Cultural Symbolism and an

Entrepreneurial Brand- The Indian

Context
 Background

2
Inscape: The
▸ Established in 1998 in Bangalore
▸ Focused on providing high quality furniture
▸ Turnover of 7.5 million as of November 2014
▸ Indian furniture market- Organized and Unorganized sectors
Furniture
Shoppe
▸ Limited budget for promotional activities
▸ Target segment was urban middle-class
▸ Cultural Symbolism as key to gain insights into Consumer
Behaviour
▸ Shift of India’s consumer segments from the pyramid structure
to diamond structure
▸ Big chunk of middle-class consumers classified into Aspirers,
Seekers and Strivers
 ▸ Product categories and brands formed part of consumer’s

3
Consumer
▸
self-defining process
Consumers are likely to select brands that are in
congruence with their personality and that enhance their
self-image
evolving ▸ Consumers expresses themselves through their possessions
means of ▸ Choice of furniture and furnishings were made to impress
Self- others apart from their utilitarian aspects
Expression
▸ Indian consumers showed various preferences – traditional,
contemporary, modern, DIY, artefacts, ancient collections
etc.,
 Time phases based on cultural meanings associated with

4
Indian
furniture
▸
▸
▸
The post-independence phase
The Era of Cinematic Influence
The liberalized era
Context

Cultural associations- Tradition and contemporariness, Sensory

pleasures associated with visual hedonism, status symbol
 ▸ Furniture retailing sector reached 470 million by 2012

5
Furniture
▸
▸
▸
CAGR – 10%
Dominated by unorganized sector (92.5%)
Branded furniture slowly being preferred

Industry in
▸ Organized market dominated by Nilkamal, Gogrej&
Boyce, Bombay Dyeing &Co, Hindware, Furniturewalla
India
etc.,
▸ Global reputed furniture retailers like IKEA and Muji
planned entry into Indian market
 ▸

6
Urban Married Segment
▸ Urban Independent Youth

Segmentation
▸ Literature Survey – Analysis od existing literature on
lifestyle, culture and consumption
▸ Questionnaire developed for each segment
▸ Separate survey to capture hobbies, shopping behaviour,
involvement level, reference group associations etc.,
▸ Dominant and Dormant cultural dimensions identified
 1. How can values be extracted from the case

7 data ?

 Values Identified:

• Social Recognition (I)

• Self fulfilment (T)
• Sense of Accomplishment (I)
• Relationships with others (T)
• Curiosity (T)
• Sense of Belonging (I)

 Terminal and Instrumental Values

8 Unmarried Segment
Most Important

Self- fulfilment
Relatively less
important
Sense of Belonging
Least Important

Sense of
accomplishment

Social Recognition Relationships with others

Curiosity
 Married Segment
9 Most Important Relatively less
important
Least Important

Social Recognition Sense of Curiosity

Accomplishment
Sense of belonging Self fulfilment

Relationship with others

 ▸ Here you have a list of items
10
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11
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Is the color of milk
and fresh snow, the
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ALSO SPLIT the combination of darkest color, the
YOUR
CONTENT all the colors of the result of the
visible spectrum. absence of or
complete absorption
of light.
 Yellow Blue Red

13
IN TWO OR
Is the color of
gold, butter and
ripe lemons. In the
spectrum of
Is the colour of the
clear sky and the
deep sea. It is
located between
Is the color of
blood, and
because of this it
has historically
THREE visible light, yellow violet and green been associated
COLUMNS is found between on the optical with sacrifice,
green and orange. spectrum. danger and
courage.
14
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 Example text.

17
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OR Example text.
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18
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Orange 5 24 16
19
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20

89,526,124
Whoa! That’s a big number, aren’t you proud?
21 89,526,124$
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185,244 users
And a lot of users

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23
Yellow
Is the color of gold, butter
and ripe lemons. In the
spectrum of visible light,
yellow is found between
green and orange.
LET’S
REVIEW
SOME
Yellow
CONCEPTS
Is the color of gold, butter
and ripe lemons. In the
spectrum of visible light,
yellow is found between
green and orange.
Blue Red
Is the colour of the clear Is the color of blood, and
sky and the deep sea. It because of this it has
is located between violet historically been
and green on the optical associated with sacrifice,
spectrum. danger and courage.
Blue Red
Is the colour of the clear Is the color of blood, and
sky and the deep sea. It because of this it has
is located between violet historically been
and green on the optical associated with sacrifice,
spectrum. danger and courage.
24

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