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{"id":1711,"date":"2014-02-20T06:25:54","date_gmt":"2014-02-20T06:25:54","guid":{"rendered":"http:\/\/rai.net.in\/blog\/?p=1711"},"modified":"2014-02-25T11:13:20","modified_gmt":"2014-02-25T11:13:20","slug":"emerging-consumer-segments-in-india-a-report-by-rai-kpmg","status":"publish","type":"post","link":"https:\/\/blog.rai.net.in\/emerging-consumer-segments-in-india-a-report-by-rai-kpmg\/","title":{"rendered":"Emerging Consumer Segments in India: A report by RAI & KPMG"},"content":{"rendered":"

$\"01\"$ <\/a><\/p>\n

Presented by:<\/strong>
\n Mr. Anand Ramanathan,<\/strong> Associate Director, KPMG<\/p>\n

Emerging Consumer Segments in India<\/strong><\/p>\n

\u201cWhile Indian retail is growing at a healthy pace, some consumer segments clearly \u2018stand out\u2019 and are fast gaining traction in Retail\u201d \u2013 Anand Ramanathan<\/strong>, KPMG<\/p>\n

Classification of Consumers:<\/span><\/strong><\/p>\n

\n
Time Starved<\/span>: <\/span><\/strong>values time<\/li>\n
Bottom of Pyramid<\/span>:\u00a0 demand pattern changed from \u201cpush\u201d to \u201cpull\u201d<\/li>\n
First time users<\/span>: trying out modern trade. Driven by aspirations<\/li>\n
Online consumers<\/span>: increased value consciousness, small city aspirations and growing importance of convenience<\/li>\n
Rurban consumers: <\/span>heterogonous sub-groups, largely underserved<\/li>\n

Emerging affluent: <\/span>seek better service and tailored solution<\/li>\n<\/ul>\n
Research Methodology:<\/strong><\/p>\n
\n
Primary and secondary data<\/li>\n
15 primary interviews across apparel, footwear, food service and real estate<\/li>\n<\/ul>\n
While Indian retail is growing at a healthy pace, some consumer segments clearly \u2018stand out\u2019 and are fast gaining traction<\/p>\n
A mix of economic factors and changing consumer preferences has led to emergence of some key consumer segments in retail. Tapping them successfully could hold the key to sustainable growth for retailers.<\/p>\n
$\"Session$ <\/a><\/p>\n
Key Learnings<\/strong><\/p>\n
\n
Successful players use influencers and reduced purchase related risks effectively to engage first-time shoppers<\/li>\n
Successful business models for Bottom of Pyramid consumers are typically built around low-cost delivery systems coupled with high degree of product customization and scalability<\/li>\n
Catering to the specific requirements of time-starved consumers requires a different level of service delivery, which only a few retailers have been able to deliver opportunity<\/li>\n
Successful business models are increasingly relying on technology to access untapped segments of emerging affluent in small cities<\/li>\n
Successful business models targeting value-conscious consumers maintain balanced revenues with tight costs through front end and back end innovation<\/li>\n
Delivering on service parameters would go a long way towards striking a chord with the online consumer<\/li>\n
Leveraging existing \u2018traditional\u2019 setups and networks is the key to access Rurban consumers; technology is likely to be an important enabler Leveraging<\/li>\n<\/ul>\n
$\"Session$ <\/a><\/div>\n
<\/p>\n
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