AN ETHNOCUNSUMERIST REPORT PRESENTED BY: D’COSTA MEGHA FLORENCE STUDENT ID 20120547 MSC IN INTERNATIONAL LUXURY AND BRAND MANAGEMENT MODULE MK501E INTERNATIONAL CONSUMER BEHAVIOUR PROFESSOR - MARC PORTER
INTRODUCTION The trend that I have chosen for the ethnconsumerist report is emerging maturialism, with regards to the Indian market. My country of comparison is United States of America, which is an already emerged market for the said trend. According to trendwatching.com emerging maturialism is essentially the trend where brands are pushing the boundaries of communication and becoming bolder, frank, and more tongue-in-cheek in their communication strategy. This is seen especially in an emerging market like India where advertising in the last ten years has progressed in leaps and bounds with the influence of the western culture especially United States of America. With the introduction of satellite television in India (1991) and the availability of MTV in 1996, the youth population have had resurgence in their outlook and ideals. Hence the advertising and the communication targeted to the 16-25 segment has been evolving. Brands such as AXE, Diesel, and Durex are known to be controversial in their advertising approach in a culturally diverse and generally conservative country like India. Many ads have faced the brunt of the elder segment of the population, information and broadcasting ministry of India, political leaders, social activists and orthodox fanatics. However, education levels have changed, from the earlier instructional structure it has moved towards a more thought provocative structure. The youth of India have learnt the importance of expressing themselves, being vocal about the choices they make, relating to tradition but also accepting and bringing about change. The study will look into the differences in advertising of AXE in India and America. The comparison and the emerging Indian informed youth. Therefore the stress has been laid on India since (as mentioned earlier) it is an emerging market. http://trendwatching.com/trends/12trends2012/?emergingmaturialism
SYNOPSIS AND PERSONAL EXPERIENCE The following report is not a diktat but a general overview into how more and more brands are looking into the insight of risqué advertising strategy. The youth population of India is now more open about what they feel, they feel no fear to take the decisions they do, and parents are now learning to make peace with the choices that their children are making. Even till about ten years ago, no child would think about studying subjects other than what their parents chose for them or be what their parents wants us to be. With the increased realisation of the concept of freedom of expression the modern Indian youth are choosing career paths lesser travelled such as musicians, artists, theatre, playwright, social worker, film direction rather than the traditional doctor, engineer, chartered account. Liberation for them means to express one’s opinion freely. I myself am a part of the Indian youth at feel and have grown up with all these emotions. At the age of 26 I’m pursuing a course in a foreign country, while according to traditional Indian societal norms I should have been married and expecting my second child! I’m grateful to my liberal parents who have never interfered with my academic or career choices. I hope the youth (not only in my country) are looked upon as responsible section of the population who will be the future of any nation giving way to the next. After all, the only thing that is constant is change.
CULTURAL DIMENSIONS OF INDIA AND UNITED STATES OF AMERICA ACCORDING TO THE HOFSTEDE MODEL
India 1. Power Distance: According to Geert Hofstede’s study of Cultural Dimensions, India is a high power distance society suggesting a top to bottom hierarchical structure. There is increased dependency on the leader/boss in working organisations where he...