2.

What are the differences with regard to

cultural values across social classes
 Middle Class Consumers: Upper Class Consumers:
Values Fairness Cream Hair Oil Users Average Values Fairness Hair Oil Average
Users Cream Users Users

Cooperation 9.186 7.968 8.577 Respect for work 8.574 6.417 7.4955
Individualism 8.700 8.376 8.538 Gifting trends 7.479 6.525 7.002
Self- esteem 8.288 9.148 8.718 Innovativeness 7.241 6.380 6.8105
Respect for work 8.250 9.359 8.8045 Cooperation 7.217 6.384 6.8005
Gifting trends 7.645 7.524 7.5845 Power Distance 6.061 7.331 6.696
Family bonding 6.860 7.620 7.24 Conservatism 5.132 7.301 6.2165
Group emphasis 6.662 7.525 7.0935 Utilitarianism 6.274 8.029 7.1515

Average is taken based on the values of hair oil and fairness cream both. For Middle Class, we have considered average values
above 8 and for Upper Class, we have considered values above 7.
The values highlighted in red are the dominant values as the total average is above our base value. We will be putting our
recommendations forward on the basis of above values.
 Middle class is still more bonded to the traditional values and
hence they value family bonding and believe in cooperation.

Middle Celebrity endorsed ads have more impact on middle class people
since they aspire to be like them attractive and successful
They are moving towards more individualistic behavior and self

class esteem as they are progressing with improved life-style and career
growth
They have immense respect for hard work and believes in
rewarding those who does hard work

Western values have influenced the upper class and also their
rising income has given them the power to fulfil their wishes
Upper They wish to derive maximum benefit out of their purchases
(Utilitarianism)
They believe in spending lavishly in order to maintain their prestige
class and status in society (other people)
Although thriftiness can be expected from middle class but based
on data, we can conclude that upper class shows more thriftiness
3) Are there implications of these
value differences on the product
categories
Upper Middle
Class Brand Conscious Class Self-esteem

Innovative Independence

Conservative Individualism
 Implications of value differences on the product categories

In Fairness cream category, The rating for Utilitarianism is

Despite the presence of a low
Individualism is more for Middle high across categories, implying
rating for Personal grooming,
class consumers and hence that the categories must
these products continue to do
fairness creams are targeted at emphasise on functional
well
them benefits

There is also a vast difference in

In Hair Oil category,
scores of Self Esteem ( 9.1 vs
Conservatism is much higher for
6.6), implying that the upper
Upper class consumers ( 7.3 vs
class consumers are more
4.9), implying that oils targeted
susceptible to positive
at them must contain some
reinforcements, considering
element of tradition
lower self-esteem