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A Lifetime in a Decade

CASE FLYER, CONSUMER BEHAVIOR
ET Cases, 4 pages
AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary

Case Preview

A Lifetime in a Decade

 

Expected Learning Outcomes

• Awareness of the seven paradigm shifts in the Indian consumer behavior between 2005 and 2014 and what these transformative changes mean for the  companies in general and for marketers in particular
• Understanding of the marketers’ responses to the changing consumer preferences and how these changes have forced innovations
• Understanding of how millennials are setting new agendas and reshaping marketing agendas for companies

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I. Indian Consumer Behavior: Paradigm Shifts

1. The base article’s1 author highlights seven important trends transforming the Indian consumers. What factors do you think would have contributed to this metamorphosis?
2. The first paradigm shift highlights the consumer as a market maker than being a market taker as was the case earlier. Is this phenomenon age-agnostic or is it to be found more with a specific age group of consumers/generations (traditionalists/baby boomers/Gen X/Gen Y or millennials)?
3. The second paradigm shift highlighted in the base article is associated with millennials. Is this tradeoff unique only to millennials or is the same trend noticeable among the four generations?
4. Referring to Theodore Levitt’s “The Total Product Concept2” (TPC), what is your assessment of the product requirements of the new age Indian consumers?
5. ......................

Teaching Note Preview

A Lifetime in a Decade

 

Synopsis

The Indian consumer has undergone considerable change in terms of his/her self-perception and expectations from marketers. These changes have particularly become stark in the last decade (2005-2014) on account of rise in incomes, made possible because of liberalization, and proliferation of social media. This case flyer dissects these changes witnessed in the last 10 years in terms of the key trends in the consumer attitude-change and the marketers’ responses to these changes. It also details the challenges that marketers are confronted with in the light of the consumer changes and the opportunities that they can take advantage of and capitalize upon the humungous changes. The consumer attitude change-canvas is made all the more complex due to the growing prominence of the millennial consumer base for the marketers. The case flyer also throws light on how marketers should respond to certain other important demographic changes happening in the country such as the increase in the number of women entering the work sphere and men taking up a more active role in the kitchen.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

This case flyer presupposes an understanding of the complicated psyche of the Indian millennials. The participants were asked to read the following article to help them better connect the concepts:

  • • Delshad Irani, “The millennial paradox: How to deal with a generation packed with contradictions”, http://articles.economictimes.indiatimes.com/2013-12-11/news/45080590_1_millennial-gen-ytough-nut, December 11th 2013 (accessed date: March 3rd 2015)

 

Case Flyer Positioning and Setting

This case flyer can be used for the following:

  • • In MBA program: This case flyer can be used for Consumer Behavior course to understand some of the most defining and transformative characteristics of Indian consumers. Ideally suited to be one of the inaugural cases in Consumer Behavior course, this case flyer can set the tone for Consumer Behavior landscape, especially in Indian context.
  • • In MDPs/EDPs: This case flyer can also be used in Management and Executive Development programs to illustrate the transformative nature of Indian consumers over the last decade.

 

Suggested Accompanying Case

It is highly recommended that this case flyer may be used after a detailed analysis of the ET CASES case study “The Indian ‘Consumer’ Market: Deprived to Democratic?” (Product No.CB-1-0002, CB-1-0002A).

Case Flyer Analysis and Classroom Discussion

The classroom discussion and analysis for this case flyer was facilitated under three broad sections as explained in [Exhibit (TN)-I]..............

$2.74
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Product code: CB-4-0010, CB-4-0010A

Abstract


This case flyer, based on the accompanying article (Devendra Chawla, "Now & then: Shifts in consumer behaviour over the last 10 years (A Lifetime In A Decade)", http://articles.economictimes.indiatimes.com/2014-11-05/news/55797958_1_food-bazaar-consumers-devendra-chawla, November 5th 2014) from The Economic Times, enables a discussion on a few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the Indian consumer of 2014 from the Indian consumer of 2005? Largely the transformation was all about the Indian consumer being a market maker than a market taker.
The Indian consumer has been empowered to be a market maker with heightened global integration, ubiquitous technology, emboldened social networks and the resulting new discourse on lifestyles and self-embellishments. Not just that a consumer is empowered but he is empowering others over the powerful social, digital and mobile platforms. Enriched with instantaneous information, the ever-discerning consumer has become even more demanding. How should marketers gear up to stand up and deliver to the intriguing Indian consumer?



Pedagogical Objectives

  • To understand some of the most defining characteristics of Indian consumers over the last decade (2005-2014) and most importantly, examine the market manifestations of the same
  • To discuss and debate on the implications of these paradigms for the marketers and to identify the marketers’ responses
  • To examine the role of millennials in setting new marketing agendas

Case Flyer Positioning and Setting

This case flyer can be used for the following:

  • In MBA program: This case flyer can be used for Consumer Behavior course to understand some of the most defining and transformative characteristics of Indian consumers. Ideally suited to be one of the inaugural cases in Consumer Behavior course, this case flyer can set the tone for Consumer Behavior landscape, especially in the Indian context.
  • In MDPs/EDPs: This case flyer can also be used in Management and Executive Development programs to illustrate the transformative nature of Indian consumers over the last decade.



This Case Flyer Pack Includes:
- Abstract
- Case Flyer
- Teaching Plan (**ONLY for Academicians)
$2.74
Rs 0

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