Brand Loyalty is Fading: Why Shoppers Are Making the Switch!

In India, where shopping is as much about smart savings as it is about style and convenience, deals and discounts remain king. A recent survey of over 500 Indian consumers by some of my students revealed that from local Kirana stores to e-commerce giants like Flipkart, Amazon, and Myntra, one thing remains constant: Indians love a good bargain!

Top 5 Reasons Indians Switch Retailers

1. Cheaper Prices – 68%
   • Example: Many shoppers switch from high-end supermarkets to stores like DMart and Big Bazaar, where essentials are available at discounted prices.
2. Discounts & Coupons – 50%
   • Example: Customers actively seek out deals on Paytm, CRED, and Magicpin, using cashback offers and promo codes to save on groceries and dining.
3. Exceptional Customer Service – 42%
   • Example: People prefer Zomato and Swiggy Instamart for quick refunds or replacements compared to traditional grocery stores that may not have a return policy.
4. Exciting Loyalty & Cashback Rewards – 40%
   • Example: Many customers continue shopping at Reliance Trends and Pantaloons because their loyalty programs offer discounts and cashback for frequent buyers.
5. Positive Customer Reviews – 38%
   • Example: Before buying a mobile phone, consumers often check reviews on YouTube, Flipkart, and Amazon to avoid making a bad purchase.

Top 5 Most Preferred Retail Offers

1. Discounted Products & Flash Sales – 75%
   • Example: During sales like the Big Billion Days on Flipkart and Amazon’s Great Indian Festival, electronics and fashion products see massive price drops.
2. Sitewide or Storewide Discounts – 67%
   • Example: Stores like H&M and Zara attract customers with flat 50% off sales, making expensive brands more affordable.
3. Buy One, Get One Free (BOGO) – 55%
   • Example: Domino’s and Pizza Hut often offer BOGO pizza deals, which make them favourites for group orders.
4. Loyalty & Cashback Offers – 52%
   • Example: Amazon Pay and PhonePe provide cashback on payments, encouraging customers to shop more online.
5. Seasonal & Festive Sales (Diwali, Holi, etc.) – 51%
   • Example: During Diwali, stores like Tanishq and PC Jeweller offer discounts on gold, making it the best time for big-ticket purchases.

Top 5 Ways Shoppers Want to Receive Offers

1. WhatsApp & SMS – 60%
   • Example: Many retailers, including BigBasket and Blinkit, send exclusive discount codes via WhatsApp.
2. Email Alerts – 50%
   • Example: Myntra’s email campaigns inform users about their SuperSaver Days and member-exclusive discounts.
3. Social Media Ads (Instagram, Facebook, YouTube, etc.) – 25%
   • Example: Brands like Mamaearth and Sugar Cosmetics heavily advertise limited-time discounts on Instagram.
4. Retailer’s Website & App – 15%
   • Example: Nykaa’s Pink Friday Sale sees customers flocking to the app for time-sensitive discounts.
5. Advertisements Offline
   • Example: Local newspapers and billboards often feature offers from Kalyan Jewellers and Croma to attract footfall.

Top 5 Personalized Offers Indians Love

1. Exclusive Deals for Loyal Customers – 63%
   • Example: Swiggy Super and Zomato Gold members get exclusive discounts and free deliveries.
2. Birthday Discounts – 60%
   • Example: Barbeque Nation and Mainland China offer free birthday meals or discounts.
3. Festive & Seasonal Offers – 60%
   • Example: Flipkart and Amazon offer special discounts on Navratri and Holi for ethnic wear and home decor.
4. Holiday Special Sales (New Year, Raksha Bandhan, etc.) – 58%
   • Example: Tata CLiQ and Ajio offer discounts on formal wear during wedding seasons and New Year sales.
5. Anniversary & Relationship-Based Discounts – 35%
   • Example: Tanishq and CaratLane provide special discounts for couples on their anniversaries.

Discounts or Brand Value? Why Not Both!

While some brands hesitate to offer deep discounts, fearing it may affect their premium positioning, Indian shoppers have made their preferences clear—value matters. From the Great Indian Festival to Big Billion Days, brands that offer actual savings will always have an edge.

Today’s shoppers aren’t just looking for the cheapest deal but also for trust, convenience, and rewards that make them feel valued.

After all, in India, a rupee saved is a rupee earned!