'Nomadic consumerism' – a challenge to brand loyalty in India

Abhishek Chaturvedi
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'.