Use model to identify the strategies to cater to Indian middle-class consumers

Sep 2nd, 2015
Sigchi4life
Category:
Management
Price: $50 USD

Question description

The provided model: Figure 3-2 talks about serving middle-class consumers in emerging economies. 

The Wall Street Journal published an article titled "India embraces luxury as China turns cool" which can be accessed via http://www.wsj.com/articles/india-embraces-luxury-as-china-turns-cool-1440720657.(If you can't open the full article, here is the trick: copy the article title and paste it into the Google address bar and search, then click on the search result to access the Wall Street Journal.)

Task: The article discusses how luxury brands try to attract Indian wealthy households. Although middle-class consumers can not afford such luxurious items, their purchasing power is hard to ignore. 

What do you think Indian middle-class consumers are looking for? Provide a couple of examples. Use the model to identify the strategies to cater to Indian middle-class consumers.


figure 3-2.jpg 


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