Youth Consumer Behavior

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Youth Consumer Behavior

  1. 1. Youth Consumer behavior
  2. 2. But Indias future wont simply be determined bypowerful CEOs and political leaders - just as I know thatthe ties among our people arent limited to contactsbetween our corporations and our governments. Andthats why I wanted to speak to all of you today,because Indias future will bedetermined by you and byyoung people like you acrossthis countryYou are the future leaders. You are the future nnovatorsand the future educators. Youre the futureentrepreneurs and the future elected officials.In this more thancountry of more than a billion people,half of all Indians are under 30years old Thats an extraordinary statistic and itsone that speaks to a great sense of possibility - becausein a democracy like Indias - or Americas - every singlechild holds within them the promise of greatness. Andevery child should have theopportunity to achieve thatgreatness
  3. 3. iNDEPENDENT
  4. 4. iDENTITY
  5. 5. iEXPER ENCE
  6. 6. iCONSC OUS
  7. 7. iADD CTED
  8. 8. iD FFERENCIATE
  9. 9. iSOC ALCAUSE
  10. 10. iNTEGRATE
  11. 11. iCOMPET TIVE
  12. 12. #2
  13. 13. #3
  14. 14. #4
  15. 15. #5
  16. 16. * Premium Quality * Stylish * Affordable * Value for Money * Premium Quality * Stylish * Value for Money * Premium Quality * Stylish *Innovative * Technology Leader*Accessible * Stylish * Affordable * Value for Money •Premium Quality * Stylish * Innovative •* Exclusive
  17. 17. Internet Online 6Word Of Mouth 7 Radio 10 Percentage Newspaper 68 TV 94 0 20 40 60 80 100
  18. 18. @surajkala : Atleast we wont be bombardedwith AD-vani sucking ads for next 5 yrs @santoshp: your Adwords campaign tortured us on every website..
  19. 19. Kiruba Shankar, Social Media Researcher says“One of the stellar examples of a brand whichleveraged internet medium to build the brand”
  20. 20. Ethnographic Study
  21. 21. Ethnographic Study•Observed – their activities, Listened to their stories, shared lunch and Became close friends •Shadowed 3different people at different levels •Associate (Entry level employee, intermediate pass, rural AP background) (Name: Selvaraj) • Associate Sales Manager (graduate, from a tier-3city city) (Name: Mohamad) • Customer Representative (Name: Hanumantappa)
  22. 22. • Looks for “quick” results• Vernacular celebrities rock!• Highly influenced by “peers” asthere is less exposure• Ready to adapt themselves tomake more money• Loves “flaunting” “flashy” stuff
  23. 23. Online Survey•Questions uncovered different aspects such as • Spending power, Preferences, Aspirations • Influencers, Role Model • Media influence • Brand Influence
  24. 24. Focused Group Interviews•Number of respondents – 12 •Right form Halappa(works in a remote village near Chikmagalur) to our friends in tier-2, tier-3 cities•Informally chatted•HEARD rather than TALKED - heard to stories, heard to instant responses•Targeted diverse segment - Different income groups, different professions
  25. 25. Observations
  26. 26. iGen junta XGen junta
  27. 27. Mobile Bill / MonthWho influences your buying decision?
  28. 28. of brands in iGenJunta...
  29. 29. iGen junta XGen junta
  30. 30. of brands in XGenJunta...
  31. 31. Watch outThe Youth is taking over

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