Urbanization in India is happening at a spectacular pace influencing the life style and buying behavior of the consumers. The ever increasing penetration of internet and social media in the country has lead to a dramatic change in the purchasing behavior of Indian consumers. Let’s have a look to some of the recent trends in marketing strategy applicable among Indian consumer.
Digital Marketing
1
The number of consumers making purchases online has dramatically increased in last few years making internet marketing to be the most suitable marketing strategy. In fact, a recent survey revealed that when it comes to FMCG products, 1 in 3 shoppers goes online first before making a purchase. Some of the most popular online shops in India are www.ebay.com, www.jabong.com, www.flipkart.com, www.myntra.com and so on.
Besides, the way Smartphone usage is increasing in India the mobile internet usage is constantly increasing with it making it mandatory to create content that is accessible to mobile users. So, going online is not enough, you need to go mobile as well. The year 2014 is going to be the year of SoLoMo i. e social Local Mobile. You need to optimize your marketing for your local customer, maintain a great social presence to connect with your audiences there and go mobile as the advent of smartphones has changed the game completely when it comes to device to be used for internet access.
Freebies
2
Knowing the fact that promotions influence $10 billion worth of sales every year, marketers need to create the right message with intelligent deals that can win against competition. Prudent deals can brain wash a fifth and half of all shoppers irrespective of the product they are going to buy. Let’s say for example people shopping for FMCG, a large percentage of them experiment and buy a different product than planned due to discounts and promotions. In fact, if we talk numbers, at least 1 in every 4 shoppers buys more due to promotions offered.
Eco-friendly Products
3
People in India becoming more and more responsible towards the environment and this increase in environmental awareness has a great impact on their purchase decision. Products are being bought and sold based upon their eco-friendliness these days. So, it will be wise for marketers to select more ethical and ecological responsible products and packaging as it will not only benefit them but will also be helpful in balancing environmental concerns that consumers want.
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Celebrity Influence
4
Buying behavior of consumers in India is greatly influenced by celebrities, their activities and movements. People watch them very closely and try to even imitate them in many ways whether it is about the way they carry themselves or the product or service they prefer to use. So, it is not at all astonishing and that you don’t need to find reasons if companies are using celebrities in advertisements to influence the Indian consumers. Consumers like the adverts more if their favorite celebrity is presenting that ad.
Afterword
Creating value is as important as delivering delight to the customer and that both are equally important. Being marketer we need to identify with what consumers want and present them our offer accordingly. Besides, we have stepped in to the digital world now and so need to keep up with it if want our business to survive forget about thrive.
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