ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Admap Prize winners announced
Mobile adspend lags in Canada
4G to catalyse Indian ecommerce
Publishers turn to welcome ads
No future for digital agencies
Shell develops branded content
7 Day Round-Up
The Warc Blog
Brand image, trust key in India
NEW DELHI: Brand image and trustworthiness are the most important characteristics for goods and services among Indian consumers, a survey has discovered.
JWT, the agency, and Mavenmagnet, the insights firm, drew on data from 5,000 people aged 25–35 years old, and found brand image was vital for 28% of the panel, ahead of trust on 23%.
Elsewhere, a 9% share of those polled were interested in products boasting the potential to "go global", an attitude applying both to indigenous and overseas brands.
An additional 8% cited the perceived "pedigree" of these offerings, with the chance to project wealth on 6% and the "cutting-edge" character of brands on 5%, matched by whether items were rare or unique.
Community contributions posted the same total, with a brand's heritage and specialist status both on 3%. A restricted supply logged 2%, as did an association with letting buyers assert themselves in some way.
More broadly, the research identified three spaces that brands can occupy, the first of which was called the "Belonging World", promoting closeness to friends and family, a key trend in the country.
Cadbury, the confectionery manufacturer, and Airtel, the mobile telecoms provider, were two of the companies argued to form part of this group at present.
Secondly, JWT pointed to the "Pedigree World", where shoppers purchase items that are well made and held in high regard. Nike, the sports giant and L'Oréal, the cosmetics expert, were in this segment.
The third such category was the "Leap World", quantified in terms of helping consumers feel good and take more chances, a position embodied by Rin, the laundry detergent.
Bindu Sethi, national planning director at JWT, also suggested that brands needed to focus on creating a "quality world" approximating the ideals established by members of their target audience.
"When our lives are close to the quality world we keep doing the same things. Where an experience or product is far from this notion, we feel the desire to move away from that,"
she told the Economic Times
Overall, some 29% of people thought "personal growth" rested on advancing their career, while 20% hoped to travel widely. Only 5% mentioned happiness, and 3% cited achieving independence.
Data sourced from Economic Times; additional content by Warc staff, 2 November 2012
PC sales up in India
Dual screening grows in India
Indian car advertising lacks creativity
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc