Consumer Insights on Indian Homemakers

1. 2/1/2010
STRATEGIC
RETAILING
CONSUMER INSIGHTS- HOME MAKER
Understanding the Indian Homemaker
Gaurav Arora/ Riddhima Chopra

2. February 1,
CONSUMER INSIGHTS- HOME MAKER
2010
Understanding the Indian Homemaker
A homemaker is a man or woman that chooses to stay
at home instead of having a career outside the home,
so they can run their household and raise a family.
They often feel exhausted as they do not have a
dedicated break time.
Along with caring for the children, they are
responsible for any problems around the home, such
as the plumbing and electrical and hiring someone to
fix them
A Homemaker normally purchases all the necessary
items for the home including supplies, groceries,
materials and equipment needed.
Being a homemaker is probably one of the most
difficult, challenging and demanding roles there is but
it is also one of the most rewarding in terms of
satisfaction that one gets for being with the family
and children.
Daily Source of entertainment and information for
homemakers is usually TV or radio and newspaper
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3. February 1,
CONSUMER INSIGHTS- HOME MAKER
2010
They spend most of their time juggling chores
and ensuring that children get to appointments,
games and activities at the correct time
They go out for purchasing once a week or
fortnightly and buy staple products in bulk.
Home maker prefers take delivery of the
products at home.
Home maker gets the latest product
information from print, media and internet.
They mostly influence the buying decision for
household goods from grocery to white goods
and sometime brown goods too.
They oversee the care and maintenance of the
home and completing most minor and some
major repair projects, refinishing and upgrades.
They keep the house clean, neat and free from
possible hazards to children.
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4. February 1,
CONSUMER INSIGHTS- HOME MAKER
2010
Understanding the Woman Homemaker
In India however most home makers are women, hence we shall understand the woman
homemaker’s psyches in detail. Hence we need to segment the market clearly into women with
various personality types. Following is one way by which we can categorize the Indian homemaker –
Content Archetypal Troubled Tight fisted Affluent Contemporary
Conservative Provider Homebody traditionalist Sophisticate House wife
• She is happy • Believes that • She is not • Traditional • Affluent • Plays an
with her state her role is to sure that she women who woman who active role in
of life/society provide for is doing the believes in is the
and look after right thing by saving for comfortable household
the well bieng 'staying tommorow with the finer and sees
of her family home' things in life herself as an
equal to her
husband
Content Conservative
1. They are independent enough to make important decisions on their own and have
an endless amount of patience, energy and love.
2. They have good network with shopkeepers around their vicinity and often ask for
delivery of goods due to children at home.
Archetype Provider
1. They take utter caution in choosing the product for the family in terms of quality and
content used in the product.
2. They often feel exhausted as she doesn’t have a dedicated break time.
3. They want to spend quality time, be there to raise and love them and run the
household.
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5. February 1,
CONSUMER INSIGHTS- HOME MAKER
2010
Troubled Homebody
1. They keep up with the latest business and world news and are avid readers.
2. They enjoy spending time alone, and indulging themselves outside the home.
Tight fisted traditionalist
1. They manage the budget of the household purchasing and look for attractive deals.
2. They are frugal and pride themselves in being value oriented
Affluent Sophisticate
1. Homemakers manage household workers or "domestic servants".
2. They are very particular about their appearance and invest in beauty products and
visits to the salon.
3. They are very brand concise, shopping is a hobby and they like to buy the latest
trends.
4. They are social and have a large network of friends; word of mouth is the best
medium to reach these women.
5. They enjoy exclusivity and are willing to pay a premium for it.
Contemporary Housewife
1. They involve themselves in all important family decisions
2. They like to keep themselves informed about the latest happenings so that they can
contribute in decision making
3. They are highly independent and opinionated
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6. February 1,
CONSUMER INSIGHTS- HOME MAKER
2010
15 Zero Cost methods to attract Homemakers
A comprehensive site of the store can attract the home maker to a particular store where all
his/her needs can be fulfilled.
Order taking facility on phone through the customer where customer can place order and
pick up the order from the store as per its convenience will provide the home maker an easy
shopping experience.
In store a person can be assigned to the customer where customer will be assisted to reach
to the required products which will help to reduce time.
Placement of complimentary products adjacent to each other will give the shopper a great
shopping experience which will entice the customer to come back to the store again.
Shopping history can be shared with the customer that would assist the customer to plan for
their next purchase as homemakers tends to keep inventory of staple items at home.
Store can offer trolleys with facility of accommodating the children which would provide the
customer an easy shopping experience.
A café at the store like a home furnishing where a homemaker tends to spend lot of time
would provide spouse an area to respite. This would provide home maker ample time to
shop.
Providing play areas for children, so that the home maker can shop hassle free.
Application to compare prices of substitute products so that the homemaker can choose
products offering best value.
Stores can gift practical mementos such a small pencil and writing pad so that the
homemaker can make shopping lists.
Home facilities for delivery of not only products but also services (beauty treatments).
Have a special day of the month for ‘Mega Sale’ offers every month, that way the
homemaker can plan her trip in advance.
Have a bid or auction sale in the store, this will increase consumer involvement and motivate
the homemaker to purchase more.
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