CHANGING PROFILE OF

INDIAN CONSUMER

NAME ROLL NO.

ABHISHEK KAUSHIK 091201
GOGADA KISHORE 091220
KHELINI RADHIKA PAPANI 091224
MADHUSMITHA BURMAN 091227
SUNCHU SRIDHAR 091254

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CONSUMER
 An individual who buys products or services for personal use and
not for manufacture or resale. A consumer is someone who can
make the decision whether or not to purchase an item at the store,
and someone who can be influenced by marketing and
advertisements.

 Whenever someone goes to a store and purchases a toy, shirt,

beverage, or anything else, they are making that decision as a
consumer.

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TRADITIONAL MODERN

Single Income. Dual Income.

Less disposable Income More disposable Income.
Less available options. Plenty of options.
Lack of awareness. Sound Knowledge.
Prefer to Save. Prefer to Spend.
Family shopping Individual or with friends
Functional Lifestyle
Traditional meals Indianized Mc Donald

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 WHY THE DIFFERENCE ? ? ?

 Economic Transition is on:

 GDP Growth & Per Capita income are growing.
 Rich are getting richer.
 The BPL is not going down.
 Consumption is increasing.

 Shift in attitude in spending:

 More Spending Power
 From Need based to Choice based.

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Cont..
 Cultural Transition is on:
 Retain the core but flexible to Change.
 Amalgamation of New & Old.

 Social Transition:
 Education
 Urbanization
 Nuclear Family
 Women Employment.

 Influence of TV (Cable, Satellite)

 Lifestyle awareness
 Aspirations
 500 Million People - Viewership

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Cont..
 IT/Technology Influence
 Touches the lives of 75 % Indians.

 Religious Diversity:
 7 Religions.
 Subcultures having their own traditions.

 Language Diversity:
 23 as per the Constitution of India.
 Every 200 KM own dialect.
 Difficult to span across India.

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 Unorganized to Organized
 Average super market is exposed to 17,000 products in
a shopping visit lasting 30 min – 60% of purchases are
unplanned

 Major shift in shopping pattern from kirana, pop-mom

stores to big retail stores.

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Presently :
 From Merely Price to Benefit/Effort
(Price +Time + Convenience)

I’d
I’drather
ratherhave
havemore
more
Saving time time
timethan
thanmoney
money--47%
47%
Saving time is is more
more I.I.For
Forthe
thesame
same
important
important than
than saving
saving
a few Rupees
a few Rupees - 51% - 51% amount
amountofofgrocery
grocery
shopping…
shopping…
consumers
consumersare
are
spending
spending2020%%less
less
time
time

II.For
II.Forthe
thesame
same
I like to shop, but
do not have time - 47% amount
amountof ofeating
eating II shop
shop closest
closest to
to
out
outspends,
spends, my
my home/office - 59
home/office - 59 %
%
consumers
consumersareare
spending
spendingabout
about50
50
%%less
lesstime
time
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Source : Consumer Outlook
SEGMENTS
India has various consuming classes
 The young and the restless
 Teen Riches, Dudes & Dudettes.
 Call Centre Boomers.
 The Bold and bountiful
 The Yeppies.(Young Entrepreneurial Professionals)
 The Yippies. (Young International Professionals)
 The Raffles. (Rural Affluent Farm-Folk)
 The golden Folks in High Spirits

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The Young & Restless
 India has the youngest population profile in
different income segments and locations, who
are influencing their parents’ spending.

 Some of them are also beginning to earn money

through part-time for full-time jobs, arising out
of opportunities that did not exist earlier.

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Teen Riches, Dudes & Dudettes
 This group mainly comprises young people
who are from relatively affluent families.
eating out, movies and occasional clubbing are
an integral part of their lifestyle. Dress is
invariably modern, and attire must be changed
frequently

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Call Centre Boomers
 Formerly located mainly in the IT-savvy cities,
call centers and other ITcenters are spreading to
other cities and towns as well. Populated
largely by youngsters out of school or college,
drawing in their first incomes, and at levels
unheard of earlier

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The Bold and The Bountiful
 The Yeppies (Young Entrepreneurial Professionals):
 entrepreneurs who have made it after the good liberalization

 The Yippies (Young International Professionals):

 work with multi-national companies, who are based in India
but travel extensively

 The Raffles (Rural Affluent Farm-Folk)

 the farmer with tax-free income spend on a wider choice of
products

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The Golden Folks in High Spirits
 The retired folk, with kids who are married and
living in their nuclear families, or even out of
the country.

 Several of them have led fairly good lifestyles,

and have the means to continue to do so.
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CONCLUSION
 To understand how consumers actually make
buying decisions, marketers must identify who
makes and has input into the buying decision.
 People can be initiators, influencers, deciders,
buyers, or users. Different marketing campaigns
might be targeted to each type of person.
 There is drastic change in the buying pattern and
the behavior of the consumer from the past till
now.
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