Consumer Durables In The Villages: Who’s Buying?
Consumer Durables In The Villages: Who’s Buying?The Economic Times – August 1999 Rural India’s recently discovered predilection to enthusiastically consume everything from shampoo to motorcycles has been the subject of much discussion. However the dominant view of the market is as seen through the product window (i.e. from the perspective of “how much of what is being bought”). To gain a better insight into the structure and drivers of consumer demand in Rural India, we need to also develop a view of the market by looking at it through the consumer or ‘people’ window (i.e. from the perspective of “how many of what kind of people are buying”). We need to enlarge the discussion from ‘the market’ to also include ‘the consumers’; from not just what is being bought, but also who is buying; and from thinking ‘product segments’ to also thinking consumer segments. This article presents one vignette of […]