In todays world of cut-throat competition and dynamic environment it has become a binding for marketers to keep the record of every pulse of their customers. The mantra of consumer centric approach is the key consideration in each and every decision a company takes.

Consumers no longer can be defined only by demographic segments. Purchasing patterns are driven more by their psychology that is their mood, lifestyle, occasion, and values. For instance, person belonging to middle class, prefer buying expensive branded product. So the product should be developed, produced, placed and promoted considering the above mentioned factors.

Today it has become easier for customers to get information as well as for companies to communicate in a way that is more effective and convincing too. Effective use of presentation technique and media helps companies to control the thinking of their target customers.

Marketers must discover the new ways to communicate with customers. They should peep into the life styles of customers and identifying their concerning issues. They should not only communicate the features product has but also how these features can satisfy their various needs. Needs may be physiological as well as psychological. In short, need-benefit approach should be adopted. They should also ensure that when customers get motivated to buy the product, the feature communicated should fulfill their needs above their expected level.

Recent trend has merged the idea of advertising with entertainment. The information is provided to customers with the ingredients of entertainment.

The idea of "fashion" takes new forms with the entry of new hard goods and their exciting designs get flooded in the market like cell phones, computers and music players. We see the varieties of cell phone covers available in market. This is just a beginning it will also influence the taste and preferences of apparel, footwear and accessory companies consumers. Consumers are finding items which have elements of fun, fresh and exciting technologies. Their foremost demand to shopkeepers is the latest stock. Some of such conspicuous goods have become must have for youngsters specially.

Brand name has become one of the buying criteria for customers. Brands are getting more and more global and the main challenge such companies are facing is maintaining brand consistency across global markets, while recognizing and reaching out to those cultural values that still differentiate markets in terms of how consumers perceive and receive marketing messages.

Indias relaxation of restrictions on allowing single brand retailers to have a 51 percent ownership will induce retail investments in India. Branded apparel and fashion goods market will become more vital. Some of the big names like Zara and Gap are on a way to enter the market.

The recent boom in the fashion retail industry in India and mega mall culture has created a wave of fear for small shop owners. To some extent such fear is baseless as small shopkeepers will continue to be a preference of some local customers because of convenience needs, extended family relations, cultural needs and of course specialization.