CHANDNI

CHOWK
&
CONSUMER
PERSONALIT
Y

Ankit Gupta
0151MBA067
Ayushi Aggarwal
0151MBA077
Sourabh Bansal

HISTORY
One of the oldest and busiest markets in Old Delhi has around

2500 shops.
It was built in 17th century and the foundation was laid by the
favorite daughter of Emperor Shahjahan, Jahanara.
Originally the pool was built and the market was divided by
the canals to reflect the moonlight, as a result, it acquired the
name Chandni Chowk- "the moonlit square".

PRESENT MARKET
The market is situated in the centre of

Delhi.
It is a medley of shops, shoppers,

vehicles, pull-carts, horses, street

vendors and tourists.

It is a crowded place and normally

there is a maze of traffic that one

has to negotiate almost every
second.
This place is the mixture of

religion, food, chaos, history,

modernity, tradition and
commerce.

FAMOUS MARKETS

LAJPAT RAI MARKET

KINARI BAZAR

DARIBA KALAN

CHHATTA CHOWK BAZAR

BHAGIRATH PLACE

CHOR BAZAR

NAI SARAK

FAMOUS FOOD JOINTS

The eating joints in Chandni Chowk are famous not only

in Delhi, but all over India. Most of these date from the
last century, some even earlier than that. Here, with
every bite, one samples not only a delicacy but also a
piece of history!
Handed down from father to son, many of these

businesses are now being managed by the 4th or 5th

generations. They include halwais (confectioners),
namkeen (spicy savories) shops, chaatwalahs and many
others.

F
A
M
OE
UA
S T

I J
NO
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S

SPIRITUAL PLACES
Chandni Chowk has the
distinction of being perhaps
the only trade market that
also houses an equally
amazing number of places of
worship of all the prominent
Indian religions. Hinduism,
Islam, Sikhism, Christianity
and Jainism exist side by
sides. Here one can find
more than seven Hindu and
Jain temples, two
Churches, three Mosques
and two Gurudwaraas.

SWOT

CONSUMER
PERSONALITY
Consumer visit Chandni Chowk and love to shop from there because of

several factors. These are:It is a fairly cheap place to go shopping in Delhi.

Bulk Buying.
Best Bargains.
Variety of foods.
This is also a good area for window shopping.
One can buy anything here from stationary to clothes , wedding attires to

wedding jewelry. (One stop shopping destination)

One can find any thing in Chandni Chowk which is difficult to find any
where.
Chandni Chowk is the best place to shop any product and is meant for all age
groups.
Shopping Experience.

MARKET
SEGMENTATION
Geographic

People from Delhi and

near by regions as well
as foreign tourists
Age All age groups.

Demographic

Psychographic

Behavior

Gender Both male and

female
Income middle class and Upper
middle class people.
People who can withstand
a bit lower quality but has
price as main constraint
in mind and live a normal
life style.
People who love to do
bargaining are the most
attracted customer.

AT THE END
Chandni Chowk's specialty is the variety of its

markets and their Indian-ness.

It is a shopaholics delight buzzing with life

throughout the day.

From authentic Indian food, delicacies and sweets of

more than 1000 kinds, to sarees with chikan and zaree

work. There are lots of narrow lanes with many shops
selling books, clothing, shoes and leather goods,
electronic and consumer goods and what not.