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**Consumer profiling**

Data research centre eMarketer has released a new report on the buying preferences of young consumers aged 16-34 in India. The report reveals that young Indian consumers, especially those in the higher income bracket, place more importance on product brands when shopping compared to their global peers. Strikingly, a whopping 79% of high-income young Indians and 69% of non-high-income young Indians believe that brands play a critically important role in their lives, which is more than the global average (70% and 51%, respectively).

The report also states that 73% of respondents said they are brand-conscious (global rate of 67%), while 82% want brand manufacturers to provide more product information. Retailers and international brand sellers interested in expanding their markets should list detailed product information (e.g., item listings) and prices to entice Indian consumers to browse. Indian consumers show a preference for online shopping across a variety of brand categories, with the top five most popular product categories including mobile phones and electronics, apparel and fashion accessories, food, beauty and personal care products, and home furnishings.

For example, the Indian smartphone market has witnessed significant growth in recent years, partly due to the availability of a wide range of affordable smartphones in the market, while the convenience of online shopping has led to most Indian consumers preferring to buy home appliances and electronics online, often at substantial discounts.

In the apparel and fashion accessories segment, recent research has shown that the industry has the highest buying interest, accounting for 72% of the overall industry in 2017. brands such as Louis Vuitton, Gap, Puma and Titan have experienced roughly five-fold growth. This growth can be attributed to more affordable branded clothing, accessories, footwear, gifts and jewellery. In the food sector, irrespective of the state of the economy, the last few years have witnessed a revolutionary change with more and more people opting to buy groceries online. in 2017, the online grocery market in india saw sales of close to $1 billion, clearly demonstrating consumer acceptance of the convenience of shopping for food online. in 2017, the online food industry in india experienced year-on-year growth of more than 651 TP3T.

With the increase in disposable income of the middle class in India and growing demand for beauty products, the beauty and personal care industry achieved a revenue growth of TP3T 521 in 2017, of which TP3T 801 sales came from repeat customers. Market research predicts that the total size of the Indian beauty market will reach $20 billion by 2025, currently standing at $6.5 billion. Notably, males aged 18-25 in India spend more on beauty and care products than females.

Lastly, the online home furnishing segment witnessed a sales growth of 491 TP3T in 2017.The demand for home products in cities has played a positive role in the growth of the Indian home furnishing market. Growth in infrastructure and real estate has also fuelled the increase in demand for home furnishing products in India. In addition, introduction of international brands and increased brand awareness has further fuelled the growth of home furnishings.

**Cash on delivery (COD) remains the preferred payment method for consumers**

Consumers consider making payments after receiving and verifying the product to be the safest option. Card payments have grown in popularity over the past two years.