9

Consumers

9.1  LATENT PRIORITIES OF CUSTOMERS ARE NOT ALWAYS OBVIOUS

Cell phones in India outnumber toilets.1 Common sense however tells us using a cell phone is not more important than relieving oneself. Yet we witness this warped pattern in consumption. So also TVs bought even in 2007 were more than bicycles bought in 2010.2,3 Is riding the kids to school on a bicycle less important than watching cable TV? Probably not. Then why are the numbers telling this unhealthy tale? Like it or not, these numbers tell us the latent priorities of customers. If you ask someone whether seeing a TV serial is more important than education, she/he would say no. Yet when it comes to practicality, they prefer a TV to a bicycle. The need for entertainment ...

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