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 country
You 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

more than
half of all Indians are under 30
years old That's an extraordinary statistic and it's
country of more than a billion people,

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

NDEPENDENT

DENTITY

EXPER ENCE

CONSC OUS

ADD CTED

D FFERENCIATE

SOC AL
CAUSE

iNTEGRATE

COMPET TIVE

#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

Internet Online

Word Of Mouth

Radio

10
Percentage

Newspaper

68

TV

94

20

40

60

80

100

@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

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)

 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

Online Survey

Questions uncovered different aspects such as

Spending power, Preferences, Aspirations
Influencers, Role Model
Media influence
Brand Influence

Focused Group
Interviews
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

Observations

iGen junta

XGen junta

Mobile Bill / Month

Who influences your buying decision?

of brands in

Junta...

iGen

iGen junta

XGen junta

of brands in

Junta...

XGen

Watch out
The Youth is taking over