Youth Consumer behavior

But India's future won't simply be determined by

powerful CEOs and political leaders - just as I know that

the ties among our people aren't limited to contacts

between our corporations and our governments. And

that's why I wanted to speak to all of you today,

because India's future will be

determined by you and by

young people like you across

this countryYou are the future leaders. You are the future nnovators

and the future educators. You're the future

entrepreneurs and the future elected officials.In this

country of more than a billion people, more than

half of all Indians are under 30

years old That's an extraordinary statistic and it's

one that speaks to a great sense of possibility - because

in a democracy like India's - or America's - every single

child holds within them the promise of greatness. And

every child should have the

opportunity to achieve that

greatness

iNDEPENDENT

iDENTITY

EXPERiENCE

CONSCiOUS

ADDiCTED

DiFFERENCIATE

SOCiAL CAUSE

iNTEGRATE

COMPETiTIVE

#2

#3

#4

#5

* Premium Quality * Stylish * Affordable * Value for Money

* Premium Quality * Stylish* Value for Money

* Premium Quality * Stylish*Innovative * Technology Leader

*Accessible * Stylish * Affordable * Value for Money

•Premium Quality * Stylish * Innovative•* Exclusive

94

68

10

7

6

0 20 40 60 80 100

TV

Newspaper

Radio

Word Of Mouth

Internet Online

Percentage

@surajkala : Atleast we wont be bombarded with AD-vani sucking ads for next 5 yrs

@santoshp: your Adwords campaign tortured us on every website..

Kiruba Shankar, Social Media Researcher says “One of the stellar examples of a brand which leveraged internet medium to build the brand”

Ethnographic

Study

•Observed – their activities, Listened to their stories, shared lunch and Became close friends

•Shadowed 3different people at different levels

•Associate (Entry level employee, intermediate pass, rural AP background) (Name: Selvaraj)

• Associate Sales Manager (graduate, from a tier-3city city) (Name: Mohamad)

• Customer Representative (Name: Hanumantappa)

Ethnographic

Study

• Looks for “quick” results • Vernacular celebrities rock! • Highly influenced by “peers” as there is less exposure • Ready to adapt themselves to make more money • Loves “flaunting” “flashy” stuff

•Questions uncovered different aspects such as

• Spending power, Preferences, Aspirations

• Influencers, Role Model

• Media influence

• Brand Influence

Online Survey

•Number of respondents – 12

•Right form Halappa(works in a remote village near Chikmagalur) to our friends in tier-2, tier-3 cities

•Informally chatted

•HEARD rather than TALKED - heard to stories, heard to instant responses

•Targeted diverse segment - Different income groups, different professions

Focused Group Interviews

Observations

iGen junta

XGen junta

Mobile Bill / Month

Who influences your buying decision?

of brands inJunta...

iGen

XGen junta

iGen junta

of brands inJunta...

XGen

Watch out

The Youth is taking over