71% believe coronavirus must not be exploited to promote a brand: Kantar Study

Kantar releases the COVID-19 Barometer India study that aims to provide brand owners the answers to some of the pertinent questions during the COVID-19 pandemic.

Kantar today released a new study that understands urban India’s sentiments, behaviors, and expectations from brands during the COVID-19 pandemic. As consumer behavior shifts dramatically and an anxious India waits it out, the new study provides brand owners the answers to burning questions such as:

• What are people thinking, their major concerns, fears and expectations
• How the current crisis is impacting purchase behavior
• Implications for brands and marketing

In the wake of the COVID-19 pandemic, urban India emerges deeply anxious with a strong need for reassurance and stabilization. Some highlights of the study are:

Urban India sentiments and behavior

• Despite a significantly lower number of cases and death toll compared to many nations, India has a high score on the concern index at 57%
• Day-to-day disruption bothers India more (69%) when compared to
  • Health concerns (48%)
  • Economic recession (18%)
  • Financial preparedness of the nation (47%)
• Standing at 54%, India supersedes the global average of 34% when it comes to expecting a speedy recovery
• We are optimistic attitudinally, but behaviors are contrary. Driven by high concerns for scarcity (51%) India is stocking up for worse; mainly essentials
• Going by the current scenario, shared mobility is likely to take a hit – the numbers are heavily skewed towards a complete stop on the usage of public transport (55%), taxis/ride-hailing apps (35%), domestic air travel (58%), domestic railway travel (57%) as opposed to private vehicles (17%)

Also read: Amidst lockdown for COVID 19, Goafest 2020 deferred for the year

Expectations of brands

A “New Normal” is gradually forming – If you don’t build desire, we will learn to live with less indicates the Kantar study.

• Brands are expected to be a trusted source of accurate information (28%)
• Consumers don’t want brands to stop advertising and it must not be exploitative
  • 71% believe coronavirus must not be exploited to promote a brand
  • Brands must show how they can be helpful in the new everyday life (79%)
  • Inform about their efforts to face the situation (77%)
  • Offer a positive perspective (74%)

Kantar’s COVID-19 Barometer India study was conducted among 1100+ samples across 19 cities and 15 states. The respondents are 18+ years men and women and belong to NCCS A and B. The data collection was done through 19^th -22^nd March.

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