Ethnic Consumer

Topics: Upper middle class, Middle class, Marketing Pages: 2 (477 words) Published: August 4, 2013
Ethnic Consumers Consulting
A summary
Ethnic Consumers Consulting
A summary

Section B, Group 5
Satnam Singh Wadhwa- PGP/16/108
Gaurav Chand- PGP/16/
Preetinder Verma- PGP/16/066
Hemant Kumar- PGP/16/
Rohan Gupta- PGP/16/104
Mamata Madhumita-- PGP/16/
Section B, Group 5
Satnam Singh Wadhwa- PGP/16/108
Gaurav Chand- PGP/16/
Preetinder Verma- PGP/16/066
Hemant Kumar- PGP/16/
Rohan Gupta- PGP/16/104
Mamata Madhumita-- PGP/16/

Ethnic Consumers Consulting

Nitya Guruvayurappan was excited while preparing the presentation for her first consulting client. She had been asked to deliver to answer some of the important questions for her prospective client, a company that, manufactured hair oil and fairness creams. With focus on Indian markets and behaviour of Indian Consumers, she was determined to find answers regarding the differences between established and emerging markets, brand differentiation and Indian consumer values. The other questions such as associations of consumer values with socio-economic classes also moved around her mind. Exploring the diverse Indian context and market for consumer goods, it was necessary to understand it thoroughly before strategizing further company operations. These differences had to be necessarily accommodated in the marketing mix, localizing the global communication and more specifically, understanding the consumer psyche. With a growing economy and perpetually increasing the spending power of consumers with the rise of Indian middle class consumption had been increasing in the recent times. With more than 5000 towns and 70 percent of rural population, these semi-urban and rural markets had been the focus for many of the consumer product firms. Study of ‘Emerging India’ can be further understood by classification of the population into various categories namely: The Deprived, Aspirers, Seekers, Strivers and the Global Indians. Seekers and Strivers constituted of middle class with further categorization into...
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