Segmenting the Indian market on lifestyles. A lifestyle-based classification system for premium goods

This paper describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories.

Segmenting the indian market on lifestyles. A lifestyle–based classification system for premium goods.

Alok Shanker and Anand Singh, Org–Marg, India

INTRODUCTION

Nine hundred million people – more than seven hundred million consumers of cooking oil and tea, four hundred and fifty million buyers of casual footwear, forty million TV owners, two and a quarter million automobile owners – that is a market called India.

India covers 3,287,263 square kilometers accommodating 916 million people – more than all of Europe. The total number of urban centers exceeds 3,000. Owing to the geographic diversity and population of the...

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