What Are the Differences with Regard to Cultural Values...

†¢ â€Å"emerging India† households could be classified into five groups based on annual household income (Social Classes): o â€Å"deprived† consisting of 103 million households of mostly subsistence farmers and unskilled labourers o â€Å"aspires† consisting of 91.3 million households including small-scale shopkeepers, famers with small areas of owned land, or industrial workers (expected this group would reduce from 41 percent to around 35 percent due their moving to the middle class o â€Å"seekers† consisting of young college graduates, government employees at intermediate levels and owners of small- to medium-sized businesses o â€Å"strivers†, the upper end of the middle class, consisting of senior government employees, owners or managers of large†¦show more content†¦Parachute was position on platform of ‘purity’ and available as Parachute Mini for rural customer, and communication evolved from just ‘purityà ¢â‚¬â„¢ to appeal to different consumer groups ï‚ § From ad: moved out of mother-daughter related advertising to appeal more to youth and targets young women to assure them that real beauty does not have to dress up. It uses both functional and emotional elements in its campaigns, as well as celebrites. o Dabur Amla was heavy amla oil available in sachets and bottles, targeted and middle and low income markets with economy tier pricing, whereas Vatika from same company had offering s in premium end of segment ï‚ § From ad: Uses celebrities, and central character is show as attractive, confident, willing to take on challenges and comfortable in her personality. Amla is market leader and communication is limited and targeted mainly at the middle-tier market †¢ There were differences in cultural values in the categories across socio-economic classes in terms of cultural values and ritual experiences from which brands in an emerging market could benefit when they were pitched against each other. †¢ From Addressing Diversity Article: o When it comes to lifestyles and preferences, Indian consumers reflect a range of behaviours ranging from price sensitivity-based value expectations to high levels of indulgence showcasing brand symbolism. o The challengeShow MoreRelatedConsumer Behavior And Consumer Behaviour5800 Words   |  24 PagesINTRODUCTION Every individual has different consumption patterns. The job of the marketer is to satisfy their needs, wants and preferences effectively. 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