CHANGING PROFILE OF INDIAN CONSUMER

NAME ROLL NO.

ABHISHEK KAUSHIK

GOGADA KISHORE

KHELINI RADHIKA PAPANI

MADHUSMITHA BURMAN

SUNCHU SRIDHAR

091201

091220

091224

091227

091254

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CONSUMER An individual who buys products or services for personal use and

not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements.

Whenever someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.

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TRADITIONAL MODERN

Single Income.Less disposable IncomeLess available options.Lack of awareness.Prefer to Save.Family shoppingFunctionalTraditional meals

Dual Income.More disposable Income.Plenty of options.Sound Knowledge.Prefer to Spend.Individual or with friendsLifestyleIndianized Mc Donald

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WHY THE DIFFERENCE ? ? ?

Economic Transition is on: GDP Growth & Per Capita income are growing. Rich are getting richer. The BPL is not going down. Consumption is increasing.

Shift in attitude in spending: More Spending Power From Need based to Choice based.

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Cont.. Cultural Transition is on:

Retain the core but flexible to Change. Amalgamation of New & Old.

Social Transition: Education Urbanization Nuclear Family Women Employment.

Influence of TV (Cable, Satellite) Lifestyle awareness Aspirations 500 Million People - Viewership

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Cont.. IT/Technology Influence

Touches the lives of 75 % Indians.

Religious Diversity: 7 Religions. Subcultures having their own traditions.

Language Diversity: 23 as per the Constitution of India. Every 200 KM own dialect. Difficult to span across India.

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Unorganized to Organized Average super market is exposed to 17,000 products in

a shopping visit lasting 30 min – 60% of purchases are unplanned

Major shift in shopping pattern from kirana, pop-mom

stores to big retail stores.

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Presently :From Merely Price to Benefit/Effort

(Price +Time + Convenience)

I. For the same amount of grocery shopping… consumers are spending 20 % less time

II. For the same amount of eating out spends, consumers are spending about 50 % less time

I. For the same amount of grocery shopping… consumers are spending 20 % less time

II. For the same amount of eating out spends, consumers are spending about 50 % less time

Saving time is moreimportant than saving

a few Rupees - 51%

Saving time is moreimportant than saving

a few Rupees - 51%

I’d rather have more time than money - 47%I’d rather have more

time than money - 47%

I like to shop, butdo not have time - 47%

I like to shop, butdo not have time - 47% I shop closest to

my home/office - 59 %I shop closest to

my home/office - 59 %

Source : Consumer Outlook

I. For the same amount of grocery shopping… consumers are spending 20 % less time

II. For the same amount of eating out spends, consumers are spending about 50 % less time

I. For the same amount of grocery shopping… consumers are spending 20 % less time

II. For the same amount of eating out spends, consumers are spending about 50 % less time

Saving time is moreimportant than saving

a few Rupees - 51%

Saving time is moreimportant than saving

a few Rupees - 51%

I’d rather have more time than money - 47%I’d rather have more

time than money - 47%

I shop closest to my home/office - 59 %

I shop closest to my home/office - 59 %

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SEGMENTS

India has various consuming classes The young and the restless

Teen Riches, Dudes & Dudettes. Call Centre Boomers.

The Bold and bountiful The Yeppies.(Young Entrepreneurial Professionals) The Yippies. (Young International Professionals) The Raffles. (Rural Affluent Farm-Folk)

The golden Folks in High Spirits

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The Young & Restless

India has the youngest population profile in different income segments and locations, who are influencing their parents’ spending.

Some of them are also beginning to earn money through part-time for full-time jobs, arising out of opportunities that did not exist earlier.

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Teen Riches, Dudes & Dudettes

This group mainly comprises young people who are from relatively affluent families. eating out, movies and occasional clubbing are an integral part of their lifestyle. Dress is invariably modern, and attire must be changed frequently

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Call Centre Boomers

Formerly located mainly in the IT-savvy cities, call centers and other ITcenters are spreading to other cities and towns as well. Populated largely by youngsters out of school or college, drawing in their first incomes, and at levels unheard of earlier

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The Bold and The Bountiful The Yeppies (Young Entrepreneurial Professionals):

entrepreneurs who have made it after the good liberalization

The Yippies (Young International Professionals): work with multi-national companies, who are based in India

but travel extensively

The Raffles (Rural Affluent Farm-Folk) the farmer with tax-free income spend on a wider choice of

products

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The Golden Folks in High Spirits

The retired folk, with kids who are married and living in their nuclear families, or even out of the country.

Several of them have led fairly good lifestyles, and have the means to continue to do so.

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CONCLUSION

To understand how consumers actually make buying decisions, marketers must identify who makes and has input into the buying decision.

People can be initiators, influencers, deciders, buyers, or users. Different marketing campaigns might be targeted to each type of person.

There is drastic change in the buying pattern and the behavior of the consumer from the past till now.

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