Rajesh Patel_Lower Middle Class_Thirst For More


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Rajesh Patel_Lower Middle Class_Thirst For More

  1. 1. “ ” Brand is okay but if you get a >> RAJESH PATEL similar thing at a lesser cost, why Background not? What’s important are Rajesh is 33 years old. He was born and the features and ‘swalpa style’. brought up in Mudhol, a village near Bija- pur. He is the third son in a family of five Likes & Loves children and had to drop out of school Rajesh is fond of movies and movie songs. when he reached the ninth grade to help He spends his day listening to the latest support his family. After doing a few odd Kannada music if not watching the latest jobs in Bijapur, he shifted to Bangalore to Kannada movies. He has his own TV placed help his uncle in business. His uncle ran a right opposite his chair for easy and con- small VCD library in Thippasandra. Now, venient TV viewing. Another TV is connected Rajesh has helped grow the business and to a DVD player for customers who want to that one shop has grown into a small chain check a DVD before renting it. of DVD libraries. However, Rajesh still Rajesh watches most new releases on mans the shop in Thippasandra. He is now LOWER MIDDLE CLASS | THIRST FOR MORE DVD as it is convenient. He says ‘Going to a settled and comfortable in Bangalore. cinema hall is expensive.’ But, he likes ac- Though not formally educated, Rajesh tors Surya and Ajith and sometimes goes to has learnt how to use a computer and now a theatre to watch their movies with friends. even prints membership cards for people He sometimes even goes alone. wanting to join his library. Cricket is another passion. So are clothes Rajesh has a few friends in the neigh- and fancy accessories. He is an avid car bourhood and they often meet up at his watcher and wants to buy a car in the future. shop in the evenings to talk, watch cricket He also hopes go to the US at least once. and generally hang out. They even help him Rajesh takes two weeks off every year to deal with customers. visit Bijapur to meet his family. His sec- Rajesh is a bachelor and wants to get ond brother is due to be married soon and married only when he has his own busi- Rajesh is excited because ‘his turn is next’. ness or when he has expanded further.
  2. 2. >> RAJESH PATEL Average Daily Calendar Tech Attitude A typical day starts with breakfast that Rajesh is fond of fancy gadgets but cannot Rajesh cooks himself. He then drives to always afford them. That’s why, he often work on his moped. He opens shop at 9.30 buys gadgets that look like the real thing AM and spends 15 minutes doing puja. Then but are locally assembled or China made. he switches on his TV and starts reading the The TVs in his shop are examples. The regional newspaper that he subscribes to. brand is ‘Sansung’. At around 1.30 PM, Rajesh’s aunt brings Similarly, the mobile phone he uses is a him lunch - usually jowar rotis and vegeta- China made one which he picked up from ble - which he eats at his counter. a dealer in Thippasandra itself. It looks like In the afternoon, he usually receives ship- the ‘iphone’ but isn’t the real thing. He is ments of new videos. He watches almost all okay with it though and feels that technol- the DVDs he recieves and catches one film ogy makes sense only when it is affordable. practically every afternoon. He is an author- Though Rajesh has a mobile, he is fru- LOWER MIDDLE CLASS | THIRST FOR MORE ity on movies and often discusses them with gal when using it and calls his brother in his customers. Bijapur from an STD booth when required. Evenings are the busiest time of the day. Also, he messages his friends rather than That’s when his nephew finishes his school calling them. Rajesh has loaded his mobile and comes to the shop to help. Sometimes, with a lot of the songs he likes and often his friends drop in too and help him handle changes his caller tune to keep up with the customers. After work, he heads for his un- new hit song. cle’s house for a family dinner.After dinner, Rajesh appreciates the efficiency that Rajesh goes home where he listens to the technology allows. Though not formally radio before sleeping. educated, Rajesh has learnt how to use the Rajesh works every day and when needed, computer from his friends and nephew and leaves the shop to his nephew and takes off now maintains a movie and customer data- to see a movie or visit a cyber cafe. base. He says, it’s easy.
  3. 3. >> RAJESH PATEL AVERAGE DAILY CALENDER ACTIVITY Average Daily Calender Chart Working This chart documents Rajesh’s average day. Eating It aims to focus on his keymoments when Travel Sleeping he interacts with technology. These key mo- Self Care ments of interaction with TV, PC and Mobile Reading have been analyzed and detailed in the fol- Cooking lowing pages Pooja Media Affinity Chart SPACE This chart documents Rajesh’s affinity to Workspace technology. It aims to show how much of Home each medium she accesses in a day. Travel Uncles Home Mobile PEOPLE PC Alone Family TV Nephew Customes TECHNOLOGY TV DVD Mobile Radio Computer 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00
  4. 4. >> RAJESH PATEL TELEVISION AFFINITY TV System Programme Guide • Rajesh owns an unbranded ‘Sansung’ television. It • Usually uses his regional news paper to find pro- does not have a remote grams or discovers them through flipping channels. • Has a cable connection and plans to keep it that Reminders way because, “shop is rented” • No options for reminder setting. He could with Favourite Programs mobile but doesn’t. • Movies TV Attitude • Music game/dance shows on Zee Kannada • Passive user of TV. • Live cricket telecasts • Does not have a TV at home and plans to buy one • Sports and News when married Typical Schedule • Would not mind missing his favourite programs if he • News/ Entertainment shows during the day. could go out with friends instead. LOWER MIDDLE CLASS | THIRST FOR MORE • Game shows / Reality shows at night • TV becomes a social rallying point during cricket • If cricket is on, it takes precedence. matches when passersby stop at his shop to catch the score. Otherwise, he generally watches TV alone. Influences • Often channel skips to find interesting programs. • Learns of new shows from customers or through • Responds to his favourite game shows with SMSs channel and programme promos. • Tries to catch shows that people are talking about Peeves or are making news. • Too much advertising with cricket and films. • His nephew gives him reviews of films he ought to • Too many repeats and not enough choices watch Satisfaction Quotient Favorites • Is content with the service and what is available to • No remote/ STB so no saved favorites. him presently. Cannot imagine TV doing more than • Channel Numbers are usually remembered and just showing programs. channels are flipped rigerously to reach faavourites • Would buy a ‘Branded’ TV when he gets married.
  5. 5. >> RAJESH PATEL TELEVISION AFFINITY TV/MUSIC DVD TV TV RADIO 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 IN THE SHOP ALONE - Key Moment 1 UNCLES HOME - Key Moment 2 • 10:00 - 8 :00 PM • 8:00 PM - 9:00 PM • Entertainment value and Information value. • Entertainment Value of TV is dominant. • Solitary activity (Cricket match seen with friends) • Social activity Hardware interaction Hardware interaction • No remote at shop, operates directly from TV • Remote and set top box are present, but Rajesh isn’t in control - uncle is. • Channel surfing: rigorous in the morning and settles down by afternoon • Channel surfing: much lower as usually a fixed programme is watched (up and down button for channel surfing) • When channels are surfed, the Channel Up/Down buttons on the remote are used • Does not own set top box, access only to cable TV: hence no interaction with EPG rather than the EPG Content Access Content Access Information Information • Programs being watched: Kannada news - Udaya News, Suvarna • No channels being watched for information sake, no news Entertainment Entertainment • Programs being watched: ETV Kannada, DD Chandana, Zee Kannada • Programs being watched: ETV Kannada, DD chandana, Zee Kannada • Viewing mostly Movies and Movie related music videos • Viewing mostly Reality TV, Regional talent shows for Singing & Dancing. • New DVD’s are given preference. • Cricket gets prominence if it is being telecast
  6. 6. >> RAJESH PATEL COMPUTER AFFINITY Hardware PC Attitude • Rajesh has a very average second hand computer • Rajesh Patel is not a power user of the computer. with an attached printer. The computer is occas- Though he has one in his shop, it is occassionally sionaly accessed to print new library cards and used. print inventory sheet of DVDs • The computer is not his personal one and belongs to the shop. So, Rajesh treats it merely as a tool Applications Used and does not bother personalising it in any way. • Offline: Microsoft word. • Rajesh is excited by the medium and feels that in • Online: Internet Explorer. This is mainly used in a some way it could take his business further. Only, Cyber Cafe once in a while he doesn’t quite understand how. Typical Schedule • He feels that though he does not have a website, a • Computer is used mainly in the afternoon to enter computer and the internet in some way could help new arrivals and customer rentals. his business. So much so that he prints his email LOWER MIDDLE CLASS | THIRST FOR MORE • About once or twice a week, Rajesh goes to a cyber ID on his business card cafe to check his mail. Peeves Influences • He feels that the computer requires too much pre • Friends and nephew influence usage and attitude knowledge. towards the computer. • He cannot trouble shoot problems • He sometimes finds his attitude moulded by his • Computers are expensive and need knowhow to buy exposure to the medium through media. Satisfaction Quotient Favorites • The average PC in his shop suits its purpose. • Emails - mainly jokes and forwards - from friends • Rajesh would like a personal computer with • South Indian movie reviews, releases and pictures. internet access in his house and is working to- • Adult content when alone in the cyber cafe wards buying one. • Simple card games
  7. 7. >> RAJESH PATEL COMPUTER AFFINITY PC *Occasional Cyber Cafe Visit 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 IN THE SHOP ALONE - Key Moment 1 Cyber Cafe - Key Moment 2 • 4:00PM to 6:30 PM • 4:00PM to 6:30 PM • Solitary activity • Solitary activity Hardware Interaction Hardware Interaction • Rajesh has his computer packed up usually and pulls it out once in a way. He usu- • The computers here are already booted. Rajesh does not have to wait. ally has to rewire it each time. • Computers in the cafe have a few applications installed and Rajesh likes checking • Rajesh’s computer is an old second hand one. He usually waits long periods for it to out what each application is. boot up. He finds nothing wrong as he doesn’t see it happening any other way. Content Access Content Access Information Information • The computer is used to get information and pictures of movies and cast. Rajesh • The computer is used mainly as a tool for information - for categorizing and arrang sometimes makes changes the desktop wallpaper to a picture he likes. ing movie lists and for keeping customer rental records. Communication Communication • Rajesh has a Yahoo mail account which he checks every so often. He mainly re • Rajesh has a Yahoo mail account but, he cannot access it from his shop. Hence, no cieves jokes and forwards from friends which he passes on. he rarely initiates a communication takes place. mail himself Entertainment Entertainment • Rajesh plays one or two games of solitaire when there is a lull in customer activity • Rajesh sometimes checks adult content when he is alone in the cafe.
  8. 8. >> RAJESH PATEL MOBILE AFFINITY Hardware • Uses the speed dial feature to dial his close friends • Rajesh’s mobile is a China made mobile phone • Has Hanuman’s picture as his wallpaper. which he bought from a small time dealer in Thip- • Uses camera to take pictures of friends and identi- pasandra. It is branded Telsda and looks like the I fies their calls thru his pictures. Phone. • Plays games. Applications Used Mobile Attitude • Prepaid Connection - Hutch - Charges every fort- • Mobile is his most prized possession. night • Believes it is absolutely essential • Camera, Music, Organizer, Calender, Watch, Radio • Is proud of his choice of instrument and often Typical Schedule shows it off to friends. • Rajesh keeps his mobile with himself all the time. • Very happy with how little he paid for it. • Is always fidgeting with it. • Would like to get a new mobile and collects the ads LOWER MIDDLE CLASS | THIRST FOR MORE of new handsets that come into the market. Influences • His friends and nephew influence his usage and Peeves attitude towards his mobile. • Good mobile instruments cost too much. • He sometimes finds his attitude moulded by his • Services are very expensive. exposure to the media. • You always have to be alert to get the best deals. Favorites Satisfaction Quotient • Music downloads and FM radio which he listens to • Rajesh is happy with his mobile but also wants a while travelling and at night. new one. • Likes changing his caller tune pretty often - • Says that the mobile has changed his life com- currently its a popular Kannada film song. pletely and is amazed how so much can be packed • Has set different ringtones to identify different into such a small device. numbers.
  9. 9. >> RAJESH PATEL MOBILE AFFINITY MOBILE RADIO 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 IN THE SHOP ALONE - Key Moment 1 • 11:00PM - 6:30 PM • Solitary activity but sometimes also a group activity when listening to music or viewing pictures/ videos. Hardware Interaction • Constantly fidgeting, Rajesh uses almost all the features comfortably. • Rajesh likes his headset and sometimes tries phone calls with the headset on. Content Access Information • Uses clock on mobile to tell time and sets morning alarm. • Uses most features like speed dial etc. Communication • Uses voice call and sms features on a regular basis. These are kept short • Missed calls are a surefire way to save money. Entertainment • Plays games on his mobile. • Listens to music when he’s alone in his shop and also at night before going to sleep • Uses speaker phone to play music.