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WE ARE LIKE THAT ONLYRama Bijapurkar<br />www.ManagementFunda.com <br />
UNDERSTANDING  CONSUMER INDIA<br />www.ManagementFunda.com <br />
Understanding Consumer India’s Demand Structure<br />Individually “GAREEB” , Collectively “AMEER”   <br />
www.ManagementFunda.com <br />
Understanding Consumer India’s Demand Structure<br />www.ManagementFunda.com <br /><ul><li> This as well as That attitude
 Under dozers
Premium-popular-discount </li></li></ul><li>
YOUTH OF INDIA<br />   Theories about the Indian market say that There are three things that will drive the growth and tra...
Women of Consumer India<br />The woman consumer<br />Conservative working women<br />The home entrepreneur<br />The changi...
RURAL CONSUMER INDIA<br />Potential Market<br />Changing structure of rural economy<br />Per capita income<br />Demand<br />
Value Orientation Based Consumer Market Structure<br />Rich Consumer Class – “ Anywhere in the world consumers who  just  ...
Demographics, Psychographic & Social Determinants of Consumption<br /><ul><li>SEC A1- Tip of India iceberg
SEC A, B- Prospering & Spending India
SEC C+R1- Middle India
SEC D+E1+R2- Mass Market
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Understanding consumer india’s demand structure

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Understanding Consumer India’s demand Structure

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Understanding consumer india’s demand structure

  1. 1. WE ARE LIKE THAT ONLYRama Bijapurkar<br />www.ManagementFunda.com <br />
  2. 2. UNDERSTANDING CONSUMER INDIA<br />www.ManagementFunda.com <br />
  3. 3. Understanding Consumer India’s Demand Structure<br />Individually “GAREEB” , Collectively “AMEER” <br />
  4. 4. www.ManagementFunda.com <br />
  5. 5.
  6. 6. Understanding Consumer India’s Demand Structure<br />www.ManagementFunda.com <br /><ul><li> This as well as That attitude
  7. 7. Under dozers
  8. 8. Premium-popular-discount </li></li></ul><li>
  9. 9. YOUTH OF INDIA<br /> Theories about the Indian market say that There are three things that will drive the growth and transform the character of Indian consumer market:<br />The coming age of liberalization children.<br />The changing Indian Woman.<br />Transformation of Rural India into mega market.<br /> YOUTH CONSUMER:<br />The Creamy Layer.<br />The Consuming Class.<br />‘Stretch-a-bit’ Consumers.<br />
  10. 10. Women of Consumer India<br />The woman consumer<br />Conservative working women<br />The home entrepreneur<br />The changing housewife<br />Forces of change<br />-Education<br />-Outdoor Work<br />-Role Models<br />-Television<br />www.ManagementFunda.com <br />
  11. 11. RURAL CONSUMER INDIA<br />Potential Market<br />Changing structure of rural economy<br />Per capita income<br />Demand<br />
  12. 12.
  13. 13. Value Orientation Based Consumer Market Structure<br />Rich Consumer Class – “ Anywhere in the world consumers who just happen to be in India .<br />Consuming class – Oriented towards value for money . Not the market for premium products but for high end popular products.<br />Climbers – “ Cash constrained benefit maximizes“ <br />Aspirants – New entrants into the consumption arena <br />The PAISA pack of Tea ,Detergents and Shampoo sachet aimed at this segment .<br />Destitute – Hand to mouth category <br />
  14. 14. Demographics, Psychographic & Social Determinants of Consumption<br /><ul><li>SEC A1- Tip of India iceberg
  15. 15. SEC A, B- Prospering & Spending India
  16. 16. SEC C+R1- Middle India
  17. 17. SEC D+E1+R2- Mass Market
  18. 18. SEC E2+R3- Poor but Consuming India
  19. 19. The Self Employed as a distinct consumer class
  20. 20. Psychographic division
  21. 21. Ethnicity</li></ul>www.ManagementFunda.com <br />
  22. 22. Reading & Predicting Change<br /><ul><li>In Consumer India, a large mass of people moving with a small acceleration
  23. 23. ‘Mixed verdicts’ and ‘Continuity with change’ cause much frustration & they are the hallmark of everything Indian
  24. 24. Blurring boundaries between India & Bharat
  25. 25. Analogy trap
  26. 26. DNA of Indian society</li></ul>www.ManagementFunda.com <br />
  27. 27. Strategies for the Indian Market:<br /><ul><li> Multi tier/ Multi pronged strategy catering to different sections of the society
  28. 28. Indian not wannabe western </li></ul>- Best of the east and west<br /><ul><li>Indians are poor not backward</li></ul>www.ManagementFunda.com <br />
  29. 29. Strategies for Indian Market<br />Bottom of the pyramid – Individually poor collectively rich.<br />Discounts / offers – Go for one get three.<br />Understanding Demographics - <br /> 1) Youth – 60% of India’s teens stay in <br /> rural area.<br /> 2) Women – Only 23 % house wife’s in urban areas have jobs outside their homes<br />
  30. 30. THANK YOU<br />www.ManagementFunda.com <br />

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