Marketing Environment in India

1678 Words Dec 4th, 2010 7 Pages
The market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The market environment consists of both the macro environment and the micro environment

Demographic factors
Study of human population in terms of size, density, location, age gender, race, occupation, other stats
India’s demographic report findings * Estimated 1.1 billion people live in India, that makes India 2ND most populous country in the world * 70% of the population lives in rural areas, that trend is slowly changing due to migration to urban area, which is largely due to rapid urbanization * India’s largest urban
…show more content…
A marketing campaign must be in tandem with the beliefs. The market should adjust the decisions with respect to the cultural and social; beliefs.

Example of how socio cultural aspects have influenced marketer’s decision making

* Changing family system in India from large joint family to nuclear family have lead to increasing demands for flats, vehicles and consumer goods * Customs have also influenced marketing strategy, for instance business firms do brisk business during festival like diwali, id, Christmas etc * Pepsi identified the popularity of nimbu pani in rural & urban India so they launched nimbus based on the traditional flavor of nimbu pani * In India marriage is a family affair a huge opportunity for business * Because india has many language advertising campaigns have to be launched in national & local language * Shift from kirayani ka dukkan to swanky malls like Big bazaar, pantaloons, shopper stop * From scooter to car, large number of Indians interested in buying a car lead to tata company launching the TATA NANO CAR * People becoming more health conscious shift from soft drinks like pepsi

More about Marketing Environment in India