Monday, April 27, 2020

Urban India gives lockdown decision a thumbs up: TRA white-paper

  • India's crisis recovery perceptions: 'Good' on Health front, 'Poor' on Economic front.
  • Children's mental health and well-being key challenge during lockdown

Mumbai, 27th April, 2020: TRA Research, a consumer insights and brand analytics company, today released its white-paper on the findings of its research survey conducted across 16 cities from 10th April to the 22nd April 2020. The white-paper titled "TRA's Coronavirus Consumer Insights 2020", is based on a research conducted across 16 cities with 902 urban citizens and delves into their perceptions, attitudes, worries, fears and expectations who have been under voluntary house-arrest for nearly a month.

According to the white-paper, the overall effectiveness of the lockdown decision across cities was at 91%, with five of the sixteen cities giving it above 98% or 'Excellent' score. However the overall implementation of the same across cities was much lower, at 74%. Speaking about the findings in the white-paper, N. Chandramouli, CEO, TRA Research said, "The Lockdown decision and implementation had a significant gap of 24% in terms of effectiveness. There are also big gaps in information and knowledge about the Corona virus transmission, especially in two age brackets, 21 to 24 years and 46 to 50 years.  The same information gap is seen across cities, barring Mumbai. The misinformation is impacting the attitudes and actions of citizens, for example the belief that eating meat or eggs would."

"Consumers' trust on India's Health Ability to combat crisis is considerably high, at 73%, which translates as 'Good', while their trust on India's Economic Ability to combat crisis is significantly lower at 63%, showing that the fears of a long term financial and economic impact are prominent on the minds of the citizens", added Chandramouli.

On coping with the crisis, children were affected and data showed that this was not getting recognized and addressed by the family as the coping indices were significantly different for both. "Perhaps parents take the tantrums and confusion children face during lockdown as they would in normal times, often not addressing it directly. This is clearly indicated in the wide gap between the coping scores of children and the family. It is most important that parents take cognizance of the fact that children are going through extremely trauma during the lockdown, and need to take the time and effort to explain and guide their children through with empathy and love."

In the Family Worry Index, the highest concern across cities was that the family may contract the disease (74%), Job/business loss was the second biggest concern (68%), and delayed salary was third (62%).  Lucknow displayed the highest Family Worry Index at 85%, followed by Nagpur at 81%. The survey found that the Economic Impact Worry Index was at 66%, showing that the personal worries overshadowed any other worry of the citizens.

While most cities are relatively aware about the disease symptoms, they are considerably ill informed about the disease spread. Misinformation is highest about disease spread in Delhi followed by Chandigarh. Delhi however scored the highest in terms of the knowledge on symptoms, followed by Mumbai which was nearly two-third lower in this quotient.

About TRA Research
TRA Research, a Comniscient Group company, is a consumer insights and brand intelligence Company dedicated to understanding and analyzing stakeholder behavior through two globally acclaimed proprietary matrices of Brand Trust and Brand Desire. TRA Research conducts primary research with consumers and stakeholders to assist brands with their business decisions based on Consumer Behavior insights.

TRA Research is consulting brands on transitioning during and after the Covid-19 crisis, to help them be more aligned to consumer and client expectations. TRA Research is the also the publisher of TRA's Brand Trust Report and of TRA's Most Desired Brands.

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