Cultural Influences on Marketing Strategies in India

CULTURAL INFLUENCES ON
MARKETING STRATEGIES IN INDIA
Sameer Mathur, PhD (http://smathur.com)

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SameerMathur, Ph.D.
Assistant Professor (Marketing)
Web: www.smathur.com
Email:sameer.mathur@mcgill.ca
Twitter: @ProfessorMathur
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The force of change
Small changes over long periods of time can unleash a large force of change; if the mass (population) that is changing is large
Change confluence: Several little changes, which appear insignificant individually, but can cause significant changes in markets collectively
Affects demand-side as well as supply-side

Learning to earn more
Major cultural shift – discontent with living in genteel poverty forever
Obsession with GDP growth rate each year, new extreme competitiveness of the society (Eg: States being competitive about attracting investments)
Both rich and poor in post-liberalisation India are scrambling to maximise earnings – leading consumerism ideology at national, institutional and individual levels

Pragmatism replaces nationalism
“International” now refers to products that match up to world standards, whether made in USA, China or India itself

Self–reliance to efficiency
Self reliance led to excellent home-grown things – the capability to build nuclear reactors, cars, computers and education systems – IIT, IIM ; but also caused isolation and attitude of “making do”
Now, India uses the capabilities developed using the self-reliance ideology to maintain international standards and efficiency

Technology-driven cultural change
High technology – a solution to create wide-scale products and services with low-cost and high quality
Convergence of Information technology, communication and entertainment (ICE) – important force that distinguishes emerging markets

The IC2 =E2 wave
I = IT Power – job opportunities, improved services (Eg: computerized railway booking/information)
C2 = Communication revolution and Connectivity leap – The television and the telephone are touching remote villages as well
E2 = Exposure to the world and a rising demand for practical, vocational and IT education

The IC2 =E2 impact
Indians are now more aware that education enables greater access to information and knowledge, which enables people to make more money
Internet kiosks set up by NGOs or commercial organisations
75% of urban India watches television, 50% of rural India in developed states – influences world-view, shapes identity, affirms rights, provides hope

Results of cultural changes

Results of Cultural Changes

Value Differences

Cultural discourse on money
“Feel good” products will always be second to purchase priorities in the near future
“Badge brands” will always be perceived as worse value for money compared to “do-good brands” offering tangible, visible, sensible benefits

Summary
I = IT Power – job opportunities, improved services (Eg: computerized railway booking/information)
C2 = Communication revolution and Connectivity leap – The television and the telephone are touching remote villages as well
E2 = Exposure to the world and a rising demand for practical, vocational and IT education

Background Reading

FREE TEACHING
RESOURCES
ON MARKETING
MANAGEMENTATWWW.SMATHUR.COM
OVER 130,000 VIEWS
FROM 96DIFFERENT COUNTRIES
These presentations are part of Sameer Mathur's teaching portfolio.
They are free to view or download for non-profit, academic use.
Disclaimer: These teaching materials have been compiled from multiple, non-creditedsources for non-profit, academic use. Copyright is retained by the original content creators.
SameerMathur, Ph.D.
Assistant Professor (Marketing)
Web: www.smathur.com
Email:sameer.mathur@mcgill.ca
Twitter: @ProfessorMathur
Facebook:Click Here

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Cultural Influences on Marketing Strategies in India

by Sameer Mathur on Jul 31, 2011

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