It’s a common belief that there is only one thing that can move the Indian consumer to buy — price. Well, this belief is only partly true. While price is an important consideration, what Indian consumers find more important is value. One can say the Indian consumer is very ‘value conscious’, evaluating benefits and quality vis-à-vis price. Apart from impulse purchases, any other purchase is like extended problem-solving. The Indian consumer is a ‘smart shopper’ and takes massive pride in being one.

Publication: Financial Express (Online)

Date: January 18, 2019