing role in consumers habits and behaviours

Pragma’s work in India to date covers a wide expanse of geographies (from Lucknow in the north to Bengaluru in the south) and formats (including major new mixed-use developments, office parks plus international regional airports). For each, an understanding of customer quantums and behaviours is crucial, and our mix of primary research, cutting edge data and systems and global and local experience allows us to truly understand the scale and nature of the opportunities our clients are interested in and how best to take advantage of them.