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.
Activities

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.

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