Last updated : March 25, 2022 11:00 am
A study by Market Xcel, ‘BrandXcel’, about consumers’ brand preference at different day parts of the day also shows that the most functional brands rank high on the list of the ‘Digi-Gen’, brands who are a combination of a need for immediacy, intimacy/ personalization and on-demand & always on.
The study by Market Xcel provides a deep dive into product categories and features the top 50 brands by Day Parts. The survey ranks the preference for personal care brands high in the mornings, food tech and delivery brands at noon and at night, e-commerce brands also in the noon, and OTT brands at night time. Colgate, Lifebuoy and Closeup have emerged as the key morning brands. The afternoon timeframe is a highly populated one dominated by a mix of digital, mobile, food-tech, internet related, payment gateway and personal care brands. Night time, though not as highly populated as the afternoon, also includes internet related, mobile, shopping and personal care brands. In the top 10 brands’ ranking, the age-old favourites have been nudged out by new-age digital brands like Airtel, Jio, Google, WhatsApp, Facebook, Amazon, YouTube and Netflix. Only two grand old brands made the list – Amul and Colgate. Surprisingly, Amazon is the only ecommerce brand in the top 10 and Amul is the only food brand. Tech-based niche enablers like Swiggy, Zomato and Big Basket dominated the 11-20 ranks.
Speaking about the study, Manish Narang, Founder, MarketXcel, said, “BrandXcel is our continued effort to stay on top of the game when it comes to analysing consumer behaviour shifts and brand impact. While in our two decades of providing research services, we have always witnessed the consumer evolve and grow with the times, the pandemic in the last two years had us all witness such a paradigm change for the first time and we wanted to be the first to delve into it and also use the opportunity to take a different and refreshed approach to the study. Hence the mapping of brand preference by day parts. BrandXcel aims to provide marketers few insights into what the Indian Urban Consumer is looking for now.
Vishal Oberoi, CEO, Market Xcel elaborated on the survey methodology, “Market Xcel studies over 1000 brands and looked at the top 100 more closely and derived insights from the study that included over 8750 people from the target Group aged 18-55 years and living in the tp 25 Indian cities including metro, Tier I and Tier II. The survey covered all four regions of the country and we adopted a hybrid approach for data collection that included web-based interviews and in-person CAPI”
Ashwani Arora, Executive Director, MarketXcel, added, “The changing basket of brands that consumers find relevant now offers an opportunity to understand the underlying traits that make their identity more meaningful in such times. An assessment of brand ranking offers marketers an opportunity to reflect on changed consumer behaviour and its impact in the post pandemic era. Combined with thought leadership and opinion pieces from few of the country’s best marketing minds, an easy to consume, coffee table book presentation of the survey and its findings will ensure Brandxcel is the blue book for marketers to wade into the new norm.”
Findings and insights
Lists the top brands under different categories and Colgate tops personal care, Amul tops Food, Pepsico tops Beverages, Clinic Plus tops Haircare, Amazon tops e-commerce, Honda tops automobiles, LIC tops BFSI, Lakme tops cosmetics and Aaj Tak tops Media and Entertainment among others.