A sound knowledge and understanding of the local market including understanding of the consumers' need and behavior pattern is required before launching a product in a region. A detailed account of the consumer behavior is a must before formulation of the right strategy.
Launch of any product in India should take into consideration the following behavioral patterns at the least:
- High degree of value orientation
- Quality oriented outlet: an orientation towards expensive known brands
- Trendy lifestyle, Higher disposable income
- Open minded and experimental
- High involvement when the product is purchased infrequently
- Influenced by freebies
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