Cultural Symbolism &

an Entrepreneurial brand- Inscape

GROUP 6
K U M A R S H I VA M N E H A KO L I RADHIKA BHADADA SAI SANDEEP YELCHURI
1811132 1811409 1811157 1811295
Objectives
▪ To study the relationship between lifestyle, culture and furniture
▪ Analyze self concept for consumer segments and apply extended self concept to furniture
▪ Understand the impact of cultural dynamics on consumer behavior
▪ Make recommendations for Inscape based on the analysis
Methodology
Category Overview Text and Exhibit Analysis

Lifestyle values(Inner Self) Dominant cultural Rokeach Typology &

dimensions(Ext. Self) Promotion Appeals
Objective

Value Table Analysis Holt’s Analysis

Brand Overview Recommendations

 Category overview
▪ Unorganized market (92.5%) and Market size – Rs 470 billion, CAGR 10%
(Increase in per capita disposable income and spending)
Urban household young Urban unmarried
▪ Furniture is a part of Indian lifestyle as a legacy of the British rule: A status
symbol reflecting one’s wealth, taste and sense of belongingness married couples youth
No children or children <10 Bachelors and
▪ Consumers more brand conscious – Look beyond functional and utilitarian years, couples more spinsters living
aspects to more intangible benefits such as brand image and lifestyle expressive independently
statements Age 27-36 years Age 20-27 years
▪ Post nineties “liberalised era” showcased purchase of “value based” Husband chief earner and
furniture, modern day “aesthetic” furniture and imported furniture wife employed
Entry level jobs to mid level Software professionals
▪ Trickle down effect being experienced in lower income strata of society managers or entry level
executives
▪ Leading players – Nilkamal, Godrej & Boyce, Bombay Dyeing & Co., Durian
Industries, Hindware Home Retail, Furniturewalla (IKEA and Muji looking to Income USD 6,500-20,000 USD 5,000-11,000 per
enter the market) per annum annum

▪ Furniture buying is a ritual for Indian parents during daughter’s marriage,

symbolising love.
Inscape (Brand) overview
▪Inscape provides high quality customized furniture
▪ Products included bed frames, dining set furniture, living room
sofa, TV stands, kids’ be, kitchen cabinet, computer tables,
chairs, file cabinets, reception sofas
▪ 2 retail outlets in Bangalore
▪Turnover INR 75 lacs
▪Opportunity to build the brand in the highly unorganized
market with limited budget for promotional activities

Kannada language
(Regional culture symbol)
 Urban Married Urban Unmarried
SCHEMATIC Youth Youth

Lifestyle Cultural
Statements Dimensions
(Ex. 3,4) (Ex. 1,2)

•Innovation
•Need for affiliation
•Group emphasis •Consumption as
•Social orientation Relevant Values Relevant Consumption Integration
•Forward looking identified Metaphors identified •Consumption as
•Utilitarian Classification
•non thrifty
•Individualism

Mapped to develop
marketing strategy
Self-Concept: Married Segment
Statements Average Value Associated
I don't hesitate to spend money on good furniture as it is a long-term
4.27 Non-Thriftiness, Utilitarianism
investment
I enjoy reading books and magazines 4.27 Social Orientation, Individualism

I regularly access social media platforms such as Facebook and twitter 3.87 Need For Affiliation, Group Emphasis

I like buying superior quality furniture that will last for many years 3.8 Utilitarianism

Social Orientation, Seeking Prosperity, Forward

I like to own tech savvy products and keep myself updated with latest tech 3.73
Looking

I like to try different cusines and restaurants regularly 3.6 Innovation

Watching a movie in theatre and eating out later with friends is my idea of fun 3.53 Need For Affiliation , Group Emphasis

I keep flower pots to make my living room attractive 3.53 Seeking Prosperity, Emotional DM,

I regularly follow sports seasons such as premier league, cricket or tennis 3.47 Need For Affiliation, Individualism

I regularly invite my friends and relations home 3.47 Need For Affiliation, Group Emphasis, Family Bonding

I buy paintings and other wall hangings to decorate my living room 3.47 Social Orientation, Seeking Prosperity
Self-Concept: Unmarried Segment

Statements Average Value Associated

I don't hesitate to spend money on good furniture as it is a long-term
4.25 Non-Thriftiness, Utilitarianism
investment
I regularly access social media platforms such as Facebook and Need For Affiliation, Group
4.25
twitter Emphasis

I like buying superior quality furniture that will last for many years 4.25 Utilitarianism

Watching a movie in theatre and eating out later with friends is my Need For Affiliation , Group
3.95
idea of fun Emphasis

I love to hang chandeliers and colorful lightings in my living room 3.75 Seeking Prosperity, Emotional DM,

I regularly follow sports seasons such as premier league, cricket or

3.65 Need For Affiliation, Individualism
tennis

I like to try different cusines and restaurants regularly 3.55 Innovation

 Dominant Values Identified
Value Un Married Married
Innovation
Need For Affiliation
Group Emphasis Most dominant values are same across both the
customer segments except Emotional Decision
Social Orientation
making and Family bonding which are dominant
Seeking Prosperity only in Married segment.
Forward Looking
Utilitarian
Non Thriftiness
Individualism
Emotional decision making
Family Bonding
Extended Self
Consumer’s possessions confirm or extend their self images

Symbolic extended self: The choice of furniture within a residence traditionally used to impress
others apart from serving functional purposes
1. Expression of taste:
(a) Type of drawing hall furniture (traditional, contemporary, modern, do-it-yourselves,
artefacts, ancient collections etc.) indicates consumer’s choice
(b) Middle-of-the-road approach: Consumers usually took a middle ground reflect their choice of
traditional versus contemporary furniture. Choice of furniture was influenced by both Indian and
western cultures (acculturation)
2. Material success (Economic/ social status): Consumers expressed themselves through
furniture to enhance their standing in comparison with others
3. Sense of achievement(Aspirational Product): People upgraded their furniture when the
income increased, indicating their promotion/progress
 How Consumers consume:

1. Consuming as Experience:-

Holts Analysis Subjective, Emotional reaction to consumption Object (Experiential,

Hedonic, Aesthetic, Autotelic and subjective dimensions of consuming)
2. Consuming as Integration:-

for Cultural Consumers integrate self and object, thereby allowing themselves to
access to object’s symbolic properties

Dimensions 3. Consuming as Classification:-

Consumption objects (viewed as vessel of cultural and personal meaning)
are used to classify the consumers
4. Consuming as Play:-
Using consumption object as resources to interact with fellow consumers
SNo Dimension Mean Metaphor
1 Visual Hedonism 4.2 Experience
2 Complementing One's lifestyle items 4 Integration Married Segment
3 Expression of taste 3.829 Play

4 Loveable Possessions 3.614 Experience Purpose

5 Symbol of accomplishment 3.529 Integration Autotelic Instrumental
6 Sense of belongingness 3.514 Classification
Experience Integration
7 Preference towards ready-to-assemble furniture 3.393 Integration
2 5 7

Object
8 Traditional Vs Contemporary view 3.271 Classification 1 4
9 Reference group association/aspiration 3.221 Classification 11
10
15 16
10 Materialism 3.2 Integration

Structure
13
11 Symbolizing as a memorable gift 3.129 Integration 12 14

12 Symbol of social status 3.129 Integration

13 Symbol of foreignness/COO effect 3.1 Integration

6 9
3

Interpersonal
14 Self-identity 3.1 Integration 17
15 Shopping Pleasures associated 2.95 Experience 18

16 Nostalgia 2.9 Experience

8 19
17 Expression of fashion trends 2.771 Play

18 One-Upmanship over friends and colleagues 2.729 Classification Play Classification

19 Changing of professional roles 2.171 Classification
S No Dimension Mean Metaphor
1 Visual Hedonism 4.271 Experience
2 Symbol of accomplishment 3.829 Integration
Unmarried Segment
3 Complementing One's lifestyle items 3.814 Integration
Purpose
4 Expression of taste 3.8 Play
5 Symbolizing as a memorable gift 3.629 Integration
Autotelic Instrumental
6 Loveable Possessions 3.614 Experience Experience Integration
7 Reference group association/aspiration 3.486 Classification
1 6 2 3 5

Object
8 Expression of fashion trends 3.457 Play
9 Materialism 3.443 Integration
15 9 10 12
10 Preference towards ready-to-assemble furniture 3.436 Integration

Structure
11 Sense of belongingness 3.357 Classification 14 16

12 Symbol of foreignness/COO effect 3.343 Integration

13 One-Upmanship over friends and colleagues 3.271 Classification

Interpersonal
7 11
14 Self-identity 3.214 Integration 4 8
15 Shopping Pleasures associated 3.207 Experience 13
16 Symbol of social status 3.2 Integration
17 Traditional Vs Contemporary view 2.971 Classification
18 Nostalgia 2.9 Experience Play Classification
19 Changing of professional roles 2.443 Classification
Linking values with Consumption Metaphors
Consumption as Integration Consumption as Classification
Social orientation- Choosing a lifestyle that reflects one’s Need for Affiliation- A sense of belongingness with
personality others
Seeking prosperity- Desire to acquire materialistic Group emphasis- A tendency to be in groups both for
possession as a way of living formal and informal gatherings
Individualism- Desire to be identified as an individual Utilitarianism- Buying products that have sheer utility
value
Non thrifty wrt long term value- desire to save money by
being price sensitive
Innovation- Experimenting with brands and products
Forward Looking- Futuristic orientation of the individual

Individualism-conformity paradox
 I don't hesitate to spend money on good furniture as it is a long-term investment 4.27
I enjoy reading books and magazines 4.27
I regularly access social media platforms such as facebook and twitter 3.87
I like buying superior quality furniture that will last for many years 3.8
I like to own tech savvy products and keep myself updated with latest tech 3.73 Rokeach Value
I like to try different cusines and restaurants regularly 3.6

Watching a movie in theatre and eating out later with friends is my idea of fun 3.53
Survey:
I keep flower pots to make my living room attractive 3.53 Married
I regularly follow sports seasons such as premier league, cricket or tennis 3.47
I regularly invite my friends and relations home 3.47 Segment
I buy paintings and other wall hangings to decorate my living room 3.47
When I find good furniture store, I often tell my friends about it 3.27
I regularly arrange the items in my living room to make it attractive and keep up with latest trends 3.27
I have a keen interest in cars and keep myself updated with latest news on diff brands 3.27

I love to hang chandeliers and colorful lightings in my living room 3.2 Instrumental &
I regularly change curtains and floor carpets to improve aesthetics of my living room 3.13 Competence value
I play an outdoor sport/exercise regularly 3.13
Terminal &
I like to buy traditional furniture over modern and trendy furniture models 3.13
Personal Value
If I like furniture brand, I rarely switch from it just to try something different 3.07
 I don't hesitate to spend money on good furniture as it is a long-term investment 4.25

I regularly access social media platforms such as facebook and twitter 4.25

I like buying superior quality furniture that will last for many years 4.25

Watching a movie in theatre and eating out later with friends is my idea of fun 3.95
Rokeach Value
3.75
I love to hang chandeliers and colorful lightings in my living room
3.65
Survey:
I regularly follow sports seasons such as premier league, cricket or tennis

I like to try different cusines and restaurants regularly 3.55 Unmarried

I enjoy reading books and magazines 3.35

3.3
Segment
I like to own tech savvy products and keep myself updated with latest tech

I regularly change curtains and floor carpets to improve aesthetics of my living room 3.3

If I like furniture brand, I rarely switch from it just to try something different 3.25
I like to keep traditional artifacts which symbolize our cultural heritage and showcase them in my
3.21
living room

3.15 Instrumental &

I regularly invite my friends and relations home Competence value
I keep flower pots to make my living room attractive 3.1

I play an outdoor sport/exercise regularly 3.1 Terminal &

Personal Value
When I find good furniture store, I often tell my friends about it 3.05
Rokeach Typology and Promotional appeals
Terminal Values

Personal Social

Competence
Promotional messages
should reflect Promotional messages
consumers’ sense of should show helping
Instrumental Values

accomplishment, self- others and the role of

respect and striving one’s skill in doing so
for a comfortable life,
and independence
Moral

Promotional messages Promotional messages

should stress concern should stress
for societal issues and conformity, caring for
intense conviction to others and social
advance such causes consciousness
 Recommendations
▪ Promotional messages should reflect consumers’ sense of accomplishment, self-respect and striving
for a comfortable life, and independence – Rokeach’s Inference.
▪ In both Married and Unmarried segments, Consumption as Integration is the dominant
consumption metaphor to be leveraged.
▪ There are 6 major lifestyle values (Self concepts) associated to ‘Consumption as Integration’ that
must be used to plan a marketing strategy.
▪ For targeting the married youth consumer segment, the brand could focus on 2 additional values
(‘Emotional decision making’ and ‘Family bonding’) in its promotion.
Thank You
 Experience
Subjective emotional Reactions
Making sense of something
Getting Info about something
Making value judgements
Reorienting self-concept so that it aligns with
Reacting emotionally
Doing analysis
Making connection with relevant facts
Assigning meaning and value
Rules and conventions
Inferences from Facts
Judgement
Comparison with others/estd
framework/reference
Holistic, short term feelings
Excitement & Awe
Anger, disappointment, frustration
Aesthetic(Sensory)
Humor & irony
Ambiance
Integration
Objects as resources to interact with fellow
Acquisition and Manipulate meanings
Part of their identity
Symbolic use of an object
Draw ext. objects into one’s self-concept
defined identity
Making it a natural way of thinking
Assimilating- Watching, playing, reading,
talking
Thinking like
Feeling like
Acting like
Looking like
Involving, Predicting and Bonding
Imaginary feel that they are controlling
Insider feeling to act
Reciprocation from brand
Personalizing/Customizing
Staying out of the crowd
Relate to own experiences
Play Classification
Possession and social display
consumers
Where consumers use objects to classify that from
Discusses with others regarding object
relevant others
Consumption object is necessary Build affiliation
Sharing mutually felt experiences with
Enhance distinction from non-users
others
Use exp. Practices to entertain others Fan clubs
Mutual experiences Show off/display
Demonstrating association with these objects to
Collective sharing
self/others
One’s reaction/feeling influencing others Clothing, Souvenirs -Adds credibility
Rising levels of emotional intensity as
Storytelling
group
Use experiences or insights to entertain Manner in which they exp the obj rather than
each other mere association
How one interacts with object
Expressing taste
Actions while consuming
How you respond to obj in diff situations