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Indians Seek Personalized Customer Experiences The Most, Says a New Study by Adobe

The top three experience-breakers for Indian customers are hidden fees after purchase, no cancellation policies for travel packages and different returns policies for marketplace sellers

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Adobe Acrobat Reader. Pixabay

People in India have the highest requirement for personal services in the world with 82 per cent Indians demanding offline as well as online personalized experiences, a new study by software giant Adobe said on Wednesday.

The “Adobe Experience Index 2019” that surveyed 1,000 adults found that while two out of three people in India prefer human interaction over interacting with machines, a majority of 79 per cent people are happy to have automated experiences — especially younger consumers with 84 per cent people aged between 25-34 years.

On the other hand, brand-loyal older Indians — aged between 50-64 years — are more likely to agree that brands already know and respect them. They feel brands make technology transparent to them.

“In the past few years, India has seen competition across brand categories intensify, with businesses giving their consumers more choices than ever before. Therefore, Indians having the highest expectations across the world when it comes to personalised customer experiences does not come as a surprise,” said Sunder Madakshira, Head, Marketing, Adobe India.

The study highlighted that customer respect and personalisation are important criterias of brand interaction, even for the Gen Z consumers.

The headquarters of Adobe Systems in San Jose, California
The headquarters of Adobe Systems in San Jose, California. Wikimedia Commons

If these expectations are not met, it could impact businesses’ bottom line, with one in four consumers abandoning their cart as a result of having challenging user experience and customer care.

While Indian consumers are impressed with the potential for automation at smart stores, the study said that 18-24 years old Gen Z are less convinced that technological innovations will improve their lives.

And just as good user experiences are seemingly earning brands brownie points, bad experiences also leads to one in three consumers over 35 years of age saying that they would stop purchasing from the company altogether.

Also Read: SMBs Adopting New Digital Technologies Faster: Google India

The top three experience-breakers for Indian customers are hidden fees after purchase, no cancellation policies for travel packages and different returns policies for marketplace sellers.

“In order to succeed in this experience age, businesses need to be aware of what their consumers want and aim towards delivering personalised, seamless experiences in real-time,” Madakshira added. (IANS)

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Indians Are Cooking Western Food In Their Kitchens: Survey

79% of Indians are preparing western food in their kitchen, says survey

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Majority of Indians cook western food. Pixabay

At least 79 per cent Indians are preparing western food in their kitchens, at least once a week, which is mostly consumed during evening or dinner time as a full meal, a survey by market research firm Ipsos said on Wednesday.

The survey titled ‘The Evolving Indian Palate’, was conducted with 1,000 households across 14 cities who consumed non-home cooked western food in the last one month and prepared western food at home, with the help of western sauces or spreads, at least once a month.

“The Dr Oetker-Ipsos survey has revealed some interesting insights into western food consumption habits in urban India. It is indeed encouraging for us to see that consumers today are more open to experimenting with food in their kitchens with Indo-Western fusion food becoming a rage in particular,” said Oliver Mirza, Managing Director, and CEO for Dr Oetker India & SAARC.

The advantage that western food has in terms of ease of preparation makes it a convenient choice, the Oetker – Ipsos survey has further revealed.

The survey also found that only about 19 per cent of households consume western food during breakfast.

Key trigger for the growing interest in western foods is convenience with comments like it is “easy to cook” (68 per cent) and has wide acceptance, with comments like “good to share with family and friends” (57 per cent), “Enjoyed by children” (53 per cent) and “Good to serve to guests” (46 per cent), the research said.

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The advantage that western food has in terms of ease of preparation makes it a convenient choice. Pixabay

However, western food is not relegated to special or celebratory occasions.

Seventy per cent respondents said that western food is more likely to be a meal replacement rather than being limited to occasions owing to its ease of preparation.

The study found that irrespective of cuisines, preparation of western foods at home is a family affair with two out of five people preparing meals with assistance such as spouse (34 per cent), friend (23 per cent) or another family member (38 per cent).

The research also found that younger people are embracing western foods more.

As a result, seven out of 10 western food consumers are below 30 years of age, with the western food drive being led mostly by the youth and children in their families.

“Despite the entrenched traditional food habits, urban Indians are increasingly becoming open to Western cuisine with more people taking to Western food as a part of their regular consumption regime. Wide access to information, time-pressed and evolving lifestyles, are the key factors to this change,” said Sreyoshi Maitra, Executive Director, Ipsos.

Also Read- According to a Survey, 73% of Urban Indians can Afford a New Home

“Interestingly, kitchens in the western food consuming Indian households have on an average three western sauces (apart from Ketchup) of which mayonnaise and pasta pizza sauce top the charts,” she added. (IANS)