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Wordcount: 2107
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targeting new consumers- in a developing economy
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Targeting new consumers
MARKETERS in India have traditionally focused their attention and marketing effort on the higher socioeconomic classes (otherwise called SEC A&B). Both they and their advertising agencies have found these segments easier to understand and identify with. It has been believed that they are more easily targeted through the traditional mass media. The language and tone of voice used to communicate with this segment has a more familiar and comfortable ring to it.
This article examines the changes in the demographic profile, media habits and penetration of certain products, and suggests that it is now perhaps time to examine the relevance of mid and low socioeconomic classes ( SEC C, D&E) who, over the last decade, have
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