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.