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Consumer Survey on Digital Channels and Consumer Emotions

Advanced technologies are transforming retail activities across various functions, including billing, ordering, and delivery, amongst others. Also, consumers are finding new ways to access the retail market online and order products while sitting at their place of convenience. Online digital ecosystems–e.g., amazon, flipkart etc. have therefore transformed the access, buying experience and consumption behavior of individuals.

In this background, the consumer survey on digital channels and consumer emotions is intended to collect pan-India data of around 35,000 individual consumers capturing their experiences in accessing and using online retail shopping platforms. In doing so, the focus of the survey will be on collecting data related to demography, gender, geography and other social-cultural factors which may promote/constrain use of online shopping platforms for an individual. While individual behavior to shop is dependent on variety of factors but their buying preferences and payment modalities are also influenced by online retail platforms. Taking this into account, the survey will also collect data on how online retails channels and individual social circle are influencing the emotions of consumers and directing their shopping experience across different products and consumer segments.

Sponsor: The Centre for Digital Transformation, Indian Institute of Management, Ahmedabad.

PRICE Research Team: Rajesh Shukla, Pooja Sharma, Asha Sharma, Rajender Singh, Adite Banerjie
IIMA Research Team: PPankaj Setia, Swanand Deodhar, Somnath Mitra, Ujjwal Dadhich.

2022

Consumer Survey on Digital Channels and Consumer Emotions

Sponsor

The Centre for Digital Transformation, Indian Institute of Management, Ahmedabad.

Objectives

Consumer Survey intends to capture the data related to the following research questions…

  • How do buying patterns for different online products differ across geography–Tier I/II/III/IV cities and rural areas?
  • What types of consumer emotions are most influenced by online retail platforms and what is their variation across geography–Tier I/II/III/IV cities and rural areas–income, age, occupation, and access to a smartphone?
  • How do consumer experiences and emotions about online retail shopping vary with different personalities?
  • How does individual confidence in technology use influence their experience and emotions?
  • What are the effects of digital channels on consumers’ affordability and consumption capability?
  • What are the unmet consumer aspirations and expectations from retailers?

Coverage

National survey covering 22 major Indian States & UTs (Andhra Pradesh, Assam, Bihar, Chandigarh, Chhattisgarh, Daman & Diu, Delhi, Gujarat, Haryana, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha, Puducherry, Punjab, Rajasthan, Tamil Nadu, Telangana, Uttar Pradesh, Uttarakhand and West Bengal).

Sample Design

Probability sampling separately for rural and urban India

Sample Size

35,000 Online Shopping Consumers (Male & Female) of over 18 years of age

Data Collection Method

Face-to-face questionnaire-based approach (CAPI)

Respondents

Online Shopping Consumers (Male & Female) of over 18 years of age

Reference period

Calendar year 2022  

Survey period

April-August 2022

Research Team

PRICE: Rajesh Shukla, Pooja Sharma, Asha Sharma, Rajender Singh, Adite Banerjie

IIMA: Pankaj Setia, Swanand Deodhar, Somnath Mitra, Ujjwal Dadhich.

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