BOOKMARK
Wednesday, July 6, 2022
  • Circulation
  • Advertise
  • About Us
  • Contact Us
Organiser
  • ‌
  • Bharat
  • World
  • Editorial
  • Analysis
  • Opinion
  • Defence
  • Sports
  • Business
  • More
    • RSS in News
    • Special Report
    • Culture
    • Sci & Tech
    • Entertainment
    • Education
    • Books
    • Interviews
    • Travel
    • Health
    • Obituary
SUBSCRIBE
No Result
View All Result
Organiser
  • ‌
  • Bharat
  • World
  • Editorial
  • Analysis
  • Opinion
  • Defence
  • Sports
  • Business
  • More
    • RSS in News
    • Special Report
    • Culture
    • Sci & Tech
    • Entertainment
    • Education
    • Books
    • Interviews
    • Travel
    • Health
    • Obituary
No Result
View All Result
Organiser
No Result
View All Result
  • Home
  • Bharat
  • World
  • Editorial
  • Opinion
  • Analysis
  • Culture
  • Defence
  • RSS in News
  • Subscribe
Home General

BOOKMARK

Archive Manager by WEB DESK
Oct 24, 2011, 12:00 am IST
in General
Share on FacebookShare on TwitterTelegramEmail

Changing face of Indian consumer

By Manju Gupta

A Little Less Conversation, Tom Asacker, Macmillan Publishers India Ltd, Pp 188(PB), Rs 225.00

consumers are changing rapidly in their likings and the book presents a case for marketers to go beyond just hard selling benefits and looks for great value connect with consumers to build engagement and involvement. The author of this book says that you can no longer benchmark and model the past in order to be successful in the future because the future is changing too fast and unpredictably. The consumers of the 21st-century marketplace are much different from those of years past. They are also unlike consumers in emerging markets as they are far more experienced, sceptical, savvy and connected; they have much different attention spans, mindsets, motivations, media habits, sources of social influence and most importantly, marketplace desires.
In this book, branding expert Tom Asacker explains precisely how today’s successful brands are different from others. Branding, as media-based image-making and persuasive communication, is rapidly losing effectiveness and customers have learned to tune out the irrelevant chapter of dispassionate messaging and uninspired employees; customers are not only inundated with a kudzu-like explosion of products and services and outlets but also getting drowned in information, media choices and commercial messages. It is like a perfect story of influences and confusion.
Five major trends in customer choices and how and what they choose have emerged – the first one is that today’s customer is supersaturated with choices. He wants control as he is now well informed and savvy and may want to participate in the way marketing of the product is concerned. Customers access their stored memory which sets the train of associations in motion. They watch, ignore, get more information, try it, that is, they screen and reason with their guts before taking action.
Customers are anxious about time, money, relationship, how to live and how to make choices. They are on the lookout for better value and want the brands they choose to be reliable and fair besides looking and doing good.
The author is of the view that the Western society has turned its attention away from the future towards the near term, so that most people use the marketplace as a diversion. They tackle it with an emotional logic; they want to experience novelty and the pleasures of consumption, leisure and well-being; they want to lose themselves in new challenges and experiences; they want to control their personal near-term future and better themselves physically and mentally; they want to feel good about themselves and their decisions and so they are constantly on the lookout for something that suits them better in these pursuits. So to succeed in business today means “to tune in to this new consumer reality and to be better at orchestrating and delivering that ‘value’.” So, appeal to today’s consumer psyche in order to be successful at the marketplace for products, services, entertainment and ideas, says the author.
(Macmillan Publishers India Ltd, 2/10 Ansari Road, Daryaganj, New Delhi–110002; www.macmillanpublishersindia.com)

Download Organiser App
ShareTweetSendShareSend
Previous News

TogadiaSpeak

Next News

EDITORIAL

Related News

8 Years of NDA Government can be termed as the years of Prosperity and Growth, says Ramesh Bidhuri, MP, South Delhi

8 Years of NDA Government can be termed as the years of Prosperity and Growth, says Ramesh Bidhuri, MP, South Delhi

Minority Affairs Minister Mukhtar Abbas Naqvi resigns from Union Cabinet

Minority Affairs Minister Mukhtar Abbas Naqvi resigns from Union Cabinet

TMC leader and parliamentarian Mahua Moitra booked over insulting remarks against Goddess Kali

TMC leader and parliamentarian Mahua Moitra booked over insulting remarks against Goddess Kali

Petition calling for impeachment of SC judges for their remarks against Nupur Sharma nears 50k signs goal on Change.org

Petition calling for impeachment of SC judges for their remarks against Nupur Sharma nears 50k signs goal on Change.org

Successful Implementation of NEP will Strengthen the Country’s Education System: Atul Kothari

Successful Implementation of NEP will Strengthen the Country’s Education System: Atul Kothari

Attempt to Denigrate Maa Kaali Soon After PM Modi Restores Gujarat’s Mahakali Mandir

Attempt to Denigrate Maa Kaali Soon After PM Modi Restores Gujarat’s Mahakali Mandir

Comments

The comments posted here/below/in the given space are not on behalf of Organiser. The person posting the comment will be in sole ownership of its responsibility. According to the central government's IT rules, obscene or offensive statement made against a person, religion, community or nation is a punishable offense, and legal action would be taken against people who indulge in such activities.

Latest News

8 Years of NDA Government can be termed as the years of Prosperity and Growth, says Ramesh Bidhuri, MP, South Delhi

8 Years of NDA Government can be termed as the years of Prosperity and Growth, says Ramesh Bidhuri, MP, South Delhi

Minority Affairs Minister Mukhtar Abbas Naqvi resigns from Union Cabinet

Minority Affairs Minister Mukhtar Abbas Naqvi resigns from Union Cabinet

TMC leader and parliamentarian Mahua Moitra booked over insulting remarks against Goddess Kali

TMC leader and parliamentarian Mahua Moitra booked over insulting remarks against Goddess Kali

Petition calling for impeachment of SC judges for their remarks against Nupur Sharma nears 50k signs goal on Change.org

Petition calling for impeachment of SC judges for their remarks against Nupur Sharma nears 50k signs goal on Change.org

Successful Implementation of NEP will Strengthen the Country’s Education System: Atul Kothari

Successful Implementation of NEP will Strengthen the Country’s Education System: Atul Kothari

Attempt to Denigrate Maa Kaali Soon After PM Modi Restores Gujarat’s Mahakali Mandir

Attempt to Denigrate Maa Kaali Soon After PM Modi Restores Gujarat’s Mahakali Mandir

IAF receives nearly 7.5 lakh applications under Agnipath scheme, highest ever in any recruitment cycle

IAF receives nearly 7.5 lakh applications under Agnipath scheme, highest ever in any recruitment cycle

It will happen in Tamil Nadu too: State BJP president Annamalai warns DMK after fall of dynasty politics in Maharashtra

It will happen in Tamil Nadu too: State BJP president Annamalai warns DMK after fall of dynasty politics in Maharashtra

China running illegal business in Nepal by investing heavily in tourism industry

China running illegal business in Nepal by investing heavily in tourism industry

CAA will be implemented in Bengal before 2024 Lok Sabha polls: West Bengal BJP president Sukanta Majumdar

CAA will be implemented in Bengal before 2024 Lok Sabha polls: West Bengal BJP president Sukanta Majumdar

  • Privacy
  • Terms
  • Cookie Policy
  • Refund and Cancellation
  • Delivery and Shipping Policy

© Bharat Prakashan (Delhi) Limited.
Tech-enabled by Ananthapuri Technologies

No Result
View All Result
  • Home
  • Bharat
  • World
  • Editorial
  • Analysis
  • Opinion
  • Defence
  • Culture
  • Sports
  • Business
  • RSS in News
  • Special Report
  • Sci & Tech
  • Entertainment
  • Education
  • Books
  • Interviews
  • Travel
  • Health
  • Obituary
  • Subscribe
  • Advertise
  • Circulation
  • About Us
  • Contact Us
  • Privacy Policy
  • Cookie Policy
  • Terms of Use
  • Refund and Cancellation

© Bharat Prakashan (Delhi) Limited.
Tech-enabled by Ananthapuri Technologies