Home >> Media-Others >> Article

IMRB Consumer Portrait 2008: Understanding the new age consumer

23-January-2008
Font Size   16
IMRB Consumer Portrait 2008: Understanding the new age consumer

At an event organised by the Indian Market Research Bureau, several eminent speakers from the world of research threw light on the changing behaviour of the Indian consumer, who has different behavioral patterns depending on respective demographics and psychographics. Several speakers highlighted the current trends in consumerism and how marketers should go about tapping opportunities in future.

Topics ranging from ‘Consumer Portrait- India Tomorrow’, ‘360-degree relationships with consumers – New media options’, Emerging retail landscape’, and ‘Signs for things to come…’ were discussed at the forum organised by IMRB.

On the emergence of new media, it was concluded that the foundation of any media plan remained on traditional media, yet not negating the fact that new media like the Internet and the mobile were catching up rapidly. With changing consumerism in India, experts laid emphasis on contextual and localised communication.

Hemant Mehta, Senior Vice-President, IMRB, took the audience through the spending patterns of the new Indian consumer. He said, “The growth which is seen in consumer spending today has overtaken the GDP growth for the first time ever. Consumption is moving out of home, more towards lifestyle products, events, entertainment, and this trend is here to stay for long.”

He further explained that it was the aspirations among consumers were triggered by media and marketing communication that fueled the change in consumerism in India. “The phenomenal growth which we are seeing in several sectors in India is not driven by the upper section of the society. Instead, small towns and cities are contributing to most part of India’s growth story,” Mehta noted. Commenting on the urban consumer’s behaviour towards price and quality, he said that the urban customer was more value conscious and was ready to pay more for better quality products and services.

In a panel discussion that took place after presentations, eminent speakers such as Bhaskar Das, Executive President (Response), The Times of India Group; Pranesh Misra, Global Director, Marketing Accounting, Lowe; Sameer Sathpathy, Head-Marketing, Marico; and Sujit Ganguli, Senior Vice-President, ICICI Prudential gave their perspectives on changing media dimensions and consumer trends.

Giving a media perspective, Das said that all people wanted from media was trust and authenticity, entertainment and ways and means to become successful in life – which was where empowering viewers / readers came into the picture. Sathpathy shared the success story of the Saffola brand in changing its communication strategy from curative approach to preventive approach. Misra took the audience through the audio-visuals of Fair and Lovely commercials that adapted a newer communication each time they spotted a change in the behaviour and mindsets of women.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey