In brief

• In India, Luxembourg’s recognition has reached a remarkable level: 84% of respondents say they know it: 45% very well, 51% quite well and 4% a little. (However, the authors of this study note that these extremely high rates may be due to a potential cultural bias).
• 58% of those who know the country have already been there, mainly for tourism purposes (65%), followed by business purposes (40%) and private purposes (to visit a friend or family member, 39%).
• 72% recall having seen media coverage on Luxembourg.

Spontaneous associations

Indians spontaneously associate Luxembourg with the idea of:

• a prosperous country (20%),
• a country with unique and international cultural assets (17%) and
• a small country (15%),

In terms of image

• Normative/ethical aspects: high ethical standards in terms of governance, low level of corruption, responsibility towards future generations and openness to foreigners.
• Functional aspects: stability, security and attractiveness for work, studies and business enhance the image of a well-governed and safe country.
• Cultural aspects: multilingualism, openness and cultural heritage resonate strongly with a pluralistic society.
• Nature: although less central, the image of a clean environment and landscapes provides additional support.

Behavioural factors

Intentions are very favourable: speaking positively and purchasing Luxembourgish products are mainly linked to the cultural appeal, travelling is motivated by the normative commitment to sustainable development, and professional settlement relies both on the normative dimension (an open and tolerant society) and on cultural factors.