Urban Consumer Markets in India

The heterogeneity that characterizes the modern Indian consumer has created a maze that marketeers would like to unravel inorder to target their products and services precisely. In this blog,  we see the analytics presented by Indicus Analytics on the various facets of urban consumers, across geographies and socio-economic groups. Despite visible growth in rural markets, …

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Customer Perceived Value – The base for your pricing strategy

Pricing is one of the linchpins of marketing strategy and success. Marketer's need to get their pricing strategy right and it is always a big challenge to understand which price is the right for both my customer and me. Marketeers should understand how customers perceive value, because it is the value that is the ultimate …

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Customer Equity

Customers produce a stream of revenues - either short-term or enduring or flat or growing with time. There is a real economic cost associated with these cash flows: the cost of acquiring, retaining and developing (ARD) customers and their revenue streams. The difference between revenues and cost of ARD is the customer equity. Customer equity …

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Indian Rural Markets and their potential

India is one of the most challenging markets in the world which fooled big marketers and companies across the world. We have over 1500 Gods segmented into 350 broad categories, and we have a God for every single day of the week. There are 9.5 lakh pan shops, 638,667 number of villages, 612 districts, and …

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The Rural Consumer

The rural consumer behaviour exhibits certain behaviour unique to rural settings and this makes it important for marketers to understand rural consumers through appropriate research. Rural consumers, for example, tend to lead a more relaxed lifestyle compared to the urban counterparts and exhibit little urgency. Consumers in rural markets tend to have greater trust in …

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Perceptual benefit versus Real benefit

This blog is following a debate with my colleagues over how you distinguish between a perceptual benefit and a real benefit. Every product has some real benefits and perceptual benefits. For example, in the case of a sports bike, the real benefit could be having a speedy ride on the roads and the perceptual benefit …

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