indian consumers
Post on 13-Apr-2017
17 Views
Preview:
TRANSCRIPT
CLASSIFICATION OF INDIAN
CONSUMERS
Based On Economic StatusWEALTHY CLASS
MIDDLE CLASS
LOWER MIDDLE CLASS
BELOW POVERTY LINE(BPL)
Wealthy Class:
Rich people
Senior business executives
High level professionals
Senior successful top executives
Salary=Rs.1 lakh or more per month
“Live life king style”
Buy high priced goods
High level professionals
Career oriented
Active in social and community activities
Believe in high living standards
Prefer good lifestyle
Marketing significance-
Useful segment for luxury products and super premium brands
20% of Indian population belong to upper middle class
Middle Class: Mean income=Rs.10000
to Rs.20000 per month
Junior executives , white collar jobs, traders etc.
“ Cream Of The Society ”
Try to spend more than their capacity
Consumption Scenario
•Indian middle class(25-40years)-largest group which consumes products
•Emerging as “consumption community”
•Highly spend thrift
•Usage of latest and costly products
Growth of urbanization
Increase in nuclear family system
Increase in number of working woman
More than one earning member in the family
Time saving and instant goods are sold• “save time” ,”make your job easy”
Purchase of goods on installments
Customers borrow loans
Increased credit facility ,increased customer buying
“Pledging future income for current consumption”
Consumer credit facility
Important segments
Middle class
Male
Female
Teenager
Maleo More material comfort
o Older generation:”spend for others, not for yourself”
o New generation:”personal desires”
• 25% increase in male ready-made market
• Menswear brand active nowReady-made
preferred
• Exploring new placesHoliday• Conscious about his status in
society• Uses standardized products
Prestige conscious
• Cares about family• Spends money for family well-beingFamily ties• Not sole decision maker in family
purchase• Consults other family members
before buying goods for family
Decision-making
Female Increase in number of
working woman , increased demand for products like cosmetics, instant food etc.
Sole decision maker
“Gate-keeper”
Takes family decision
Quality and cost conscious
Cautious buyer
•Consults and inquires before purchase•Bargains, compares and contrasts the prices , brands etc.•Gathers information from various sources•Buys product when fully satisfied
Time saving products
•Prefers products like grinders, vegetable choppers etc.•Good awareness of market and trend
Sense of beauty
•Fashion-oriented•Influenced by global markets•Strongly influenced by products that focus on grooming her beauty
Teenager Modern and adventurous Assorted lifestyle Easily targeted and
attracted Wants are similar tothat of high class people
Lower Middle Class: Less spend thrift when
compared to former
Buys latest goods that are inexpensive
Able to manage their living
Not spend more than what they have
Below poverty line(BPL): Buys unbranded products
Fulfill their needs with meager amount of money
Lowest income group
THANK YOU!
top related