CHANDNI CHOWK

&CONSUMER PERSONALIT

Y

HISTORYOne of the oldest and busiest markets in Old Delhi has around

2500 shops.It was built in 17th century and the foundation was laid by the

favorite daughter of Emperor Shahjahan, Jahanara.Originally the pool was built and the market was divided by

the canals to reflect the moonlight, as a result, it acquired the name Chandni Chowk- "the moonlit square".

PRESENT MARKETThe market is situated in the centre of

Delhi.

It is a medley of shops, shoppers, vehicles, pull-carts, horses, street vendors and tourists.

It is a crowded place and normally there is a maze of traffic that one has to negotiate almost every second.

This place is the mixture of religion, food, chaos, history, modernity, tradition and commerce.

FAMOUS MARKETS LAJPAT RAI MARKET

KINARI BAZAR

DARIBA KALAN

CHHATTA CHOWK BAZAR

BHAGIRATH PLACE

CHOR BAZAR

NAI SARAK

FAMOUS FOOD JOINTSThe eating joints in Chandni Chowk are famous not only

in Delhi, but all over India. Most of these date from the last century, some even earlier than that. Here, with every bite, one samples not only a delicacy but also a piece of history!

Handed down from father to son, many of these businesses are now being managed by the 4th or 5th generations. They include halwais (confectioners), namkeen (spicy savories) shops, chaatwalahs and many others.

FAMOUS

EATING

JOINTS

SPIRITUAL PLACESChandni Chowk has the distinction of being perhaps the only trade market that also houses an equally amazing number of places of worship of all the prominent Indian religions. Hinduism, Islam, Sikhism, Christianity and Jainism exist side by sides. Here one can find more than seven Hindu and Jain temples, two Churches, three Mosques and two Gurudwaraas.

SWOT

MARKET SEGMENTATIONGeographic

People from Delhi and near by regions as well as foreign tourists

Demographic

Psychographic

Behavior

Age – All age groups.Gender – Both male and female

Income – middle class and Upper middle class people.

People who can withstand a bit lower quality but has price as main constraint in mind and live a normal life style.People who love to do

bargaining are the most attracted customer.

CONSUMER PERSONALITYConsumer visit Chandni Chowk and love to shop from there because

of several factors. These are:-

It is a fairly cheap place to go shopping in Delhi.Bulk Buying.Best Bargains.Variety of foods.This is also a good area for window shopping.One can buy anything here from stationary to clothes , wedding attires to

wedding jewelry. (One stop shopping destination)One can find any thing in Chandni Chowk which is difficult to find any

where.Chandni Chowk is the best place to shop any product and is meant for all

age groups.Shopping Experience.

AT THE END……Chandni Chowk's specialty is the variety of its

markets and their Indian-ness.

It is a shopaholics delight buzzing with life throughout the day.

From authentic Indian food, delicacies and sweets of more than 1000 kinds, to sarees with chikan and zaree work. There are lots of narrow lanes with many shops selling books, clothing, shoes and leather goods, electronic and consumer goods and what not.