Professional Documents
Culture Documents
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6.
Consumer demographics. Consumer life styles. Retailing implications of consumer demographics and lifestyle. Consumer profiles. Lifestyle marketing. Environmental factors and individual factors affecting consumers.
Median Age
Total = 26.2 years Male = 25.6 yrs Female = 26.9 yrs Urban population : 30% 0f total population (2.4% growth rate) Literacy Rate = 61% Male = 73.4% Female = 47.8% Affluent Rich market Bottom of Pyramid (Lower end Market)
Consumer Demographics
Urban House hold Cars 4.4% TV 66% Computer 3.1% Landline Phone 24% Mobile phones 3.3% 75% of the
Consumer Demographics
Cultural dimensions Velvette, Chick competing with National brands in Shampoo market. Maggi variants Kellogs vs. Traditional breakfast General foods brand Pilsbury vs. traditional method for procuring floor in market. Fair & Lovely segments Britannia Tiger Biscuits
Huge presence of retail outlets. Celebrity Endorsement is diffused in several category. Presence of Unorganized market in several categories. ( Soft luggage, Biscuits, Tea, Watches, Apparels, Footwear) Unique distribution set up in India. (12 million kirana shops [12 mn] 600 sq ft not only focus for selling huge variety of products, but also stock most home necessities).
Diesel brand (Used 45 employees for online campaign) Endorsed by Suri Parmar (Sales staff at Bangalore Centre), Mrinal Tripathy (Chennai), Isha Sharma (Gurgaon) for online campaign. posted 71% growth in footfall at five stores. Tata steel Endorsed by Bachendri Pal & R & D Chief Mark B Denys. Google (Used Coimbatore based customer Archana in Chrome campaign) Nestle (Gets consumer to share the role of Maggi in their life) Linkedin (Got members to voice testimonials for radio advertisements)
Experience cycle consists of sensing, thinking, feeling, acting and relating. Physiological consumption Pepsi, cadbury Application based consumption Fairness creams, Shampoo. Conspicuous consumption (For social meaning) Designer products, Luxury Automobiles) Fantasy Consumption Vacation package, Music, Movies, Fashion shows, etc.
Watches Titan Urban youth, Couples, Children, Middle class, Businessmen, Rural consumers, Women Titan plans offer for attracting different segments. Challenge is to build the experience around tangible and intangible aspects of the offering.
Consumers of the service economy want variety for change, options to suit convenience , contemporary offerings to suit their lifestyle changes and finally a provider who can be trusted not through tall claims but through first hand experience.
Consumer Behavior
Activities people undertake when obtaining (Searching and Purchasing), consuming (Using and Evaluating), and disposing of products and services
Customer Value
Customer Retention
Customer Satisfaction
Obtaining
How Consumer decide you want to buy Other products are considered for buying Where the Consumer buy How Consumer pay for product How Consumer transport product home
Consuming
How Consumer use the product How Consumer store the product in your home
Disposing
How Consumer get rid of remaining product How much Consumer throw away after use
Consumer Influences
Organizational Influences
Obtaining
Consuming
Disposing
Consumer Behavior
Consumer Influences Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge
Organizational Influences Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
The Consumer Is Sovereign The Consumer Is Global Consumers Are Different, Consumers Are Alike The Consumer Has Rights