Question 1

What is the India Buying Intent Index?

Accepted Answer

The India Buying Intent Index is the world’s first macro-economic index built for marketers — a monthly measure of India’s consumer buying readiness. It tracks how strongly consumers are moving toward purchase across categories and brands. Built by TRA Research, the Index extends TRA’s proprietary work on Brand Trust and Brand Desire into a sharper monthly indicator of buying momentum.

Question 2

Why Buying Intent matters

Accepted Answer

Sales tell us what has already happened. Buying Intent helps brands understand what may happen next. It captures the consumer’s mental movement toward purchase, making it useful for marketers, category leaders, agencies, and business decision-makers who need early signals of shifts in consumer buying intent.

Question 3

How it is conceptualised

Accepted Answer

TRA’s work has long shown that consumers do not buy brands only through rational evaluation. They build relationships with brands which can be measured through Brand Trust and Brand Desire. Their convergence into Buying Intent translates into purchase readiness. The India Buying Intent Index measures this transition from perception to buying movement.

Question 4

How data is collected

Accepted Answer

The Index is based on structured primary research conducted by TRA Research across 16 cities. Respondents are asked for brand responses on Brand Trust and Brand Desire, along with 400+ more questions to understand respondent demographics, psychographics and proclivities. These responses are processed through TRA’s proprietary framework to produce monthly index scores at the national, category, and brand levels.

Question 5

How to read the results

Accepted Answer

A rising index indicates strengthening buying readiness. A falling index indicates softening buying momentum. Category scores show where consumer buying intent is shifting, while Brand Buying Index scores show which brands are gaining or losing purchase pull within their category.

India Buying Intent Index

Understanding our respondents