Marketing,that works in India

6

Consumer

This chapter discusses some consumer-centric insights. Because the consumer is the focus of any initiative in marketing, no book on marketing will be complete without reference to the consumer. The following are some simple aphorisms on consumer buying.

• Make customers lazy.
• Cure customer’s guilt to trigger consumption.
• Customers give great ideas on how to use your product differently.
• Customers translate your messages into their own language.

6.1   MAKE CUSTOMERS LAZY*

One of the important insights of Indian marketing (or for that matter, marketing probably anywhere in the world) is that customers change their habits very reluctantly. This is why they are called habits. At least, in this respect, physics agrees with psychology. ...