Understanding Indian Consumer Buying Behavior - Social Media Influence

Moses Gomes, Digital Marketing Expert
Indian Consumer Buying Behavior
Social Media influence in Indian Scenario

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.

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.

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

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.

Different Segments of
Indian Consumers

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.

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.

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.

India’s Rich Consumers
Classification

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Changing Trends In Indian Consumer
Behavior

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.

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.

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.

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.

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.

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.)

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