IMPUESTAS A LOS OPERADORES CON PSM
III.5.3 Obligaciones a imponer
A survey conducted by the marketing team of Shoppers Stop Ltd. Reveals the psychography of the modern shopper.
Accordingly the survey classifies customers in to the four segments namely
• Convenience Shoppers • Value Shoppers
• Image Shoppers • Experience Shoppers
Convenience shoppers for instance, are people who consume relatively less amount of time while shopping. Also they look out for the width and depth of the range they purchase and conduct their annual shopping at one shot.
Value Shoppers always hunt for value for money; Prefer quality reassurance and benchmark offerings among other related attributes.
Image Shoppers are fashion- conscious and look out for the latest trends and labels.
On the other hand , Experience Shoppers are attentive and prefer personalized services look out for the right ambience, prefer giving personal advice on clothing at the time of purchase , and prefer not to buy at one sold.
According to Ernst & Young report, 'The Great Indian Retail Story', the emergence of a larger middle and upper middle classes and the substantial increase in their disposable income has changed the nature of shopping in India from need based to lifestyle dictated. The self-employed segment has replaced the employed salaried segment as the mainstream market, thus resulting in an increasing consumption of productivity goods, especially mobile phones and 2 - 4 wheeler vehicles. There is also an easier acceptance of luxury and an
CHAPTER 8
Suggestions
- Marketing Strategies
1 Online Marketing
A study by the Confederation of Indian Industry (CII) and the International Trade Centre predicts that e-commerce activity in India will rise from US$ 0.10 million in 2002-03 to US$ 5.8 billion in 2007-08, of which the business to business segment will account for US$ 5.41 billion.
Currently, the products Indian consumers are buying through online are greeting cards, clothes, CDs/VCDs/DVDs, cassettes, books, magazines, medicine and educational material.
The popular online shops in India include:
• www.ebay.in
• www.shopping.rediff.com • www.reliablegreetings.com
• www.shopping.expomarkets.com
2 Celebrity Influence
This is an important tool which is able to influence Indian consumer buying behaviour. In India, celebrities are being increasingly used in marketing
has increased. Celebrities create headlines. Their activities and movements are being closely watched and imitated. What they endorse sell like hot cakes. It is not surprising therefore that using celebrities in advertisements has become common practice.
In India especially, it is not difficult to look for the reasons as to why companies are increasingly using celebrities. Indians always love their heroes and heroines.
Consumers like advertisements more if they are admirers of the celebrities in the advertisements. When a consumer likes the celebrity in the advertisement, he or she is more likely to accept what the celebrity says about the advertised product and therefore will develop more positive feelings toward the
advertisement and the brand itself. Famous celebrities are able to attract attention and retain attention by their mere presence in the advertisements. In the midst of the advertisement clutter, the advertisements that celebrities endorse also achieve high recall rates. When people see their favoured reference group members or celebrities in the advertisements, they pay more attention to them.
Celebrities may also help reposition products. Products with sagging sales needs some boosting and in this Indian celebrities can help by way of they endorsing the product concerned.
3 Quality Oriented Outlets
However, in the absence of well known brands in selected product range, consumers are likely to take cues from well established retail outlets hoping that these outlets carry quality products.
Businessmen who prefer not to go for high-visibility, costly campaigns may embark on the strategy to engage well known retail outlets to capture the segment of Indian consumers looking for quality products.
4 Freebies
Indian consumer buying behaviour is influenced by freebies. Freebies are consumer products given free of charge as gifts to purchases of selected products above a certain value. TVs, washing machines, refrigerators, and
ready- made clothes are some of the product categories in which freebies are given to Indian consumers. Freebies generally comprise tooth paste, soaps, detergent, cooking oil etc.
Companies wanting to penetrate the Indian market, perhaps should consider giving freebies for the purchases made by the Indian consumers. Companies can work with the local business partners to attract the consumers by way of such promotion campaigns.
5 Eco-Friendly Products
The environmental awareness in India has started affecting marketing of products based upon their eco-friendliness. In general, Indian consumers are
likely to buy environmentally responsible products and packs. The future key for marketing could be to select more ethical and ecological responsible products and packaging, which is also convenient for consumers, thus, balancing environmental concerns with commercial considerations.
CHAPTER 9
CHAPTER 10.
CONCLUSION
In the highly specialised study of “BUSINESS MANAGEMENT”, “BUSINESS ADMINISTRATION” or just “MANAGEMENT” today, “MARKETING MANAGEMENT” function plays a very critical role. This is because this functional area of management (1) “EARNS” the revenue, & (2) “WORKS” in the close proximity with the public or persons outside the organisation. Controlling these two attributes to have the desired benefits are the most difficult part of the management, because none of these two are within the direct control of the marketers. This doesn’t mean that the other functional areas are not useful, but they are not “DIRECTLY” involved in the activities mentioned above.
Similarly, within the study of Marketing Management, the “Consumers” or the “Customers” play a very critical role as these are the people who finally BUY the goods & services of the organisation, and the firm is always on the move to make them buy so as to earn revenue. It’s crucial from both the points of view as given below:
1. From the customers’ point of view: Customers today are in a tough spot. Today, in
the highly developed & technologically advanced society, the customers have a great deal of choices & options (and often very close & competing) to decide on.
1. They have the products of an extreme range of attributes (the 1stP - Product),
2. they have a wide range of cost and payment choices (the 2nd P - Price),
3. they can order them to be supplied to their door step or anywhere else (the 3rd
4. and finally they are bombarded with more communications from more
channels than ever before (the 4th P - Promotion).
How can they possibly decide where to spend their time and money, and where they should give their loyalty?
2. From the marketers’ point of view: The purpose of marketing is to sell more stuff
to more people more often for more money in order to make more profit”. This is the basic principle of requirement for the marketers in earlier days where aggressive
selling was the aim. Now it can’t be achieved by force, aggression or plain alluring. For the customers are today more informed, more knowledgeable, more demanding, more discerning. And above all there is no dearth of marketers to buy from. The marketers have to earn them or win them over.
The global marketplace is a study in diversity, diversity among consumers, producers, marketers, retailers, advertising media, cultures, and customs and of course the individual or psychological behaviour. However, despite prevailing diversity, there also are many similarities. The object of the study of consumer behaviour is to provide conceptual and technical tools to enable the marketer to apply them to marketing practice, both profit & non- profit.
The study of Consumer Behaviour is one of the most important in business education, because the purpose of a business is to create and keep customers. Customers are created and maintained through marketing strategies. And the quality of marketing strategies depends on knowing, serving, and influencing consumers. In other words, the success of a business is to achieve organisational objectives This suggests that the knowledge & information about consumers is critical for developing successful marketing strategies because it challenges the marketers to think about and analyse the relationship between the consumers & marketers, and the consumer behaviour & the marketing strategy.