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  Customer quilt of usage habit & purchase pattern  
     
   
 
Customer quilt of usage habit and purchase pattern
 
 
Shining way of working to capture the insights of Indian customers as per the quilt patches. The 12 quilt patches that drive the usage habit and purchase pattern of Indian customers are in 3 clusters below.
 
Cluster A: Lack of homogeneous pattern
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  GEOGRAPHY
Geography Geography Geography Geography
  RELIGIONS
Religion Religion Religion Religion Religion Religion Religion Religion Religion
  PEOPLE & DRESS
People & Dress People & Dress People & Dress People & Dress People & Dress People & Dress People & Dress People & Dress People & Dress
  FOOD
Food Food Food Food Food Food
  LANGUAGE
Language Language Language Language
  TRANSPORT
Transport Transport Transport Transport
 
 
A1: Extreme heterogeneity
Not comparable to any country in the world. Customer usage habit & purchase pattern is different as per the culture of different regions and for different types of family compositions.
 
 
A2: Geographical unevenness
Impacts customer purchase behaviour as per their exposure to trends & distribution complexity.
 
Metro    Metro: 8 cities with 4 million+ population India map
Mini-metro    Mini-metro: Next level cities with population
   1 million to 4 million
Urban    Urban: Continuous urban spread with more than    3,00,000 population
Macro rural    Macro rural: Within 50-100 km from the city.    Population density of 100,000-300,000
Micro rural    Micro rural: About 20-50 km from the macro rural.    Population of 1200 to 6000 in interior of 600,000
   villages
 
A3: Unpredictable infrastructure
Makes planning and draconian weekly review extremely important to achieve the goal.
 
 
A4: Constrained supply chain
Any execution plan has to encounter huge complex from sourcing to customer delivery.
 
 
 
Cluster B: Diverse social segmentation
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B1: Complex of family living composition
How do you innovate for these 10 types of living compositions?
 
Complex of family living composition
 
Disposable income for easy spend: In general, spend on housing is very low, but spend on status symbols is very high. Disposable income is high due to single shelter joint families with multiple earning members.
 
 
B2: Income disparity*
700 million population in the mass market has not been addressed
 
Disparity of income
*Accumulation of info from multiple recent sources
 
 
B3: Contradiction of 3 generations
How do you connect with these 3 generations?
 
3 generations contradiction
 
 
B4: Eight socio-behavioural differences
How do you align to this diverse purchase behaviour in the same income?
 
8 socio-behavioural differences
 
 
 
Cluster C: Striving towards the beyond
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C1: Influence of Bollywood is very high, beyond life & reality
 
 functionsSocial  Festivals Wedding Parties TV Show Film Bollywood
 
 
C2: Social acceptability is more important than personal comfort & satisfaction
 
Logic of superficial social status in India
 
 
C3: Power economy, credit available
Power economy of globalization & credit availability of the masses
 
Power economy
 
credit available Power economy credit available
 
 
C4: Varied embellishment preferences
How can you address embellishment as strategy?
 
Varied embellishment preferences Varied embellishment preferences Varied embellishment preferences
 
Varied embellishment preferences Varied embellishment preferences Varied embellishment preferences
 
 
 
Conclusion of Customer quilt factors to consider in product strategy planning & design
 
Twelve customer quilt patches Product strategy to planning
  Lack of
  homogeneous
  pattern
   Extreme heterogeneity
   Geographic unevenness
   Unpredictable infrastructure
   Constrained supply chain
Bullet Need a draconian strategic road map and its periodic review and correction to address
these 4 factors
  Diverse social
  segmentation
   Complex of family living
   composition
   Disparity of income
  Three generationsظ€آ contradiction
   8 behavioural differences
Bullet Factor in influence of family members
Bullet Specifically address nuclear and joint family
Bullet Take into account the high influence of
ZAP generation
Bullet Differently address drivers and followers
of society
  Striving   towards
  the
  beyond
   Influence of Bollywood is very
   high, beyond life & reality
   Social acceptability is more
   important than personal comfort
   & satisfaction
   Power economy, credit available
   Varied embellishment preferences
Bullet Some glitter effect has to be visible
Bullet Product and brand should reflect social status beyond the price
Bullet Need to appeal to people of lower income
Bullet At any price point embellishment of the product is highly required
 
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  Our clients speak on our disruptive platform approach  
 
             
Jacques Vincent Azim Premji Keshub Mahindra Harsh Mariwala   Theodore Smyrniotopoules   N C Venu Gopal   Gunender Kapur
Jacques Vincent
Vice Chairman
& COO, Danone
Azim Premji,
Chairman,
Wipro
Keshub Mahindra
Former Chairman,
Mahindra
Harsh Mariwala
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Marico
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CMO, Delta,
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TPG Wholesale
 
 
             
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Prince Augustin
Sr. VP, HR
Mahindra
Sooraj Bhatt
Brand Director,
Allen Solly
Rajesh Jejurikar
CEO-T&FM,
Mahindra
Vineet Taneja CEO,
Micromax
  Vineet Agarwal President, Wipro Consumer Care   Late Gautam Nagwekar
Fmr CEO, M&M
  Prahalada Rao
MD, Sssangyong Motors
 
 
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Contact: reneejhala@shiningconsulting.com
Phone: +91 98452 09568
Website: www.shiningconsulting.com
 
 
 
 
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