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Mrs Sharma buys the same brand of tea and shampoo month after month out of sheer habit.
Mr Kulkarni looks for durability in a television when he buys one for his family. It is a long-term asset to be replaced only when it drops dead.
Mr Venkataraman buys branded distemper when he wants to move from chuna to a better-quality branded paint.
Mrs Ganguly has one refrigerator in her house.
These are the behavioural patterns of the generation pre-liberalisation.
What's particularly interesting is that behaviours shaped by a few categories -- largely technology products -- have perhaps changed consumer mindsets so dramatically across all other categories that marketers need to re-orient themselves to optimally milk opportunities in the market place.
Pulling back it may be worthwhile to first identify the four macro-behavioural trends emerging in consumer markets today.
Consumers jump steps as they enter: In the past, consumers entering a new category --......
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Title: Indian Consumer Behavioural Pattern
Approximate Word Count: 617
Approximate Pages: 3 (250 words per double-spaced page)
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