Online shopping rules during sales season, mobile being the most purchased product: Hansa Research report: Best Media Info

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Mobile phones are the most purchased product among footwear, clothing, kitchen appliances, personal care, watches and bags during the sale season, according to the latest report of the consumer sales survey ( CSS) from Hansa Research.

Hansa Research, the Indian consumer insights provider, has released the CSS report which aims to understand the shopping behavior of consumers across online and offline channels during the sale season.

The survey was conducted from July to September 2022 when several shopping sales were active in physical stores as well as on e-commerce platforms.

According to the CSS report, mobile phones (51%) are the most purchased product compared to shoes, clothing, kitchen appliances, personal care, watches and bags. Mobile phones also recorded 10% more sales in the eight major metropolitan cities like Mumbai, Delhi, Bangalore compared to other metros.

Shoes (46%) and electronic accessories (42%) are the other main purchases respectively. Moreover, between online and offline shopping, consumers prefer online shopping. The only exception to this rule is in the book category; which also has equal offline purchases in bookstores.

In terms of payments, e-wallets are the preferred payment method. However, interestingly, the total value of transactions made using credit/debit cards ended up being higher than any other payment option. This indicates that consumers tend to purchase expensive products/brands using cards to earn rewards points or benefit from a credit period.

There are also gender preferences in purchased items; women buy clothes, cosmetics and kitchen items and men buy cell phones and electronic items. However, the gap between men and women who buy mobiles/electronic accessories is not huge. Only 6% of men buy more mobiles and 5% more electronic accessories than women. On the other hand, the gender gap is in favor of women (16%) in the purchase of clothing compared to men. The survey covered consumers in 19 cities belonging to households in socio-economic classes (SEC) A, B and C.

The average expenditure of the 8 main metropolises is 21% higher than that of the other metropolises. The shopping habits of other metropolitan cities are similar to those of the top 8 metropolitan cities, with mobile phones, shoes and electronic accessories being the most purchased items in these cities.

Most consumers make purchases for immediate use rather than future use. However, items such as clothing, shoes and bags saw less of a gap between future and immediate use, indicating a “Buy now, use later” consumer behavior.

The main conclusions of the survey are as follows:

  • During sales, most people buy at least four categories of products ranging from mobile phones, shoes and electronic accessories (such as earphones, Bluetooth headsets, etc.), watches, shoes, personal care, books, edibles, etc.
  • While SEC A and B buy 4 product categories, SEC C is not too far behind and buys three product categories.
  • 35% spent less than Rs 2,000 while shopping and 65% spent less than Rs 10,000
  • Electronic items (like laptops, iPads, etc.) and personal care items (like shampoo, lotions, skincare, etc.) see 25% more purchases by SEC participants A and B than by C.
  • 95% of respondents found the sale to be “value for money” and 96% of respondents found what they expected from the sale.

Praveen Nijhara, CEO of Hansa Research, said: “The report reveals some interesting insights into consumer behavior. Obviously, the availability and affordability of internet data is leading to an increase in the purchase of mobile phones and other electronic accessories. However, while the affluent and high-income group largely contribute to the sales of products such as mobile phones/laptops during sales, the middle-income group is tied with the high-income group when it comes to purchasing bags and watches. This denotes a huge shift in aspiration within the working class.

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