Annual disposable income in India had reached 1061 billion USD in 2010 as against a gross income of 1119 billion

USD. 58.2% of the total income was earned by 45% of households. Consumer spending habits compared to 2002 revealed that the expenditure on entertainment had increased significantly. Indians now constituted a fifth of the world s citizens below the age 20. A youthful generation. Existing art buyers are HNI High Networth Individuals A rise in sales of art which can be categorized as 'affordable' in the range of Rs 20,000 to Rs 75,000.

A recent phenomenon is sales through Art fairs India Art Summit 26 crores sold in 4 days

 Saffronart: Claims to be one of the most comprehensive and definitive sources of modern and contemporary Indian art. IndianArtCollectors - It is a forum for collectors and artists of Indian contemporary art to buy sell art online. Artjini - India's largest online art store brings to the Indian consumer more than 150,000 poster images, tapestries and canvas transfers. Artflute is an online creative community where you can buy and sell original art. Its an ideal place to discover new talent. IndianArtIdeas - IndianArtIdeas aims to bring the color of Art to each and everyone s life by use of internet.

 Dhonuk - www.dhonuk.com - is an online platform for art lovers, art enthusiasts and artists with an in-built online social network. It provides an online space for creativity in the arts, and a platform to connect the artist and the artsumer (art consumer - organizational or individual)! Letting artists share, showcase, interact, learn, collaborate. Acting as a repository of fresh, interesting art content and an energetic ecosystem - it can be consumed for free. Customized or premium content is paid for! We facilitate this monetization of the content.

Fine Art

Abstract Art

Figurative Art

Digital Art

Scope for being more experiential No distinct brand personality/positioning

 Adoption rate has not picked up 350 members after 1 year is low

To find out the target segments associated with Dhonuk through the usage of the appropriate aspects of consumer behavior and appropriately position Dhonuk (4Ps)

 Activities, interests and opinions by Wells, William D.; Tigert, Douglas J., Journal of Advertising Research, Vol 11(4), Aug 1971, 27-35. Latent Variable Models of Need for Uniqueness by Kelly Tepper; Rick H. Hoyle, (1996) Multivariate Behavioral Research, 1532-7906, Volume 31, Issue 4, 467 - 494 Measuring the Involvement Construct, by Zaichkowsky, Judith Lynne (1985), Journal of Consumer Research, 12 (December), 341-352

 Questionnaires for: Lifestyle:

Activities Interests Opinions

Uniqueness Purchase/Consumption Involvement

I often go to theatres: I read the newspaper everyday: I follow news on the arts I use my credit card quite often I buy art and often visit art galleries I do a lot of shopping I shop heavily online I browse online social networks everyday I browse through websites sometimes up to five hours per day I search for information on areas of interest on the web I often visit parties, social gatherings I visit resorts and natural spots often I think a lot about various topics I read a lot of books, magazines I go to the temple often I discuss art and general topics a lot with friends I go to the cinemas often or buy movie DVDs

 Questionnaires and assisted interviews:

India Art Summit at Delhi IIMB Unmaad 2011 - Dhonuk Art Exhibition Chitra Santhe 1 day annual art market, Bangalore Interviews with art collectors, art buyers IIMB community art buyers, potential art buyers

 Due to nature of the data, its depth and diversity, the presentation of data was been done with mutual exclusivity of the three dimensions of consumer behavior namely lifestyles, need for uniqueness and involvement levels. If they were combined for specific respondents and then clustered into combinations, the data analysis would have become complicated. Such combinations would have lead to a large number of clusters, giving raise to patterns that would be unpredictable and unusable due to lack of coherence.

 Segment classifications:
Intellectual types Nature Lover Socially Active : Captured by existing types Heavy Online Users: May not be interested Avid Shoppers: High Net Worth Individual Arts Aesthetes: Art Collectors - Captured Spiritual folks Entertainment Freaks
Eliminated

 Classification:
Willingness to defend one s beliefs self satisfaction Lack of concern regarding others Desire not to always follow rules Extraversion Flaunting their uniqueness
Eliminated

 Types of Involvement
Low Involvement Medium Involvement High Involvement

Eliminated

LIFESTYLE

UNIQUENESS Don t follow rules Personal Satisfaction Personal Satisfaction

INVOLVEMENT Medium Involvement Medium Involvement Medium Involvement

Entertainment Freaks Intellectual types Spiritual, Nature Lovers

 The entertainment freaks are already attuned to sensory experiences. Create a more vibrant community feel and also the look and appropriate imagery. They will be the consumers of figurative art in the contemporary art caterings on Dhonuk. They may also be interested in the digital artworks such as characters from animation movies etc.

 The intellectual types are usually intent on gaining details and more data can be provided. Knowledge on arts and this can be added functionality provided on Dhonuk. They can also interact and share knowledge. They also prefer the digital artwork which sometimes comprises of very intellectual ideas and thoughts or concept art.