Living To Buy
Indian Management|September 2017

The Indian consumer today has mutated and understanding this will help companies decode the answer to why he buys.

David Abikzir
Living To Buy

The Indian consumer has become an offbeat, mobile, and flexible ‘turbo-consumer’, greatly emancipated from old-class-cultures, being unpredictable in his tastes and purchases,on the lookout for emotional experiences and wellness, quality of life and health, brands and authenticity, and immediacy and communication.

The development of the modern consumption society has conditioned an environment that is heavily loaded with objects, signs, and interactions based on trade exchanges. The production of manufactured goods increases year after year and the provision of services continues to grow and diversify.

Consumption is such a big part of our daily concerns that, sometimes, we wonder how our ancestors lived. Or even, how they could have been happy, considering that they were deprived of our everyday objects.

The evolution of this complexity—that has made the society change brutally over the last 20 years in India—does not primarily concern the individual as such but rather the characteristics of the world in which he/she lives. Thus, the individual remains unchanged in his individuality. Education gives him the values and keys to navigate in this new world and adapt himself to its evolution, including the development of the artificial and sophisticated character of his material environment that has kept him away from the customs, beliefs, and knowledge that these ancestors possessed to live in ancient societies. The individual is at odds with the so-called traditional society: that of his parents, grandparents, and past generations.

These differences just get bigger as the gap between the complexities of the world and the average intellectual baggage of the individual gets deeper.

Denne historien er fra September 2017-utgaven av Indian Management.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra September 2017-utgaven av Indian Management.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA INDIAN MANAGEMENTSe alt
Trust is a must
Indian Management

Trust is a must

Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.

time-read
6 mins  |
July 2023
Listen To Your Customers
Indian Management

Listen To Your Customers

A good customer experience management strategy will not just help retain existing customers but also attract new ones.

time-read
4 mins  |
November 2021
The hand that feeds
Indian Management

The hand that feeds

Providing free meals to employees is an effective way to increase engagement and boost productivity.

time-read
4 mins  |
November 2021
Survival secrets
Indian Management

Survival secrets

Thrive at the workplace with these simple adaptations.

time-read
5 mins  |
November 2021
Plan backwards
Indian Management

Plan backwards

Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.

time-read
4 mins  |
November 2021
For a sweet deal
Indian Management

For a sweet deal

Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.

time-read
5 mins  |
November 2021
Humanise. Optimise. Digitise
Indian Management

Humanise. Optimise. Digitise

Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.

time-read
5 mins  |
August 2021
Beyond the call of duty
Indian Management

Beyond the call of duty

A servant leadership model can serve the purpose best when dealing with a distributed workforce.

time-read
3 mins  |
August 2021
Workplace courage
Indian Management

Workplace courage

Leaders need to build courage in order to enhance their self-reliance and contribution to the team.

time-read
5 mins  |
August 2021
Focused on reality
Indian Management

Focused on reality

Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.

time-read
5 mins  |
August 2021