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Keep it simple: consumers

business Updated: Feb 27, 2011 23:12 IST
HT Correspondent
HT Correspondent
Hindustan Times
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Strategic global brand consultancy Siegel+Gale, in its Global Brand Simplicity Index covering 6,000 consumers across seven countries including India, reveals that Indian consumers are willing to pay more than consumers in other countries for brands that help create a less complex lifestyle.

Indian consumers are willing to pay 6-8% more for brands that offer simple experiences and interactions.

Within the mobile phone industry, 34% Indian consumers claim they would be willing to spend more for brand experiences that make their lives easier, as compared to 13% consumers in the US and 12% in the UK.

Indian consumers view the restaurant industry as offering the least complex interactions and communications. Conversely, the insurance, banking and credit card industries come across as most complex and least clear. Many of the insurance brands appearing in the index occupy spots near the bottom of the ranking.

Key findings revealed that the top brands on the simplicity index make people’s lives less complex by communicating directly, clearly and without jargon; reducing stress by providing savings/value; saving time by increased convenience and accessibility; facilitating ease of use and interactions; and enabling consumers to get more from life – deeper relationships, easier going lifestyles

The survey’s findings also show that the lowest rated brands make people’s lives more complex by:

Communicating in ways that are hard to understand and perceived as deceitful

Being perceived to intentionally overcharge

Being seen as ‘niche’ or targeted to too selective an audience, so not accessible

Being found difficult to interact with, with poor customer service experiences and/or hard to use interfaces

Tarek Sultani, MD, Siegel+Gale, said, “Simplicity is an essential factor when determining how people respond to brands, and those that produce simpler experiences for consumers will eventually be more successful.”