CHANGES IN CONSUMER BEHAVIOUR OF INDIA

1
“Change is growth, both intellectual and emotional.”
“Joyce Brothers”
INTERNATIONAL CONFERENCE
ON
MANAGEMENT OF CHANGE (ICMOC)
PAPER PRESENTATION ON
TOPIC: - MARKETING MANAGEMENT– CHANGES IN CONSUMER
BEHAVIOUR OF INDIA
SUBMITTED BY:-
1- SUSHEEL KUMAR SHUKLA
2- AARTI DEVI
DESIGNATION: - STUDENT
INTERNATIONAL SCHOOL OF MANAGEMENT EXCELLENCE,
BANGALORE
DATE– 11-01-2010
CHANGES IN CONSUMER BEHAVIOUR OF INDIA
2
Executive Summary:-
Possibly the most challenging concept in the marketing is to deal with understan
ding the
consumer behaviour. This research paper explains the changes occurred in consume
r
behaviour of India. The purpose of this research paper is to find out the factor
s that are
affecting the consumer behaviour and what strategies can be formed to adopt thos
e changes
and achieve the long term growth and success. The synthesis of this research pap
er is based
on the secondary data sources as well as the observation of buying behaviour of
consumers.
The attitude of Indian consumers has undergone a major transformation over the l
ast few
years. The Indian consumer today wants to lead a life full of luxury and comfort
. He wants to
live in present and does not believe in savings for the future. An important and
recent
development in India‟s consumerism is the emergence of the rural market for severa
l basic
consumer goods. Consumer behaviour is affected by a lot of variables, ranging fr
om personal
motivations, needs, attitudes and values, personality characteristics, socio-eco
nomic and
cultural background, age, sex, professional status to social influences of vario
us kinds exerted
by family, friends, colleagues and society as a whole.
We have developed a HSSE model that is: Health, Safety, Sophistication and Envir
onment of
Indian consumer. In this research we have found that today‟s consumers strictly fo
llow their
culture, tradition and values, as a result of which foreign companies were force
d to give an
Indian touch to them in order to succeed in India. McDonalds, MTV, Pepsi, Star T
V, Coca
Cola India and many more had to Indianise themselves to flourish in India. The I
ndian
consumers have shown another major change in their buying behaviour. They just d
on‟t want
availability of products; they also want better experience, services and ambienc
e. This has led
to the growth of shopping malls where a shopping, entertainment and better facil
ity is all
available under one roof. The tastes and preferences of the current generation a
re changing
rapidly. The current generation does not mind paying extra for better facilities
and ambience.
One thing is for sure that the pace of change in the needs, desires and wants of
the Indian
consumers will be even steeper and will further change drastically in the near f
uture. So to
achieve sustainable long term success and growth, the marketer will have to unde
rstand that
how consumers will respond to different product features, price and advertising
appeal has a
great advantage over its competitors.
CHANGES IN CONSUMER BEHAVIOUR OF INDIA
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Table of content
1
Introduction....................................................................
..................................4
2
Literature Review...............................................................
.............................5,6
3
Objective.......................................................................
....................................6
4
Research Methodology............................................................
........................6
5
Factors Affecting Consumer Behaviour............................................
............7,8
6
Consumer’s Decision Making Process................................................
...........8
7
Characteristics of Indian Consumer..............................................
................9
8
The New Indian Market Structure.................................................
...............10,11
9
Findings and Analysis...........................................................
...........................12
Today‟s Consumer..................................................................
.........................12,13
Change at a Glance..............................................................
............................13,14
Change in Marketing Strategies of Companies with Change in Consumer Behaviour
of India........................................................................
.....................................14,15,16
Future Trend in Consumer Behaviour..............................................
...............16,17
How to Succeed..................................................................
.............................17,18
10 Conclusion...................................................................
.....................................18
11 References...................................................................
......................................19
Changes in Consumer Behaviour of India
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