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PRESENTED BY:
NEHA CHOUBEY
PARISHA MITTAL
RAHUL CHADDA
PRINCE SINGH
RAVI SHEKHAR CHOUDHARY
SANDEEP CHOUDHARY
INTRODUCTION
INDIA is a big country with 28 states,over one
billion people and 120 languages.
From the market perspective, people of india
comprisedifferent segments of consumers, based on
class, status, and income.
An important and recent development in India's
consumerism is the emergence of the rural market
for several basic consumer goods.Threee-fourths of
India's population lives in rural areas, and
contributeone-third of the national income.This
rural population is spread all over India. In close to
0.6 million villages.
Among the total 164.8 million housholds in India ,
80.7 million households comes under low income
group, followed by 50.4 million lower income
households , 19.7 million middle income group, 8.2
million upper middle income group and 5.8 million
high income group.
CHARACTERISTICS OF THE
INDIAN CONSUMER BEHAVIOR
1. VALUE ORIENTATION: Indian customers have
high degree of value
orientation.Even, luxury brands have to design a
unique pricing strategies in order to get a foothold
in the indian market.
than double of that for the rural sector. In India, the higher
income group spends more amount of their income on
luxury goods and trendy products than fast moving
consumer products.The middle income group spends
more on consumer expendables than the rich.Combined
the middle and the lower income group provide 60 per cent of the
value of the Indian market.
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