Indian consumers will spend more with brands they trust

Indian consumers are significantly more likely than others in the Asia-Pacific region to spend more money with brands they trust, according to research* from Adobe. 

Almost half (48%) of Indian consumers indicated they would spend at least US$1,000 more each year with trusted brands, compared to 29% in SouthEast Asia and just 14% in Australia.

Why it matters

While one always has to be wary of the say-do gap, it’s clear there is a correlation between brand trust and consumer behaviour and there is potential for brands to shift the needle in India if they can protect consumer data – a key drive of mistrust – and deliver personalised experiences that inspire trust. 

Takeaways

• Just over one third (35%) of APAC consumers felt digital experiences were more important in enabling trust, compared to 23% who preferred in-person experiences. In India, 47% favoured digital over in-person experiences.
• In India, more than 60% suggested they would stop purchasing from brands that fail to provide a valuable personal experience.
• Nine in ten (87%) APAC business leaders say earning trust has become harder since the onset of the pandemic.
• Indian business leaders are optimistic that AI will improve their customers’ experiences (98%) and increase efficiency at work.

Key quote

“Trust is a non-negotiable driver of brand growth in today’s digital economy” – Prativa Mohapatra, vice president and managing director, Adobe India, in remarks reported by Brand Equity.

*Software company Adobe surveyed more than 5,000 Asia Pacific consumers and 900 business leaders for its Adobe Trust Report 2022: APAC.

Sourced from Adobe, Brand Equity [Image: Getty images]