55% Indians feels ads are informative: PAX study

Synovate’s Pan Asia Cross Media Study, called PAX, delves into the psychographics of people across Asia. The study is the result of a survey conducted from Quarter 3 of 2005 to Quarter 2 of 2006 in 10 markets.

The study reveals that Indians are more responsive to ads than Asians on an average. For instance, around 40 per cent Indians have said they are more responsive to advertising. In comparison, only 33 per cent respondents across Asia felt this way.

People consider advertisements to be a good way to learn about new products; 55 per cent Indian and Asians voted yes.

But this doesn’t mean they believe all that they see: Only 28 per cent Indians said they had great trust in the products they’ve seen advertised. Across Asia, the figure is slightly higher at around 29 per cent.

Similarly, the response to ads doesn’t always convert into sales. The survey reveals that only 25 per cent respondents said they bought products because of advertisements. The same trend can be seen across Asia, with only 24.8 per cent agreeing to this.

However, brand consciousness and trust seem to be higher among Indians, higher even than the Asian average. Around 51 per cent Indian respondents agreed that they prefer buying well-known brands. This is much higher than the Asian percentage, 42 per cent.

The same level of trust doesn’t exist when it comes to international or foreign brands. Only 28 per cent Indian respondents believe that well-known foreign brands offer better quality. A similar trend can be found across Asia.

Indians have an inclination towards designer goods and brands. Around 32.5 per cent Indians preferred them, while the preference was as low as 20 per cent in the other Asian markets.

© 2006 agencyfaqs!