'Nomadic consumerism' – a challenge to brand loyalty in India
Abhishek ChaturvediGrey Worldwide India
The billing address for his cards doesn't match with his address of residence. He doesn't care to fix this by sending a copy of a utility bill with his present address either.
Meet the 20 something consumer, a nightmare for marketers. He isn't concerned about things that his parents used to be particular about. He pays his mobile bill only when he gets a warning text from the mobile operator for disconnection of services.
Living with convenience and without barriers has taken prominence for the...