Dr.

Sheenu Jain

Peculiar Characteristics
Value orientation Luxury brands &

pricing value vaulters High degree of family orientation Products which communicate feelings & emotions gel well with consumers Traditional products exist along with modern products

Different segment of Indian Consumers

Socialites Upper class

The conservatives Middle

class The working women

Changing trends
Urbanization - changing social structure Ready to do things Mall mania Trendy lifestyle Globalization Cultural adaptation Better paying jobs More disposable income Buyers market in making Availability, Affordability, Awareness, Acceptance

Retailing Environment & Technological Change

Rural India