Wednesday, March 9, 2011

Indian Consumers Are Crossover Shoppers: Nielsen Study

The study, conducted among 3,000 plus shoppers across 11 cities and Nielsen’s national panel of retailersduring the 12 months ended September last, suggests that the valuehunting Indian consumer visits modern trade formats such as Hypercity, Big Bazaar, Spencer’s , D’Mart , More and Reliance Fresh for her monthly purchases, while frequenting traditional groceries for her daily purchases.

“I avoid going to the large formats to pick up a few daily essentials. I hate waiting in long queues and getting bar codes checked,” says Sarita Joshi, a homemaker living in Nerul, an eastern suburb of Mumbai. “It is equally tough returning products to big retailers or getting the money back which my neighbourhood kirana takes care of with just a phone call,” she adds.

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