The Indian consumer is a complicated species for a marketer. The cultural diversity and certain traditional habits which are firmly entrenched make it difficult for most marketers to segment consumers in India and engage them through standardized marketing communication.
Outlined below are some of the paradoxes of consumers in India. While ‘unity in diversity’ is the national mantra, the cultural, ethnic, religious demographic and socio-economic diversity makes it difficult to have a unified strategy. What are these paradoxes about the Indian consumer? Well, you can instantly recognize an Indian consumer when:
1) Your father still insists on using public transport to travel even though you offer him your car along with your driver.
2) Your mother continues to shop at her neighborhood kirana store for food and grocery despite the mushrooming of supermarkets.
3) Breakfast is not standardized to bacon and eggs or toast and beans but as varied as idli and vada sambar, parathas and dahi, poha and missal pav, upma and idiappam.
4) To most professionals a pink slip a year ago probably meant a pink colored cash voucher at most and not a letter telling them that they were out of a job, overnight.
5) The amount you spend on alcohol at a single night in a pub is more than the amount your father spends on alcohol in the entire month.
6) A man living in the suburbs buys a car for his family only to travel to the city to work by train everyday.
7) Where the word ‘cutting’ has nothing to do with tailoring but everything to do with tea.
8) We call the person who helps cook our food, wash utensils, take our kids to school and keep the house clean a ‘servant’ rather than a ‘domestic help’.
9) The MDs and VPs of all health, wellness and pharmaceutical companies still eat from roadside pav bhaji, chaat, pani puri, vada pav, bhel puri and kulfi stalls while propagating hygiene, sanitation and food safety.
10) When you are more comfortable in shorts and t-shirt at home and your father in a lungi and banian.
11) Given a chance your kids would eat pizzas and burgers while you yearn for your mothers dal, sabzi, khicdi and parathas.
12) You wonder how, without an alarm clock, your 65 year old mum still wakes up at 7 am sharp every single day, 7 days a week, when you at 35 switch off the alarm promptly as it rings, 7 days a week and grumpily wake up 15 minutes late.
13) Practices like return gifts that your kids bring home after attending their friends birthday parties send shivers down your spine wondering what you’d have to fork out when it comes to your bachhus’ birthdays!
Outlined below are some of the paradoxes of consumers in India. While ‘unity in diversity’ is the national mantra, the cultural, ethnic, religious demographic and socio-economic diversity makes it difficult to have a unified strategy. What are these paradoxes about the Indian consumer? Well, you can instantly recognize an Indian consumer when:
1) Your father still insists on using public transport to travel even though you offer him your car along with your driver.
2) Your mother continues to shop at her neighborhood kirana store for food and grocery despite the mushrooming of supermarkets.
3) Breakfast is not standardized to bacon and eggs or toast and beans but as varied as idli and vada sambar, parathas and dahi, poha and missal pav, upma and idiappam.
4) To most professionals a pink slip a year ago probably meant a pink colored cash voucher at most and not a letter telling them that they were out of a job, overnight.
5) The amount you spend on alcohol at a single night in a pub is more than the amount your father spends on alcohol in the entire month.
6) A man living in the suburbs buys a car for his family only to travel to the city to work by train everyday.
7) Where the word ‘cutting’ has nothing to do with tailoring but everything to do with tea.
8) We call the person who helps cook our food, wash utensils, take our kids to school and keep the house clean a ‘servant’ rather than a ‘domestic help’.
9) The MDs and VPs of all health, wellness and pharmaceutical companies still eat from roadside pav bhaji, chaat, pani puri, vada pav, bhel puri and kulfi stalls while propagating hygiene, sanitation and food safety.
10) When you are more comfortable in shorts and t-shirt at home and your father in a lungi and banian.
11) Given a chance your kids would eat pizzas and burgers while you yearn for your mothers dal, sabzi, khicdi and parathas.
12) You wonder how, without an alarm clock, your 65 year old mum still wakes up at 7 am sharp every single day, 7 days a week, when you at 35 switch off the alarm promptly as it rings, 7 days a week and grumpily wake up 15 minutes late.
13) Practices like return gifts that your kids bring home after attending their friends birthday parties send shivers down your spine wondering what you’d have to fork out when it comes to your bachhus’ birthdays!
14) The phrase ‘jobs for life’ actually meant that you could retire in a job rather than hear of people taking their lives because they are out of a job.
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will be regularly updated. Please provide your inputs too. Credit will be given if your post is published.
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