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indian consumer behavioural pattern ? Mrs Sharma buys the same brand of tea and shampoo month after month out of sheer habit. ? Mr Kulkarni looks for durability
refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money, but in many cases it also refers to the attitudes and values
grab their attention. The message must interest them and persuade them that the product or service is relevant to their needs. The content of the message(s) must
between 17 ? 45 years ? Instrument - Questionnaire ? Contact Methods - Mail Questionnaire (160) Personal Interviews (40) Research analysis- Market potential- Question-
multi-division (or M-form) structures in large US firms. In 1983, Levitt (1983) proposed that consumer behaviour, influenced by exposure to common experiences, international
Submitted by dawnsaldanha on March 16, 2007
Category: Business
Words: 617 | Pages: 3
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Mrs Sharma buys the same brand of tea and shampoo month after month out of sheer habit.
Mr Kulkarni looks for durability in a television when he buys one for his family. It is a long-term asset to be replaced only when it drops dead.
Mr Venkataraman buys branded distemper when he wants to move from chuna to a better-quality branded paint.
Mrs Ganguly has one refrigerator in her house.
These are the behavioural patterns of the generation pre-liberalisation.
What's particularly interesting is that behaviours shaped by a few categories -- largely technology products -- have perhaps changed consumer mindsets so dramatically across all other categories that marketers need to re-orient themselves to optimally milk opportunities in the market place.
Pulling back it may be worthwhile to first identify the four macro-behavioural trends emerging in consumer markets today.
Consumers jump steps as they enter: In the past, consumers entering a new category -- especially consumer durables -- tended to enter quite gingerly. However, today the line between entry-level and upgraded products is disappearing.This is perhaps due to many younger consumers, even though being first-time buyers, are not necessarily first time experiencers -- and prices of many durables are no longer defined by list price but by EMI instalments! So a Maruti 800 is not necessarily an entry-level car, the Ford Ikon too is an entry-level vehicle.
Upgrade is part of life: In the past many products -- especially durables -- were bought as lifelong possessions.This is no longer true. Today the average life of a mobile is 12 months, that of a TV three years; cars four to five years and soon even homes will be changed more frequently.
"One household, multiple products" is coming in. So, two cars is no longer a luxury but a practical necessity for working couples; two TVs in the house is recognition of...
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