The first insight – “Brand me Affluent! Possessions and Persona Symbolize Affluence,” shows how today’s affluent strive for class, sophistication and confidence and believe that lifestyle and persona are necessary to be an affluent rather than simply material possessions. The second insight is – “Nothing but the best”, which in effect portrays that today’s affluent want the best and the latest. The third insight – “Luxury is having the world at my finger tips first,” where the new Indian affluent wants to acquire everything before any one else. The fourth insight is the “Ethnic Chic” in which the Indian affluent blends the local and global luxuries and wants to have the best of both worlds. And the last one – “You think I’m demanding? Next,” – wherein the Indian affluent wants to seek high quality and noflaw products and services, with minimum or no hassles.
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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