'Nomadic consumerism' – a challenge to brand loyalty in India
Grey 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 predominantly young consumer class of India. Anything that poses a challenge needs to be overcome by either dumping it or avoiding it by choosing the next best option.
Loyalty changing socially
'Loyalty' as a concept is changing in social context, let alone 'brand loyalty'.