Changes in Consumer Behavior and Their Implications on Marketers

India has the youngest population profile among the numerically significant countries - there are a lot of young people in different income segments and locations, who are influencing their parents’ spending or spending their own money. The attitude of Indian consumers has undergone a major transformation over the last few years. The Indian consumer today wants to lead a life full of luxury and comfort. He wants to live in present and does not believe in savings for the future. Due to fast growth of the services sector per capita income of people of India is also increasing. The number of middle class is increasing due to another fact that people are fast shifting from agriculture to the services and industry sector where growth prospects are reasonably high as compared to the agriculture sector which is showing slow growth. The consumption pattern of a country depends on liberalization of economic policies, buying habits of the younger generation, financial independence at a young age, increase in number of nuclear families and increase in media exposure of the people. Key Words : Consumerism, Liberalization, Economic Growth, Service Sector, Agricultural Sector, Rural Market.