International Center for Business Research

Issue: Volume 2 Apr 2013; Link: icbr.net/0204.35

EMERGING SOCIO-CULTURAL TRENDS AND

MARKETING IMPLICATIONS IN INDIAN
CONTEXT: AN ANALYSIS
Vaishali Agarwal1
1
Vishveshwarya School of Management, Greater Noida, India

Abstract: The advent of globalisation has exposed consumers of emerging markets like India to the western
culture and lifestyle. This paper studies the socio-cultural trends emerged in Indian market, albeit they have
been an integral part of developed nations in west. The emerging trends become important strategic issue for the
marketers that have to be focussed upon. The objective of this paper is to discuss the dimensions of social and
cultural trends and resultant marketing implications in Indian context. The paper examines evolving consumer
trends based on a careful review of the relevant literature, published articles and some practical insights in
consumer behaviour. In this backdrop, an attempt has been made in this paper to discuss emerging trends in
Indian market with the help of a verbal model. The model has further been examined with the help of l
marketing evidences from Indian market with an objective to help marketers to address these socio-cultural
trends at the time of their brand marketing in India. The data is primarily collected through secondary sources
and observation method. The contemporary Indian customers exhibit different needs, buying behaviour and
expectations. Six different consumer trends are identified and analysed: growing women workforce, kids pester
power, teenage workforce, mobile communities, nuclear families and individual households, rebellion and
gadget freak youth. The verbal model about emerging trends in India, and proposed marketing toolkit facilitate
marketers to devise more accurate marketing strategies for India. This toolkit entails the introduction of variety
of new products and non-conventional means of communicating in Indian market. This paper is not based on a
specic empirical study; the findings cannot be generalized. The changes in the socio-cultural behaviour of
Indian customers and evolution of marketing practices have narrowly been focussed to until now in Indian
context.

Keywords- Emerging markets, socio-cultural trends, verbal model and marketing implications

1. 0 Introduction of socio-cultural change and the picture of society

An individuals choice is a product of its
demographics, social and cultural factors. The
Indian consumers have gone through radical shift
in their socio-cultural behaviour as a result of
growing globalisation and cultural borrowing. With
globalization, culture becomes predominantly
important strategic issue in market that has to be
faced and properly managed (Banerjee, 2008).
Every decade since Indian independence has been
marked by the substantial shifts in the business
environment of the nation. The era from fifties to
late sixties has been marked by shift from
agricultural economy to industrial economy. Early
seventies to late eighties heralded the age of
growing professionalism and birth of many iconic
Indian brands into the marketplace (Prasad, 2008).
The post liberalization phase in India has gone
through plenty of changes in market place. This
phase has not only spotted the massive inflow of
brands coming from various countries all around
the globe but has also observed the changing
consumers and evolving trends in the consumer
behaviour. There exists a gap between the realities
reflected in earlier marketing plans and advertising
campaigns. Many marketing specialists who pride
themselves on their pragmatism and realism have
not related their day-to-day marketing activities to
the facts of these changes (Bartos, 1978).
The technological advancements, media revolution,
quality orientation, service work culture and
unbeaten fierce competition have educated the
customers like never before (Akula, 2008). This
time period has seen lot many transitions in the
market from the days of Nirma to Maruti Suzuki to
Dabar lal dant manjan to Sunsilkgangofgirls.com
(Agarwal, 2008). Present day customers have
matured from those seeking for the satisfaction to
those who want to be delighted by their marketers.
The products needed, the brands desired, the way
of approaching and consuming them have
transformed radically. The latest socio-cultural
trends of society, proliferating brands, growing
economy has created both opportunities and
challenges for the marketers. Now marketers
constantly have to think of innovative ways to
reach the mind of customers (Jayswal & Salvi,

Vaishali Agarwal (Correspondence)

ag.vaishali @gmail.com
9310107892
2007). As the marketing guru, Philip Kotler quoted,
Companies should think about the millennium as a
golden opportunity to gain mind share and heart
share. There is no rule of thumb to gain the heart
and mind share; the marketers need to think out of
box for developing innovative products,
discovering new channel of distributing them and
exploring the complete 360 degrees of
communication routes. The future of marketing is
about mesmerization of customers; colours that
hypnotize, fragrance that seduce, lights/sounds that
ignite passion, create emotional attachments
(Shukla, 2007). As socio-cultural environment of
consumers in developing nations keep on evolving
from time to time, a close insight about the recent
trends is almost essential for a smooth sailing in
any emerging market. An understanding of social
and cultural dimensions plays a vital role to
formulate marketing strategies. In this backdrop, an
attempt has been made in this paper to discuss
emerging trends in Indian culture with the help of a
verbal model. The model has further been
examined with the help of empirical marketing
evidences from Indian market with an objective to
help marketers to address these trends.
2.0 Literature review: Role of social and cultural
factors in consumer marketing
The buying behaviour of consumers is guided by
variety of factors or influences. The consumer
behaviour includes cultural, social, personal,
economical and psychological influences. The
personal factor and psychological influences are
product of consumers cultural and social
environment. There exists different school of
thoughts behind evolution of culture. Since
centuries anthropologists have defined culture in
differently. (Tylor, 1871) defines culture as that
complex whole which includes knowledge, belief,
art, morals, law, custom and any other capabilities
and habits acquired by man (sic) as a member of
society. Boas popularized culture as a result of
groups responses to environmental conditions and
their specific historical development (George,
1974). The old and new school of thoughts have
further described culture diversely. (Wright, 1998)
discussed that old school of thought describes
culture as bounded small scale entity; defined
characteristics; unchanging; shared meanings,
identical. So, old school of thought describes a
culture with a people with some specific
characteristics, which may be defined within a
specific boundary. New school of thoughts
describes features of culture as an active process
and continuously evolving. (Deresky, 2003)
examines culture as shared values, assumptions,
understandings and goals that are learned from one
generation, imposed by the current generation, and
passed on to succeeding generations. (Hofstede,
Issue: Volume 2 Apr 2013; Link: icbr.net/0204.35
International Center for Business Research
2001) refers to culture as the collective
programming of the mind which distinguishes the
members of one group or category of people from
another. Culture refers to set of basic values,
perceptions, wants, and behaviors; it is learned by a
member of society from family and other important
institutions. (Banerjee, 2008) opines that culture is
fundamental base of a society. It has a long-lasting
influence on behavior of its people and their buying
preferences.
Social and cultural factors moderate many aspects
of consumer behaviour. The exposure to
globalization has given birth to no-border world.
Cultural borrowing is taking place as consumers
are rapidly adapting to the culture of different
countries. Maheshwaran & Sharon (2000)
expressed in their paper that there is a growing
interest in cultural differences of countries and
understanding the cultural context of consumer
behavior in a globalized marketplace. Jenner and et
al. (2008) conducted a study focused on changing
cultures in NAFTA Countries, the U.S. and its
neighbor Canada and Mexico. The researchers
collected data from MBA survey responses
regarding three cultural dimensions given by
(Hofstede, 1980). The results of this study suggest
that marketing strategies need to be adjusted to
changing cultures. Culture affects marketing
decisions regarding product, price, promotion and
place (the 4 Ps).
The paradigm shift in social dimensions over the
years has brought significant changes in the Indian
society's attitudes toward the roles of various
members of the society. These changes are much
more prominent in older generations of India. He
has proposed a strategic roadmap through S-H-A-
R-E-ing approach to address the changing attitudes
of older generations in this study (Banerjee, 2006).
The1960's initiated an era of profound social values
changes, more notable than the economic and
demographic changes. It is not surprising, therefore,
that marketers began to focus more and more on
the shifting social climate in their efforts to
understand the consumer (Florence R., 1984).
EU Ginzberg classified the rapid increase in the
number of working women in the United States as
one of the single most outstanding phenomenon of
that century. There are four distinct segments in the
women's market. These groups shop differently,
favor different brands, and use the media
differently. They have different motivations and are
committed to different life-styles (Bartos, 1978)
conveyed through her article that. They are having
a profound impact on the U.S. marketing picture.
Indeed, changes in women's lives. Roberts (2001)
in her study states that we should expect to find few
major differences in the purchase of consumer
12
durable goods between families with working and
non-working wives.
Kids pester power was identifies as another major
socio-cultural trend by many researchers. There are
three sources of power for child consumers: their
own spending power, which has grown
exponentially since the 1960s in the US and
Western Europe; their role as customers of the
future whose loyalties repay early courtship; and
their power over adults purchasing behaviour
points to (McNeal, 1999). It was found from a
systematic review of international evidence that
food advertising does cause pestering by children
and results in parents buying less healthy products
that are associated with obesity. This has policy
implications for marketers and government
(McDermott and et al., 2006).
Christensen (2002) in his study reported a survey
by GfK Ad Hoc Worldwide on new trends in youth
culture and language. This paper outlines attitude
changes in youth with relation to femininity and
masculinity; the world of the media and
interconnection; multiculturalism; the importance
of brands; what makes good advertising (humour,
naturalness, openness, harmony, aesthetics,
provocativeness, and vision marketing); and the
social role of companies.
The trends like working women, nuclear families,
kids pestering power, changing youth has been the
integral part of developed countries like U.S. for
many years. Their origin and acceptance in India is
comparatively recent. The purpose of this study is
to reveal that changing cultural and social factors
affects marketing strategies in many areas
including new product development, marketing
communication and advertising.
Figure 1: Verbal model of socio-cultural trends
Key Forces
Rapid
industrialization
Globalization
Technology Indian
Infusion Consumer
Changing
demographics
Media explosion
Issue: Volume 2 Apr 2013; Link: icbr.net/0204.35
International Center for Business Research
3. 0 KEY SOCIO-CULTURAL TRENDS- AN
ANALYSIS
India is a country with heterogeneous culture and it
is complicated for a marketer to identify common
threads of Indian culture and core values (Banerjee,
2008). There is general agreement among experts
that socio-cultural influence on the personality and
general behaviour of people in India is very strong
(Shivani et al., 2006). The continuous exposure to
western world through globalization and cross
national media has exposed Indians to variety of
demographic, social and cultural forces. These
forces have laid down the foundation of new socio-
cultural trends among Indians. Some of these trends
have gradually made inroads in the Indian
households in the metro cities and tier I towns
while some are still at fad phase. These trends has
marched Indian society a long way from being a
conservative and underprivileged population to a
confident and revolutionized one. The women of
todays time is not confined to the home and kids
alone; the youth are the torch bearers of the novel
ideas, the men today not just relate with the macho
look they have emerged as a metro sexual men;
and with shrinking globes the families have also
reduced from large joint families to small nuclear
families. Though these trends are so far limited to
urban population but it is the imperative for the
marketers to understand these while designing their
marketing strategies. Based on the secondary data
and observations collected from the Indian
scenario, in this section, a verbal model of socio-
cultural trends is proposed (see figure 1). The
model talks about the trends identified for the
research purpose and further address those from
application point of view by citing examples of
existing marketing practices:
Emerging Trends
Increasing women
workforce
Social and
Cultural Nuclear Families and
change individual households
Kids pestering power
Teenage workforce
Rebellion and gadget
freak youth
Mobile communities
13
 Growth in women workforce: Indian society
is primarily governed by patriarch families.
Women have long been confined to the home
doing household work and raising children.
The women Todays woman has, raised out of
the image of a dutiful daughter/in law,
homemaker, and a devoted wife. She is the
professional and a working person with her
own identity (K.Rajakumari, December 2006).
According to the Registrar General of India,
the proportion of women in the workforce in
1981 was 19.7 percent and it rose to 22.7
percent in 1991, further rising to 25.7 percent
in 2001. Currently, in the Indian IT industry,
women account for close to 30 percent of the
total workforce and this is expected to increase
to 45 percent by 2010 (Narayana, 2007). The
working women offer new opportunities and
challenges for the marketers. This trend has
resulted in shortage of time for the women and
increased participation in decision making.
Marketing Evidences:
Marketers keep themselves abreast with the
change and incorporate those in their
marketing program. The home appliances
companies like LG, Samsung and Whirlpool
could identify this trend emerging in India and
they introduced host of products to assist
women in accomplishing their tasks in limited
time. These MNCs came with products like
microwave ovens, food processors to reduce
the workload of working females. Another
implication of this trend for the marketers is to
tune their advertising message for the new
women of India. For example, LG electronics
has recently came up with a television
advertisement where a husband is waiting for
his wife to return from her business trip and he
has prepared special dinner for her. This piece
of communication reveals a different social
setup which is now prevailing in urban
household. There have been companies who
tried to cash upon this trend but cant position
their products properly. The case in point over
here is that of Maggi from Nestle which was
initially positioned for the working women.
Once this trend gain its momentum companies
like Nestle and Dabur introduced products like
the readymade pastes of ingredients and
kitchen accessories to safe the cooking time.
Another example which can be quoted here is
the communication developed by Femina a
popular women magazine in the recent past.
The ad soundtrack was know nothing can stop
me from trying and breaking the chains and
flying, dont stop me, I can be anything I want
to be, dont stop me. The kind of products to
be produced and the focus on the women as an
active decision maker is must while designing
Issue: Volume 2 Apr 2013; Link: icbr.net/0204.35
International Center for Business Research
marketing strategies.
Nuclear families and Individual households:
Hofstede (1980) identified Indian society as
collectivist. The Indian economy was
agricultural based and all the family members
like grandparents, parents, uncle-aunt all used
to live together. In India, family plays a vital
role all along. Then the era of industrialization
started and with the growing needs the family
members were forced to part from their
parents. Today those times have gone when the
granddaughter use to see a movie on DD
National with her siblings, cousins, parents and
grandparents on a sunday evening. The size of
the family started shrinking with growing
industrialization, it reduced from the size of 8
to 4; 4 to 2; and eventually to 1. The smaller
families have different needs than the larger
ones.
Marketing Evidences:
In India, people search security and prestige
within the confines of the near and dear. But
the trend of nuclear families opened the door
of opportunities for various sectors. For
example, HDFC Standard Life Insurance
noticed this growing trend. It could see that old
parents are staying away from their grown up
kids. Further, parents have deep rooted value
of self respect which resists them from taking
any financial help from their kids. HDFC
Standard Life identified a huge potential
market here and it introduced various pension
plans for the old age people to cater to this
newly emerged segment. Apart from it the
emergence of 1BHK Flats is also a
consequence of this particular trend.
Increasing kids pester power: Pester power
has been defined by the Director General of the
Advertising Association as a pejorative term
for children making requests of their parents
(Brown 2004). Double income no kid
(Dinkies) exists as profound segment in
developed countries. Government of India has
taken several initiatives in past to check the
population explosion in India. The result of
these initiatives is the reduced birth rate in
urban families. The educated parents believe in
having not more than two kids. The less
number of siblings, increasing number of
nuclear families and both parents working give
power to kids like never before. The present
day parents have money for their kids but no
time and as a result of this kids present have
more self-sufficiency and influencing power in
the family purchase decisions than in the
earlier times. The pending have doubled every
14
 10 years for the past three decades and they
influenced $188 bn of their parents purchases.
Another amazing survey by Hallis Interactive
proves that kids aged seven are the most
vulnerable to all forms of marketing ranging
from products like candies to cars.
Marketing Evidences:
For marketers, this growing power of kids
plays a vital role. They need to focus on this
segment because of their significant
demographics and purchasing power. For
example, before the era of satellite channels it
was just few cartoon programs which were
made for the kids and now there exists
complete channels like cartoon network, pogo
dedicated to them. These channels have
programs dubbed in Hindi to reach this
audience. Again, Levis addressed this segment
by providing its license to Jini and Johny a
leading kids apparel brand to produce clothing
range for kids by the brand name of Levis
Junior. The growth of several kids channels,
kids brands and marketing communication of
a product like car and other consumer durable
targeting at kids is the result of this evident
shift in the decision making.
Emergence of teenage workforce: The LPG
revolution since 1991 has opened the doors of
various job opportunities for the 10+2
students. The influx of BPOs, restaurants,
deregulation of the aviation sector and many
others has created many jobs for the teens. The
salaries they draw after working part-time at
this tender age is an important factor which
entices them to the products which were out of
their reach earlier.
Marketing Evidences:
This customer segment casts a new
opportunity for the marketers. The new
product categories like deodorants and fancy
low priced imitation jewellery is an outcome
of this trend. Apart from these products,
marketers of products like cigarettes are also
making inroads to reach this segment. Case in
point over here is Igen a brand of cigarette
from GPI which organized weekend parties for
young BPO executives in Gurgaon to launch
this brand.
Rise of rebellion and gadget freak youths: In
India family elders play an important role of
transforming the values to next generation but
with cultural adaptation Indian youth is on the
way of becoming non-conformist. Rebellion
has always been the buzzword that has
captured the imagination of youth across the
Issue: Volume 2 Apr 2013; Link: icbr.net/0204.35
International Center for Business Research
world. Youths have a strong urge to be a non-
conformist and this tendency is quite evident
in their purchase decisions too (Chamoli &
Bhattacharjee, 2006). The availability of
higher disposable income today allows the
rebellious youth to exercise their choice and
look for brands that add glitter to their image.
Apart from being rebellion the present day
youth is connected to his world through his
gadgets. He is busy interacting with his friends
on social networking sites or playing games on
his gaming consoles or mobile phones. The
rising affordability of smart phones like
Blackberry, Google Android, Nokia Ovi and
Apple I-phone will make the youth market
more powerful. It is predicted that within three
years these phones will be mobile computers
that combine real time data, social network
and highly empowering and entertaining
applications (Rishad, 2010). Though its too
early to say that whether this is a trend or just a
fad for Indian youth but it has significant
implications for marketers.
Marketing Evidences:
As a result of this evolving behavior the new
urban youth finds it rather difficult to enter a
Bata store, one of the most trusted brands in
India because they relate it with a trusted
choice for their elders. Again, the leading wrist
watch brand Titan faced the same situation and
eventually it was creative product designs and
marketing strategies which helped the
company in winning the youth market from the
inexpensive international watches. The recent
makeover of the Titan logo with the punch
line Be More also targets at the rebellions.
Brand like Pepsi is trying to touch this
segment by way of its communication. The
Pepsi says Yeh hai youngistan meri jaan (This
is a young place my life). Apart from this
Pepsi has come up with a gaming
advertisement. Further, the brands like P&G,
HUL and many others are making their
presence on social networking sites to get
connected with Indian youth. Not only have
this Indian movie makers also introduced
video games based on their movie themes to
get connected with the gadget freak youths.
Mobile Communities: One of the major shifts
in the socio-cultural environment of the
customers is that the present day customer is
highly mobile. In the past decades the
movement was from the rural to the urban
belts, while today its among the cities, states
and even across the borders. Moreover the
extent of motion is so high that the people have
their breakfast in one city while dinner in
another. This fast and continuous movement
15
 has led to the emergence of a new segment of
customers who not only being Cosmopolitan in
their taste, also always look for convenient
products and packaging to meet their
requirements while they are on a move.
Marketing Evidences:
The marketers are continuously evolving with
the new products and communications to
captivate this segment. In India, the food
preference change with every hundred
kilometers. There exist different cuisines from
north to south. To address this, MTR, a food
brand has introduced variety of processed and
ready to eat Indian meals. Through their
campaign, MTR addressed the same trend. The
tag line of ad created as, Upma jo maa ki yaad
dila de (Upma a dish which reminds of
mother) to position MTR as a brand which
gives the taste of mother cooked food.
3.0 Conclusion
From the above discussion we may conclude
that the shift in the socio-cultural environment
resulting in the emergence of various new
segments of customers have made it must for
the companies to shift their resources from
traditional products, distribution and
communication channels in new direction. It
has been found that even after tremendous
exposure to globalization, consumers from
different cultures may remain reluctant to
purchase foreign products (Suh and Kwon,
2002). The global marketers need to identify
above mentioned trends in Indian context and
consider them properly while marketing their
brands. Inputs about Indian social and cultural
trends can be of immense use to brand
managers to develop their marketing toolkit to
minimize chances of failures. A table
summarizing the aspects that have to be
considered at the time of marketing brands in
the evolving India may be projected to
facilitate market penetration in Indian market
(see Table I).

Emerging Trends Earlier socio-cultural dimensions Toolkit

Women workforce
Nuclear families and
individual households
Kids pestering power
Teenage workforce
Rebellion and gadget
freak youth
Mobile communities
Table 1: Socio-cultural trends and marketing toolkit for Indian market
Man was the bread earner, prominent -New products tailored to
role of woman in the family as a mother, the needs of this segment
daughter, daughter-in-law and wife. -Create communication
message focussing on the
women
-Strike a balance between
core values and changing
behaviour
Joint family living together -Anticipate the challenges
of nuclear families and
cater them through product
and promotion
Siblings more than two and each getting -Address kids without
divided attention from parents hurting the sentiments of
parents
Students completing their education first -Appreciate their age and
and then going for the job role in family and create
products to meet their
needs
Children have to follow their elders in -Innovate and integrate
apparels, foods and career. Television marketing communication
was the gadget available to them. to get connected via social
networking sites, gaming
consoles
Residing and working in the native place. -Position your products on
Limited work related travels. the basis of convenience
and build your brand on
the basis of home comfort

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International Center for Business Research
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