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  • Understanding Consumer India's Demand Structure

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    Pankaj Ahire
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    1. The document discusses India's consumer market structure, noting that while individuals may have low incomes, collectively Indians have high purchasing power. 2. It analyzes the market segments in India including higher income households, the middle class, rural consumers, women consumers, and youth. 3. Key strategies for the Indian market are recommended such as multi-tiered offerings to cater to different income segments, focusing on value and discounts, and leveraging changing demographics like the youth population and working women.

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    Indian Consumer understanding & Insight

    Original Title

    Understanding Consumer India’s Demand Structure

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    1. The document discusses India's consumer market structure, noting that while individuals may have low incomes, collectively Indians have high purchasing power. 2. It analyzes the market segments in India including higher income households, the middle class, rural consumers, women consumers, and youth. 3. Key strategies for the Indian market are recommended such as multi-tiered offerings to cater to different income segments, focusing on value and discounts, and leveraging changing demographics like the youth population and working women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    20 views17 pages

    Understanding Consumer India's Demand Structure

    Uploaded by

    Pankaj Ahire
    1. The document discusses India's consumer market structure, noting that while individuals may have low incomes, collectively Indians have high purchasing power. 2. It analyzes the market segments in India including higher income households, the middle class, rural consumers, women consumers, and youth. 3. Key strategies for the Indian market are recommended such as multi-tiered offerings to cater to different income segments, focusing on value and discounts, and leveraging changing demographics like the youth population and working women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 17

    WE ARE LIKE THAT ONLY

    Rama Bijapurkar
    www.ManagementFunda.com

    UNDERSTANDING CONSUMER INDIA


    www.ManagementFunda.com

    Understanding Consumer Indias


    Demand Structure
    Individually GAREEB , Collectively
    AMEER
    No
    Aggregate
    Househo Disposabl Value in
    lds
    e income Demand

    India

    Developed
    Countries

    10000

    10

    100000

    1000

    100

    100000

    www.ManagementFunda.com

    Higher
    Class
    House
    Holds

    Middle
    Class

    Lower
    Class

    10

    100

    200

    Demand
    %

    50%

    7%

    1%

    No of
    Mobile
    Sets
    Demand
    ed

    Understanding Consumer Indias Demand


    Structure
    www.ManagementFunda.com

    This as well as That attitude


    Under dozers
    Premium-popular-discount

    YOUTH OF INDIA

    1.
    2.
    3.

    Theories about the Indian market say that There


    are three things that will drive the growth and
    transform the character of Indian consumer
    market:
    The coming age of liberalization children.
    The changing Indian Woman.
    Transformation of Rural India into mega market.
    YOUTH CONSUMER:
    The Creamy Layer.
    The Consuming Class.
    Stretch-a-bit Consumers.

    Women of Consumer India

    The woman consumer


    Conservative working women
    The home entrepreneur
    The changing housewife
    Forces of change
    -Education
    -Outdoor Work
    -Role Models
    -Television
    www.ManagementFunda.com

    RURAL CONSUMER INDIA

    Potential Market
    Changing structure of rural economy
    Per capita income
    Demand

    Value Orientation Based Consumer Market


    Structure

    Rich Consumer Class Anywhere in the world


    consumers who just happen to be in India .
    Consuming class Oriented towards value for
    money . Not
    the
    market for premium
    products but for high end popular products.
    Climbers Cash constrained benefit
    maximizes

    Aspirants New entrants into the consumption


    arena
    The PAISA pack of Tea ,Detergents and Shampoo
    sachet aimed at this segment .

    Destitute Hand to mouth category

    Demographics, Psychographic & Social


    Determinants of Consumption

    SEC A1- Tip of India iceberg

    SEC A, B- Prospering & Spending India

    SEC C+R1- Middle India

    SEC D+E1+R2- Mass Market

    SEC E2+R3- Poor but Consuming India

    The Self Employed as a distinct consumer class

    Psychographic division

    Ethnicity
    www.ManagementFunda.com

    Reading & Predicting


    Change

    In Consumer India, a large mass of


    people moving with a small acceleration
    Mixed verdicts and Continuity with
    change cause much frustration & they
    are the hallmark of everything Indian
    Blurring boundaries between India &
    Bharat
    Analogy trap
    DNA of Indian society
    www.ManagementFunda.com

    Strategies for the Indian Market:

    Multi tier/ Multi pronged strategy


    catering to different sections of the
    society

    Indian not wannabe western


    - Best of the east and west

    Indians are poor not backward


    www.ManagementFunda.com

    Strategies for Indian


    Market
    Bottom of the pyramid Individually poor
    collectively rich.
    Discounts / offers Go for one get three.
    Understanding Demographics 1) Youth 60% of Indias teens stay in
    rural area.
    2) Women Only 23 % house wifes in
    urban areas have jobs outside their homes

    THANK YOU

    www.ManagementFunda.com

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