[PIO] Consumer Habits and e-kalathi: Research by IMR on behalf of the Consumer Protection Agency

The Consumer Protection Service, in cooperation with the research company IMR, carried out a telephone survey to determine, among other things, general consumer attitudes, as well as to record the level of awareness of the e-Kalathi initiative.

The survey was conducted between 3 and 5 October 2023, through telephone interviews using a structured questionnaire, with a sample size of 800 people. The participants were selected by random stratified sampling.

The survey reveals that the main criteria of consumers for choosing products from supermarkets are primarily price (49%) and quality (24%). The main criteria for choosing the supermarket(s) they shop at are location (42%), product prices (25%) and product variety (15%). It is also significant that the survey shows that 83% of consumers visit more than one supermarket per month to do their shopping. Further, a large percentage of consumers (40%), state that they always or most of the time research on product prices before making a purchase from a hypermarket.

In relation to e-kalathi, 54% of respondents stated that they were aware of the initiative to create the online application. Further, 67% of the respondents said that e-kalathi will work to a great or fair extent for the benefit of consumers. Finally, 30% said that if the initiative is implemented, they would always or often use the app and 33% said they would use it sometimes.

The Consumer Protection Bureau believes that the survey results demonstrate that most consumers today are looking to identify the best options on the basis of best price and quality at supermarkets that are conveniently located for them. They try to obtain information on product prices before visiting supermarkets by carrying out market research using the means currently available to them (brochures, advertisements, online shops, apps, etc.).The full results of the survey can be viewed by clicking here.

(AF/SX)
Contents of this article including associated images are owned by PIO
Views & opinions expressed are those of the author and/or PIO
Source