CIBB

Pathfinders
 Consumer doesn’t think he's the king
(DNA Dt. 23rd August 2010)

 Consumer complaints mainly against services

 postal, railways, insurance, healthcare electricity

Complaints – Region Wise Complaints – Product/Service

8
New Delhi Services
13
23.98 Maharashtra 34 Products
35.87 Karnataka Telecom
Gujrat Banking
Rajasthan 17 Misc
18.21
Others
4.25
8.33 9.36 28

Source: CORE, Ministry of Consumer Affairs

 Interpretation

 Consumers more likely to complain for services

 People in developed states are more aware about
their rights
 Most complaints were against government run
institutions
Buyers return as gold melts to 3-month low
(Economic Times Dt. 29th July, 2010)

 Consumers have begun buying gold even before the

traditional festival season
 First longish dip since the start of 2010
 Consumers are aware that this dip will be short-lived
 Robust buying even in Aashad, normally considered
inauspicious in the Hindu calendar
 Interpretation

Rationality Superstition
Research finds change in rural consumer
patterns (Economic Times Dt. 1st August, 2010)
 Report from NCAER predicts
 By 2015, 42% rural households will shift from agriculture to non-
farm sources like construction, retail, trading et al.
 Further study suggests
 44% households have 93% of the country’s surplus income
 Bottom 60% of households have 40% of total household
expenditure
 81% rural households save a part of their income
 14% of rural households have a graduate and above as a chief
bread winner accounting for over 28%of the total household
income.
 50% of households are confident about the stability of the future.
 Interpretation

 Consumption power at Bottom of Pyramid increasing

 Educational attainment directly in proportion to the
growth in a household’s income.
 Mapping consumer behaviour accurately is a constant
challenge for market researchers
 When Kids Shop
(Business Standard Dt. 17 August, 2010)

 68% children claim window shopping is favorite pass

time
 35 % will buy a product if friends have it
 20 % mobile phone purchases influenced by kids
 66 % children like chewing gums as it raises their
“cool” quotient
 Interpretation

 Children’s influencing buying decision

 Mobile,
 Computers
 Television
 Kids Happy with materialistic things
 Act as good substitute for time
 Marketers are tapping on this point
Ladies, Feel good who you are
(Economic Times, 26th August 2010)

 Sheetal
 Tweet and Makeup
(Economic Times Dt. 30th August 2010)

 Sheetal
 No detail is too tiny
(Brand Line, Dt. 16 Sep 2010)

 Sheetal
WHAT DOES IT TAKE TO BE AMONG THE
MOST TRUSTED BRANDS? (Brand Equity
Supplement (The Economic Times) Dt.01st Sep 2010)
 Sheetal
Great Indian Shopping Net-Work
(The Economics Times Dt.09th Sep 2010)

 Sanma
 Get smart, and go local
(Economics Times Dt. 14 Sep 2010)

 Sanma
Talking food: Beyond the health hype
(Economic Times Dt. 21 Sep 2010)

 Sanma
 Viva la Revolution
(ET Brand Equity, Dt. 29th Sept of 2010)

 Sanma
 'GROUP BUYING’ GOES VIRAL
(Business Standard, Dt. 20 Sep 2010)

 Group buying sites are gaining popularity.

 Buyers can get up to 75% discount
 Eg: Buying of Cost accounting text book (Hongren)
 How does it work:
 Group-buying site negotiates directly with merchants, advertises the
offer for a day to its subscribers
 Uses social n/wing sites as a platform for communication to share info
about the deal
 A person gets referral rewards if friends buy those deals
The Perfect Face for a Brand?
(The Economic Times, Dt. 15th Sept 2010)

 How brand ambassadors are viewed and perceived by

the youth today.
 Influence of brand ambassadors in the brand story
and communication. What makes a Good Brand Ambassador?
 Top 5 Brand Ambassadors:
16%
20%
1. Katrina Kaif
Sex Appeal
2. Deepika Padukone No. of hit performances
Stories or news of the
personalities
3. Shahrukh Khan 18% Look
Brand Relevance
4. Ranbir Kapoor
22%
5. Sonam Kapoor

24%
 Interpretation

 Effectiveness have their own set of pros and cons.

 Having a celebrity youth icon gives you the momentary
attention. 
 Celebrity ambassadors do have the power to seed in brand
keywords & the over all message
 But today’s consumer has become more questioning and
critical about the information they consume hence an
ambassador may not be strong enough to penetrate the
market.
 Social Shopping anyone? Indians are moving in
droves to buy goods online (Trak Online Dt. 13th Sept 2010)

 Indian consumers are now shifting to buying goods

online
 In a survey, out of every 10 Indians, 8 of them plan to
shop online in the next twelve months
 More than a quarter, spend ~ 11 percent of their
monthly expenditure on online purchases.
 Sites Being utilized:
 Book My Show, PVR Cinemas, Dominos Pizza, Nine West,
Make My Trip etc
 Interpretation

 Increasing Internet and social media penetration, tech

savvy consumer has made it critical for companies to have
their presence online to enhance engagement with
customers and generation of sales
 Challenges:
 Still relatively low internet penetration, compared to other
countries
 Consumers lack of confidence in parting with credit card
information
 Consumers’ mentality: the quality of the product can be told
only by touching and feeling the products before buying them
Loyalty in an emerging market
(Business Line, Dt. 2nd Sept, 2010)

 The various challenges retailers face today

 Utmost of them being, getting consumers to increasing their
spends.
 Loyalty of consumers depends on various factors:
 consumers feel that few retail stores offers a price below the MRP,

 some perhaps for the ambience, choice and variety,

 while some may not even know the reasons
 Interpretation

 Customer loyalty can be acquired not only through discounts

but also through
 increased varieties,
 competitive pricing,
 better ambience and
 better customer support

 Retailers need to formulate strategies based on loyalty-

driving consumption rather than the one-time MRP-only led
promotions to sustain success.
Payday proximity changes consumer
behaviour (Financial Express, Dt. 31st Aug, 2010)

 Kavin
Consuming Free Entertainment
(Mint, Dt.10th Sep 2010)

 Kavin
2010 Eye on Asia: What does the customer
really want? (The Economic Times, Dt. 18th Aug, 2010)

 kavin
 Youth Impulse
(ET Brand Equity, Dt. 29th Sept of 2010)

 Kavin