Consumer Behaviour

INDIAN CORE VALUES

Birla Institute of Technology & Management Studies
Text & Cases
Sandeep Pillai
15, TY BMM
 Consumer Behaviour

‘Indian Core Values’

Project submitted to Mumbai University for the partial fulfillment of the

studies for the award of Bachelor’s degree of Arts in Mass Media

Submitted by:
Sandeep Pillai

Under the guidance of:

Bincy koshy

Department of Mass Media

Birla Institute of Technology and Management Studies
 Acknowledgements

I would like to thank the following for their contribution to the production of this
dissertation. Mrs. Bincy Koshy, my guide who gave moral and academic support over the
whole period of the production of this report. To our librarian Mr. Kiran Raikar for
making the best resources available to me and recommending books to support my work.
Ms. Divya Pillai, my friend for helping me with her valued time for making me
acquaintant to the subject. Finally to my parents, friends for their tea and sympathy with
which they overwhelmed me through these two long months of creation, THANK YOU.
 Introduction

The Subject Indian Core Values shall be divided into three sections with each of the
three words in it! The first word ‘Indian’ refers the subject of being Indian or related
to the social norms and structure of India. The second word to be considered shall be
‘values’. Values are simply a set of beliefs, and it is the code of conduct that these
beliefs promote, drive an individual to behave in a particular way that shall make him
known to the world of being related to a particular culture from which the values
have evolved. Since the above given statement was quite confusing, we shall look
into an attempt to understand values which has its roots in an individual’s culture and
then the much wider concept of core values in the following chapters.
 Dimensions of Culture and Branding
Culture is one of the major factors affecting consumer behaviour. The
attitudes and values of consumers are culture-specific in a broad sense. Culture is a combination
of learned beliefs, values, and customs that directs consumer behaviour in a specific society.
Beliefs, values and customs are important components of culture. Customs are overt modes of
behaviour that are acceptable in a specific cultural context. The different food habbits of Indians,
for example, are customs that are part of region- specific culture. From the marketing point of
view, products and brand communication have to take into consideration the customs existing in
a specific market situation. A marketer offering an alternative for the morning cup of coffee or
tea will find it extremely difficult to change the custom. But with changes in environment,
customs also change and marketers can be successful if they time their products/brands and
position them in an appropriate manner. A few decades ago, using nail enamel and lipstick was a
taboo among many consumers, especially in villages. While nobody looks twice at someone who
uses the products in urban areas, rural consumers are not averse to using them. A number of
health clubs have mushroomed in urban areas because health and fitness are areas of interest to
several urban consumers due to their stressed lifestyles. Zaltman the well known researcher on
the qualitative aspects of marketing states that there is a link between the mind, body and the
social culture. A good example of how this works, is the mental state( and physical reaction as
well) of a consumer who is used to pure vegetarian food as a part of his/ her culture, when
suddenly exposed to Korean cuisine full of "exotic" unusual non-vegetarian menu-- "crawling"
delicacies that is a part of the country's eating culture!

Characteristics of culture
Culture is specific to context. Different countries have different cultures and, hence,
consumer behaviour also differs in different countries. This aspect is particularly important to
multinational corporations which enter different markets to cater to the diverse cultural needs of
consumers. The differences in perception among consumers with regard to products (and,
perhaps, even brands) are based on need, usage and importance. In the US, products like cola,
burgers, peanuts, popcorn and ketchup are a popular part of the culture. Tea, sandwiches, bowler
hats, golf and raincoats are an intrinsic part of the English culture. Kimonos, rice, cars and
cameras are synonyms with Japan while one identifies beer, music and cars with Germany.
Pasta, pizza, espresso coffee, art, wine, opera and shoes are part of Italian culture and perfume,
wine, cognac, cheese and champagne are intrinsic to the French culture. Samosa, tea, beeda,
bicycles and incense sticks generally represents the Indian culture, though there may be sub
cultural differences.
 Differences across cultures have a number of implications for the marketer. Mc Donald in
India does not use beef in some of the popular items on its menu as cows are sacred to a large
section of Indian Consumers. Money back guarantees may reassure US consumers but not those
in Latin America as they never expect their money back. Pizza Hut offers sea food delicacies in
Japan. Procter & Gamble came up with different variations of its TV commercial for its
disposable diapers-Pampers- for different European countries.

Sub-cultures consist of ethnic groups within a culture. These groups have common
heritage, religion, beliefs, customs and experiences that differentiate them from other sub-
cultures within the culture. There may be certain aspects which stand for the Indian culture, but
almost every state in the country reflects a sub-culture. Dressing styles, eating habbits, festivals
and religious rites and rituals are different in different Indian states. With several professional
domains getting into the Indian context, sub-cultures may also be found within the professionals
belonging to a specific domain. For example executives in advertising field or software field may
have certain aspects of a culture that are widely adhered to within the respective group.

Culture and Consumer Perception

The following figure reflects how the perception of consumers is associated with the culture, of
which they are apart:

The cultural aspects include perceptions of consumers about work, leisure, time, festive
occasions, ethnicity and gender, which affect the meaning associated with product categories.
For example, there may be differing perceptions on clothes to be worn for work and for informal
occasions. Meanings can be associated with product categories of liquor and cigarettes. These
meanings can vary from one market situation (country/region) to another. Gender can also
trigger perceptions. Women have all along, been considered delicate, whimsical and expressive.
Aggression is more a male aspect, traditionally associated with men. Certain types of clothes are
associated with women (transfer of meaning to a product. Marketers have to be sensitive to the
‘meanings’ associated with products in a specific market settings. They have to clearly
communicate their message in accordance with perceptions associated with product categories,
and also ensure that the respective brand gets differentiated through positioning strategies. There
is also a possibility that over a period of time, the cultural meaning associated with a product
category may change. For example, (cigarette) smoking was considered a ‘sinful’ act in
conservative South India a few decades back. It is an accepted practice now, even in villages.
Beauty parlours that were once taboos are now frequent by a significant number of urbanites.
The meaning of ‘cosmetic product category’ has changed in the Indian cultural context (at least
in most of the states).Consumers has moved from the plain talcum powder of the yesteryears to
several cosmetic product categories. Bicycles and two-wheelers have given way to four-wheelers
as status symbols. In certain categories, marketers have used ‘tradition’ to launch products.
Nikhar soap from Godrej and Santoor from Wipro make use of ingredients traditionally
skin/complexion care. These brands have also differentiated themselves in the crowded category
of soaps using their ‘herbal’ proposition.

Using herbal products is very much part of the Indian culture and brands like lifebuoy
and Hamam from Unilever, which have been a part of the culture for a long time have launched
herbal variants. Cultural meanings also change because of environmental changes.
Westernization has impacted the Indian marketing context with several product categories
carrying Western overtones. Anti-wrinkle creams, diet soft drinks, fast foods, status-orientation
in category of automobiles and jeans are a few examples to reflect the impact of Westernization
in the Indian context. Even in this scenario, Arvind brand positioned its ruff &tuff jean as the
aspirational Indian jeans for the Indian youth at an affordable price (when the brand was
launched)

Tanishq gold jewellery has a number of ethic designs that have been associated with
Indian art and culture for several generations. Jewellery, a personal item for women, has cultural
association with festivals, rituals and practices, and wedding. Hence, a brand that incorporates
traditional ethics designs is likely to go down well with consumers in general, though there is a
small niche which may prefer Western designs.

Another approach is symbol communication. Selection of the settings formulating the

appropriate imagery and presentation of the product are some aspects concerned with symbol
communication. A brand of pen (like Parker or Mont Blanc) can be shown in association with a
number of up-market products like wine in a vintage glass, a classical model of Mercedes or a
Rolex. Such an advertisement needs no words to convey the message of the brand. Its association
with other symbolic products / brands conveys the meaning. The elements portrayed in the visual
reinforce the up market image of the brand.
 The third approach involves organizing and formulating other aspects of the marketing mix
to reinforce the symbolic image. An up-market pen brand like Mont Blanc carries a premium
price, distributed through exclusive outlets or up-market malls and is created through a special
raw material. Each element of the marketing reinforces the other elements of the mix.

Importance of Role Acquisition

All consumers perform different roles at different points in time (role of a child, student,
father/ mother, executive, sports person etc). Marketers should be interested in these kinds of life
stage changes or transition of consumers from one role to the other. There are three phases in
role transition. The first one is separation from the old role- a business school graduate getting
into a corporate job for example. The next phase is the transition from one role to another. The
change to a new identity is revealed by procurement of material objects and possessions which
reflect the new identity in a symbolic manner. in the example given, the consumer concerned
may like to give up a number of possessions of his/ her student life and want new products/
brands (designer wear, a two wheeler, an up- market watch and a credit card which probably is
positioned for aspirational executives. the final phase is incorporation which is concerned with
taking on the new role/ identity. this may involve acquisition of more products/ associations
which reinforce the identity chosen. this happens over a period of time- this consumer can obtain
memberships of prestigious clubs, acquire an up-market automobile brand and holiday at a
foreign resort.

Consumers in a transition phase represent a significant target market in most situations.

Creams and lotions in the 'beauty market' essentially target unmarried consumers (women) who
are likely to boom when marketers target products for consumers who are transitioning but
unable to afford new versions of products/ brands. Cars and scooters traded in the second-hand
markets are examples. Marketers create a perception that certain products are essential for
reinforcing the transition when consumers are going through that phase. Titan's gift proposition
as a gift item for the parent symbolises the growing status of the son/ daughter and their gratitude
towards the relationship with parents. Wedding gifts are also oriented towards consumers who
are in the transition phase. Product constellations can also be emphasized by the marketer. For
example, a brand of modern retail outlet can position itself as a retail outlet for groceries/
vegetables/ commodities for young couples who are in the process of setting up home.
 Indian Core Values
The Indian society is driven by a set of core values, though these may vary in the urban context.
These values remain basic to the Indian culture and are strongly embedded in most sub-cultures.
The variation in the urban milieu may be attributed to changing lifestyles, impact of
Westernization and diffusion of technology. Even within the urban context, these values may
have further variations or contradictions. Young couples working with high-technology firms
may lead a typically Western lifestyle (cars, fast food and weekend holidays) but still hold on to
or practice certain religious beliefs and customs which are totally ethnic in nature. In general,
Indian consumers are still culture conscious in the sense that they conform to the cultural
expectations of society. Core values are those

1) Which are adopted by a significant number of people

2) Which are enduring and are followed by people for a long period of time and

3) Which enable marketers to understand the behaviour of consumers

The following are some of the core values of Indians:

1. Family Orientation: Family for an average Indian not only includes his own family only but
also the extended family-parents, brothers and sisters. That is the reality for a majority of Indians
though the joint family is fast diminishing in the urban context. The commitment of the male
consumer (in some cases, the female consumer too) to the family is such that he, as the chief
wage earner, supports the entire joint family. This has several marketing implications. First, the
disposable income of such a consumer gets radically reduced and he/she is always looking for
value-based brands at a lower price point. This logic works equally for purchases concerning self
and the immediate family members. The brands at the lower end of the market in a number of
product categories like tea, soap, toothpaste and shampoo typically cater to these kinds of
consumers. This type of consumer also mixes up brands and offerings from the unorganized
sector to balance his/her expenditure on such consumption needs. In fact the low-end brands
attempt to upgrade the consumer from the offerings of the unorganized sector (unbranded and
local offerings which may be marketed in an unstructured and haphazard manner). A consumer
may buy a branded detergent powder like Surf to wash his/her 'special' clothes and may buy low-
end washing soaps (branded but cheaper) for washing ordinary clothes (Refer Plate 12). She/he
may buy shampoo sachets (small packets which are offered for around Rs. 2 to Rs 2.5-Chik
shampoo was introduced at 50paise) once in a while. Such implications in terms of 'value'
offerings (Re.1 is less than 5 percent of a US Dollar) will not be felt in developed countries. As
the consumer feels the need to economize, he/she may also down trade- or buy less expensive
brands after using higher-priced ones. Down trading occurs as the consumer's response to price
increases across product categories; and also when the cost of essential services like electricity,
water or cooking fuel goes up. This behaviour of consumers is important for marketers as there
have been constant efforts by companies to upgrade consumers in several categories. For
example, HUL has a number of price points in almost all its product-lines. Colgate has also a
number of price points- Colgate Herbal, Colgate Gel and Colgate Total brands. Consumers may
down-trade at any price-point in the product-line and not necessarily at the lower end of the
market (though brands towards the upper end may experience a degree of price insensitivity).
Hindustan Lever introduced Surf Excel Powder detergent priced between Surf and Surf Excel
brand in an attempt to move consumers of Surf to Surf Excel Powder (middle end of the market)
some years back, but the toothpaste brand is Aim, with penetrative pricing at the lower end of the
market. These examples reflect that price sensitivity is a part of the Indian Culture. Britannia, the
brand of biscuits (the brand was built over a period of several decades) has a product line,
ranging from the low-end to premium offerings for a niche market. It introduced Tiger brand of
glucose biscuits (a major part if the biscuit market is in the unorganized sector and glucose
biscuits are extremely popular at the low end of the market) at the low-end who are conscious of
'value' differentiate across product categories even when they are under pressure to bring down
their regular consumption expenses.

2. Savings: Savings is an inherent value of Indians; given the uncertainty in income generation (a
majority of the population depends on agriculture and only 24 per cent lives in urban areas and
the monthly salary as a regular source of income is available only to a small cross section of the
population). Unlike in the developed countries, community medical services or assured pension
after retirement are not available to most consumers. Consumers fall back on their savings to
celebrate festivities, very specifically weddings in the family, and spend as lavishly as possible.
In the recent times, consumers have begun spending on durable products after the basic needs
have been taken care of. Bicycles, watches and TVs are perhaps popular 'entry-level' purchases
for the average Indian who is able to take care of the basic necessities. Savings as a habit
pervades all sections of the society. Consumers belonging to all socio-economic classes are
interested in jewellery and for most of them it may mean investing a considerable amount of
their savings. Traditionally, jewellery is more associated with women. Families with girl children
are more likely to spend their savings on jewellery. Mostly, consumers buy their jewellery from
their family jewellers who have been associated with their client-families for several generations.
Branded jewellery like Tanishq and Carbon cater to just about 2 per cent of the jewellery market
and target an up-market niche. The popularity of installment payments for a number of products
ranging from bicycles to computers can be attributed to consumers splitting savings between
traditional purchases like jewellery and appliances required for a convenient living.

3. Festivities: Celebrating festivals is very much a part of India's culture in all the states. The sub-
culture within a state (territory) determines the type of festival which is to be actively celebrated.
For example, Pongal is not quite popular except in Tamil Nadu. Like most festivals in this
country, Pongal has a special association with the farmers of the state. Durga Puja in West
Bengal is celebrated with a great deal of enthusiasm every year. But it is not popular in any other
states even though its variations are celebrated in other parts. Similarly, Onam in Kerala is
another example of a regional festival. Such festivals are a huge opportunity for marketers.
Given that 76 per cent of the Indians live in rural areas, a number of companies step up their
advertising campaigns and logistics during the festive months. Asian Paints, a leading paints
brand, associated its brands with festivities in Bengal and found that there was a substantial
increase in its sales. Several brands in a number of product categories offer sales promotional
programs during festive seasons and lakhs of consumers make use of the 'value-based' deals
during these times. A number of consumers make use of the ‘value-based' deals during these
times. A number of consumers postpone their purchases, especially durables, in the hope of
getting such deals. Even a niche jewellery brand like Tanishq came out with 'Oraaphis' (fraternal
friendship bonds tied by girls to boys of their choice, usually in the neighbourhood) in gold on
Raksha Bandhan. Gold coins with images of gods (a sign of financial prosperity) are given away
as gifts by marketers of durable brands, normally through specified outlets in a city.

Shopping as a ritual: Shopping is a ritual of sorts, among both urban and rural Indians. The
type of buyers, the shops they buy from and the product they purchase vary across geographical
territories and the economic spectrum of consumers. Retail outlets may range from a roadside
shop selling vegetables to Big Bazaar or Croma or Shopper's Stop that promises a considerable
degree of ambience, variety and service over other conventional outlets. The fact that only less
than 2 per cent of the products (in value terms) are retailed through departmental stores is a
reflection of the fragmented nature of retailing in India, quite the reverse of what happens in
developed countries. Housewives shop almost regularly for basic commodities and vegetables
even though the trend may be changing in the urban context. Bargaining, especially in the case of
commodities and vegetables, is an unwritten rule in the transaction process. The popular
departmental store caters to the middle-class and has a sales promotion strategy for all of the year
across several product categories. In the case of durable products like TV, refrigerators or two-
wheelers, the average Indian consumer is oriented towards 'extended problem-solving' kind of
decision making. As part of the great shopping ritual, members of a family go visiting different
outlets with the objective of comparing prices and arriving at the best deal in a product category.
The shopping of durables by typical Indian consumers can be associated with compensatory style
of decision making, with buyers analyzing one brand after another (especially when sales
promotions are advertised). It is extremely difficult to find retailers (durable categories) who
refuse to sell the brand below the marked retail price in order to clinch the deal with the
consumer. This has been true of FMCG products in the recent times and such shops use the
signboard 'Buy and Save' to achieve big volumes.

The rural Indian scenario (a rural area is defined as a geographical region which has a population
of around 5000 people and where 75 per cent of the male population is engaged in agriculture)
presents a unique characteristic, which marketers have used. In a number of villages and towns
(around 6, 25,000 villages) shandies are held every week and people buy the basic necessities
(sometimes even durables like bicycles and watches) from these temporary markets. These are
generally held one specific day in a week and retailers spread their 'product-mix' in make-shift
stalls. Most of them stock fast-moving units across product categories that they buy from
wholesalers near their place of trade. A number of companies make use of video-vans that
arrange some kind of entertainment (most commonly, a movie) and end with a brand message.
Not every village or town, of course, has this make-shift market, which attracts consumers from
a number of neighbouring villages. Most consumers in semi-urban and rural areas, visit the
closest market in the town/city for their purchases. Given the nature of the potential of durables
(upper-end ones like refrigerators and colour television sets), brands are not in a position to have
a network of outlets reaching out to most parts of the country (like FMCG companies that reach
millions of outlets in rural areas). There are potential markets in villages where higher-end
durable categories may be consumed, but the rural households in such categories, unlike their
urban counterparts, are spread out while the latter are concentrated in a specific state (Punjab, for
instance, has a number of such households in rural areas). Marketers of durables can adopt
specialized channel strategies. A brand can identify such customers, have a company-owned
outlets are preferred because the company establishes contact with these consumers and can, at a
later stage, attempt up-selling and cross-selling of its products. LG the brand that has a leading
share in several categories of durable products opened up sales offices in semi-urban markets in
an effort to reach out to consumers in the hinterland.

Mythology: Mythological stories, scriptures and music are an inherent part of the Indian
culture that has attracted scores of tourists from different parts of the world. Apart from creating
a brand experience in a service like tourism, toys, souvenirs and artifacts can also be drawn from
the Indian cultural milieu. Such offerings are marketed in places of tourist interest but the
offerings are not branded. Most of these may not even have the right quality in terms of product
finish and durability. Tourism, largely promoted by Government enterprises has received
considerable impetus in the form of infrastructure and service support. But there is a vast
potential for creating a brand in this industry- among both foreign and domestic travellers. A
value-based branding experience can create a huge market in tourism, which seems to have taken
off in a big way only in the upper social crust. Local toy manufacturers cater to specific markets
and a large chunk of the industry is in the unorganized sector. Branded toys with Indian cultural
themes (with several elements of the marketing mix brought together) can open up attractive
avenues for a brand. Even multinational brands like Leo and Mattel can develop ethnic brands
and make it affordable for the masses considering the potential that exists in this sector.

Foods: As with most Asian countries, hot, spicy delicacies are popular in India too. It may be
worthwhile to note that food habits have a strong link with culture and are difficult to change
(Refer Plate 13). With the exception of Maggi noodles during the eighties, there has not been a
'foreign' food which has become so popular. Bread, which has been around for several decades,
is still not popular barring certain urban and some semi-urban markets. But it is interesting to
note that several variants of wheat flour are popular throughout India.
Changing Cultural Trends in Indian Urban markets

The urban setting is very different from the rural or semi-urban market setting.
There are target segments in cities comprising professionally qualified, high-salaried people who
are into the fast track of life. The cultural values of this segment reflect the trends in the urban
markets (trends with regard to niche consumers that do not cover the majority of the population).
This niche is strongly influenced by the lifestyle and aspirations of the West. The following
values can be associated with this niche:

Success through Professional Achievement: These aspects contribute to the intrinsic

and extrinsic motivational levels and are reflected in the consumption of products and brands.
Possessing a middle-end car (like Opel or Honda City), membership of prestigious clubs and
holidaying in a foreign resort are some such products/brands reinforce a feeling of
accomplishment in the individuals and are perceived as rewards. Ceilo positioned itself as a
brand for "those who arrived" when it entered India. Though the brand is no longer in the
market, it is a typical example of how a brand positioned the car, a status symbol, as an
aspirational offering in an appropriate context.

Involvement in Work: As a logical extension of the previous value, contemporary

consumers break away from traditional work practices and are involved in high-tension, fast-
paced jobs. They experience time-compression or convenience products. A variety of retail
outlets across product categories have emerged in the context (ordering of groceries online,
direct marketing brands, one-stop-shop stores, fast-food restaurants like McDonald or Pizza hut
and grocery shops in petrol bunks are some of the examples). There is a growing need for several
kinds of services which may offer high levels of satisfaction. On-call services like plumbing,
bill-payment, laundry services and eateries are some of them.

Material success: Young professionals between 25 to 30 years, who are extremely conscious
of their materialistic success, have emerged in the last decade. This segment is significantly and
markedly different from its equivalent counterparts (in terms of education and status) two
decades ago. The present day young adults have tremendous exposure to the environment
through education or work experience abroad. They belong to the cutting-edge professions like
software or are high profile entrepreneurs. Higher education, intelligence and aspirations of these
consumers have resulted in their acquiring substantial wealth at a relatively young age in the life-
cycle stages. The wealth is spent on essential products which have contributed to the service
economy-health, amusement, time-compression and convenience. Besides, this segment chooses
products and brands with a symbolic overtone; probably to tell the society that they have
‘arrived’. There is great demand for quality-oriented, branded services like laundry services, in-
home delivery of food, baby-sitters, pet-care people and, in a small way, online marketing of
essentials.
Middle-of-the-road approach to tradition: The niches of consumers, who are urban,
highly educated and in upper end of the socio-economic strata adopt a middle-of-the road
approach towards rituals and other cultural practices. Most are neither too permissive nor too
traditional in their approach towards tradition. This is similar to the niche of Indian consumers in
the West who adopt a similar approach.

Impulse gratification: While a number of consumers may be using credit-cards, the neo-
urban young adults exhibit a compulsive need to buy products and services through credit cards.
Some banks even attempt to get into the consideration set of such consumers by offering
discounts to students of premier institutions in the hope that they may be prospective consumers
interested in banking with them.

Use of hi-tech products: High-profile consumers use products like mobiles, computers and
other hi-tech products in the categories of household appliances and entertainment systems. This
lifestyle aspect may be of interest to marketers of high-end products like fuzzy-logic washing
machines, plasma television sets and, perhaps, products using blue-tooth technology (A company
with a rich database of consumers belonging to this segment can have several variations of
permission marketing which essentially deals with getting the consumer involved in the brand’s
messages that suits his/her interests rather than bombard the consumer with a barrage of direct
mailings). This segment is oriented towards information, independent, involved in its search and
has the potential and willingness to spend. A number of brands may address this segment
through a media-mix. The penetration of PCs would be high among the members of this segment
as would be online information processing even though, eventually these consumers may
transact at a retail outlet. Several brands are positioned to this segment with lifestyle and
symbolic appeals. Symbolic positioning can be backed up by a strong cognitive (information
oriented) copy on the internet. Interactivity can be put to good use if the Web site can customize
the information provided to the consumer. Queries are likely to be diverse in nature and TV
commercials can be supplemented by the Internet. There is also a possibility for the brand to
develop a brand community on the net. The urban niche is ideal for the marketers interested in
one-to-one marketing or relationship marketing.
Marketing Communication- The Ethnic Way
A number of positioning strategies in the urban context reflect the growing
influence of the West. But there have been successful communication campaigns which have
conveyed the message effectively through the ethnic route.

There are many advantages of using the ethnic appeal (subject to the selection of the
target segments). Ethnic appeals are normally drawn from the culture of a specific market which
reflects the practices, rituals, taboos and behavioral orientation over generations. These may also
be useful in enabling consumers to connect with familiar situations. Ethnic advertising has the
ability to dramatize emotions in a specific cultural setting. Ethnic appeals can also be combined
with western appeals. This can be best illustrated when comparing Titan’s advertisement with
that of Godrej’s Storewell. The former has an element of dramatization woven around the
‘warmth’ expressed through the gift. The aspirational fantasy of gift-giving brought the brand
into the consideration set of consumers who shopped for gifts (not just watches). Watch as a gift
reflected in the picturization of the TV commercials clearly reflects a western orientation. The
changing lifestyles, especially in urban markets, are conducive to such a positioning strategy. In
the case of Godrej’s Storewell, the ‘emotional’ connection (though portrayed as a gift) is
achieved by the backdrop of a marriage in which the bride receives the cupboard as a gift.

Ethnic Route
There are different ways in which a brand can be positioned using the ethnic approach. It can

1) Identify specific behavior(s)/practices which are connected with the brand/product

category.
2) Identify specific values in a cultural context which can be inputs to marketing
communication.
3) Identify certain beliefs which needed to be considered before an advertising campaign is
formulated.
4) Combine elements of a specific culture with changing cultural trends (Westernization).
5) Capture a sense of nostalgia associated with a specific culture.
6) Use cultural stereotypes.
7) Identify specific cultural traits which can be used for product categories/brands.

A combination of several kinds of cultural dimensions makes it worthwhile for marketers to

consider positioning strategies oriented towards culture.
Cultural Behavior
There are a number of behaviours that can be associated with a specific culture. Some of
these have their origin in certain kinds of beliefs that are associated with product categories. For
example, the bindi worn by Indian women is considered as an integral part of most cultures.
Hence it is essential that a brand name for such a bindi should have an ethnic sounding name. A
Western name is likely to be counter-productive. An interesting example of effective use of
cultural behavior is the Pepsodent TV commercial few years back. Snacking on the way to
school and back has been a cultural habit of Indians for many decades now. It is a behavior that
can be associated with the masses. The commercial for the toothpaste captures this and the
traditional behavior of the mother scolding her child. This gets the attention of viewers before the
brand benefit of ‘protection’ is conveyed. Regardless of the extent to which this TV commercial
contributed to the success of the brand, this example reflects the need for marketers to have
insights from the daily life of consumers in a specific cultural backdrop. Even Maggi noodles
(noodles is not of Indian origin) was positioned as a 2 minute convenience snack for children.
The cultural practice of providing homemade snacks as food to children was the thought behind
the Maggi campaign. The portrayal for whiteness in clothes led to the creation of the whitener
category for clothes and Robin Blue was almost a household name before Ujala was launched.
Whiteness to masses in India is the whiteness with a bluish tinge. The practice of using soap for
washing clothes is so old that a brand like Ariel, which pioneered compact detergents at the
upper end, had to introduce soap at the lower end of the market. It is interesting that Ariel
initially advertised that soap was not required if one uses a compact detergent for washing.
Samsung has introduced a washing machine to ensure that sarees do not get entangled.

Importance of Cultural Values

Cultural values are important for product categories and positioning strategies. A charm, the
cigarette for the youth, was launched in the eighties and it became a rage for young smokers. Its
positioning was in consonance with the changing values. ‘The spirit of freedom- Charms is the
way you are’ was its punch line that stood for adventure, independence and non-conformity. The
“jean” like packaging added to this appeal. However, cultural values have not changed enough
for marketers to launch a cigarette for women (Ms was launched during the eighties). Values are
important because they reflect culturally acceptable behavior. Valentine day cards may have
been a taboo a decade ago but they have caught on, at least in urban markets. Bacardi, the liquor
brand, positioned itself on the ‘Spirit of enjoyment’ (during the days of liquor advertising) and its
success among the intended target audience also reflects the changing values. The launch of
Closeup toothpaste during eighties was perhaps ahead of the values of those times. The
‘Closeup-Smile’ was advertised in cinema halls and was positioned at teenagers. Later, the
permissiveness was marked down by using a different group in the commercial. Charms and
Closeup were one of the earliest brands, and were symbolic (along with changes in the
environment) in heralding a new youth culture in the country.

There may also be certain beliefs that have an impact on marketing communication. The Indian
obsession with fairness has made Fair & Lovely a strong brand. The recent TV commercial
(which was later withdrawn) of the brand is based on deeply-entrenched cultural belief that a son
is better than a daughter. But the daughter proves she can be as successful as a son, and the
equality was possible using Fair & Lovely. Vicco turmeric cream positioned itself to the ‘brides-
to-be’ to enhance their complexion. Turmeric for skin care is part of the Indian tradition in many
parts of the country. Vicks Vaporub captured the emotional bond between the mother and the son
to convey the benefit of the brand. Clinic special also captures the care an Indian mother showers
on her daughter. The ‘family togetherness’ is a cultural aspect of India which marketers can use.
Lifebuoy has re-launched as a family soap. While family soaps like Protex an All-care have not
met with great success in terms of being present in the market for a long time, the ‘family’
platform for Lifebuoy may be appropriate, given the rural presence of the brand.

While Pond’s talcum powder was virtually a household name till the eighties, a significant cross-
section of talcum powder users may have switched over to creams/ lotions because of the belief
that “self-enhancing” powers are better with substitute products. A brand that masses accept
because of a cultural belief should launch several variants/ better alternatives of the product for
the same segment to ensure that the segment stays with the brand.

Asian Paints is a good example of a company’s attempts to associate its brand with several
festivals in the country. For example, many families, especially in semi-urban and rural areas of
Tamil Nadu, believe in repainting the house during Pongal. Asian Paints has created specific
brands which are associated with such occasions.

Mixing Culture with changing trends

A type of effective cultural appeal consists of mixing certain cultural beliefs with trendy products
or advertising. Promise toothpaste, which had a successful run, highlighted the traditional clove
oil used by the people to control toothaches. Cadbury’s recent television campaign (for Moulded
chocolate) shows people of different groups enjoying the chocolate with a well known celebrity
endorsing the brand. Normally, one associated chocolates with children in the brand .Normally,
one associated chocolates with the children in the Indian context .But decades back the brand 5-
star from Cadbury positioned itself as a “togetherness bar” towards the youth segment .(In fact,
this was even before charms or Closeup addressed this segment). Snacking is a part of Indian
culture. Positioning a chocolate for adults in India involves a mix of tradition and modernity,
which is context, is Westernization. Chocolate, in the west, is a favorite with adults as well.
Cricket has been so long part of Indian culture that Pepsi used I its campaign ‘for the younger
generation’ and the associated this brand with fun that goes with the game. Ragga collection
from Titan is another example of contemporary positioning with ethnic overtones.
Cultural Traits and Their importance: A few brands have used Indianness to make on their
impact on their target segment. ‘Believe in the best’ which highlighted the superiority of the
Indian made BPL products featuring Amitabh Bachan is an example of a specific cultural trait
being used to reinforce a brand which had already built a strong image over the years. The
‘hamara Bajaj” campaign (the old and new) blends the modern lifestyles with the ethnic beliefs.
The message of the positioning is that even though the current crop beliefs. The young people is
western- oriented, they have a core association with the ethnic values. Ruf & tuf came up with an
excellent commercial in which a modern youth reflects the cultural trait of respect for
elders.”WE know English. We also know how to respect elders” was the essence of the TV
commercial. The examples are old ones but they showcase the unique aspects of the Indian
marketing history associated with cultural aspects.

Other Cultural Appeals: Nostalgia for a specific culture can be good appeal, especially for a
brand which has been in the market for a number of years. Margo soap adopted this approach in
its advertisement, in which a young woman remembers fondly her childhood days. Subsequently
the brand used a well known female celebrity to endorse the goodness of neem based on her
association with the elders who had recommended it. Ayurvedic concepts (now Himalaya) used
the stereotype of a traditional grandmother to promote its products made from Ayurvedic
preparations. Such cultural stereotypes lend credibility to the brand (refer plate 15). Bru initially
used in the stereotype lend ‘the taste of filter coffee’, which is a part of the South Indian culture.

Cultural dimensions can matter too many products, and such inputs are valuable for
both Indian and MNC brands.
 Touch of Reality
Branding Associations and Cultural Practices
Cultural beliefs and practices can be innovatively used by brands. Meera is a herbal
shampoo brand and the brand name, ingredients and packaging have strong associations with the
cultural aspects associated with shampoo and beauty. The brand launched an interesting TV
commercial that showed a dialog between the mother and daughter (this kind of relationship is
very traditional in the Indian Culture and the mother’s tips on various aspects of life is also a
traditional one) the advertisement begins by showing the daughter saying she is weak in Maths
(also a frequently encountered belief among school- going children and parents). The daughter is
shown fidgeting with her (also a traditional practice commonly seen) and the mother replies that
her hair is also weak after noticing fallen hair in her daughter’s hands. The advertisement ends
with the usage of the brand by the daughter who turns out to be strong in maths, with her also
acquiring strength from the brand of shampoo.

Hamam, the popular soap brand in the southern markets introduced herbal variants and it
also launched advertisements with clear images of cultural practices. One of the TV commercials
begins with a man performing Suryanamaskara (a religious prayer in the culture), the lady of the
house dressed in the traditional apparel and finally ending the commercial with the brand’s
proposition of “auspicious beauty”.
Case Study: I: - TITAN WATCHES

(ONAM THEME AD, 1.02 Min, Malayalam)

Introduction to Product:-
Titan is one of India's leading watch brands that brought about a paradigm shift in the Indian
watch market, offering quartz technology with international styling. The company has a
world−class design studio that constantly invents new trends in wrist watches. The brand Titan is
committed to offering its consumers watches that represent the compass of their imagination.
Titan's customers are therefore consistently introduced to exciting new collections, which
connect, with various facets of their deep−rooted yearnings for self-expression.

Subjective Analysis:-
The brand TITAN is very acclaimed a brand in terms of targeting its consumers in a very
effective manner. They have positioned their product to be gifted in special occasions and to the
loved ones. Here the Ad agency O & M keeping this in mind prepared the given ad for a
campaign in Kerala. This campaign was done during the months of harvesting when Kerala
celebrates Onam. Here not only the cultural value of celebrating a festival is emphasized but also
the respect and love between the family members within which the consumer belongs to is given
importance. Any consumer with a value of affection for an elderly person in family would be
convinced by this ad to buy the product viz., The TITAN watch.
Case Study: II: - McDonalds Price menu 20

(Ad Doctor Babu 00:45 sec, Hindi)

Introduction to Product:-
McDonald's is one of the world's largest chains of hamburger fast food restaurants, serving
nearly 47 million customers daily. McDonald’s sells hamburgers, cheeseburgers,
chicken products, French fries, breakfast items, soft drinks, shakes, and desserts.

Subjective Analysis:-
Initially in India, McDonald’s was thought to be a restaurant catering to only students and people
with modern outlook from the elite class of the society. And then the jack and Jill never turned
up to the outlets. So to change their perception about the menu and to convince them about their
product positioning, McDonald launched a new campaign in India about its new price menu. Of
a range starting from Rs. 20/-. Now this again shows the core value of ‘saving’ within the Indian
consumers. McDonald’s have adapted with the market conditions and so have the advertisers
have kept that in mind while delivering the message to them.
Case Study: III: - Indigo MANZA (Full Page Colour Ad, TOI- July 29, 2010)

Introduction to Product:-
Redefining the idea of technology, comfort and extravagance, this latest launched mid-
size car from Tata Motors forces you to indulge in style. What makes Tata Indigo Manza to stand
out from others is its spacious design.

Subjective Analysis:-
The print advertisement of Indigo Manza is attached very next to this page.

Young professionals between 25 to 30 years, who are extremely conscious of their materialistic
success, have emerged in the last decade. This segment is significantly and markedly different
from its equivalent counterparts (in terms of education and status) two decades ago. The present
day young adults have tremendous exposure to the environment through education or work
experience abroad. They belong to the cutting-edge professions like software or are high profile
entrepreneurs. Higher education, intelligence and aspirations of these consumers have resulted in
their acquiring substantial wealth at a relatively young age in the life-cycle stages. The wealth is
spent on essential products which have contributed to the service economy-health, amusement,
time-compression and convenience. Besides, this segment chooses products and brands with
a symbolic overtone; probably to tell the society that they have ‘arrived’. And this is the
caption for the advertisement- A CAR THAT’S DESIGNED TO ANNOUNCE YOUR
ARRIVAL, with a model who represents the class of young entrepreneurs as mentioned above.
Case Study: IV: - DELL laptops (Full Page Colour Ad, business today- Feb
24, 2008)

Introduction to Product:-
Dell Inc. is a multinational information technology corporation based in Round Rock,
Texas, United States, that develops, sells and supports computers and related products and
services. Dell has grown by both organic and inorganic means since its inception. The company
sells personal computers, servers, data storage devices, network switches, software, and
computer peripherals. 

Subjective Analysis:-
This brand is positioned to that segment of the society which is oriented towards information,
independent, involved in its search and has the potential and willingness to spend, with lifestyle
and symbolic appeals. Just like the ad of DELL laptops attached very next to this page that
appeared in the magazine ‘business today’ on 24 Feb., 2008 has symbolic positioning about the
performance of the product and its user and is backed up with a strong cognitive message in the
form of copy. A number of brands may address this segment through a media-mix. This ad is
designed keeping in mind about the desire to use hi-tech products within the above mentioned
class of people. And this describes the core value of being ambitious to grow further and use hi-
end products for high performances. A very common core value found in the Indian generation
of this time.
 Conclusion
The project is hoped to be one making the reader understand about the interesting subject of Indian
Core Values, in the context of Consumer Behaviour in India majorly dealt with Advertising. For this few
cases have been overviewed like the base of core values i.e., Culture and its characteristics, a
consumer’s perception about culture etc. and then the subject in focus. Further to say, the whole of the
given notes explains the way core values affects the decision making of a consumer and how important
a role it plays in doing so.

Thank you.
 Bibliography
Advertising Management- Rajeev Batra, John Mayers, David Aaker.

PHI

Advertising- principles and practice—Wells Burnett Moriarty.

Pearson Education

Advertising Made Simple—Frank Jeffkins

Rupa paperback

Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context

- By S. Ramesh Kumar

Google links.