Southward Ho ; It Offers the Unbeatable Combination of Big-Spending and Experimentative Consumers, Who Have the Appetite and the Wallet to Spend. Some Smart Marketers Are Finally Waking Up to Its Lure.

Summary

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Marketers have known for sometime now the southern market's penchant for mosquito repellents, coffee, detergents and talcum powder. They also know that Keralites prefer tea; people in Andhra Pradesh respond to the word "mega"; and Tamil Nadu likes its cuppa Horlicks. Now, some bright ones are decoupling the terms "conservative" and "southern consumer" that had always been a part of Indian marketing lexicon.

IMRB's household purchase panel Marketpulse (June '06-May '07), shows the four southern states--Andhra Pradesh, Karnataka, Tamil Nadu and Kerala--leading in 15 out of 38 categories of fast moving consumer goods (FMCG). And in 19 categories, the South has registered a higher growth than other zones. Marketpulse is the largest purchase panel (comprising 70,000 urban and rural households) running in India for over 25 years, and tracks over 50 product categories.

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Extract

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Southward Ho ; It Offers the Unbeatable Combination of Big-Spending and Experimentative Consumers, Who Have the Appetite and the Wallet to Spend. Some Smart Marketers Are Finally Waking Up to Its Lure.

Says Moon B. Shin, MD, LG Electronics India, the largest consumer durables company in India: "The booming it sector is creating a huge pool of high-income, technology-savvy consumers in the South who are more keyed into global lifestyle trends. They demand the very best in terms of quality and inn...

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