Pattern For The Future?
Indian Management|December 2020
COVID-19 has effected a clear shift in consumer behaviour, but will it stay for long?
Ambi Parameswaran
Pattern For The Future?

A few days before Diwali, as we were driving past Mumbai’s Dadar market, we were awestruck by the crowds. While many of them had a mask on, some were using it as a chin cover, or a throat cover. There was no question of social distancing. This was the same market that used to be empty right through July and August, after shops were permitted to open. Even during the Ganapati festival, this kind of a crowd was not present. We wondered what was happening.

When the pandemic and the related lockdowns were in place, Professor Sridhar Samu (Great Lakes Institute of Management) and I were discussing changes in consumer behaviour. We wondered how consumers would behave during the lockdown, immediately after it would be lifted, and may be a few months after the markets open. The research we conducted uncovered a few interesting consumer segments. We thought there will be a significant number of ‘Revenge Shoppers’ in India. This term was originally coined after China opened up and Chinese shoppers went on a shopping frenzy. Our research told us that there were some Revenge Shoppers in India too, mostly affluent and younger consumers, but their numbers were not too large. Then there were the ‘Revelation Shoppers’; these were the consumers who realised, during the lockdown, that they needed a new iPad or a new dishwasher. This segment drove the Diwali consumer durables sales boom we saw in November. Then came the ‘Reduced Shoppers’ who were hurting and were keen on conserving their savings. These were the less affluent and older cohorts. The fourth group we uncovered was of those we called ‘Research Shoppers’— those looking for the best deal. These cut across all income and age groups.

Bu hikaye Indian Management dergisinin December 2020 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Indian Management dergisinin December 2020 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

INDIAN MANAGEMENT DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
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 dak  |
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 dak  |
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 dak  |
November 2021
Survival secrets
Indian Management

Survival secrets

Thrive at the workplace with these simple adaptations.

time-read
5 dak  |
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 dak  |
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 dak  |
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 dak  |
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 dak  |
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 dak  |
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 dak  |
August 2021