Distinguishing features of an consumer, Marketing Management

Q. Give the distinguishing features of an consumer? 

Ans.: A Broad sketch of consumer can be drawn on the basis of following issue:-

  •   Demographic that includes size of population literacy and education.
  •   Diversity based on, language, religion, diversity in dress and food habits etc.
  •   Geographic spread-consist of southern, northern, western and eastern belts.

Categorization of Indian consumers based on economic status:-

  •   BPL Section
  •   Relatively Poorer Section
  •   Middle Class
  •   Affluent Group

(a)Affluent Group: This group is small, but it has a nice deal of marketing significance. It is useful segment for luxury products. The marvelous premium brands also depend on it. Thus, this group is sometimes referred to as the "Image segment" This segment is looking out for something new.

(b)Middle Class: It is the middle class that constitutes the highest segment of consumers for manufactured goods in the industry. The middle class has emerged as a result of socio-economic developments that occupied over the years and now is emerging as the consumption community of the country as they are better educated and are better out in the open to global lifestyle. They frequently spend more than what they earn at any given point- in-time to deal with their new social image.

(c)Relatively Proper Section: They also constitute for a good sized demand base for definite products. Although their purchasing power is very low, their size is very big.Over75% of the purchase in categories such as Cooking oil, tea, detergent cake, bath soap, tooth powder, washing shop, come from these types of people with income levels below then Rs. 25000 per annum.

(d)BPL Section: This is also large in size; it does not create part of the demand base. This category is projected to shrink substantially. Actually the middle classification can be defined:-

  • Middle Class Male
  • Middle Class Woman
  • Middle Class Teenager

Middle Class Male: He is a merge of traditional and nontraditional values, they prefer ready-mades nowadays. They are status aware, they have strong family ties and above all he is the sole decision maker in purchase.

Middle Class Women: She is alert, but not averse to change, quality conscious, as well price conscious, seeking for leisure and she is aware of new development, have good sense of grooming.

Middle Class Teenager: They are more than 150 million and more modern and daring than their elders. They care less for tradition and religion. They value material comforts and physical well being more; they are fast in adopting fashion.

Posted Date: 10/15/2012 4:01:15 AM | Location : United States







Related Discussions:- Distinguishing features of an consumer, Assignment Help, Ask Question on Distinguishing features of an consumer, Get Answer, Expert's Help, Distinguishing features of an consumer Discussions

Write discussion on Distinguishing features of an consumer
Your posts are moderated
Related Questions
henry assael model of buying decision behaviour along with the diagram

Question 1: Describe the classification of retailer in detail. Definition of Retailer Classification of Retailer Question 2: Explain the four principal com

what is test marketing ? Explain various approaches that are followed by FMCG company in test marketing..?

Question 1: The term "Below the Line Media" refers to the non-commission paying advertising media like direct mail, sales literature, point of sale display material, exhibition

State the Concept of product and its classification Product refers to the goods and services which are offered by organisation for sale. Here the marketers have to recognise th

Brand A brand is a term, symbol, name, or design that is planned to clearly identify and differentiate a seller's product from the harvest of his or her competitors.

Question 1: (a) Clearly explain the concept of rules versus discretionary central banking policies. (b) Discuss the various risks faced by the financial system and disc

Define Need in marketing in briefly. Need is a state of felt deprivation. This includes fundamental physical needs for clothing, food, warmth and also safety; as social needs f

Primary grouping of direct marketing 4Cs framework  signifies the key characteristics and shows relative effectiveness of the tools of promotion across various different charac

what is branding???