Group No: 5

ETHNIC CONSUMERS CONSULTING Anusha, Manjusha, Ankit,

Divakaran, Raghvendra, Shagun
OBSERVATIONS
Values
• Indulgence vs Restraint: LOW on Restraint
• Self-confident urban consumers
• Uncertainty avoidance index: LOW
• Individualism vs Collectivism: HIGH on
individualism
Lifestyle
• Rising income  increasing affordability
of products
• Preference for English education
• Technical competence was a must for
urban youth
• Since uncertainty avoidance was Low,
people were willing to try new career
paths & organizations
• Growing nuclear families
• Influence of the west: increase in personal
grooming, more women employed, more
people having jobs in MNCs
 OBSERVATIONS CONTD.
Groups Earnings (in Rs.) No. of Households Type of people

Deprived <90,000 103 million Subsistence farmers, unskilled

labourer
Aspirers 90,000-200,000 91.3 million Small scale shopkeepers, farmers or
industrial workers
Seekers 200,000-500,000 11 million Young college graduates, government
employees at intermediate levels &
owners of small-medium sized
businesses
Strivers 500,000-1,000,000 2.5 million Developing into India’s huge middle
class: senior government employees,
owners/managers of large
businesses, professionals & wealthy
farmers
Global Indians >1,000,000 >1 million Major spending force: senior
executives in large corporations,
owners of large businesses, politicians
& rich farmers
CULTURAL VALUES ACROSS SOCIAL CLASSES
VALUES MIDDLE CLASS/TRADITIONAL
Practices Restrained, traditional practices
Technology Dependence Low to medium
Preference for English Becoming increasingly important
Spending Pattern Focused in saving their money
Conservatism Still Prevalent
Occupational Changes Migration to cities and moving
beyond conventional forms of
livelihood
Social Life Affiliation and social acceptance
UPPER/CONTEMPORARY
Looked for material success and
satisfying their desires
High, especially for urban youth
Common factor
Look for value and ready to pay
extra for it
Gradually being replaced by
openness
Multinational Corporations
Seeks individuality
IMPLICATIONS OF VALUE DIFFERENCES ON
PRODUCT CATEGORIES
•There is a direct impact of value differences on the purchasing behaviour of a consumer in each
product category.
•In each product category also, there are value differences within the consumer class.
•For example, within fairness cream category, upper class customers value gifting their friends whenever
they visit their home; which is not the dominant value identification among the middle class consumers.
Hence this value will affect their purchasing behaviour.
•Also, when we compare the values associated with each product category, then we can see that in
middle class consumers, dominant value identifications does not vary much; whereas it is completely
different for upper class consumers.
•Hence the value differences on product categories play a more pronounced role in the purchasing
behaviour of the upper class as compared to the middle class.
•In upper class, a person might buy hair oil only if it is useful to him, whereas he might purchase a
fairness cream just because it is a newly launched product in the market. Whereas in middle class, due
to conservatism, the variation in values no very high among different products. However, the values
associated with each product will determine their purchasing behaviour.
 BRAND COMMUNICATION OF HAIR OIL
Existing cultural • Hair oil gives nourishment, strengthening and revitalizes the hair
values • General shift toward branded hair oil products

• Shiny and nourished hair makes one look gorgeous

Cultural values • Real beauty does not have to dress up
induced • Massaging hair with oil prior to washing gives nourishment
• Healthy hair fosters a healthy lifestyle

Conclusion
The hair oil brands are introducing new cultural values (gorgeousness and lifestyle) among its consumers