Behaviour Pattern of Indian Consumers

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Behaviour pattern of

Indian consumers

Presented By,
Sanjana Murali
Roll No. 046
Indian consumer buying behavior to a large extent
has a western influence. Foreign brands have
gained wide consumer acceptance in India.
"One household, multiple products“: two cars is no
longer a luxury but a practical necessity for
working couples; two TVs in the house is
recognition of the fact that different family
members have different interests
With the availability of low-interest finance
schemes, price is increasingly becoming a smaller
factor in a purchase decision in a whole range of
consumer durables also.

Consumers jump steps as they enter: today the


line between entry-level and upgraded products is
disappearing. The newer generation is willing to
pay more if he/she is convinced or he/she is
getting better value for the higher price.
Upgrade is part of life. Today the average life of a
mobile is 12 months, that of a TV three years; cars
four to five years and soon even homes will be
changed more frequently. Clearly durability is no
longer the most desirable value.

As Indians have grown richer, they have begun to


spend more on vehicles, phones, and restaurants,
this is according to recent research on
consumption patterns.
SEGMENTS

India has various consuming classes


● The young and the restless
Teen Riches, Dudes & Dudettes(men who pays too much
attention to their clothes.)
Call Centre Boomers
● The Bold and bountiful(liberal)
The Yeppies (Young Entrepreneurial Professionals)
The Yippies (Young International Professionals)
The raffles (Rural Affluent Farm-Folk):
● The golden Folks in High Spirits
The world’s economic centre of gravity is shifting-
away from the established, wealthy economies of
Europe, Japan, and North America and towards
the Asia Pacific

India is one of the fastest-growing large


economies in the world.
Availability of Finance and Schemes

With the availability of low-interest finance schemes, price


is increasingly becoming a smaller factor in a purchase
decision in a whole range of consumer durables also.
Consumers jump steps as they enter: today the line
between entry-level and upgraded products is
disappearing. The newer generation is willing to pay more
if he is convinced he is getting better value for the higher
price.
Importance of Durability

Upgrade is part of life. Today the average life of a


mobile is 12 months, that of a TV three years; cars
four to five years and soon even homes will be
changed more frequently. Clearly durability is no
longer the most desirable value.
Buying TV

Early nineties
One, availability; two, price; and, three, picture quality

Mid-nineties,
the efficacy of an exchange scheme and the number of channels a
company offered

Today
sophistication -one of the fastest growing segments of the market is high-
end flat 3D LEDTVs
Drivers to Behavioral Pattern

Demographics

Increased global exposure

Increased discretionary incomes across wider


spectrum of population, across wider geography
Thank You

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