India has over one billion people with 120
dialects & languages. Three-fourths of the population lives in rural areas,
contributing one-third of the national income. India ranks third, in terms of
internet penetration in the world, while social media growth is by 37.4 percent.
The e-commerce market is expected to grow from $11 billion in FY14 to $20
billion FY15. India is one of the most lucrative markets even though the per
capita income is low, but has 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 above feelings and
emotions gel with the Indian consumers.
Influence of Internet / Social Media /
Ecommerce
With the advent of eCommerce portals like Flip-kart, Amazon, Snap-deal, etc the buying behavior of Indian consumers has
increased, as they meet shopping requirements of Indian consumers.
Some of the
facilities offered, which lead to growth of eCommerce in India are:
- 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
But the major game changer being able to reach
to rural India, since they already have disposable income, but no stores (Brick
– N – Mortar) selling luxury branded products. With ecommerce and smart phones
with internet, they are now able to order brands which they wish to wear,
without traveling to city to buy those brands.
Different Segments of Indian Consumers
Socialites 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. They are also brand and fashion conscious and would
mostly shop at luxury malls, fashion designers boutiques or abroad.
Conservative Class of Consumers
The Conservatives belong to the middle class;
they are true reflection of Indian culture.
Slow in decision making and seek a lot of
information before making any purchase. Most often they look for durability and
functionality of the product, but at the same time are also images 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 disposable incomes and have their own
buying decisions for products which appeal 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.
Over the years, as a result of the increasing
literacy in the country, exposure to the west, satellite television, smart
phones, Bollywood movies, social media and newspapers there has been significant
increase of consumer awareness among rural 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. Here are few influences on the Indian
consumer buying behavior, which a marketer should know.
Ecommerce Marketing
Indian eCommerce industry is set to become a
$0.5 trillion business in the next 10 years. With the sudden rise of eCommerce,
most brand and cost conscious consumers are turning towards portals for buying
or comparing product price with brick – N – Mortar stores. Currently the
products Indian consumers are buying through online are smart phones, clothes,
books, low value white goods, stationery, electronics, educational material and
lately e Learning courses.
Celebrity Influence
In India, celebrities are regularly used as
brand ambassadors in marketing communication by marketers to lend personality
to their products, increase trust factor and promote the brand. Celebrity
endorsements work to a great extent for all class of consumers in India, as Bollywood
and cricket plays a huge role in INDIAN life-cycle.
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. Most consumers ensure that products / brands have a service outlet in
their nearby area for future break down repairs. If a product / brand don’t
have any service centres, it is difficult to sell to INDIAN BUYERS.
Freebies
Indian consumer’s buying behavior is
influenced by freebies, discounts, one – on – free, 40% discount, etc. 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.
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-Ã -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 trans-formative role to consumer fingertips.
B2B businesses have always taken
long time to change or re – work on their marketing strategies. Since earlier
in 1970s and 80s they enjoyed monopoly business. Which emphasized any Indian
company considering to import from international sellers had to obtain NOC from
Indian B2B manufacturers of same line of products. This lead to the development
of sloppy attitude and less focus on marketing. With change of policies for
international B2B companies, these attitudes lead to either their closure or
stagnant growth. The ones, who changed, stayed in business and experienced
growth.
