bates141_threegenerationsonebigmarket

5/20/2018 Bates141_ThreeGenerationsOneBigMarket

1/16

Copyri ESOMAR 2008

ASIA PACIFIC 2008

PARt 1 / KALEIDOSCOPE OF ASIAN CONSUMERS

thREE gENERAtIONS,ONE bIg MARKEtA new segmentAtion of indiA

Dheeraj Sinha

INtRODUCtION

ia b a ia yu. i z a -raphc, hr h h rh pal ha ia

cy h, hav a a ahabl ark.

markr r acr h rl a h ia arb hh h apc h cury. Bu

h ar al h crcal characrc

ia ha vry arkr u xa carully a a ral ura rr ak a ucc

h cury. ia b bu ia hl pc a hu ark? Ar hr r

ia hch hav c bhavur par? ia

yu, bu yu h ly arkabl ppula ia? i , h ar a pc h

pcur? m h ark a avr ia

ay r h yu . wh h rcury b a l yu, ha happ

h h ar acually yu?

th prbl h ia a a ark ay aylar h prbl h ia a a ur arac.A cupl yar back, a lbal r urvy

ia a a ur a cvr ha h cury

ha hh aar a appal par hrl. Bu h ppl h ul hav lk

c ia vr aru ak a pla. A

h ra c r h a h cplxy ha iap. whl ia a aracv, lk lk b

pc cplxy r u h vbl hal

h , hr v aru a h u. ia a a ark bll plu lk

lar, aracv bu cplx. wh rc hal

abl , a ll kl by b,

yu a r.

i ha ap a ia ppruy allr b hav b a. svral a

apprach hav b prpu a ay u

hav b cuc by arkr, rarch aavr ac alk h r arkabl

ia. Bu rahr ha lv h prbl

cplxy, h a h up

a cplxy. sa apprach ba h bl ha hr ar ay ia iau vral prua a cba la

cur . ohr rarch buch

ppl ba a cra par hrrpr bhavr. th rally ll yu hhr

h r bhavur par ar r r ppl

r h a ppl a r a . ma apprach hu hr hypr

ia r auacur ha bl r

PrP pra ha h ral rl.

th valu ia a a ark ll a aur.Hypr- ia lk a h vry aur

ppruy. i hr a ay ia ha

ulck larr ppruy ha lc h ha alray k? tha uvl ha l by h b,

yu a r ia, hl a h a v

u ar hal h b p, hal ha ar rala zabl? th papr a prp a a

ia hch pl h b ia ppruy raly abl , a cur uvl pal

by ha currly vbl.


2/16

2Copyri ESOMAR 2008

ASIA PACIFIC 2008


MAINStREAM MYOPIA

th avur ia ay yu. evry bra abu h cury ak l a qu ar

prl rh r h yu ia? th h ralzhy ar ar quckly up r bra akvr.

n r, ay a avr acy br la

ha b r a l, uy-uy bra k arara yu, rc a

cprary. A lv xapl ha publc cr

bak, a la hr h (sa Bak ia, Bak Bara a Caara Bak) hav ap a

yuhul hr bra praly h la yar.

th avr lacap ia ay praly

a up yu ac, h h lr ra hra u r play a uppr ca a b. Ak ay

a plar h cury a h ll ll yu ha

a 25 - 45 yar h uvral ar auc r h ara bra ha h rk h.

i cul ak avr a bra ar a aru car h raphc pra ia, ul aly cclu ha vryby ia hr

25 r 45 yar r hr b.

A lk a h raphc h cury, hvr,

bur h yh. Accr h ia Rarhpsurvy 2007, hr ar abu 59 ll ppl ia

h a brack 45 a abv yar hch 24 ll

lv urba ara a bl h p hr ccc cla (seC A, B a C). th h appar

b a hch ha bh z a pal aca by a b . our l- cu

h 25-45 a rup, hvr, ha a ha h

45 a abv a rup vr ar h ayru. th v r vral qu. i hr

a ark a h hhr h a pcru ia

hch r? d vryh ia byu? Ar ar acually rk h a cpl

pcur h ark?

th pcur, hvr, lk cpl a h hr h a pcru a ll. th bcau h a yu ia b a cuu . th

ar auc bra cla

appal yu ia ar a 25 a a 45 yar.40 h 20 ha b ak hal h

lyl c la ia al a aaz.

whl h craly r h h 40,ha abu h 500 ll ia h ar bl h

a 25 yar? i h bra rk 25 - 45 a

ak vryby l yu, h ral yuh ia arquz. thr ra blv ha h

a h bl 25 yar ll b rarkably

c r h aru 45 yar, pcally ch hch h a rup hav r up

ar r culurally. Cr ha hr ar

95 ll vual b 5 - 25 yar hch27 ll lv urba ara a bl h p

hr c cc cla (seC A, B a C), ar u ahr ca h ark? i

hr a pal ia b 5 - 25 yar

a? Ar uh lvra h?

th u a ia ur r a

ara ypa, hr h ly vbl cur ark y 25 45 yar.

whl h craly h ca a prhap prabl h cury, all ark

ppru b a a h a a brack.

thr b a ul v rv avr a ark ar ia ay. w

b cha h yu bu r

h yuh. A ur z r yuhul, havpr ha h lr a

x, rarl hhr hr ubr a hrpck bh p ar a prabl . thpapr prp a a l ha

ap crrc h ypc v.

thE ANALYtICAL APPROACh

th uy clu bu a c rular

cur rac h r cu rupcu a -ph rv. i ll a

aalycal apprach, hch a lk a vryay,

uccu bhavur a rr h urlypar bh h bhavur crap. irpr

ppular culur uch a blckbur ca, r


3/16

Copyri ESOMAR 2008

ASIA PACIFIC 2008


ah a uc, papr hal, culural rll, a ppular lv prra al prv

uul h. th aaly cpr brva,

cary rarch a a back up by Ba ChaP Pal, ur xpr pal ra r c l

h cy clu bu, jural, cly,

ark a ppular culur. th Cha daryha capur ybl cha h cy a

r ha p ara qury.

A NEW bASIS OF SEgMENtINg INDIAepchal v hap h a a a

ppl. th papr prp u uch pchalc-culural v a h varabl a.

t uch pchal v hav pac ia a h

ay hk a b ay. th r h plcalpc h cury h la 940 hch al

l a rahr paul par ia cur,

aly ia a Paka. th c pchal v

a h cc lbralza ia hch vr pra ha p up h ia cy ha

p up h ia.

th plcal pc ia huh aaar uch rul ur u b a x ba. o

ha, pc bruh a plc pr

a brhr uur. i kl hp ply,prpry a hr ru l vrac. Bu h jy

pc bruh h rr para.

Par a ablza r ay ppl hha lav ll l lv vrh a v

a cury, a la, bc ru hr cury.

th ul by par rk har rbulhr lv bu h prc r hrly upcu

hr uur a y. Urualy v hhp br h plcal pc h cury

ra ju ha hp. gra ia p-

pc rul h uply, carcy

a a y ha al h vry ay. fac hharhp a bacl, hy r up ry ak

r h ll ha hy ha, a ay hr x a aju h havr l ha r.

Hur by h lauh r u, ia a a a hr h. i r ll plc

l-uccy a swadeshi pr u

pruc. th cal chl huh uc h cc plc. Plcally, ia ll a

plcy -al hr h pr blc

h cl ar. i play a acv rl h n Almv a r cra ral c-pra

hruh sAARC (suh Aa Aca r Ral

Cpra). evly, ia a a a a pplur ar, lar hl back a craly

bca kpcal h uur h ca ha

ll plcal pc.

th cc lbralza ia h hr hap up h hr cl ia. By p h

r h ia cy a ay r uc

ly c ia bu r ia a, ala rpr rach u h rl. i bruh

h l h ppruy r ia b a rl playr

h kl cy. suly ably a capal bca h b currcy h cury. A

a rul ay, a a a ppl h ha alv hlv hr y ar cvr ha

hy ca acually rar hr b hruh h

hr hr ably.

th r cha park h h ccrr la a pr c-culural rar-

a ia. nvr br ha cha h quau

h h a a ppl uch a hr pr . th ak h curr ia a curr

ra vry pcal. th cha pu l

r ra r ay. th cral arup, r ac, buy ak h b h

rl h ppru ha hav p up, hl

ry balac h h yray ha hy rbr . th yur ra ay, h hr

ha, br h abuac. thy ar

ay bu by hry a ar hr par. thr ly

allac ay a by cquc, hlv.

th plcal pc/par ia a h

cc lbralza h cury hav hap


4/16

4Copyri ESOMAR 2008

ASIA PACIFIC 2008


h ppl hr hr uqu ay.th v hav acually a pac by hr

a phr uc. thy hav al

hap h h ra ha raru h . gra bu by h ly

hav hr c rlv bu al cup

par. U plcal pc/par acc lbralza a pchal v, h papr

prp ha hr ar ly hr ral

ia.

INDIA A MLANgE OF thREE MINDSEtS

th papr prp ha ba ha a hv crcal uc cauh h a, ia ay

ca b hr ky h

Par gra (h br h plcalpc/par), h tra gra (h

br h cc lbralza), a h n-

sr gra (h br h auc

a p cc lbralza). ia ay a uqula h hr ra a hc h

hr ( ur ).

th Par gra h ar ay h arup 45 - 64 yar r aru 5.5 yar a

a ur h plcal pc/par hch

happ 947. thy hav a ppula 59 ll ia ay. o h, 24 ll lv urba ia a

bl h p hr c cc cla (seC

A, B a C). Cu by h p 5 c a p hr

c cc cla, hy ubr .2 ll. thtra gra 25 - 44 yar l, h a a

a 8.5 yar h ia lbralz cy

99. th a ha hy r a h pak hcha ha cc lbralza bruh ia.

thy hav a ppula ll ia ay.

o h, 50 ll lv urba ia a bl h p hr c cc cla (seC A, B a C).

Cu by h p 5 c a p hr c cc

cla, hy ubr 25.9 ll. th n-srgra h a rup 5 - 24 yar ay

ia; hy r br a lbralz ia rlavly

r au par a r pc . thyhav a ppula 95 ll ia ay. o h,

27 ll lv urba ia a bl h p hrc cc cla (seC A, B a C). Cu by

h p 5 c a p hr c cc cla,

hy ubr .6 ll.

POtENtIAL At tWO ENDS OF thE FUNNEL

wh abu 24 ll abv h a 45 yar urba

ia a bl h p hr c cccla a 27 ll bl 25 yar, hr craly

r pal a bh h a ul ha currly lvra h h 25 45 a cu. th

pal a bh h a ul h

r ark y. th pull back a babl h ull pcur. thr ar hr ia

h ia, hr ra h b ark.

FIgURE 1PROPOSED MINDSEt SEgMENtAtION OF INDIA

*Source: Indian Readership Survey 2007, SEC is the socio economic classication of India wich classies its population basiseducation and occupation parameters.


5/16

5Copyri ESOMAR 2008

ASIA PACIFIC 2008


Ura h uqu x ha ia ay ha

plca bu ar, bra prp

a laua a ll a pruc va ppl( ur 2).

i ru ha ia cha a a a a

pac, bh cc a ll a cal r. i al

ru ha h vrall avr h ark yu ayac. Bu ca b uul h r

h cur ppula a hr

hy c r. Bcau p hr hyc r, hy ar rp rly h

cha ulu. th hr ul abvhav hr cv rlv a ,

a ar hr cup par a xpca

r bra a pruc. th papr xa alha rv h rlv ach h

a h pac hr bhavr par h c

cup.

PARtItIONS gENERAtION - CAUtIOUSOPENINg UP

maj Kuar, a vra Blly acr h 960a 970 a rcly r x ra.

o a a ra clbra a h a lcah a l achv aar a h 4hAual

sar scr Aar uc. th hr ur u

b a crvry a h ha b carcaur a

rc Blly blckbur l Om Shanti Omal qu up abu .

maj Kuar, pra ura, a a

rpcabl a r hl a mr. Bharat(Bharat

h H r r ia), arr a rcl ha r a cary h rul a

vryay c a h p-pc ia.

o h b h, Roti Kapda Aur Makaan(f,Clh a shlr), al h h url a l

cla ia cauh b prcpl a pvry a a y urh crrup h

hr. Roti Kapda Aur Makanb h rul

h Par gra r h h pcra al br h pr la prpry.

th v a h hh rr h yar 974.

maj Kuar h hr h pz h prcpl

par h Par gra. i rahr raha a Blly blckbur v a la 2

cury ia c a h ar h acr a

vryby k j ll h acr hl k c . n ha Om Shanti Om,hch acually a p

Blly a rpl h l-rral jk,

FIgURE 2POtENtIAL At tWO ENDS OF thE AgE FUNNEL

*SEC A, B, C; All India Urban; IRS 2007


6/16

6Copyri ESOMAR 2008

ASIA PACIFIC 2008


lbraly. Bu h prhap a clac ca cra b h hr ra. A

h Par gra, h lv all hr l cra

a ca a cra rpc r cy.i h l h tra gra hch a h

jury h sar scr Aar a c hur

ha h vra acr ha r ia a lcla hruh h v. A a h hr xr h

n-sr gra r h Om Shanti Om ju a

masalav a pc up rar, v h lh-har u. Craly h ay hul ak

c a, hul hy?

thr ar ur ky h ha aply h rlv

a cup bhavur h Par gra.th c al h a hr plca r

bra a bu.

held back bu No holdin backth Par ay ay a ra hch

uabl ully h baa. th rul hcarcy, h pa para r a ll-bul l a

h alur h pc ra ha carr hr l. thy a raual ral raa

publc l a ppl pr r prpru hruh prpr u . A a pral lvl hy l

a l a hr a vr a v l pla

ha hy rk h. A hy a ur r-ac ha al, ju u a pa

xaa h hp ha ll a jb, a up

ur a b abl uppr ur aly.

th ha h a hr upc h ya h y, a ar ha h ll r,

h ll v ay. th ha hry hu

hl back hr lv. th h ra hch aly cu hr lv r ay qu

h rl a mnC lk fr Lay up pa

chp acr ia. thy al ura hy r uppr h a baal a pa

chp hch vry huhl ca rll kch. A

a cra lvl h a ra hch kpcal ay h ay, uch a ch carr, p-

c , pp arra, rc carr

rh a vr pral r craprvaza. A ur Par gra pu

i k ha h rl ay ar ry

prv by k car r u?

thy hav ralz, hvr, ha cha arbr accp ha r. i yu ll b, yu

ll bl aay ha h a. thr

al a uc h cha a a r parcpa . A a shlu srva, ur pr

h dy fua, a Times of Indiaarcll L B A 60 (publh 0 fbruary 2008),Hav p h br par hr lv ulll hr

rpbl ar par a chlr,

ur hr a hlv. fr a raha av ly, ac ar a u hr.

o h b ara p r h ra

vaca, hch clu rp rlu a ll a

xc plac. Accr Kar tur, h 50,000

ppl h ravl h h la yar, 9,000 rabv h a 50. Kar cally ru a pcal

ur r lr call sc i. th hr bara rh la by hu ha b vlp

h vy h h ra. LiCCar H hav pla a l rr vlla

r h acally u. th ar b

l-ca u h a cral kch, l-jrklvar, a hl-char abl bahr. thr

a prv ha h la prpry ca b pa

a h ah h r. whhrrc by crcuac r uc by , h ra

raually p up ay h uc

ay ia b h cpur a a rk l ra u a a aly rqur. thr p up,

hvr, a cauu a r ha

a lcv aapa rahr ha a ablu ap.

Desire for Permanencei h rl Par gra, h ar r

kp, hhr rlahp, v, urur,

car r ral valu. thy c a uluc hr rual a ra

xacly h a ay ha u a


7/16

7Copyri ESOMAR 2008

ASIA PACIFIC 2008


h Par gra ur rac.n. R. narayaa murhy, h ur br iy,

pk a whar mBA cc 200.

i h pral avc h xhr raua brurhy, cra a uppr y hr al,

lv h y a rv ak a rc hr

cy. i rarkabl h naraya murhy, h habul a rl cla raza h vr-cha

al pac, chap h prac h valu

y r hl a hr.

nh llura h r r prac hra br ha h Uti ac h arly yar

h ca. Uti a a aa cpay

h publc rhp, ak qua vr. Uti Us-64 ch a prbably h

ppular uual u a all ia vr, h

ay h pu all hr l av cluhr rr u h ch. tha a ll 200,

h h ch ra acal rubl a

raac ha b rz. thr , hvr, burpr a uual u ch ru rubl,

h br urpr a h ay a -accpac vr, h pr ha a a u

by h vr. A h ca h n A Valu

a vr u r?

thr xprc h h ably l a uprc-ably rr ha a h Par gra

k ably vry apc l. thy ar h

h ar ll puh hr chlr uphl h ra-al u lk arra. V ay cybr ca a

yu ll ay ahr a hr h ra

chck u aral lk plyarry.c abharaary.c, lk r a uabl allac r

hr chlr. th Par gra ll ha a hh

rar r raal, abl bra lk taa, Brla asBi. thy park hr y h vr ru Publc

Prv fu a Bak fx dp a ar ajr

crbur ally a arly

h avra 2 yar l buy a hu la. thPar gra ia hu ac a a achr rvalu ably, cury a l-r prpcv,

hhr cup r h culur.

hi Reard for FuncionaliyPar gra hav a clar prrc

ubac vr yl. Packa r h xacly ha packa, hch r ha hr ak

up r h lack ubac ha pack . th

h r hch bra ar r a aurac qualy a urably ha xpr a a.

Par gra hu cu car rahr

ha bra. wh car, hvr, hy ll kbra ha v h h b valu a a aurac

qualy.

A r xapl ha ca b call h Kakaji

Namkeenph. Kakaji Namkeen h lcalbra ar a hr ia ack. fr h a

prc ay R.0, Kakaji Namkeenalay pack

a la 50 ra r havr yu ar buyvru mnC curpar lk fr Lay. nl

ay, Kakaji Namkeen a br h hhuhl h ar ccr r h h ucal

valu h pruc rahr ha h ary Lay.Bra lk Kakaji Namkeen xacly a h cup ba cy a a bra. thy carry uh aurac

qualy a quay cly cur

xpca. A h a hy p vry ll avr a pr bul ay ary. thy

h ary cra by h lar bra h

cary. thy ar acc bra ha l ll ppl parcpa h hh a car a valu

prc.

thr ar ay playr lk Kakaji Namkeens varu

par h cury a acr car, h ar h by prv valu ubu

rahr xpv lk bra h a cary.

may a mnC bra h cury ay l hha h bra ubu. whhr max

aa mr h qu rpll cary, Prya

gl aa Braa bcu, na R aaLux ap r Ac aa nk h, hy ar

all ull h r ucaly a hav a larubr akr r h Par gra. Clarly

, h Par gra p up h

avu cup bu hy ar r ha


8/16

8Copyri ESOMAR 2008

ASIA PACIFIC 2008


rv by h ucal valu h cary hah al ary h bra.

Communiy as a Propellanwh ak p u h ky valu ha hy lv by,

h Par gra pk ly abu craa rpc r h h cy. th h ca

u h urpr ccy a pa acr ur

rac h h. A appar, cuy r hra bh ha hy lv h a cpar

. fr ac, cal au r h a ay lr h Par gra, pcally ay ara h nrh a aru dlh. th ruh ha

h ppl ha ar hr lv r crach a

ru p-par. A a l prr, h r al hr cuy h ar hy hav

c r hr hy all ar. sau r h-

, a ppularly alk abu, h l bu aarkr ucc r h ra.

Cuy r h Par gra ha b a bprplla ay ca. tak r xapl h vral

Udipiraura ha l h ra muba, hur chap y lcu uh ia ar. th vry

ccp Udipiraura br u a cuy. wh hr ppl r h uhr par

ia ca a crcal lk muba, hy

ralz ha hl all h rk hruh h ay,hy ck r h by h

v. th h h ccp Udipiraura

a br, rv a r h av ha h ra ca r. i muba ay,

Udipiraura ar a cary by hlv a

ll ay h cuy ac a a prplla r hrk h raura by uppr h h

ar up capal brach u a p a Udipij

hr .

Cuy r h Par gra ha b hula rcur r all k rca r

cc, h vr r u . B abl

a sifaarishr a pral r r apr pr h ac a ubjc

uch pr. th cuy cu b a urc

p a rca u ra rarra cup. Urualy h ccp

pr prur ha a vry a ca aach

, bu hr a a ccp cuy cul, ul b h xac curpar pr prur

r h Par gra. V ppl h

x aly a h aru h cuyar vry crcal r h . n r ul lvl

ark cpa lk Aay a Av hav a

a b ucc h cc h ra.svral urac bu ar al app

h cuy cul app h ra by

app acal avr r h h.

tRANSItION gENERAtION tO tOMORROW,WIth YEStERDAY

th la cupl yar ha bruh h a

rak a rx h ia ca a h

uc c. nvr br hav ay l ia

clac b ra a uch ra cal, r ay l rx bc charbur. A

h har , h rak a rx hav aka l ryl r lyrc a rr h h a

l l a cprar. whl h c r h l , h ha ay.

Devdas,a rac ry a l-rucv hr ah urqu lv, a ra r h hr a

h b h ca. i h parcular vr

a rahr a ry Devdasar hruhac havelis(a), clrul cu a

chrraph ac quc. th r vr h rac lv ry a l a rahr clbrary

a vk r pah a ray

ha pulc a bauy. th ly vr Devdasur u b a hhly uccul v yar,

2002.

th ppular culur ph rak a

rx xpl h a a h r h

tra gra. A a ra bruh up byh Par gra, hy hav bu h

all h valu ha hr par lv by. Hvr,a a ra ha a a pak h cc


9/16

9Copyri ESOMAR 2008

ASIA PACIFIC 2008


lbralza ar bl cha, hra ha h rl ppru p

up rh br hr y. thy ar craly crav

brac h bu hy h lav bhyray. thr r h lyrc yray

h u ay. th tra gra k

z h cc ra. thy ar h ha y hh h hr h ru. thy a

al ar h hr achr ll h hr. th

r r achr avur u h rlva cup bhavr h tra gra.

Hr ar hr ky l prcpl a hr

plca r bra a bu.

Lein goB w, h l ru ac h ia lv, ju ra a All ia mhr dac

cp. Prhap r h r ia hry,

l cla ia huv xcha apr r

ac h a cp aal lv hhr par--la clapp h auc. ia

b a k ac rvlu. nly ha h hr ubr lv h ba

ac up raacally, h hav vaa pull ru clbr lk h aal

cach h ia hcky a r publc l h

ac r. dac ay ha bc a ral par vryay l, a pary cpl hu a dJ.

shak a l ha vr c ay ia h

hav vr a pr ar h ar b hlback. o h b rc ha h tra

gra ha acqur vr h Par gra

h ably h hb, l .

A a ra hy ar lar b ay a pla.th hrarch a rucur hr rlahp ar

v . whhr h b-ubra rlahp

r ahr- rac, hr ar craly ay rhh v h ra ha prvuly. thy ar

lar ha k ul a jy

xacly a . i ay x aly huhlay hr h tra gra lv hr h

h Par gra, a plc ar

b a rk. i ay r h cu alchlr -vara hr r v huh

h arlr ra vr cu ay h r

ra rla rlu ah r hr. thy ayhr hr ll, hr a ay! th ra

craly .

whl h tra gra h hb

cally, h pac vbl hr cupbhavur a ll. L ha a ha crary

xpur ar a cra har hrall. A KsA tchpak survy 200, hch rackh a a hch h axu har aual ar

p a parcular cary, cvr 24 - 4

yar b h ba a hch a u a a caryha axu har. A 2006 urvy ia Luxury

tr by h Kl Cpay cvr h

avra a h ia luxury cur b 6-7yar. suc by h cup avu a

uppr by r huhl c, h tra

gra clarly rlh h jy cup.

beckoned y buoyancyth ppruy lacap r h tra gra

cul b brhr. th cy ia bh h gdP prc h ra 8% - 9%.

m crcal cr hav b p up r r

v. iv rarucur ar a hhar a ll. All h ha a hhr alar, r

jb ppru a ar rh r h .

th rl ha p up r h ra ay

ay. L ay ha uch r r r p, chc a alrav. fr carr p

bra h car, h tra gra

uc by h pbl ha hy ca aha hy ca bc. thr a a h hr

par a r a yar h lvry a hubl

-hlr call a Bajaj cr. tay, hy ar bcha vryay by all k arkr la,

cr car a bl ph rvc bc hr

cur. th tra gra lv huc a lar rahr a a r

vryh. Hav h cra ha hr par


10/16

0Copyri ESOMAR 2008

ASIA PACIFIC 2008


lv h, h ra a achv vryhha h Par gra r bu cul .

thy ar r br hr l b by b. emi(a hly all) a r h.

fr a hu buy a h har, emi ak pbl r h buy a prv l

vry h. Bu l h a la all h r

h tra gra. wh uch abu hcy h b a arcal alary ur

b qu papr, hy lv h a caaxy alur. thy k ha hy ca ak hy ll hav by bu hlv bla. n

ub l bc br, bu hav h a

a ar alay ru hr rurc all h ha h tra gra

ha ay ur rac. sll h ucc r ll

h a ar alur, h tra gra lapp all up r a br rr yu hav ll!

Reconcilin e Dilemma of Caneth tra gra brac h rlha p up r h h p ar. Bu v ah r rr ar b u p, hy ca

har h r ra hu h. thr r,hvr, lav bh h pa rr v

aha. thy a rlz yray h h rurc

ay. thy a clbra hr val ara a a larr cal, h r lh, r clr

a br clh ha hy ca ar .

wh i arr i l y ha y hr

kp ll, c h h ha ak car y hr a i a happy abu h a ac

ha r h tra gra l u

hl alk abu h aur h rlahp hh . fr h ra, h rlahp ay

ar h h r yray. th r

r cuy, hvr, ju h h pa, bual h rr. o h ky a ha a

tra gra rup pck up crb hr

l a ha a ahr- u v hap clay a pr hl. th h yblz pa

valu a ururac ha hy r hr par

h x ra.

i h la cha, h ark r rpackara b ia. A r ca hr

h cary Chyaaprah, a Ayurvc halh

uppl raally u r rvalz halha yuhul. fr a cary ha bca hhly

luh a a rr rh, Chyaaprah

ha r h u 5% valu a vlu r h yar 2006-2007. succ ha b arbu

h r bra lk dabur h k a rh lk

a prp a p h raal uyp a a a r ay r. th r

ay vr dabur Chayaaprah pack h a

ra bu uch lr jar a al avalabl chcla avur r k.

i ar l u h ra, h

tra gra lapp up vry b . Ju

ak a r, ly ra. n r, xyAyurva r a a b ia hhr

lr lk ap a hap r rvc

lk aa hrap a pa. i h ark rrpacka ra r, ul ia

b l ar bh? A arcl publh t aaz fbruary 2006 rpr xvly h r

h ra clbra hr br

a br a a h z h ia ark a $0 bll. Bu h pz h ucc

rpacka ra br ha faba. fu

960 by Jh Bll a a hca ia cra ahal ra, faba cu h hal v

by lcal cra ay h ahabl clurap-a-ru r a hr hr r .th bra a c ia cl a ha r

rh rh. Accr h Hindu Business

Line,march 2007, faba ha alray rach aurvr R. .4 bll a a xpa 56 ul

26 c.

Credi/Dei Livinsach alay b rl, h tra

gra lv l a cr/b . thy arcauh a ca bal balac h y a hya vryh, ry rccl h pp ha

vr hr lv. thr a cc hr l


11/16

Copyri ESOMAR 2008

ASIA PACIFIC 2008


b ay ch carr rh a v u h h vru l r h a carr

p a ay h par, r b arry a

rl hr chc vru rry abu h aauhr--la h ll ur u b. B v

cup r hpp, ra,

a u a h rry abu a pl bakbalac.

A lar par h bhavr h tra gra

hrr cpary aur cpar h b l h a quval cr r vcvra. fr vry vaca a xc lca, rp

pla hr h . th hr ay ur

ha h x ra xprc hcu a h x aly. w u hav

uch u ur acv lk play crck a

y k, v rlav a clbra vallk Diwalih h; ay k ju lv h h tV

a h cpur a h hl url

h r rp h h . th b/crprcpl u xvly by h tra gra

hr h l ha raal ak rarr ra, all h a a

lk burr a pzza h v h x ha

hy ar a rotia dal(raal plar iabra a pul) a r.

th ark r ul a cpa hu

bc b a h tra gra. Taare

Zameen Par,a Blly v ba a chl hpcal , rla h Chra. th l carr

a a r ay par b r v

hr chlr a rar hr prur h ll . th v ha vr alk u

h har h y, a alk.

Bla h h v l aa() hch a chl arra h cur

h hr h h lav h al. t a ra

lv h h ul br up hr chlr h

ay hr par , h crap up ul r allcrr hr har. obvuly, h l a a h, h a h lyrc.

Yu ca u cr/b ll ayh h tragra, har-rly ck l (salla r

marc), ap a hap h c,

hlay packa a h aly, cr car ala a v back par (marCar gl

ia), r ayh l ha a ll b

h a ll b ulc parc c hchcla avur ayb?

NO-StRINgS gENERAtION LIFE UNbOUND

Cy a harly a r Blly vr. thr

r ca alrh a cy a craly a

par h ulpl cur ha ay iav a v aru, bu l yu hav

ca h aay a -pa ra r

ca hch a purpully h ryl ha a lh a a r r uh jk b crack

a b prr. Bu h hav u a

vr h valu ha ay ia ra lv

by hr!i ur cac h h n-sr gra, hl

prb r h ky valu by hch hy lv, hav

u ca up varu ay a r. thr craly clary h ra ha l abu u

( cur a hr h) a h c

ha hr h crbral abu . n r -pa ra a cy hav bc r

by hlv ay Blly. Acr lk Rhdhukh a Arha war, rcr lk Pryaarha

a dav dhaa a v lk dhaaal a Parr

ar h uccul prrr a h bx cay, bcau hy ar h h ca lvr

a hal hur pur u.

Ju a h v hy lk, h n-sr gra

ar l rahr ay hr lv. thr quah l craly r raacal a l-cr.

i cra h Par gra, h ar hl

back by hry ay ay, a h tra

gra, h h balac vry b h aquval cr, h n-sr gra ha all-

ac ly l. th clary purp ha aay c prhap uch ar r h a hr


12/16

2Copyri ESOMAR 2008

ASIA PACIFIC 2008


valu y r v hr pral . A h pu ur ur rac blv

b h, bu ly urlv. g by hr a,

h n-sr gra ar ubu h ru h r.

s ha ar h ky l prcpl ha h n-sr

gra lv by a ha hy a r bra

a bu? L hav a ra.

trivin on DisconinuiyUlk h Par gra, h k ably vryh r jb rlahp bra, h

n-sr gra hrv cuy a ably br. whl ca b ha h

craly a uc hr curr a, bu all car

h ha a a ra hy hav a uch hhrxpra x l. A rl v hch lk a

l a a r xprc a ha h ra

alay h v: r rlahp ahr,

r jb ahr a r carr ahr.n r BPo (Bu Prc ouurc)

a a cr hch praly ply a yurppula ha a avra ar ra abu 0%

accr varu ury a.

th a ra hch rak al vryh

l a lar cal br a br. A h n-sr gra pu ur rac,

yu ca hav h a vryay, ca yu?H a c h ably hr rac

rlahp. mulplcy rlahp a

yur ppl craly a h h hry ia r ak r ha ar, bu a ca arlr

yu cul xpc uch a a b a

ply a rup. th cu i yl ha aha h ra ay cu a v ,

hch h Par a h tra gra vr

aa .

Bra ul hrr br by acr h

r vary a ulplcy xprc r h. th ay ay a ha h ccp

bra lyaly x h h. wha a ha ul b kp h xpry a

ur a hrr a cuuly rv vh r pruc xprc ahr. wha h

al a ha h ark r avur rvc

a r rp ia. shaak davariu Prr Ar (sdiPA), hch ar

992 h ju cr muba, ha r a

prc 2 ia c. th r r cuy l acqur laral al. i pac

h ra chc hr h a ll, clu

a carr. Al Khaja, a carr culr qu Technopak Education Outlook(ocbr 2007), c

h r ppulary ba carr chc lk

ral : fv yar a, hr r v 0qur abu h ubjc. tay, i hav a la 200

u qur abu rh ppru ral. th chall, r a ra lk xplr

r l, r h ral br, h ca

caly cra xprc a ay l xprc?

Rerievin Self SpacePp ar shakra prr muba march 2007.

whl hr uch aa avalabl h prl ppl h a h ccr, ppl h aa

a crb h avra a a a

45 yar l. Craly yuh a uc k abuar, bu r a ccr a a a yuh

c lk hr, h avra a 45 yar a b a

hck. wll xacly , h yu u ha hck h l h r prc upar

R. 2,650 ak arabl r h hprhap rv b hr.

th yuh ay ia ar l a b a quz.40 h 20 ha a ha h 20 hav hr

. A rahr yu l tra gra ha

lar l a pr by r auca ha up crach h pac ha ay

bl h yuh. evryby r 5 45

yar ia ay b h h a bra

a a h a plac. whhr a par Lv, acaual ca, a pp h r a cl a, h ay uh a arkr h yuh. thr h

ha hlp h xclu hlv r h r.


13/16

Copyri ESOMAR 2008

ASIA PACIFIC 2008


th n-sr gra k rrv hrpac. Bu hr ay r hruh clvr

apula a a rahr ha rc rbl-

l. th a a ay aru h rahrha aa h, aa h y rahr ha

vrhr . Bra, pruc a rvc ha

cu pcally h h ra a hlph rrv hr pac h uqu clvr ay ar

uch . Cay bra lk m (Pr Va

mll) hav r ap h a vv h ra, h huh hvr l h

avr prp.

thr ar vral car ha ar plac ju rh

hlp h n-sr gra rrv hr pac.Crcal a h h bl cary, hch

ay bc h r ybl hr c

a. n r h yuh ark r bl ph r a 00% a pr a lbal uy cuc by

la bl ph akr nka. o a lar pah

h cll ph a ark hch accr a KsAtchpak suy ocbr 2007 xpc xpa

r R. 400 crr R. 2000 crr by 200. thrar hr car a b p up. wha

h ra k a b pac, r a bra

r hr prcpl a bhavr a laby parcpa h h a prcpl a bhavr.

wa: parr cr, ar yu ll?

Uncecked Opimism

op a ha bl acr ia a hp . Bu h p h n-

sr gra qu r r h tra

gra. th cc r buyacy hra u-calbra au a u-hl

back by r. th l cla r- hch

calbra h ab h tra gra ac h ra. thy a y

hh a hy a hav h h h ar

hy hav c r h ru, r hy hav ar

all.

i Bunty Aur Babli,hch a a ara Blly

blckbur a cupl yar a, hr a c

b h ahr h ha rk all h la a clrk h ia Ralay a h abu

h ru r a rv r h a jb. i

h aru ha ll, h ahr h uxa h rual quzz h, yu hk yu

ll bc Brla, taa r Aba (h rch ural

ia)? a h rpl back h a rahcc, hy , h uy all r h

ky; hy al r up ur k vr.

sky h l a prvrb r h ra, abl. obvuly, rprurhp a b abl

yur h a yar h l a b h

a h n-sr gra. m h lllquly har h yu hr pla h hy a

rk r a yar, rlva xprc aar hr u.

A p h a ph cralya ha h a ra ha p r aly

ha ay h Par gra . A h

p uu a uppr a laparally by a prv ar pal. A Business-

worldarcl fbruary 2008 a h purchapr h n-sr ra ply h ju

h BPo r ia. Accr nac (h ra

by a h chabr crc h it ury ia), h BPo cr ply 245,500 ppl

200-04. Au 90% h rkrc bl

h a 25 yar a ar R. 0,000 a h a avra, pu hr purcha pr l

ha 22 bll ia rup aually. Yusur,a rpr h ia yuh by er &Yu RalAvry grup, labl h -2 yar l a dabblr.

th er & Yu rpr pr a qually

cura p par. Accr h uy,h dabblr r p R. 4,000 - 5,000 pr

h lyl pruc hl hr cury cup R. ,500 - R. 000 pr h.

L b r h rr ay

ark a avr ppl. wha ca bra abu r a ra hch ha vryhha ? Bra a bu hav k

rl r h ra. o plac a quval


14/16

4Copyri ESOMAR 2008

ASIA PACIFIC 2008


ah hr ra a hr cc achv, by clbra h bra prp. th hr

v pruc a rvc ha hlp h cvr

h ac b hr ra a ak ha raly. th vral al h ia lv

ay ar xacly ha, v h ra a h

a pa, a a ru, all hr . nr raly al h ar a b h a h

. Ahr xapl hr Kota Rajasthan

hch ha cra a ull ury cach ur rac xaa r h

pru r a cal u ia.

Kota a ury ha lvra h uchckp h n-sr gra. i hlp h

cvr h ac a ur hr ra bc acr r a r a raly.

bad is e New goodt L, Times of Indiask uppl

lyl r, carr a aur l Ba h

dcbr 0, 2007. th arcl bruh rh ha b happ h cy r

. th ac ha h l b ha aha ba, ha accpabl a ha blurr

r h yur ra ay ia. i a ur cy

pll cuc by h aal aly h a rup 6 -25 yar, 74% ha r ba hr pral

chc, a ar b c by cy r ayby

l. i yu ca cp u cra h a rahr, hr har u a crk h

r h n-sr gra capulahr phlphy l ur cac.

i cra h clar a ha hhr ra lv by, raly r h ra

cx v. th prarly bcau hl

raly a arlr h rpc hacally accpabl, h raly ay

ha rk h . th lcu aru hch r

ba a aur ha v r u

u. A uprc cu l, cb h hr a cuu l hav a h rah

jack ay yray rua. th a ay

a ay aru h ha yu ca ha

yu rally a. sall hrcu ar hrr k, clvr auvr al al.

th n-sr ra craly ha a rraacal a praccal v h rl ha h

hr ra. w a b ruabu ur rlahp a h ur cu ur

carr a h ur cac. Hy a

har rk by hlv ar uh ayrl, yu b ar a plac yur

rk , a ahr. i h blurrbuar, h b chall r bra ralz ha a praly hah h

ha h n-sr gra h.

A ll ah ch, a h apula hcharacr a h bra ak h uch r

ral r h . n r, ay h

a-hr ia. tak a lk a h chvu l Akhay Kuar, h avr Blly acr

h ra, a yu ll k ha ba h

a h.

CONCLUSION

thr pal a h h a ul ia, craly uch r ha ha ar cuula-

vly app rh . A a appar r h

aaly, h pal ly ca bu alc r h ara ha hav b cu

. ia ju yu, al lr a yur.

th b ia ppruy acually lhbu hr c h hr rl v

a cup . A hr ar all h ralra r h hr blv a bhav

rly a hr rv uc ar vry r

( ur ).

i uaural r ark a arkr urr a ara ypa. thr alay ay

ubr a ha vryby . Bu

a aa ark hav al k up ralz

ha hr pal by h ara hch ally ch. tak r xapl h a h

ru a h b h pyra r uvl byCK Prahla, hch b bar ru. th


15/16

5Copyri ESOMAR 2008

ASIA PACIFIC 2008


b h pyra ppruy ha ju u rabl hap na, a car r h a

by taa mr ia ral a 00,000 ia rup.

suly hr a pur arkr h hav c

alv h ppruy a hav auc hr pla ap h . th ru a h b h

ark ay bc a raly.

th culural la ha ia ay, hr cra a hrby hr r rl v,

a uc ur pcal . th ar

ju abu pl a v ppula cra arup. th happ x bcau cra

culural v k plac hch c h

rl v a hk h ra hrc par. i pra k hrr ha

h h cp h ia ark a h p . A hl h hch

cha raacally h ra plu r u

yar, ll craly b a r pcur a a lhlya p h uur. Hc a arkr hav

ur y hl r h h h ppruy ha

ia r ay ar u h halv a ray a prhap a l pr r.

A arkr a bu ppru uak urlv h qu ar ur r a

ara ypa? Ar lvra h pal ha

ia ha r aly? th qu ll ly la u ppru bu al ay

hal l ppru. fr ac hr a

cp r bra ia ha ar ly h n-sr

ra, prhap h xclu vry l?wha b h bu l r uch a bra?

H ul lvr cuy h pruc, prc a rvc? wha abu h uca

ark ia? wha abu ah bra ly r hyuh? wha abu a cha a raura? wul

a bu hu a r h hhly prabl

a raz ay, ju a hy c r h urac cary r fmCg r ha ar?

slarly, all bak lk yu a ch-lcal? i h ark hr cl cacy rplac

ar rvc a l llr ar rc yu Auac tll mach (Atm), hul h b

bak h cury ru a avr capa abu

urpr ac a ur r h arh a? d h lar par h ark tra

gra a h Par gra prr ch-

lcal cl pral arh? Al hvryby r olay garr P ll

a-a 0 yar l, hr a ark r hlph lr bau lk yur? mr ha ha, hr r r a ra pral r pruc

pcally r h a a k? th l

FIgURE 3thREE SEgMENtS AND thEIR KEY LIFE thEMES


16/16

6Copyri ESOMAR 2008

ASIA PACIFIC 2008


qu a hrby ppru l a lra. th br qu, hvr, a

pra ur a lk r? Ar ll

l ur baa a p urlv h ?d lk a h ppruy a bhav lk h n-

sr a ay l lap r lk a a bhav lk

h Par a ay l hk?

te AuorDheeraj Sinha is Vice President, Strategic Planning, Bates David

Enterprise, India.

bates141_threegenerationsonebigmarket

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