Indian Consumers
The Indian Consumer
The middle class male consumer
The middle class of India is for whom most of the advertising is targeted. Even in the lower middle class, consumer products like biscuits, talcum powder, hair oil, hair cream, toilet soaps, leather foot ware, casual foot ware, wrist watches, quartz watches etc. are purchased.
To get a much better understanding of the middle class “male” head of the family, consider the following characteristics:
Security Seeking:
The middle class generally consists of security seeking people. Even though they are receptive to new ideas, they do not very readily dash into new ventures. The middle class man does not only want economic security, but he also wants emotional security.
He will not do something that is likely to upset his emotional ties. He wants social security. He wants to be part of society. He does not want to be a rebel or an outcast. Being part of society he enjoys a degree of protection. He is likely to welcome new innovations is they satisfy his sense of security. If he feels that a particular idea will help him improve his economic position or social relationships he will accept it. Anything that is likely to upset this balance is going to be discarded by him.
1 Credit purchases:
The middle class Indian normally lives in a fixed income. He has to manage his finance in a rigid budget. He wife selects reasonably good furnishings and uses modern cooking gadgets. He usually has a two-wheeler of this own. He aspires for the well-to-do lifestyle he sees on TV. So his purchases are generally materialistic in nature. Because of this he likes to make large purchases and pay for though the different credit facilities that are made available to him by the banks and other financial institutions.
Now days practically everything is made available to him on installment payments. The availability of credit facility acts as a temptation to buy. His desire for bringing home more and more material
The middle class male consumer
The middle class of India is for whom most of the advertising is targeted. Even in the lower middle class, consumer products like biscuits, talcum powder, hair oil, hair cream, toilet soaps, leather foot ware, casual foot ware, wrist watches, quartz watches etc. are purchased.
To get a much better understanding of the middle class “male” head of the family, consider the following characteristics:
Security Seeking:
The middle class generally consists of security seeking people. Even though they are receptive to new ideas, they do not very readily dash into new ventures. The middle class man does not only want economic security, but he also wants emotional security.
He will not do something that is likely to upset his emotional ties. He wants social security. He wants to be part of society. He does not want to be a rebel or an outcast. Being part of society he enjoys a degree of protection. He is likely to welcome new innovations is they satisfy his sense of security. If he feels that a particular idea will help him improve his economic position or social relationships he will accept it. Anything that is likely to upset this balance is going to be discarded by him.
1 Credit purchases:
The middle class Indian normally lives in a fixed income. He has to manage his finance in a rigid budget. He wife selects reasonably good furnishings and uses modern cooking gadgets. He usually has a two-wheeler of this own. He aspires for the well-to-do lifestyle he sees on TV. So his purchases are generally materialistic in nature. Because of this he likes to make large purchases and pay for though the different credit facilities that are made available to him by the banks and other financial institutions.
Now days practically everything is made available to him on installment payments. The availability of credit facility acts as a temptation to buy. His desire for bringing home more and more material