Tier II, III cities to fuel growth during the festive season: Marketnest report

Marketnest, a Delhi-based market intelligence firm, recently conducted consumer research across India's Hindi-speaking markets, including Madhya Pradesh, Chhattisgarh, Rajasthan, Gujarat, Bihar, Jharkhand, and Chandigarh, to ascertain consumer sentiments with the pandemic settling down, particularly in the country's Northern and Western regions. According to the research, many markets have regained their vibrancy with marketplaces, shops, and even schools re-opening.

06 Oct 2021 | By PrintWeek Team

The research was conducted in September 2021 and examined over 15 product categories, with approximately a hundred brands featured in each. The research offers an abundance of data regarding brand recall, brand salience, and desire to purchase during the impending festive season. The insights were gleaned via interviews with over 9000 respondents. Additionally, the research analysed the recall channels via which brands are recalled, as well as the effect of large-scale advertisements on brand recall and salience.

The survey highlights the market's remarkable rebound following the second wave of the Covid-19 pandemic, owing to pent-up and strong festive demand. The patterns show that strong demand will emerge from Tier II and III cities, with products across all categories experiencing robust demand during the festive season.

Nitin Garg, director, Marketnest, said, “This festival season, Tier II & III cities appear to be more hopeful about festive shopping than metros and tier I cities. This trend is visible across all product categories, from the most basic such as cookware, to consumer durables such as washing machines, televisions, and refrigerators, to high-ticket products such as jewellery and two-or four-wheelers. For example, over 65% of respondents to the poll stated that they want to purchase jewellery this festive season, with 50% choosing larger retail chains due to their higher level of trust, brand recognition, ease of returns, and variety of designs.”

He added, “This festive season could be a rebound season for retailers, especially in tier II and III markets. Individuals have already begun browsing for newer things, shortlisting items to purchase, and checking out advertisements. We believe that now is the appropriate time for businesses to spend in marketing and promotional efforts to connect with their customers."