Understanding the customers’ shopping habits on Diwali

Diwali is one of those auspicious festivals that is celebrated with a lot of pomp & show in India. Otherwise known as, festival of light, Diwali is known for the harmony it brings within people and spiritually signifies the victory of the light over darkness, good over evil and hope over despair. In other words, it signifies that light always prevails over darkness. Diwali is celebrated all over India on the same day but in the different manner in different religions, with different mythological stories that gave birth to this particular day. In North India, Diwali is celebrated for five days, starting with Dhanteras, followed by Choti Diwali, Lakshmi Pujan, Govardhan Puja, and finally culminates in Bhai Dooj. While in South India, known as Deepavali, is celebrated for only two days. Even though the number of days in each region and religion is different, Diwali is still celebrated with great joy and harmony. To a lot of people this is an occasion that is conspired to bring people together.

To understand the behaviour and their style of celebrating this eventful day, Markelytics conducted a study on consumers’ behaviour on the most celebrated day of the year.

Some of the key findings we cover in this report are:

• Methods and preparations for the celebration of the festival, Diwali
• Perception of customers on the ban of Firecrackers
• Shopping habits during Diwali