The Pester Power Rangers
Kidfluence its simply “what I want I usually get” Pester power is remarkably strong,
recognised even more by parents than by children. Kids have money, and more importantly
they have influence over almost every household purchase. The influence of kids
increases with age.
The Alluring Angel
"Teenage girls represent an awesome consumer force, buying, spending, trendspotting
and trendsetting, "They are unique in virtually every aspect of their consumption
behavior. From the way they watch ads to the way they purchase products to the way
-- most critically -- they discuss the products they purchase, they buy and spend
in an almost ritualistic manner. And because their generation is perhaps the first
fully 'wired' one, their habits will determine how relevant markets and brands develop
today and in the future."
The Teenage Terror
Mint fresh college graduates are finding plush jobs in emerging industries -- --
supermarkets, fast food outlets, mobile kiosks and call centres -- that were unheard
of a decade ago. These savy aggressive know what they want (which is every thing)
has purchasing power on the upswing , spending is on a high too.
The Social Butterfly
We Indians are a social lot, of those of us on the net 84% are on social networking
sites. Its no secret that we have 250 friends vs the world average of 150 odd on
FB. Google + shows the maximum growth in India. Tap into this phenomenon for +ve
WOM, Endorsement, Buzz , peer influence and of course acquisition of the all-new
The Indian consumer market, dominated by young generation, modern consumer wants
his purchases to reflect his lifestyle or at least the one he aspires for, Value
and positioning is of outmost importance as is product perfection. The Indian affluent
class has always had a penchant for premium branded goods and this fetish is fast
growing. A recent luxury brands survey conducted by The Nielsen Company, a global
information and media research company, has ranked India third after Greece and
Hong Kong in the list of most brand conscious countries in the world. Over 35% of
Indian respondents said they spend money on luxury brands.
The Smart Alec
This progressive group of consumers has the right attitude, coffee, work, presentations,
socialising all is on the go! Ipads, Tab’s, smart Phones, every thing else that
is “ME and makes MY life faster, smarter effective and efortless” that’s the stuff
which makes my world go around.
The Style Cat
Aged between 14 and 28 , follows the biggest trends, Buys the Newest IN things,
is hot on the social circuit. An early adaptor, chases populist trends, technology,
fashion, banks on brands and buys for style “looking good is important but being
seen looking good is more important then ever!”
The Athletic Avenger
Consumers in India are placing increasing priority on Healthy living according to
Datamonitor, and they’re fast adapting innovative products that cater to their health
concious lifestyles. Calorie tracking apps, low cholestrol foods, sports wear and
the adventure holiday. This increasing group is fast opting for the Sports bikes
and the SUV’s which compliment their attitude.
The New Home-Maker
Women's role as care givers has meant that women play an especially prominent role
in buying things that provide sustenance for home and family. Studies show that
women are responsible for buying 80% of household goods. It is clear that women
have a great deal of influence in the economy as consumers, in other words, a lot
of spending power.
The Family Oriented
Reflecting the rise of the nuclear family in urban India, these households are small
in size—88% have 3-4 members and there are no senior citizens in these households.
Just 11% have more than two children—They aspire to an improved lifestyle. They
would like to provide the best in basics such as food and education, and at the
same time, are looking to upgrade their vehicles, home entertainment gadgets, cellphones,
etc. This segment, therefore, forms a market for all aspirational products, especially
those for children. These are the families that would be seen in cinema halls and
malls on Sundays and eating out as well
Double Income No Kids, translates to, more exposure, freedom limited liabilities
and Larger wads of liquid cash BUT less time. Value and convenience above all open
to explore and try new products attracted to fresh perspectives. Higher on impulse
purchase this consumer is savy informed.
The Emerging Indian
Mass conversion of the unbranded to the branded is well under way. With 65% of the
country in rural India, this segment is truly emerging. Success in these markets
is a mix of Product value, promotion, engagement and integration of relevance in
their daily lives.
The New Mothers
The diaper fight is on TV! Young mothers are watching. Baby products, food, diapers,
personal care, clothes, nutrition, and more. The Indian baby care sector – valued
at USD 644 mn as of 2009 – has been experiencing consistent double-digit growth
for the last three years, with a CAGR of 10.5 percent over the 2004-09 period, says
a data monitor report.
The Next to Net
India is the 2nd largest online destination in the world, A stellar 66% growth recorded
in 2009-10 bears testimony to the imminent boom in India online. &)% of the youth
spends more than 30% online, 65% access the internet via shared computing. Youth
are chatting, networking, building brand perceptions and shopping online. (Also
look at our unique I café channel for youth)