Change is changing. In this era of absolute consumerism when consumers are really god needs to be treated based on their individual need. Every other day individual priorities are shifting based on updated technology. Now approaches and thoughts are based on constructive thinking that is backed by its practical importance. Consumers are seriously becoming casual irrespective of their age, profession, culture and ethnic sense. Moreover, internet is fuelling such paradigm shift as access to information is redundant and easy. Replacement of old brand with a new one is preferred rather than repair. Further, highlighting self through social media presence is now a status symbol. Comparative influence on purchase thus overpowers normative influence. ‘Replacement time’ of a product is also getting shorter. Interestingly, product purchase is now a result of an unknown blend of well-constructed analysis with individual priorities. On the other, vertical growth of our metro cities and fast transformation of Tire II & III cities demand contemporary products to follow fads. Today, individuals residing in nuclear family prefer big wall hanging home theatre but ready to afford a big refrigerator although they compromise with space. They talk more of health rather than what they practice. So, ‘Diet’, ‘Zero calorie’, ‘Low sugar’, ‘Ecofriendly, ‘Bio fresh’ are buzz words discussed every minute and do have potentiality to decide the fate of any brand. Even, lifestyle is taking a new turn. Dual earning family member are more exposed to better options and each have distinguished disparity in opinion. Additionally they are no more cost averter unlike yesterday’s middle class. The result of which is visible. Nuclear families are demanding renovated pattern of services to be governed by their own motive which gives birth of a new industry makes the recently generated one obsolete. Escalating trend of disposable income force them to behave in a different way. Unlike the joint family culture, final purchase decisions are taken frequently by junior most family member. Attitude is now or never and they disagree to agree that the modern choices are vulgar. Now, cultural importance evaporate very fast in this value shifting environment. Conspicuous consumption is maximum and social media is the new status symbol. On the other hand, herbal products are ruling the minds of Indian consumer.
For any product segment current market offers plenty of look-alike products rather than invention. This gives birth of new competition. Be with them or become invisible. Brands fight for their existence based on theme but not really on robust creativity. So it is not a surprise that ‘Me too’ products are struggling. Innovations are gladly accepted to reject the updated one. Customer decides the promotional strategy of today’s product. They bargain on extra rather than on USP. Medium companies are growing at a desired speed by fulfilling local demand whereas, big corporates are struggling for existence. Website is the new mode of proving your existence. Customers are more driven by POP Up and POP In. Doorstep delivery is no more a choice but a compulsion of the marketer. Robust presence of electronic format of business is justifying its roaring presence in this world where time is money. Visual merchandizing is rocking through its non-animated version. Support this mental revolution to sustain. Diversify business. Promote digitally rather than other promotional mixes. Stay tuned towards the new entries of the market. Because who knows What next?