The Indian Home maker
- 1. 2/1/2010 STRATEGIC RETAILING CONSUMER INSIGHTS- HOME MAKER Understanding the Indian Homemaker Gaurav Arora/ Riddhima Chopra
- 2. February 1, CONSUMER INSIGHTS- HOME MAKER 2010 Understanding the Indian Homemaker A homemaker is a man or woman that chooses to stay at home instead of having a career outside the home, so they can run their household and raise a family. They often feel exhausted as they do not have a dedicated break time. Along with caring for the children, they are responsible for any problems around the home, such as the plumbing and electrical and hiring someone to fix them A Homemaker normally purchases all the necessary items for the home including supplies, groceries, materials and equipment needed. Being a homemaker is probably one of the most difficult, challenging and demanding roles there is but it is also one of the most rewarding in terms of satisfaction that one gets for being with the family and children. Daily Source of entertainment and information for homemakers is usually TV or radio and newspaper 2
- 3. February 1, CONSUMER INSIGHTS- HOME MAKER 2010 They spend most of their time juggling chores and ensuring that children get to appointments, games and activities at the correct time They go out for purchasing once a week or fortnightly and buy staple products in bulk. Home maker prefers take delivery of the products at home. Home maker gets the latest product information from print, media and internet. They mostly influence the buying decision for household goods from grocery to white goods and sometime brown goods too. They oversee the care and maintenance of the home and completing most minor and some major repair projects, refinishing and upgrades. They keep the house clean, neat and free from possible hazards to children. 3
- 4. February 1, CONSUMER INSIGHTS- HOME MAKER 2010 Understanding the Woman Homemaker In India however most home makers are women, hence we shall understand the woman homemaker’s psyches in detail. Hence we need to segment the market clearly into women with various personality types. Following is one way by which we can categorize the Indian homemaker – Content Archetypal Troubled Tight fisted Affluent Contemporary Conservative Provider Homebody traditionalist Sophisticate House wife • She is happy • Believes that • She is not • Traditional • Affluent • Plays an with her state her role is to sure that she women who woman who active role in of life/society provide for is doing the believes in is the and look after right thing by saving for comfortable household the well bieng 'staying tommorow with the finer and sees of her family home' things in life herself as an equal to her husband Content Conservative 1. They are independent enough to make important decisions on their own and have an endless amount of patience, energy and love. 2. They have good network with shopkeepers around their vicinity and often ask for delivery of goods due to children at home. Archetype Provider 1. They take utter caution in choosing the product for the family in terms of quality and content used in the product. 2. They often feel exhausted as she doesn’t have a dedicated break time. 3. They want to spend quality time, be there to raise and love them and run the household. 4
- 5. February 1, CONSUMER INSIGHTS- HOME MAKER 2010 Troubled Homebody 1. They keep up with the latest business and world news and are avid readers. 2. They enjoy spending time alone, and indulging themselves outside the home. Tight fisted traditionalist 1. They manage the budget of the household purchasing and look for attractive deals. 2. They are frugal and pride themselves in being value oriented Affluent Sophisticate 1. Homemakers manage household workers or "domestic servants". 2. They are very particular about their appearance and invest in beauty products and visits to the salon. 3. They are very brand concise, shopping is a hobby and they like to buy the latest trends. 4. They are social and have a large network of friends; word of mouth is the best medium to reach these women. 5. They enjoy exclusivity and are willing to pay a premium for it. Contemporary Housewife 1. They involve themselves in all important family decisions 2. They like to keep themselves informed about the latest happenings so that they can contribute in decision making 3. They are highly independent and opinionated 5
- 6. February 1, CONSUMER INSIGHTS- HOME MAKER 2010 15 Zero Cost methods to attract Homemakers A comprehensive site of the store can attract the home maker to a particular store where all his/her needs can be fulfilled. Order taking facility on phone through the customer where customer can place order and pick up the order from the store as per its convenience will provide the home maker an easy shopping experience. In store a person can be assigned to the customer where customer will be assisted to reach to the required products which will help to reduce time. Placement of complimentary products adjacent to each other will give the shopper a great shopping experience which will entice the customer to come back to the store again. Shopping history can be shared with the customer that would assist the customer to plan for their next purchase as homemakers tends to keep inventory of staple items at home. Store can offer trolleys with facility of accommodating the children which would provide the customer an easy shopping experience. A café at the store like a home furnishing where a homemaker tends to spend lot of time would provide spouse an area to respite. This would provide home maker ample time to shop. Providing play areas for children, so that the home maker can shop hassle free. Application to compare prices of substitute products so that the homemaker can choose products offering best value. Stores can gift practical mementos such a small pencil and writing pad so that the homemaker can make shopping lists. Home facilities for delivery of not only products but also services (beauty treatments). Have a special day of the month for ‘Mega Sale’ offers every month, that way the homemaker can plan her trip in advance. Have a bid or auction sale in the store, this will increase consumer involvement and motivate the homemaker to purchase more. 6