Core Indian Values - an Advertising Perspective
Topics: India / Pages: 8 (1792 words) / Published: Mar 26th, 2013

INDIAN CONSUMER: CORE VALUES

We are all consumers. Everyday, we consume goods and services as individuals, families, groups and organizations. With every passing year, the consumer has not only become smarter but also choosier with his purchase. On top of that, the fact that the competition and the variety of products available in the market only add to the marketers’ woes. To succeed in this dynamic and increasingly complex marketing environment marketers have an urgent need to learn and anticipate whatever they can about consumers. The better they know and understand consumers the more advantageous it would prove when accomplishing their organizational objectives.

In a diverse country like India, which is slowly shedding its conservative nature and is opening up to new possibilities on the marketorial front, it becomes even more difficult for an advertiser to understand his consumer’s behaviour. The Indian mentality is more complex and layered than our western counterparts. The culture of this country is very different from most others for it is home to various religions, languages, customs and values. This amalgamation has led to the Indian consumer having various layers of reasoning behind every action.

There are certain values that play a very important role while purchasing a product from the point of the view of the Indian consumer. An advertiser should keep these values in mind while targeting their Indian audience.

1. Family

The Indian society is a family oriented one. Elder members of the family are considered to be the head of the family. Though joint families have now disintegrated into nuclear ones, the bond and importance of family remains the same. Family is by far the most important reference group. The family is a major influence on the consumption behaviour of its members and generally the target market for most products. The consumption patterns of family members are seldom independent from those of other family members. There



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