Indian consumers' keenness to buy plummets post demonetisation: TRA Research

The Indian consumer’s keenness to buy fell drastically post-demonetisation, shows the Buying Propensity Index.

In December 2016, India’s Buying Propensity Index (BPI) stood at 0.26, down 0.42 BPI points from November (0.68)

The Buying Propensity Index (BPI) is a measure of the buying sentiment or ‘keenness to buy’ of India. The indicator is a detailed analysis of three factors: the transactional and aspirational buying sentiment of the Indian consumer along with the environmental buying sentiment of the country. The BPI value can range between -1 and 1.

Delhi took the worst knock
Ahmedabad seemed to be least affected by note ban.


The fall from Nov to Dec was sharp


“The demonetisation led to unnatural fluctuations in the buying sentiment. The December fall was when the pain began to be felt more severely after the first salary cycle post-demonetisation.” N. Chandramouli, CEO, TRA Research

Source: TRA Research. The Buying Propensity Index is a result of primary research covering 3,000 consumer-influencers across 8 Tier 1 cities.