Survey Analysis

Research Article

CONSUMER PERCEPTIONS OF
BEING VOCAL FOR LOCAL

Gladwin Joseph E

M.Des Fashion Management Marketing

MIT Institute of Design

Loni Kalbhor, Pune-412201

SURVEY ANALYSIS

Research Title:

Vocal for Local (Atma-nirbharta)

Introduction:

Prime Minister Modi coined a new slogan 'vocal for local' which means to not
only buy local products but to be vocal about it. The use of the term ‘atma
nirbharta’ (self-reliant India) refers to Modi’s intent free India from foreign brands
and to take its local products global and building a self-reliant India.

Objective:

This survey investigates consumer attitudes and preferences towards Local and
International brand purchases in the clothing and handicrafts retail industry by
assessing a background factor of being ‘atma nirbharta – Vocal for Local’. The
research is also to be imagined beyond supporting local craftsmen and
approaching towards the needs of consumers and its impact on International
Brands.

Design:

Questionnaires were used to collect data. The questionnaire included closed ended
questions. I mainly classified the survey according to gender.

Pie Charts and bar charts that have been used to evaluate the results.

Sample Audience:

Indian consumers of Local and International brands and lifestyle products.

Statement:

Consumer attitudes and preferences towards local and International brand

purchase decision with a background factors like prestige, quality, availability and
price after PM Modi launched ‘Vocal for Local’ campaign.
 Result Analysis and Research

Total Responses: 110




1. Gender: Male & Female




Female
55
Responses

55
50% 50%

Responses
Male

2. Age Group: 18 - 55+ year old

8%

18 - 24 (Gen Z) 25%
25 - 34 (Gen Y)
33 - 50 (Gen X) 67%

Demographical Information allows to understand certain background characteristics of an audience

which also applies statistical answers to my questionnaires. From the Data we understand the specific
targeted group is Gen Z, Millennials (Gen Y) and Baby Bust (Gen X), This is an important factor to
understand buying decisions .
Question 3: Do you consider looking at where the clothing and
handicrafts products are manufactured before purchasing it?
Male Female
30

22.5

15

7.5

43% 53% 44% 11% 13% 36%

0
YES MAYBE NO

This question was asked to discover how much importance the consumers lay on the origin of the
products as a factor when making a purchase. As indicated in the graph, 53% of female group was
found to be mainly pay attention to the origin in which the brand was manufactured and 44% of the
male group and 11% of female group considered it as a conceivable factor.

Question 4 : In the given categories, which one of your preferences

represents your clothing lifestyle?
Male Female
Mass Fashion Ethical Fashion
Bespoke Local Retailers Mass Fashion
55% 29%

22%
Ethical Fashion 13% 25%
43%
Bespoke
16%
5% 28%

19% Local Retailers

27% 18%
0 12.5 25 37.5 50

According to the data collected, It is understood that majority of male prefer Mass Fashion & buying from
Local Retailers and majority of the female consumers prefer Mass fashion and Bespoke Fashion. Whereas,
27% male & 18% Female prefer buying from local retailers.

Here, The consumer perception of buying lifestyle products is majorly seen in Mass Fashion area and hence
reveals an important analysis for the next question of how a consumer would view if at all their chosen options
were made in Indian brands.

Question 5 : Do you prefer buying clothing and handicrafts from
Local brands even if the price of an International brand is same ?

73% of the consumers say yes to buying local 3%

brands if they are priced better than
international brand. 24%

24% of the consumers prefer buying only

International Brand.
73%

The purpose of this question was to evaluate and discover how important a factor such as Price is in
determining whether the consumers would go for the Local brands or stick to International Brand if both the
products were in the same price range. The results found out that majority of the audience would go for the
Local brands only if the value and benefits are same of an International Brand. whereas some would still
purchase only International Brand and only few of the audience occasionally chose international brands even if
the price is the same.

Question 6 : Has your opinion about the Local Brands changed after
PM Modi emphasised on Aatmanirbhar Bharat - Vocal for Local
campaign?

58% of the consumers say YES.

42%

58%

42% of the consumers say NO.

Consumer behaviour has changed to prioritising fundamentals (personal/ home hygiene, healthy food, medical
education, home entertainment, investment). Consumers are preparing for uncertainty with concerns of
economic recession, rising unemployment, MSME shutdown and health. Their opinion on local and
international brand could possibly be a big shift from Local Brands to International Brand.
Question 7 : “Vocal for Local” is a re-branded term for “Make in
India.” Do you agree?
Agree Disagree

6%
94% of the consumers Agree.

6% of the consumers Disagree.

94%

94% of consumers agree that it is re-branded term for ‘Make in India’ an initiative by the Government of India
that launched in the year 2014 to encourage companies to manufacture in India and incentives dedicated
investments into manufacturing which was soon forgotten.
The purpose of this question is to understand if the consumer is aware about the past and the current political
affairs and economical crisis. This changes their emotional behaviour in buying decisions.

Question 8 : From the given options, what kind of an emotional

feeling do you experience when you think of this campaign ‘atma-
nirbharta - Vocal for Local’?

Patriotism 16%
Empathy towards local craftsmen and retailers 37%
Empowering 48% 16%



Here we can see the majority of consumers buying decision 48%
is though Empowering feeling of being a part of the
country’s growth and Empathic feelings towards local
craftsmen and retailers. Very less percentage of consumer’s 37%
buying decision is based on patriotic feeling.
The purpose of this question was to evaluate and discover
how an emotional feeling becomes an important factor in
buying decision of whether a consumers would go for the
Local brands or stick to International Brand.
Question 9: In the give options, choose an opinion about ‘atma-
nirbharta’ (self-reliant India).
Support Do Not Support

77% of the consumers support this campaign

as a matter of pride and self-reliant India and 

also feel it supports and promotes local
craftsmen and business men.
23%

23% of the consumers do not support this

campaign because they feel it is merely a
slogan like other political catchphrases in
the past and needs to be well planned to
work effectively supporting local brands 77%
without disrupting International Brands.

Question 10: How likely are you to recommend a friend or colleague

to go for Local brands and support this campaign?

40

30
36% of the consumers are promoters of this
campaign, 27% of the consumers are
passive about this campaign and 38% of the 20
consumers are detractors.

10
36% 27% 38%

0
Promoters Passives Detractors
 Conclusion


Key Takeaways:
• According to the data collected after PM Modi’s recent campaign, 36% of the
consumers prefer using Local brands and to be vocal about it 28% of the consumers
are passive about this campaign and 38% of the consumers are detractors.
• Majority of the consumers (43% male and 53% female) considered where a product
is manufactured as significant a factor as to affect his or her purchase decision.
• The Consumer perception of buying lifestyle products is majorly seen in Mass
Fashion area.
• Consumer perception of buying Local products from locals brands has changed
since the day when the campaign has started. However, majority agree that it is a
rebrand of ‘Make In India.’
• Quality is a factor determining whether the consumers would go for the Local
Brands or stick to the International Brand.
• Consumer’s perception in buying decision were majorly seen only if Local products
were in the same quality range of an International product.
• As indicated in the graph, the youth (67%) was found, as the majority, they prefer
Local brands over International brands but only if the value and benefits are same as
the International Brands.
• From the given factors, if the local brand image and value meets the standards of
International brands it can play a very good role in the future development of the
Country.

Inference:

The Campaign ‘Vocal for Local’ shaped a Psychological Behaviour and influenced
majority of the audience’s purchase decisions by preferring local lifestyle products
and brands over International Brands.