Rural India has shown a declining trend of perceived degree of confidence with the resilience of the economy, credibility of digital media is seen at par with traditional media among Rural consumers
Kantar, the evidence-based insights and consulting company along with GroupM’s rural and experiential marketing unit- Dialogue Factory has unveiled the 4th edition of the Rural Barometer Report. This report explores the evolving priorities of Rural consumers concerning inflation and how it alters consumer behavior and purchase patterns.
Dalveer Singh, Head of Experiential Marketing- APAC, Dialogue Factory speaks, “Inflation worries are trickling across rural markets and its impact can be seen in dwindling consumer confidence in H1’22. Confidence in the economy is better in southern states like Tamil Nadu, Andhra Pradesh, and Telangana whereas northern India along with West Bengal in the East is not so optimistic. Big-ticket expenditure in the last six months is stagnant or declining. Conversely, construction categories are continuously witnessing an increase in spending in rural India and small construction is high on future intention as well.”
The research has been conducted with Kantar’s strong data and insights network and Dialogue Factory’s rural marketing intelligence in 18 Indian states, across rural adults (18+ years in age) with representation across gender, NCCS and age groups. With technology penetrating further and rural consumers evolving in this digital and e-commerce-led era, we see a brighter tomorrow in rural regions.
The key highlights of this latest version of the Rural Barometer Report:
Puneet Avasthi, Senior Executive Director- Specialist Businesses, Insights Division at Kantar believes, “Inflation Concerns remain in rural India affecting 2 in 3 households, however, Household income has been going up at a rate faster than inflation, as a result creating some stability for people in Rural India. In order to cope with inflationary trends, consumers in Rural India are looking to move to small pack size and further, could also be doing portion control to make the pack last longer”
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