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Moses Gomes, Digital Marketing Expert
Indian Consumer Buying Behavior
Social Media influence in Indian Scenario
Moses Gomes, Digital Marketing Expert
Intro to the topic
• India has over one billion people with 120 dialects & languages...
Moses Gomes, Digital Marketing Expert
Characteristics Of Indian CB
• Indian consumers are noted for the high degree of val...
Moses Gomes, Digital Marketing Expert
Influence of Internet
• With the advent of ecommerce portals like
Flipkart, Amazon, ...
Moses Gomes, Digital Marketing Expert
Some Interesting Facts
India is the only country where one sees traditional products...
Moses Gomes, Digital Marketing Expert
Different Segments of
Indian Consumers
Moses Gomes, Digital Marketing Expert
Socialities Consumer
• Socialites belong to the upper class. They prefer to shop in
...
Moses Gomes, Digital Marketing Expert
Conservative Class of Consumers
• The Conservatives belong to the middle class., the...
Moses Gomes, Digital Marketing Expert
Working Woman
• This segment is the one, which has seen a tremendous
growth in the l...
India’s Rich Consumers
Classification
Moses Gomes, Digital Marketing Expert
The Rich Consumers
• The rich have income greater than US$11,000/- per annum.
Total ...
Moses Gomes, Digital Marketing Expert
Super Rich Consumers
• The Super Rich have income greater than US$22,000/- per
annum...
Moses Gomes, Digital Marketing Expert
Ultra Rich Consumers
• The Ultra Rich have income greater than US$44,000/- per
annum...
Moses Gomes, Digital Marketing Expert
Sheer Rich Consumers
• The Sheer Rich is made up by households having income
exceedi...
Moses Gomes, Digital Marketing Expert
Obscenely Rich Consumers
• The Obscenely Rich is made up of households having income...
Rural Consumer
Moses Gomes, Digital Marketing Expert
Rural Consumer
• The Indian rural market has been growing at 3-4% per annum,
adding ...
Moses Gomes, Digital Marketing Expert
Increasing Awareness Of Indian Consumers
• Over the years, as a result of the increa...
Moses Gomes, Digital Marketing Expert
Ecommerce Marketing
• A study by the Confederation of Indian Industry (CII) and the
...
Moses Gomes, Digital Marketing Expert
Celebrity Influence
• In India, celebrities are being increasingly used in marketing...
Moses Gomes, Digital Marketing Expert
Quality Oriented Outlets
• Indian consumers looking for quality choose
expensive bra...
Moses Gomes, Digital Marketing Expert
Freebies
• Indian consumer buying behavior is influenced by freebies.
Freebies are c...
Moses Gomes, Digital Marketing Expert
Eco-Friendly Products
• Environmental awareness in India has started affecting
marke...
Changing Trends In Indian Consumer
Behavior
Moses Gomes, Digital Marketing Expert
Bulk Purchasing
• Urbanization is taking place in India at a dramatic pace and is
in...
Moses Gomes, Digital Marketing Expert
Trendy Lifestyles
• The current urban middle and upper class Indian consumer
buying ...
Moses Gomes, Digital Marketing Expert
Buyers’ Market In The Making
• Post India’s economic liberalization, policies were i...
Moses Gomes, Digital Marketing Expert
Social Media + Internet Influence
• Social media has played a
spoilt sport, now peop...
Moses Gomes, Digital Marketing Expert
Consumer Spending Behavior
• Possibly the most challenging concept in the marketing ...
Moses Gomes, Digital Marketing Expert
What Should the marketer do?
• Observe behavior that are already happening
or are ab...
Moses Gomes, Digital Marketing Expert
I Tweet @ https://twitter.com/inspectordhola
I Blog @ http://www.mosesgomesblogs.blo...
Understanding Indian Consumer Buying Behavior - Social Media Influence
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Understanding Indian Consumer Buying Behavior - Social Media Influence

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Understanding Indian Consumer has been one of the most important aspect for all marketers and advertisers. As India has more than 120 languages, high illiteracy and less per capita income. But in last 10 years this has changed with India rising to one of the biggest developing nations in BRICS. The spread of internet through smart phones and ecommerce has changed this buying behavior to a large extent making it still more difficult.

in this presentation I have tried to classify the different classes of consumers in Indian context and how their buying behaviors are changing. Along with Indian middle class, the rural class has also gained more money for spending and they are increasingly dependent on ecommerce, as they also have aspirations for owning BRANDS.

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Understanding Indian Consumer Buying Behavior - Social Media Influence

  1. 1. Moses Gomes, Digital Marketing Expert Indian Consumer Buying Behavior Social Media influence in Indian Scenario
  2. 2. Moses Gomes, Digital Marketing Expert Intro to the topic • India has over one billion people with 120 dialects & languages. • Three-fourths of India’s population lives in rural areas, contributing one-third of the national income. • Indian ranks 3rd in terms of internet penetration in the world • India's e-commerce market is expected to grow from $11 billion in FY14 to $20 billion FY15 • Social Media growth in Indian is by 37.4 percent • India is a lucrative market even though the per capita income is low and huge market for costly products. • A recent development in India’s consumerism is the emergence of the rural market for several basic consumer goods.
  3. 3. Moses Gomes, Digital Marketing Expert Characteristics Of Indian CB • Indian consumers are noted for the high degree of value orientation, due to this Indians are labeled as one of the most discerning consumers in the world. – Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market. • Indian consumers have a high degree of family orientation. – Brands with identities that support family values tend to be popular and accepted easily • Indian consumers are also associated with values of nurturing, care and affection. – Product which communicate the above feelings and emotions gel with the Indian consumers.
  4. 4. Moses Gomes, Digital Marketing Expert Influence of Internet • With the advent of ecommerce portals like Flipkart, Amazon, Snapdeal, etc the buying behavior of Indian consumers has increased: – EMI options – Cash on Delivery – Huge discounts to buy online – Cheaper than brick – and –mortar stores – Increase in usage of internet through smart phones – Social reviews – Reach of delivery to rural India, as they can now purchase brands
  5. 5. Moses Gomes, Digital Marketing Expert Some Interesting Facts India is the only country where one sees traditional products along side modern products. For example, hair oils and tooth powder existing with shampoos and toothpaste.
  6. 6. Moses Gomes, Digital Marketing Expert Different Segments of Indian Consumers
  7. 7. Moses Gomes, Digital Marketing Expert Socialities Consumer • Socialites belong to the upper class. They prefer to shop in specialty stores, go to clubs on weekends, and spend a good amount on luxury goods. • Socialites are also very brand conscious and would go only for the best known in the market.
  8. 8. Moses Gomes, Digital Marketing Expert Conservative Class of Consumers • The Conservatives belong to the middle class., they are the reflection of true Indian culture. • Slow in decision making, seek a lot of information before making any purchase. They look for durability & functionality but at the same time are also image conscious.
  9. 9. Moses Gomes, Digital Marketing Expert Working Woman • This segment is the one, which has seen a tremendous growth in the late nineties and has opened the floodgates for the Indian retailers. • Working women have their own mind in decision to purchase the products that appeal to them.
  10. 10. India’s Rich Consumers Classification
  11. 11. Moses Gomes, Digital Marketing Expert The Rich Consumers • The rich have income greater than US$11,000/- per annum. Total household having such incomes are 1,058,961. Some of them in this category are Double Income No Kids (DINK) households. • They spend more on leisure and entertainment-activities than on investments. Across the category, backgrounds are distinctly middle class.
  12. 12. Moses Gomes, Digital Marketing Expert Super Rich Consumers • The Super Rich have income greater than US$22,000/- per annum. Total number of households is 320,900. • The Super Rich are mainly professionals and devoted to consumerism. They buy many durables and are status conscious.
  13. 13. Moses Gomes, Digital Marketing Expert Ultra Rich Consumers • The Ultra Rich have income greater than US$44,000/- per annum. The number of households in this category is 98,289. • Some single earning households are of first generation entrepreneurs. Some rich farmers, who have been rich for a long time, belong to this category.
  14. 14. Moses Gomes, Digital Marketing Expert Sheer Rich Consumers • The Sheer Rich is made up by households having income exceeding US$110,000/- per annum. Such households are 20,863. • They own multiple cars and houses. They aspire to social status and power.
  15. 15. Moses Gomes, Digital Marketing Expert Obscenely Rich Consumers • The Obscenely Rich is made up of households having income exceeding US$222,000/- per annum. There are hardly 6,515 such households in India. • They are just equivalent to the rich in the developed countries. They crave for exclusivity in what they buy. Most premium brands are relevant to them.
  16. 16. Rural Consumer
  17. 17. Moses Gomes, Digital Marketing Expert Rural Consumer • The Indian rural market has been growing at 3-4% per annum, adding more than 1 million new consumers every year and now accounts for close to 50% of the volume consumption of fast-moving consumer goods (FMCG) in India. • The market size of the fast moving consumer goods sector is projected to more than double to US$ 23.25 billion by 2010 from the present US$ 11.16 billion.
  18. 18. Moses Gomes, Digital Marketing Expert Increasing Awareness Of Indian Consumers • Over the years, as a result of the increasing literacy in the country, exposure to the west, satellite television, smart phones, foreign magazines, social media and newspapers, there is a significant increase of consumer awareness among the Indians. • This awareness has made the Indian consumers seek more and more reliable sources for purchases such as organized retail chains that have a corporate background and where the accountability is more pronounced. • The Indian consumers are price sensitive and prefer to buy value for money products.
  19. 19. Moses Gomes, Digital Marketing Expert Ecommerce Marketing • A study by the Confederation of Indian Industry (CII) and the International Trade Centre predicts that e-commerce activity in India will rise from US$ 0.10 million in 2000-01 to $260 billion by 2025. • Currently, the products Indian consumers are buying through online are smart phones, clothes, books, low value white goods, stationery, electronics, educational material and lately eLearning courses. • With the sudden rise of ecommerce industry, most cost conscious consumers are turning towards portals for buying or comparing product price with brick – N – Mortar stores through barcode.
  20. 20. Moses Gomes, Digital Marketing Expert Celebrity Influence • In India, celebrities are being increasingly used in marketing communication by marketers to lend personality to their products. • Celebrity endorsements work to a large extent for all class of consumers in India, as the Bollywood and cricket plays a huge role in INDIAN lifecycle.
  21. 21. Moses Gomes, Digital Marketing Expert Quality Oriented Outlets • Indian consumers looking for quality choose expensive brands as they feel that price is an indicator of quality. • Most products in India have long shelf life, even after break down, they get it repaired. From shoes, umbrella to television, electronic products and clothes also. • So most consumers ensure that products / brands have a service outlet in their nearby area.
  22. 22. Moses Gomes, Digital Marketing Expert Freebies • Indian consumer buying behavior is influenced by freebies. Freebies are consumer products given free of charge as gifts to purchases of selected products above a certain value. • Freebies generally comprise tooth paste, soaps, detergent, cooking oil, cash back, USB, headphones, speakers, mobile covers, etc.
  23. 23. Moses Gomes, Digital Marketing Expert Eco-Friendly Products • Environmental awareness in India has started affecting marketing of products based upon their eco-friendliness. • The future for marketing could be to select more ethical and ecological responsible products and packaging, which is also convenient for consumers, thus, balancing environmental concerns with commercial considerations.
  24. 24. Changing Trends In Indian Consumer Behavior
  25. 25. Moses Gomes, Digital Marketing Expert Bulk Purchasing • Urbanization is taking place in India at a dramatic pace and is influencing the life style and buying behavior of the consumers. • Bulk purchases from hyper stores seems to be the trend these days with purchasing becoming more of a once-a-week affair, rather than frequent visits to the neighborhood store.
  26. 26. Moses Gomes, Digital Marketing Expert Trendy Lifestyles • The current urban middle and upper class Indian consumer buying behaviour to a large extent has western influence. • The Indian consumer has become much more open-minded and experimental in his/her perspective towards western trends. Most international Brands have presence in India and have gained wide consumer acceptance.
  27. 27. Moses Gomes, Digital Marketing Expert Buyers’ Market In The Making • Post India’s economic liberalization, policies were initiated in 1991 for opening of market, many new product offerings have entered the Indian market and product variety has also increased manifold. • Indian consumers have always preferred foreign goods and with liberalization, they have a choice vis-à-vis local products. • The sellers’ market is slowly moving towards becoming the buyers’ market.
  28. 28. Moses Gomes, Digital Marketing Expert Social Media + Internet Influence • Social media has played a spoilt sport, now people buy to get LIKE • Often users check reviews on social media prior to purchase decision, even prefer movie review from friends rather than film critics • With lowest broadband connectivity, most Indians are turning towards smart phones with internet, often checking new offers and products on mobile app.
  29. 29. Moses Gomes, Digital Marketing Expert Consumer Spending Behavior • Possibly the most challenging concept in the marketing is to understand the buyer behavior. The attitude of Indian consumers has undergone a major transformation over the last few years. The Indian consumer today wants to lead a life full of luxury and comfort. Wants to live in present and does not believe in savings for the future. • Consumers now have the power of information at their fingertips, enabling them to compare and shop wide range of goods and services anytime, anywhere. • Lately, this trend has accelerated, as mobile apps have been playing larger transformative role to consumer fingertips.
  30. 30. Moses Gomes, Digital Marketing Expert What Should the marketer do? • Observe behavior that are already happening or are about to happen. (Our habits are shaped by what we do.) • Ask “What else is that behavior going to change?” (And then act on the opportunities created by that.)
  31. 31. Moses Gomes, Digital Marketing Expert I Tweet @ https://twitter.com/inspectordhola I Blog @ http://www.mosesgomesblogs.blogspot.in/ My ppt @ http://www.slideshare.net/gomesrelations My profile @ https://in.linkedin.com/in/mosesgomes My Friends @ www.facebook.com/moses.gomes I answer queries @ http://www.quora.com/Moses-Gomes On Google+ @ https://plus.google.com/+mosesgomes My photos @ http://instagram.com/mosesvgomez

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