An empirical study on emerging marketing practices in this globalized era

As the rapid developments in information and communication technology have made the whole world a global village giving impetus to the evolution of new marketing practices and so the contours of market are no longer confined to a locality, region, state or country but envelopes the entire world. Dismantling of the constraints in the Indian economy, since the 1990s transformed the Indian market with new players, free play and increased competition, eliminating monopoly and bringing stability, availability, reach and fair price. Advancements in information technology and communication technology have led to green marketing, internet marketing etc. Simultaneously, the economic reforms have brought fundamental shifts in Indian economy. Increasing purchasing power is leading to changing lifestyle of the people particularly the middle class. The middle class is now more than 300 million which is equivalent to the population of the United States. It is projected to grow to 580 million by 2025. This resulted in urbanization of vast areas in the country leading to increase in purchasing power, consumer spending and emergence of retail market in a big way.

Moreover the spread of education and awareness of the people towards media channels have made people conscious of what they eat and what they use. The global warming and consequent damages to the ozone layer with disastrous consequences to the living planet is leading to changes in consumer behavior. People's lifestyles are changing. Their dressing styles, eating habits, need for mobility is changing. At the same time the manufacturers want to grow fast and tend to take advantage of the consumer psyche.

This research case study focuses on how the marketers are using the new trends in marketing i.e. Green Marketing, Internet Marketing and Lifestyle Marketing to influence the various sections of the consumers.