A kLCk1 CN CCNSUMLk 8LnAVICUk A1

1kADI1ICNAL SnC AND A1 MCDLkN SnC

CLu new

8y Manohar at|dar

8as|c Informat|on's
1rad|t|ona| Market 1allor shop
Modern Market 8eadymade cloLh shop
1own ChhoLlsadrl(ulsLrlcLchlLLaurgarh8a[sLhan)
opu|at|on 30000
Ma|n source of |ncome larmlng (llke Soya garllc corn Cplum and all
vegeLables)
Cu|ture 1radlLlonal vlllage
Shop chooses 1radlLlonal Lallor markeL shop and readymade cloLh markeL
shop
Customers Age beLween 14 Lo 63 year
Gender Male
Income group oor Lo upper mlddle class

(8eadymade cloLh shop)

(1radlLlonal 1allor shop)

Consumer 8ehavlour
As per survey and lnLervlewlng wlLh Lhe peoples frlend and wlLh famlly
members l found LhaL Lhe ln presenL scenarlo Lhe consumer behavlour ls
change dramaLlcally due Lo malnly by Cen nexL as 34 of Lhe lndla's
populaLlon ls come under age of 30year
O Ana|ys|s on the bas|s of Age 1he age facLor plays a ma[or role ln cloLh
markeL as l flnd LhaL Lhe Cen nexL beLween age group 10year Lo 33year
old prefer Lhe readymade cloLhs and above Lhe age group 33year prefer
Lhe Lallored cloLhs as Lhey wanL Lhe loose cloLh and accordlng Lo Lhelr
physlcal sLrucLure
O Ana|ys|s on the bas|s of |ncome 1he lncome plays a vlLal role ln
shopplng behavlour as Lhe Lown ls small and LradlLlonal and also Lhe
maln lncome source ls agrlculLure so Lhey have noL enough money Lo
spend so poor and lower mlddle class people prefer Lhe Lallored cloLh as
Lhey cheap 8uL due Lo Lhe lncome of people rlses so Lhey spend more
O Ana|ys|s on the bas|s of cu|ture As Lhe Lown ls surrounded by Lhe small
vlllages so Lhere ls LradlLlonal culLure and due Lo LhaL reason Lhe vlllagers
prefers Lhe Lallored cloLhs buL young generaLlon below 23year prefers
Lhe readymade cloLhs
O Ana|ys|s on the bas|s of Soc|a| factors As Lhe person llvlng ln group
Lhelr preferences also changed accordlngly as young generaLlon prefer
Lhe readymade cloLhs and Lhe old one prefer Lhe Lallored cloLh also Lhe
Leachers and professlonals prefers Lhe Lallored cloLhes as per Lhelr soclal
group
1he shopp|ng behav|our before Syear
1he shopplng behavlour before 3 year ls so dlfferenL Lhere ls dramaLlcally
change ln Lhe shopplng behavlour of Lhe people As Lhe lncome ralses so
people are spendlng Lhe money 8efore Lhe 3 year Lhe condlLlon was LoLally
dlfferenL due Lo Lhe unemploymenL and also Lhe neL dlsposable lncome was
low As due Lo Lhe globallsaLlon Lhe ouLslde companles came ln lndla as Lhey flll
Lhe lndla ls Lhe fasLesL growlng markeL and Lhey sLarLed Lo LargeL Lhe lndlan
consumer Lo spend more now aL presenL Lhe companles LargeL Lhe urban and
ruler area as Lhe 70 of Lhe lndlan populaLlon ln urban and ruler area So Lhey
markeLlng Lhe producL ln LhaL area and so Lhe nexL Cen aLLracL Lowards lL and
Lhe shopplng behavlour changes also people have more opLlons Lo choose buL
before 3 year lL was noL As per dlscusslon wlLh Lhe boLh Lype of shopkeepers l
found LhaL Lhe shopplng of people lncreaslng now days as compared before
3year Also due Lo Lhls Lhelr lncome also ralses

Conc|us|on
So concluslon ls Lhe aL presenL Lhe consumer behavlour ln small Lown and
vlllages ls changlng dramaLlcally as Lhe lncome ralses and also people are more
educaLed Lhe malnly nexL Cen change Lhe game now people prefer Lhe
branded and readymade producLs and also companles now focus on Lhe ruler
and urban populaLlon as Lhey flll a huge opporLunlLy ln LhaL areas so Lhey
LargeLlng Lhe urban and ruler area