Over 50% of the men have been classified as high exploring consumers in India and only 4% can be categorized extremely low in the continuum.
The exploratory tendency in consumer behaviour is highest among the youngest segment (21-30 years, Unmarried). The level is over 50% even among the oldest age segment, 55 years or more.
As high as 40% of them admit to being adventurous in brand selections, agreeing that they enjoy taking chances in buying unfamiliar brands, no doubt gladdening the hearts of would be entrepreneurs.
The pattern of male materialism is evenly spread, but the South do emerge as the zone showing the most proportion of highly materialistic men (41%) followed by West (37%) and then closely by the North (36%). The least in this respect, perhaps fitting a popular conception, is the East zone (33%).
As much as 65% of North Indian men "like shopping around and looking at displays."
When we wanted to measure the exploratory tendency in consumer behaviour, two measures were selected - one that reflected window shopping by a man, taking time out not only for shopping but just to look and feel, and the other that reflected widening of his choice by going beyond brands that he was familiar with. And the study revealed that no matter how narrowly this trait was defined, the exploring Indian has arrived.
Tell us your experiences of being an Indian man or living with one.
Untitled Document
Guy Talk
Jeffrey Vardon, 42:
Earlier, they (Chennai men) were all MCPs. Now the man is far more relaxed. He is willing to listen to his wife.
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Exploring Indian Consumers
Jeffrey Vardon, 42: