India: Llegar al consumidor

Consumer Profile | Marketing Opportunities |

Consumer Profile

Population in Figures

Total Population:: 1,170,938,000
Urban Population:: 30.1%
Rural Population:: 69.9%
Density of Population:: 394 Inhab./km²
Men (in %): 51.7%
Women (in %): 48.3%
Annual Growth Rate of the Population:: 1.34%
Medium Age:: 25.0
Ethnic Origins of the Population:: Indo-Aryan 72%, Dravidian 25%, Mongoloid and Others 3%

Population of main cities including suburbs

Name	Population
Delhi	22,400,000
Mumbai	22,300,000
Calcutta	16,000,000
Chennai	8,050,000
Bangalore	7,600,000
Hyderabad	7,350,000

Source: Citypopulation.de, 2009 - Last Available Data.

Age of the Population

Life Expectancy in Years
Men:	63.3
Women:	66.9

Source: World Bank, last available data., 2009 - Last Available Data.

Distribution of the Population By Age Bracket in %
Under 5:	10.3%
6 to 14:	20.5%
16 to 24:	19.3%
25 to 69:	47.0%
Over 70:	3.0%
Over 80:	0.7%

Source: United Nations, Department of Economic and Social Affairs, Population Division, Prospects 2010 - Last Available Data.

Household Composition

Total Number of Households (in million)**	194.0
Average Size of the Households**	5.3 Persons
Percent of Households of 1 Person**	0.0%
Percent of Households of 2 Persons**	8.2%
Percent of Households of 3 or 4 Persons**	30.9%
Percent of Households of 5 Persons and More**	57.0%

Source: ** Census of India, 2001 - Last Available Data.

Consumption Expenditure

Purchasing Power Parity	2009	2010	2011	2012 (e)	2013 (e)
Purchasing Power Parity (Local Currency Unit per USD)	16.81	18.51	19.57	20.48	21.48

Definition: Purchasing Power Parity is the Number of Units of a Country's Currency Required to Buy the Same Amounts of Goods and Services in the Domestic Market as USD Would Buy in the United States.

Note: (e) Estimated Data

Household Final Consumption Expenditure	2008	2009	2010
Household Final Consumption Expenditure (Million USD, Constant Price 2000)	494,084	530,856	-
Household Final Consumption Expenditure (Annual Growth, %)	7.6	7.4	-
Household Final Consumption Expenditure per Capita (USD, Constant Price 2000)	433	459	-
Household Final Consumption Expenditure (% of GDP)	59.9	56.0	63.2

Source: World Bank - Last Available Data.

Consumption Expenditure By Product Category as % of Total Expenditure	2008
Food and non-alcoholic beverages	30.6%
Alcoholic beverages, tobacco and narcotics	3.1%
Clothing and footwear	6.6%
Housing, water, electricity, gas and other fuels	12.9%
Furnishings, household equipment and routine maintenance of the house	3.8%
Health	4.4%
Transport	16.4%
Communication	2.5%
Recreation and culture	1.3%
Education	2.1%
Restaurants and hotels	3.1%
Miscellaneous goods and services	13.5%

Source: UN Data, Last Available Data

Information Technology and Communication Equipment, per 100 Inhabitants	2009
Telephone Subscribers	32.6
Main Telephone Lines	3.2
Cellular mobile subscribers	29.4
Internet Users	7.0
PCs	1.5

Source: International Telecommunication Union, Last Available Data

Marketing Opportunities

Growing Sectors: Telecommunications and Information Technology, transport and hotels, real estate and financial services, education services, electric power generation, distribution and transmission, machinery & equipment, water and clean energy, franchising and retail.
Consumer Behavior: Some Indian consumers are aware of quality differences and insist on world-class products, many customers can sacrifice quality concerns for price reductions. The quality of after-sales service by the seller plays an important role when making a purchasing decision.

Indian consumers are buying trademarks they recognize. In this sense, it is necessary to invest in advertising and marketing to promote its product. Indians are now far more brand conscious, and this is generating demand for some products that were previously unfamiliar.
Consumer Profile and Purchasing Power: The dynamism in country’s economy has resulted into an increase in purchasing power and an expansion of the middle class having higher disposable income levels. It is necessary to adapt its product to the portion of the population targeted: the middle class (about 350 million people) will be interested by products which can be found in Western countries, while the working classes is seeking above all commodities for very low prices.
Consumer Recourse to Credit: The credit financing is becoming slowing popular, especially in urban area. However, most households would prefer to make purchases from their own income.
Consumers Associations: India Consumer Association

Media in Which to Advertise

Television: Expensive but the most popular media of advertising in the country. Nearly 70% of the households in India have TV sets.

Main Televisions
Doordrashan
ZEE TV
Star TV
Sony Entertainment TV
Aaj Tak
New Delhi TV (NDTV)
Sun Network
Press: According to the National Readership Survey (NRS), the print media reaches 70% of urban adults. Further, the number of readers in rural India is now roughly equal to that in urban India.
In Transportation Venues: Advertising space is available on rails, buses, taxis and other specialized mobile vehicles.
Radio: The least expensive and most traditional form of mass entertainment in the country. It reaches over 90 % of the population

Main Radios
All India Radio
Radio Mirchi
Radio City
New Technologies (E-Marketing, SMS, etc.): Internet advertising is growing although its reach is still low. It is projected to grow at 50 % to reach USD166 million by 2010 from the current level of USD22 million.
Main Advertising Agencies: JWT (Hindustan Thompson Associates)
Ogilvy & Mather
Saatchi & Saatchi Pvt Ltd
Mudra Communication

Main Principles of Advertising Regulations

Beverages/Alcohol: Print and out-door do allow indirect advertising. However, satellite television accepts alcohol advertising directly.
Cigarettes: Not permitted on air media - including satellite.
Pharmaceuticals/Drugs: Diagnosis, illness, cures and treatments by correspondence, catalogues, clinics, institutes, laboratories; but have very strict rules.
Other Rules: Restrictions of direction/attitude are placed on children's commercials.

No baby food advertising is acceptable.

Overseas commercials are accepted.
Use of Foreign Languages in Advertisement: Generally English, Hindi and all regional languages are used.
Organizations Regulating Advertising: Advertising Standards Council of India
Advertising Agencies Association of India (AAAI)

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