Case Study:

Impact of Social Class and Stratification on the

Consumer Behavior

Brand: India
Introduction:

India is a country with a diverse population and has a complex social class structure. The
social class system in India has a significant impact on consumer behavior. Social class is
an important determinant of consumer behavior in India, and it influences how people
purchase products and services.

The objective of this case study is to analyze the impact of social class and stratification
on Indian consumer behavior.

Social Class in India:

The Indian social class system is based on four categories: Brahmins, Kshatriyas,
Vaishyas, and Shudras. The Brahmins are the highest social class and are considered the
most intellectual and spiritual people in society. The Kshatriyas are the second-highest
social class and are the warrior class. The Vaishyas are the third-highest social class and
are the merchants and traders. The Shudras are the lowest social class and are the
laborers and servants.

Impact of Social Class on Consumer Behavior:

Social class has a significant impact on consumer behavior in India. People from
different social classes have different attitudes, beliefs, and values, which influence their
purchasing decisions.

Upper Class:

The upper class in India is the most influential and has a significant impact on consumer
behavior. The upper class is characterized by their high-income levels and access to
luxurious goods and services. They have a taste for luxury and high-end products and
are willing to pay a premium for them. Brands are an important factor for the upper
class, and they prefer products from well-known brands.

Middle Class:

The middle class is the largest social class in India and has a significant impact on
consumer behavior. The middle class is characterized by their middle-income levels and
aspirations for a better lifestyle. They are value-conscious and prefer products that offer
value for money. The middle class is brand-conscious, but they are willing to switch
brands if they find a better value proposition.

Lower Class:

The lower class in India has a significant impact on consumer behavior due to their large
population. The lower class is characterized by their low-income levels and limited
access to basic goods and services. They are price-sensitive and prefer products that
offer the best value for money. The lower class is not brand-conscious, and they are
willing to switch brands if they find a better value proposition.

Conclusion:

In conclusion, the social class system in India has a significant impact on consumer
behavior. People from different social classes have different attitudes, beliefs, and
values, which influence their purchasing decisions. The upper class is characterized by
their taste for luxury and high-end products, while the middle class is value-conscious
and brand-conscious. The lower class is price-sensitive and not brand-conscious.
Companies operating in India need to understand the social class system and tailor their
marketing strategies accordingly to target different social classes effectively.
Case Study:

How Titan Watches Tailored Its Marketing

Strategy to Different Social Classes in India
Introduction:

Titan Watches is an Indian watch brand that was launched in 1984 by the Tata Group in
partnership with the Tamil Nadu Industrial Development Corporation. It is the fifth-
largest watch manufacturer in the world and has a significant presence in the Indian
market. Titan Watches' marketing strategy is tailored to different social classes in India,
considering their attitudes, beliefs, and values.

Social Class in India:

India has a complex social class structure that is based on four categories: Brahmins,
Kshatriyas, Vaishyas, and Shudras. The social class system in India influences how people
purchase products and services.

Impact of Social Class on Consumer Behavior:

Social class has a significant impact on consumer behavior in India. People from
different social classes have different attitudes, beliefs, and values, which influence their
purchasing decisions.

Marketing Strategy:

Titan Watches' marketing strategy is tailored to different social classes in India. The
brand's premium range of watches is targeted towards the upper class and the middle
class, who are brand-conscious and value quality and style. The watches are priced
higher, and the brand has collaborations with luxury brands like Montblanc and
Breitling.

Titan Watches' mid-range and entry-level watches are targeted towards the middle class
and lower class, who are value-conscious and price-sensitive. The watches are priced
competitively and come in a variety of styles and designs. Titan Watches has also
expanded its product range to include smartwatches to cater to the growing demand
for technology-enabled watches.
Distribution Strategy:

Titan Watches has a diverse distribution strategy that caters to different social classes in
India. The brand's premium range of watches is sold in exclusive stores and high-end
malls in urban areas, targeting the upper class and middle class. The mid-range and
entry-level watches are sold through multi-brand stores and Titan's own retail stores,
targeting the middle class and lower class.

Conclusion:

In conclusion, Titan Watches' marketing and distribution strategies are tailored to

different social classes in India, considering their attitudes, beliefs, and values. The
brand's premium range of watches is targeted towards the upper class and middle class,
while its mid-range and entry-level watches are targeted towards the middle class and
lower class. Titan Watches' diverse distribution strategy caters to different social classes
in India, making it a popular brand in the Indian market. Companies operating in India
need to understand the social class system and tailor their marketing and distribution
strategies accordingly to target different social classes effectively.