Indian consumers are more demanding and price sensitive than some of their global peers. A BCG-CII research carried out with consumers in more than 10 countries shows that Indian consumers are far more value conscious.
They negotiate prices more often, spend lesser on luxury items and save more than their counterparts in European countries.
On an average, for a similar product, prices in India are 10-30% lower as compared other markets, adjusting for purchasing power parity. This results in a relatively lower throughput for Indian retailers as compared with global peers.
