B SEGMENT CARS

Category:
From good to have to necessary to have
Pre-ponement of acquisition time
Aesthetics/Offers differentiators
Consumer
Average age down/ friends of the brand
Primary decision makers more in number
Users change in gender
Influences/Information mechanics/friends/self
Advertising
Young couples/women owners
Aesthetics/Ease VW Polo Bluetooth technology
Slice of life/emotional/rational appeals

Grocery
Category
Kirana to hyper markets variety visibility
Low involvement to high involvement
Retailer driven to consumer driven
Consumer
Individual to family buyers kids
Aware and conscious
Advertising

Branding becoming very strategic

Brand extensions and more variants
Customized variants by most brands
Price quality value proposition
Brand has to be bigger than the retail brand

Wrist watch
Category
From utility to aesthetics

Consumer

Fashion accessory
Conscious on looks/presentation/beauty
Experimentative and variety driven
Personality driven purchases

Advertising

Color/look/style/beauty/variety
Enhancing your beauty/confidence/personality
Youthful communication
Trendy/designs projection

Consumer Behaviour

Concept: What is Consumer

Behaviour?

Consumer Types, Roles and

Behaviours
Initiator
Household

Business

Mental activities

Influencer
Decision-maker

Physical activities

Buyer
User

Cultural Factors
Culture
Subculture
Social Class

Buyer
Buyer

 The post-liberalization generation is

coming of age. There are around 100
million, 17-21 year-olds in India, and six
out of 10 households have a liberalization
child. This is a generation which has
grown up with no guilt about consumption
(Bijapurkar, 2003).

 When we view collectively the rebellion against

Reliance, the increases in divorce rates, the now
familiar story of old people living alone,
enthusiastic embracing of English speaking
spiritual gurus by well heeled middle and upper
class young and old, the rise of borrowing, the
national obsession with making money, the hum
aap ke hai kaun weddings, the confused parents
and the new rules of parenting, the sexual
revolution that magazines keep talking about,
etc, it does appear that there is a huge, social
morphing change that is quite advanced
(Bijapurkar 2007).

 With aspirational levels at an all time high,

durables like Cell Phones, 2 Wheelers and
Colour TVs, which have managed the
transition in peoples minds from "nice to
have" to "necessary to have" (Bijapurkar,
2005).

Indulgence

BEAUTY

SKIN

BABY LIKE
SOFT SKIN

FAMILY SOAP TO PROACTIVELY PREVENT

GERMS AFFECTING THE BODY AND HEALTH

 Studies point out that urban women see their

role as being a far more 'value added' one - than
that of the intellectual nurturer, helping her child
to be competitive and achieving, and in being
the "CEO" of the household. De-emphasizing
traditional low value added household chores
does not bring with it the stereotypical old world
mountains of guilt because, time released is
going towards fulfilling more productive roles
(Bijapurkar, 2003).

Social Factors

Reference
Reference
Groups
Groups
Family
Family

Roles
Roles &
&
Statuses
Statuses

Reference group

Influences on Consumer
Behavior
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life
Cycle
Cycle Stage
Stage
Occupation
Occupation &&
Economic
Economic Circumstances
Circumstances

Lifestyle
Lifestyle
Personality
Personality &&
Self-Concept
Self-Concept

Psychological Factors
Motivation
Motivation

Beliefs &
&
Beliefs
Perception
Learning
Perception
Learning
Attitudes
Attitudes

Maslows Hierarchy
of
Needs
5

SelfSelfactualization
actualization

(self-development
(self-development
andrealization)
realization)
and

Esteem needs
needs
4 Esteem

(self-esteem,recognition)
recognition)
(self-esteem,

Social needs
needs
Social
3 (sense
(senseof
of belonging,
belonging,love)
love)

2
1

Safetyneeds
needs
Safety
(security,protection)
protection)
(security,
Physiologicalneeds
needs
Physiological
(food, water,
water,shelter)
shelter)
(food,

Consumer Involvement and

Buying Behavior
High
Involvement

Low
Involvement

Significant
differences
between
brands

Complex
Buying
Behavior

VarietySeeking
Behavior

Few
differences
between
brands

DissonanceReducing Buying
Behavior

Habitual
Buying
Behavior

Low involvement

Consumer Buying
Process

Problem
recognition

Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior

Consumer Buying System

There are 6-stages to the framework
e.g. Docomo 3G
1. Trigger

2. Consider

6. Experience

3. Search

5. Buy

4. Choose

How it works
Category
Motivators

Frame Of
Reference

Brand
Satisfaction

Information
Sources

Point Of Sale
Impact

Brand
Discriminators

Decision Making Sets

Total
Set

Awareness
Set

Consideration
Set

Choice
Set

Decision

Consumer Psychographics and

Mobile Marketing

There are three broad faces that define the mobility culture in India

These are not consumer segments but are behavioral traits

Every consumer goes through these behavioral traits at different
life / income stages
It is important for mobile product / service marketers to understand
these need gaps

DEFINES WHO I AM

FASHION

KEEP PACE WITH

TECHNOLOGY

ONE UPMANSHIP

FACE ONE
PROJECTION UNLIMITED

BLUE TOOTH CULTURE

FREQUENT
UPGRADATION

Defines who I am

Cars and mobiles are the best symbols of

exhibitionism

My mobile reflects my social standing

and self identity

Critical to be abreast of latest trends and

features so as to always project a
positive self

My phone says Who I am

Defines who I am

One- Up-Manship
Spirit of taking on not limited to the work
front alone

Price of phone, unique features, killer

applications determines whether you have it
or not

Rising peer pressure increases pressure to

upgrade

A better phone= a step ahead in life

My phone (me) is better than yours (you)

Fashion
Wrist watches have given way to mobiles
as the fashion accessory for men

Phones being tailor made as jewelry items

for women

Increasing trend of having a work phone

and a party phone

Mobile phones are a direct reflection of my

style quotient

I dont just use my mobile phone. I wear it

Fashion

Keep pace with technology

Mobiles are more a tech toy rather than
a tech tool

Critical in aiding business and work

processes

Adept at conducting everyday tasks (bill

payment, booking tickets etc) through cell
phones

A tool that improves the quality of life

I feel liberated with technology

Keep pace with technology

Frequent Up-gradation

Driven by the mantra the latest= best.

Average replacement cycle down to 7 months

Technology today is obsolete tomorrow

Exhibitionism of I am aware of the latest

Its a toy you get tired of

Blue tooth culture

Sharing is fun. Lets do it

We exist. I dont

Peer to Peer culture Napster-ism

MP3, GAMING, file sharing is IN

Sharing gives me more access

ASPIRERS

FUN
MAXIMIZATION

CONFIGURATION
BUYING as in
computers

YESTERDAYS HOT
FEATURE
AFFORDABLE TODAY

FACE TWO
VALUE UNLIMITED

LOTS OF PHONES
TO CHOOSE FROM

WAITING TO
FOLLOW THE NEXT
WAVE

Aspirers

Aspire, yearn and dream

Moving up the value chain

Dream to upgrade but constrained by

limited budget

Waiting to churn / upgrade

I will have it someday soon

Yesterdays hot feature affordable today

Aware of the latest trends and happenings at the

premium end

Wait for latest buzz to be more accessible

Early adapters as soon as the feature is launched

in an economy model

Perceive themselves as smart buyers. Smart buy

at a smart price

Good things comes to those who wait

Yesterdays hot feature affordable today

Fun Maximization

Mobile phones are entertainment tool.

Describe themselves as phone entertainers

Life revolves around FM, camera, MMS

Mobile phones critical in aiding social

integration and conformity to peers

My phone does more to keep me entertained

Fun Maximization

Entertainment mobile

Configuration buying
Mobile phones are akin to PC buying
buying a list of ingredients

Aware and knowledgeable on mobility

features

Believe in A phone is as good as its

features

Unique and distinctive features sets self

apart from others
I want my wish list

Waiting to follow the next wave

Always on the look out for the next

generation feature

Safe in being included in everyone

Is it tried and tested? Do I see it enough

around me ?

WE CAN, WE DO, WE WILL MAKE IT HAPPEN

Lots of phones to choose from

Faced with a plethora of offers (products and brands)

Exchange old phone for new exciting one

FM / Video recording / Camera / bluetoothchoice

unlimitedprice not a burden

The power is mine

DEAL SEEKER
CHEAPEST
PHONE

DURABILITY

MUST WORK
EVERYWHERE

AFFORDABLE
SERVICE

FACE 3
ECONOMY
UNLIMITED

WORK PARTNER

MOBILE
ADDRESS

Deal seeker
Driven by discounts, freebies, combo
deals

More for less. Get the maximum at the

minimum price

Prime target for handset maker + service

provider offers

Postpone purchase, wait for festivities,

events etc to cash in on deals
I must get the best bargain

Cheapest phone

Believe a phone is a phone is a phone

Basic usage. Limited to making calls.

Sporadic sms

Not so brand conscious. Need a device that

helps you make calls

Have made 1100 the largest selling model

for Nokia

Anything that talks

Durability

Solid hai accha hai!!!

Value= lifetime usage

Rugged lifestyle demands rugged phones

Warranty, after sales service critical

Is it as tough as me?

Durability

Made for India

Must work everywhere

Functional seeker

Businessmen, traderwork takes him places

Network reach critical

Lifeline revolves around CDMA / BSNL

Is my village connected?

Affordable service

Handset brands doesnt matter. Service

provider does

Heavy user. Frequent long distance calls

College students- group smssing / chatting

Driving force behind CDMA growth

Mobile address

Identity and address denoted by 98xxxxx.

Work revolves around when the phone

rings

Typically small take away restaurants,

courier cos. Etc

Always on call!!!

Work Partner
Helps me do my job well

Mobile is virtually a lifeline to

everyday work

Heavy user. Basic usage. Calls /

sms

Driven by reliability and durability

perceptions of brand

My mobile works for me

Sum Up- Implications for marketers

Projection unlimited

Value unlimited

High margin low volume

High profit growing volume segment

Handsets >15000 comprise only 2% of the

market in India

If marketers predict the next hot feature

wave they can ride it

Create aspiration and desire to drive volumes

amongst masses

This is the future high end up grader

Key to developing brand image

Key to popularizing brand

Economy unlimited
Low margins. High volume. 75% of mobile
sets sold are <5k
Critical for numbers and retaining market
share
Marketing activity more focused on
aggressive pricing, freebies, deals etc
Key to making brand accessible