Middle Class - kentrix

middle class

LSI (Urban) 03 – ASPIRING URBAN MIDDLE CLASS

“We are here and want it now”

Aspiring Middle Class; value seekers; educational background: University degrees, dominant.

Benchmarking with the next above; desire a predictable life; spending mid-range budgets on consumer goods and leisure time activities.

Want to buy cheap, but not feel cheap; ready to change for a new attractive offer.

Younger members spend and indulge in their present wellbeing.

Opinions
Business / Economics	Going with the flow, not desire to change as long as own position remains strong
Politics / Future	Going with the flow, not desire to change as long as own position remains strong
Themselves	Going with the flow, not desire to change as long as own position remains strong
Social Issues / Culture	Cultural rituals are shadows of the past, which are executed among community and family, own strong believe in them are decreasing

Activities
Work	Holding expert positions in reputed companies, seeing themselves among peers on a satisfying plateau of achievements. Holding in many cases responsible leadership positions for teams
Hobbies	Sports, All sorts of activates – no special emphasis on culture / art
Social Events	Mainly going-out with “buddies”, dining-out at value for money, Brand-promotion events
Vacation	Domestic holidays in clubs, hotels to accommodate their groups of peers, saves to go once in a while to an international destination, on packaged trips.
Entertainment	The full fledged variety of leisure time offerings, which are not exquisite and not to costly: regular movie theatre / fun parks visits, sports bars, theme restaurants / bars
Club Membership	The full fledged variety of leisure time offerings, which are not exquisite and not to costly: regular movie theatre / fun parks visits, sports bars, theme restaurants / bars
Community	The full fledged variety of leisure time offerings, which are not exquisite and not to costly: regular movie theatre / fun parks visits, sports bars, theme restaurants / bars
Shopping	Looking out for deals, aware of foreign brands but not willing to ‘trade’ a special average brand with a more costly individual item buy. Mainly oriented towards reward memberships brands. Heavy online- buyers.
Sports	Reasonable priced activities: gym. Outdoor activities among groups
Mobility	Often one car per household, “just the right level of comfort” for the least price, trusting various national strong brands (strong EMI affinity)

Interests
Home	Gathering proudly electronic entertainment equipment. Functional and trendy gadgets, accessories.
Job	Depending strongly on its pay-out, avoiding any risk to loose achieved status. Less entrepreneurship spirit / courage for change.
Community	Aiming at establishing a strong position, being friends with all
Recreation	Majority not looking at health conscious treatments, detoxifications, body conscious health treatments. Feels recharged through just resting, taking a break.
Healthcare typology	The Anxious: Traditional medicine, ‘Medium’ knowledge about medical issues, No orientation for preventive healthcare
Fashion	Flashy, trendy, trying to be always up-to-date. Middle class price ranges and brands
Food	Trusted traditional Indian, modern Fast Food, exploring other cuisines in mid-priced going-out possibilities / food items. Not really deep-diving into quality compared to price
Media	Latest news on purchase items / consumer goods. Keeping informed about international trends and how to replicate them at home
Achievements	Measured in the volume and pleasure of consumption

LSI (Urban) 04 – CONSERVATIVE URBAN MIDDLE CLASS

“Don’t take risks and cherish what you have”

Focusing on safeguarding their achievements.

Seeking a pleasant and sheltered life without risks and extremes. Eager on social relations with their community and neighbourhood society.

Celebrating festivals with great enthusiasm. Predominantly mainstream Indian college education. Typically upper-class salaried jobs. Critically comparing prices and services.

National brands and values meet their spending consciousness.

Opinions
Business / Economics	Less knowledge of the global ecosystem, basic insights on national level, but interested to develop knowledge
Politics / Future	Basic insights on national level, but interested to develop knowledge
Themselves	Believe in their strengths, sometimes too much with regards to financial commitments
Social Issues / Culture	Fall back on cultural rituals comfortably, which are executed among community and family

Activities
Work	Expert position, i.e. less overall responsibility but reputed worker in own specific field of skills
Hobbies	Group-oriented, strong value for money thinking at very basic expectation level, hunting special offers
Social Events	Flashy, modern trendy places, ready to host masses
Vacation	National, special offer oriented, medium quality (3 stars) reasonable travelling (group transport)
Entertainment	Likes a lot group oriented fortnightly going-outs to fun-spots, else a movie and fun food dining out
Club Membership	Not really available through him/her-self, perhaps through family
Community	Giving full attention, maintaining regular meets – stays connected with his peers only
Shopping	Brands / pricing for the up-coming Indian middle class, no established interest to purchase foreign brand item at respective higher cost, if an “Indian” solution can be found at lower cost. Enjoy online buying with a strong discount
Sports	Sport activities as leisure time pleasure
Mobility	If a car possessed, rather a reasonable hatchback / small sedan. EMI taken

Interests
Home	Space is at time an issue, slowly individual items are replaced by modern, functional, very mid-priced large furniture brands, yet no strong emphasis on electronic equipment possible
Job	First breather felt, after achieving this level, carefully to avoid disturbance of the new achieved wealth, diffident behavior
Community	Regular and without any doubt strong part and felt benchmark in life
Recreation	Outdoor space to execute group activities
Healthcare typology	The Anxious: Traditional medicine, ‘Medium’ knowledge about medical issues, No orientation for preventive healthcare
Fashion	Flashy, trendy, trying to be always up-to-date. Middle class price ranges, yet still “one of a kind” holder
Food	Trusted traditional Indian, modern Fast Food, exploring other cuisines in mid-priced going-out possibilities / food items. Not really deep-diving into quality compared to price
Media	Curious in lifestyle trend magazines, not specific hobby magazines
Achievements	Interested to secure and defend his newly achieved wealth

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