Hansa Research to decode what Indians buy during festive season

Hansa Research has launched ‘Festive Monitor 2019’, a unique study to map the Indian Consumers’ purchases around the festival season. The Festive Monitor will track consumer purchases across more than 15 product categories, including consumer durables, electronics, mobiles, jewellery, furniture & furnishing, consumables, apparel etc., over a five week period coinciding with the festival season. With a total sample size of over 14,000 respondents, this Monitor will be the largest of its kind, spread over 16 towns with a population of over one lakh, covering decision makers from SEC A & B in the age group 22 to 50.

The Festive Monitor will focus on shopping done by consumers during the busiest season covering Navratri, Durga Puja, Dusshera and Diwali. The research design and fast turnaround time for reporting will ensure valuable early insights for Marketers, to enhance their understanding and plan actions during the festive season.

“The Festive Monitor will cover key trends in category choices and allocation of money by the festival shoppers. The study will throw light on preferences in shopping formats for various categories, a key input to guide marketing activity “ said V Sudarshan, Senior Vice President, Hansa Research.

“Our 2018 report showed that Mobiles & Accessories, Electronics and Durables emerged as the most popular categories, with eight in ten consumers having shopped in one of these three categories. This year’s Monitor will cover aspects of Marketing activity like Promotions used & preferred during the festival, and Brands, Stores and Websites with the best traction” said Praveen Nijhara, CEO, Hansa Research

Continued Nijhara, “Nimble marketers, be it online or offline, are the ones who will succeed. The Festive Monitor will provide them quick and actionable data. It is designed to help such Marketers win big in the festival season”.