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Case
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Reference no. 511-100-1
Subject category: Marketing
Authors: Pallavi Mody (S P Jain Institute of Management & Research); Ashita Agarwal Sharma (S P Jain Institute of Management & Research)
Originally published in: 2011
Revision date: 17-Dec-2013

Abstract

The case, is a narrative of the situations and happenings in the life of an urban middle class woman in India. Though the story unfolds for a single woman, it is representative of larger socio-economic strata that constitute the ‘middle class’ in India. India’s large population and high GDP growth has led to expanding markets. All businesses; local and global are vying for the share of this expanding pie. This case presents an introduction to the socio-cultural setup that influences the consumer behaviour in India. Through the case, one gets insight into the minds of Indian middle class consumers, their typical characteristics, family dynamics, the age factor and social environment that impacts their consumption decisions. The case provides a necessary platform for the participants to study the consumption portfolios and brand preferences of consumers to frame marketing strategies. The case can be used for an introduction to consumer behaviour course for Indian management students and for the international students / businesses visiting India and interested in doing business in India to devise the market entry and implementation strategies.
Location:
Size:
Indian middle class

About

Abstract

The case, is a narrative of the situations and happenings in the life of an urban middle class woman in India. Though the story unfolds for a single woman, it is representative of larger socio-economic strata that constitute the ‘middle class’ in India. India’s large population and high GDP growth has led to expanding markets. All businesses; local and global are vying for the share of this expanding pie. This case presents an introduction to the socio-cultural setup that influences the consumer behaviour in India. Through the case, one gets insight into the minds of Indian middle class consumers, their typical characteristics, family dynamics, the age factor and social environment that impacts their consumption decisions. The case provides a necessary platform for the participants to study the consumption portfolios and brand preferences of consumers to frame marketing strategies. The case can be used for an introduction to consumer behaviour course for Indian management students and for the international students / businesses visiting India and interested in doing business in India to devise the market entry and implementation strategies.

Settings

Location:
Size:
Indian middle class

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