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What happens when you don't know who are you catering your products and services? What happens if you attract more of targetted ones who just not come to your counter to ask for prices but come often to buy ? What would happen if you could solve those problems your customers want to be solved but aren't able to solve themselves ?


Fashion started because of need. The need to cover up. Ones the need was fulfilled , variations in raw materials to design started. Jewellery is something people have always loved. Nowadays , the trend of switching from any field to Digital Marketing , User Experience i.e UX or Social Media Marketing, Security Services, AI etc have become the new normal with the pandemic. While everything is going online , becoming internet savvy is a thing now. But why is it so ?



Why is a jewellery company looking for a digital marketer ? Why is a medicine store looking for UX designer ? Or for that matter why is everyone going around looking for data ? What good does data do and why is the world tipping over anything to get customer data ?


Spotify , a song based app as you must know collects data of people listening to songs ,at what hour of the day , which kind of songs, genre and offcourse , every app that you install in your phone requires atleast or both your emails / contact numbers. What good you song choices be for a data collection app ? Why is Facebook charged with so many complaints of selling data to companies who own products and services.


Not just in today's world but since eternity , a common ground of exchange had been developed. A few gold coins in exchange of cows. A land in exchange of gold coins which gradually turned into your emi's and down payments. Exchange of goods / items aka trading or exchange of money i.e loan have defined human existence through centuries. A good trader knows who their customer is. A good business man knows for whom are the products made.


And that's why ads of dairy milk shows joy and enthusiasm while the ad of pressure cooker impresses the homemaker. Not just the product development but the marketing wing and the advertisers study the customer before placing out their products in the market. They are not everything to everybody. A good business knows how to churn out money by targetting the exact customer in the market.


Consider the three multi-brand stores , Reliance Trends , Max and Big bazaar. They all sell apparels and accessories. Do they sell the exact same thing ? Whom do they cater too ? What product ranges do they cover ? Menswear, womenswear and Kidswear, common customer. But are they common ?Let's check out ! Next time you visit these three MBR,checkout on these criteria -





• Is the quality of material used same ?


• Are the looks same ?


• Is there any difference in the type of apparels they display in each category ?


• Are price range same in these stores ?


You'll find an interesting find. There will be casual Tees to high range partywear dresses. But styles to looks ,quality to prices will all vary according to the store. Why is it so ?


Big Bazaar is known for its affordability. It caters to men , women and children from lower to middle class economy while on the other hand Reliance Trends is for middle to upper middle class economy. Even though the wider segment of customer 'seems' same , their physical ,psychological, financial goals and strategies are different in each sub-category of customers they wish to attract keeping in mind their price points , margin and profit.


Understanding your customer is as and more important than developing your product. The first step in even the biggest of the manufacturing or export sector is based on the 'Client' , which market are they targeting , what is their likes / dislikes , what do they yearn for this upcoming season , what is their buying capacity and a lot more in-depth things which help them materialize their ideas into products. The advertising industry is based on what customer to target. Packaging materials are developed based on how one' customers might feel. Websites are built by developers and designers keeping customers their core.


David Heinemeier Hansson and Jason Fried , the Authors of the New Normal Work culture disrupts the old adage ,to make customers god by stating that you don't have to write all the customer's feedback in order to make every change the customer asks for , in their book Re-work. Not putting the customer on pedestal yet understanding how the end user is ultimately , would give amazing results in developing products , marketing materials , stories to hook via your brand . Isn't It ?



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MSME यानि सूक्ष्म, लघु और मध्यम उद्योग। इसकी शुरुआत छोटे उद्योगों को बढ़ावा देने के लिए की गई। इनको रोजगार का निर्माता के रूप में देखा  जाता है। हमारे  सामाजिक और आर्थिक विकास में इसका महत्वपूर्ण योगदान माना जाता है। 


ये मुख्य रूप से छोटे शहरों और ग्रामीण इलाकों  में ज्यादा कार्य करते हैं जहां बड़ी संख्या में अकुशल और अर्ध कुशल को  रोजगार प्रदान करने में महत्वपूर्ण भूमिका निभाते हैं। कुछ समय पूर्व किए गए एक सर्वेक्षण में पाया गया कि भारत में लगभग 634 लाख  MSME हैं जिसने लगभग 12 करोड़ लोगो को रोज़गार उपलब्ध किया  है।


इन्हीं कारणों से इसे भारतीय अर्थव्यवस्था की रीढ़ की हड्डी भी कहा जाता है।इसके बढ़ते हुए क्षेत्र को देखते हुए सरकार ने इसके पंजीकरण को ऑनलाइन और सरल कर दिया है|


 MSME का महत्व


1. कारीगरों और श्रमिकों के उत्थान  के लिए काम करता है


२. बैंकों से आर्थिक सहायता प्रदान करता है


3. प्रौद्योगिक उन्नयनता (Tecnology upgradation), बुनियादी ढाँचे का विकास और आधुनिकीकरण का सपोर्ट करते हैं।


4. विशेष प्रशिक्षण केंद्र के द्वारा नये उद्योग को बढ़ावा देता है और कौशल को बढ़ाने मे योगदान देता है।


5. आधुनिक परिक्षण सुविधा और  गुणवत्ता प्रमाणपत्र प्रदान करता है।


 6. भारत की  जीडीपी में इसका २९% का योगदान है।


7. Make In India को प्रोत्साहन देना



उद्योग शुरू करने से पहले ध्यान रखने योग्य बातें


1. शुरुआती दिक्कतों को ध्यान में रखते हुए कार्य करें 


2. इस बात का ध्यान रखें कि आप जो उद्योग शुरू करना चाह रहे हैं आस-पास उसको ज्यादा लोग तो नहीं कर  रहे।


3. अपनी भावनाओं को अपने वित्तीय निर्णय से अलग  रखें। डर या  लालच में आकर नहीं बल्कि व्याहवारिकता को ध्यान में रखकर निर्णय लें।


4. अपने आय-व्यय का हिसाब रखें।


5. किसी का  भी आंख मूंदकर अनुसरण ना करें, जरूरी नहीं है कि जो उद्योग किसी और का फलित हो रहा हो वह आपका भी अच्छा चले।


6. हमेशा ग्राहकों के संपर्क में रहें ताकि आपको पता चलता रहे कि किस चीज की मांग ज्यादा है।


7. शुरुआत मे बहुत तेज़ी से आगे बढ़ने की कोशिश करने की अपेक्षा बाजार और ग्राहक को समझने मे समय दें।


ऐसे उद्योगों को बढ़ावा देने के लिए सरकार समय-समय पर नई योजनाओं को लागू करती है। कुछ बातों का ध्यान रख कर कोई भी व्यक्ति इन योजनाओं का फायदा उठा सकता है।MSME के पोर्टल पर रजिस्ट्रेशन करवाने के बाद कोई भी इन उद्योगों को शुरू कर सकता है। इस पोर्टल पर रजिस्ट्रेशन करवाने के  बहुत सारे लाभ  होते हैं। जैसे:




1. बैंकों से कम ब्याज दरों पर आसानी से लोन मिलना।


2. प्रत्यक्ष कर कानून के तहत छूट।


3. निर्माण या उत्पादन क्षेत्र के लिए आरक्षण नीतियां।


4.बिजली के बिल में रियायत।


5. उद्यम के अनुसार वेटेज


6. आपको वैधता के साथ आर्टीजन कार्ड उपलब्ध कराया जाता है।


7. आपके पास कोई बैकअप ना होने पर सरकार आप का सहयोग करती है।


8. आपको आपातकालीन क्रेडिट गारंटी की भी सुविधा  दी जाती है।


ऐसी और भी कितनी सुविधाएं हैं जो MSME मैं रजिस्ट्रेशन करवाने के बाद आपको मिलती हैं।सरकार पूरी कोशिश कर रही है कि भारत में लोग आत्म निर्भर भारत की ओर बढ़े। मेक इन इंडिया और मेड इन इंडिया को बढ़ावा दिया जा रहा है।   सरकार की कोशिश है कि हम अपने देश में बनाए  हुए उत्पादों का ही इस्तेमाल करें, और अपने देश की अर्थव्यवस्था को मजबूत बनाने में अपना योगदान दें।

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A wrong customer is like a wrong guy. Seems handsome , checks you out , asks you out but is into someone else. You might feel tingles when he arrives , get goosebumps when he checks you out but when it comes to real communication , he is nowhere to be seen. And that my friend , is a red flag !



The delicate yet the strongest relationship is that of a customer & a business. A business is meant to allure customers the right way such that the right kind of customers reached it out. The dressing up is what Branding is all about. It attracts the customer without even speaking to it. It decks up in the most appropriate manner like one fleshes out just the right clothing and makeup when going out for a particular event . And when you are amidst the crowd , you still not one in the crowd. You stand out of the crowd ! That’s what correct Branding do to you , it makes you stand out from the crowd. It helps you swim faster across the sea of millions of other brands by the value you create around your brand. That’s what attracts you the ‘ right consumer’ to you.


More often than not , the checking out of prices is a loud indication that the one asking may be a potential client. A potential client is someone who ‘might’ take your product or have the chances of buying your product. But what is the probability of someone buying a product from you. Well , it depends on a number of factors ,and the intensive study of how customers make buying decisions is termed as consumer behaviour. Consumer behavior is the revision of how individuals make decisions about what they purchase, would like, require, or do something in regards to a manufactured goods, service, or business.


While consumer’s own demographic , ethnographic , gender , perception , attitude , personal & professional background , buying capacity , and a lot other things , it is directly related to selling anything and everything on earth. While marketing & psychology are entirely different subjects , the amalgamation of the two might work wonders for entrepreneurs building their businesses. Since the year 2020 , a lot of brands have introduced what is called “Human Touch” to the brand. It helps directly communicate with the brand , no matter how small or big the brand is , and that is how #bts # pov are trending these days. While the 15-30 sec videos have hit hot in the market , a lot of them shows the person working behind the brand to make a connection with the brand , portraying there isn’t a machine cooking up products ready to being sold in the most sophisticated style. Communication is what binds the social animal , with the world , in person or virtually.



Consumer behavior is the first step of building the product. Scaling up your business has become a ‘thing’ now , little lesser known fact being , you must scale only after you crack your PMF; Product Market Fit stage. A quadrant of the startup is set when your perfect product piece gets attached to your ,market puzzle. Until then the hit & trial happens. Luckily , how consumer behaves can be influenced in multiple ways. It is the same as a friend manipulating you to go to a party when you are in absolutely no mood to budge ! She / he coaxes you , gives you multiple benefits of the moment and sometimes drags you into their motive. The better they know you , the better they can influence your decision . And thus the better the brand knows their consumer , the better they convince the buyer to budge and buy their products.


As a solopreneur it becomes difficult to even notice the foundation of building the right product. At corporates , the study of market & consumer behaviour begins at the core level , it helps the product manager build the product around what the customer needs , the Design department influences consumer’s buying behaviour by introducing the right kind of designs including the Virtual assistance via combining the right colour , font , design starting from your logo , to website to your packaging materials to building your branding kit. The photographer or the photo stylist tends to know what exactly will attract the consumer like bees to the brand , and last but definitely not the least , the whole advertising & marketing mantra is built on consumer psychology , whether offline or online. Hence AI is routine out it’s map like water because they understand what you want !


Can you sense the number of people involved in the field of influencing consumers decisions , when you are , on point dismissing the fact that it is indeed knowing your customer that can change the game for you ? !



 

To learn more about Consumer Behaviour , Building your Product , Understanding Online & Offline marketing strategies as a starup of business , Kindly Visit here .


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