Main Article Content
Himalayan states have a burgeoning population with diverse social, ethnic and religious groups, with tourism and agriculture as the main source of income for the majority. In the latter half of the twentieth century, more than 25 million people have been added to the Himalayan landscape. This, in turn, puts more pressure on natural resources in these states. In the ever-changing world, Himalayan societies struggle between tradition and modernity. Traditionally, they lived autonomously in the mountains by hunting and gathering, possibly supplemented by slash-and-burn agriculture. Due to the demand of modern era and globalisation many localities have instilled new forms of social organizations and have forged new appraisals of life that may provide an opportunity as well as create conflict among the mountain communities. With an increase in communication with people of other regions and marketing of products and services as a status symbol- via tourism, internet, spread of television - there is significant change in consumption pattern where the consumer’s demand is influenced by not just the intrinsic value but also the extrinsic value of the goods and services. Determining the nature and direction of consumption has significant economic and marketing implications in emerging markets like India. This paper is an analyse of the consumer behaviour using data from Human Development Survey 2004-05 and 2011-12 to explain the nature of consumption pattern and direction of consumer demand of the Indian households of hilly region (Himalayan States), using descriptive statistics on the consumption information of the households across 47consumption categories.