Neo Middle Class: Emerging Consumer Insights by Kentrix

neo-middle class

LSI (Urban) 05- SUCCESSFUL URBAN RUNNERS-UP

“Education is the ticket to a better future”

Born from lesser-educated parents; striving to reach higher education levels.

Ambitious to be successful in life; seeking a comfortable; stable life; focussing on next level professional options away from regular blue-collar jobs.

‘Buy Indian’, preferring national brands and technology; thrifty in details.

Younger members spend and indulge in their present wellbeing.

Opinions
Business / Economics	Can connect to local issues, no opinion/view on global relations
Politics / Future	Can connect to local issues, no opinion/view on global relations
Themselves	Are happy to enjoy life more than older family generations and feel committed to share everything with the financial more tight family generation
Social Issues / Culture	Group Decision-making, the individual is yet struggling to get through

Activities
Work	Group Decision-making, the individual is yet struggling to get through
Hobbies	Exploring with the world wide web, enjoying with a focused view social media
Social Events	Community focused
Vacation	National, cost conscious
Entertainment	Cost conscious going-out and rewarding oneself for the hard work: local movie theatre, cheaper dinning-outs
Club Membership	Family based, if available
Community	Strong Family included social network
Shopping	Cheap by cost but looking trendy clothing, trusted products that are cheap and fulfill their purpose
Sports	Maximum in public spaces, preferred in group activities
Mobility	Public transport, perhaps a two wheeler

Interests
Home	Keeping it in order means to possess rather brand unconscious functional items
Job	Change and Continuity – trying to steer proactive
Community	Source of friends, relation-ships, with people known since a long time
Recreation	Public spaces
Healthcare typology	The Carefree: Average and above education and income, Low consciousness on health risks, No interest for preventive health care (no gym, no yoga)
Fashion	Interested in western oriented modern looks, able to buy cheaper items (sometimes copies)
Food	Yet not able to maintain a continuous exposure to various cuisines, well-planned expenditure on special meals / food items
Media	Daily mass media, not very challenging
Achievements	So far so good, looking out for more, trying to push, yet feeling at times bound (family, traditions, etc.)

LSI (Urban) 06 - UPCOMMING URBAN CLIMBERS

“Completing this upgrade course will make my life better”

Ambitious to ascend from their current, skilled worker level.

Focussing on ambitious goals, although missing the knowledge and skills to pursue them in a systematic way. Closing their eyes to the “confusing” wider/global world.

Pragmatic and basic need driven consumer behaviour.

Typically going for ‘quick fix’ services and products, functional and local focus.

Opinions
Business / Economics	No distinct opinion
Politics / Future	No distinct opinion
Themselves	Hoping to maintain the standard
Social Issues / Culture	Rules to be followed

Activities
Work	Worker job, many times undergraduate just-about-office jobber.
Hobbies	Spending as much as they can, sometimes more than reasonably could, on easy going-out (cafés, cinemas etc.)
Social Events	Discount events, events within the community
Vacation	Public transport travel oriented low budget stays
Entertainment	Financially obliged to consider mass events; fairs, etc.
Club Membership	No culture
Community	Almost their boundaries, work-life / personal decision strongly influenced by community and family members
Shopping	Once in a while financially able to buy one selves a cheap ‘version’ of the preferred consumer good
Sports	Occasionally in public places
Mobility	Bikes, Public Transport

Interests
Home	Functional for all family members, no special comfort
Job	Doing what to be assigned / told, thinking about the own inputs but not comfortable to live them
Community	Benchmarks
Recreation	Public spaces
Healthcare typology	The Carefree: Average and above education and income, Low consciousness on health risks, No interest for preventive health care (no gym, no yoga)
Fashion	More traditional style than western oriented, although conscious about the way of clothing. Once in a while financially able to buy one selves a cheap ‘ version’ of the preferred consumer good
Food	National, maximum with peer friends a trying-out low budget multi-cuisine (convenience restaurants)
Media	Daily mass media, not very challenging
Local newspaper	To be there for all other family members and never leave them

LSI (Urban) 07 -STRUGGLING URBAN CLIMBERS

“The Day is my Life”

Typical Day Workers and Labourers. Skilled, but always in search of daily work.

Dominantly illiterate.

Family and community are the most important ‘back-up’ in life. Focusing their activities on short-term benefits for themselves and their family.

Buying decisions on any service or product are solely driven by daily needs and ‘functionality’ at lowest possible costs.

Opinions
Business / Economics	Dissatisfaction projected from wish to change own life
Politics / Future	Dissatisfaction projected from wish to change own life
Themselves	Dissatisfaction projected from wish to change own life
Social Issues / Culture	Traditions in low budget execution

Activities
Work	Workers, low office positions, one under many
Hobbies	No distinct other occupation besides work and family
Social Events	Family oriented
Vacation	National, Public transport, days rather than weeks
Entertainment	Once in awhile cinema theatres / convenience dinning-out
Club Membership	No
Community	Benchmark
Shopping	With an perception of value for money, always low budget oriented
Sports	Occasionally in public space
Mobility	Public Transport, bikes

Interests
Home	Functional, not extras
Job	To survive, many want to change their situation, but cannot realize, how
Community	Benchmark and Rules
Recreation	Public Space
Healthcare typology	The Careless: Crossing various education and income groups, Optimal physical constitution, little care about health issues
Fashion	Reasonable, functional, not much trendy
Food	Quantity more than Quality conscious
Media	Local Media
Local newspaper	Keeping both feet on the ground

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