Brand Trust, Buying Intent and Price Testing: What Festive-Season Spending Tells Indian Brands

The news behind this guide

On 14 October 2026, PTI and Tribune India reported a LocalCircles survey of more than 67,000 responses from 307 districts. It estimated urban festive spending at about ₹1.97 lakh crore, roughly 6% below the ₹2.10 lakh crore estimated for 2025, or around ₹20,000 per household. Survey estimates are indicative, and the report is worth reading in full, but the message for brands is clear: shoppers are weighing every rupee.

When households spend carefully, three questions decide who wins the basket: Do they trust us? Do they intend to buy? Is the price right?

1. Brand trust and brand desire

Trust is built on safety, quality consistency, service and how a brand treats complaints. Measure it with unaided and aided awareness, consideration, preference and recommendation scores, and track it every quarter. Start with our brand awareness study guide and the brand tracking and brand equity service.

2. Buying intent

Intent is not the same as purchase. Ask about planned categories, budget, timing and what would make a shopper postpone. Validate demand before launch with this demand-check method and pre-launch research.

3. Price testing and optimisation

In a cautious season, a small price move can change volume sharply. Value-based pricing studies show what a feature is worth to the customer, which pack sizes and price points attract trial, and where discounts only give away margin. Our pricing research guide explains the main methods.

4. Communication and advertising testing

Before spending on festive campaigns, test messages, creatives and offers on a small audience. Check recall, clarity, believability and the intent to act. Combine with concept and product testing.

5. Usage and attitude, and kids and youth

A usage and attitude study shows how often, where and why people buy. Youth and family purchases need careful design and consent, particularly when children are involved.

6. Media, e-commerce and retail

Festive demand moves between shops and apps. See quick commerce and e-commerce research, media and OTT audience research and mystery audits for showrooms. For macro context use the Reserve Bank of India and MoSPI data.

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