Judging Consumption
'When we try to understand the motivations of the Indian consumer, we realise that he is pulled in two directions and trying to satisfy seemingly conflicting motivations; his traditional Indian values are pulling him towards a safer, controlled outlook towards spending and life in general, while the other part of him is embracing consumerist and western values, of wanting MORE! So, while he is comfortable more with the fresh and homegrown, he needs convenience to meet his current lifestyle; while he talks the fashionable language of today's health aficionados, he actually gives in to his real desire for indulgences; and finally, while he wants to splurge on new experiences and products, he has not lost his traditional cautious thrifty behaviour.
He embraces money as a virtue but he knows that real value is knowledge, discernment and experiences that are worthy. He lives in an age of multi-income households, growing disposable incomes and easy finance schemes while maintaining that value is an intrinsic quality that betters the self.'
Punita Lal almost makes out the Indian consumer to be a one who's akin to an enlightened guru. The tragedy is there aren't any enlightened gurus around and if you think there's one you know, marvel at his marketing genius. Not at his enlightenment. Plus call seriously into question, your ability to judge.
What's problematic to me is the description of a western consumer (almost) as one who's the thrifty idiot and the Indian as the enlightened restrained one. Lets get two things straight.
One, much of what we are 's got to do with the circumstances of our past and our present. If I am cautious as a consumer, that's because that caution betters my personal future. Especially since my past and my present contexts can't afford a wayward lifestyle. Without any social security, with a hangover of a bankrupt socialist past that saw the government being the biggest job-giver, I am not easily prone to taking consumer risks. I'll keep my purchases driven by functional evaluations, and all the more because I save, and so the income I have in hand to spend gets even lesser.
Its not that the westerner is a wayward idiot. His wayward consumption's a result of higher incomes, cheaper products and greater social security. Just so you know, even the Westerner is turning cautious with his consumption. And for heaven's sake, don't call that 'turning an Indian'.
Two, the most important people to us are we ourselves. When we consume, we try and maximise our own payoffs. When Punita says, 'He embraces money as a virtue but he knows that real value is knowledge, discernment and experiences that are worthy. He lives in an age of multi-income households, growing disposable incomes and easy finance schemes while maintaining that value is an intrinsic quality that betters the self', I haven't a foggiest idea what she means. For example, what's 'experiences that are worthy?' Tell you the truth, when any consumer engages in a consumption act, that's because he thinks its a worthy act. Note what I said, 'He thinks'. You and I may not. But it isn't about us. Its about him. Its worthy enough for him.
Let me illustrate. The rich kid born with a golden spoon in his mouth buys the Nike sneaker at full premium prices. Then he walks down Brigade road as if he owns it. Am I thinking, that's so dumb? Oh yeah. Does he care what I think? Far from it. Does he think (that's if he can) his consumption act's a worthy one? You bet! Me? Isn't it obvious?
The long and short of what I am trying to say is that, its not just an Indian consumer who's seeking experiences that are 'worthy'. Its every consumer. Everywhere. Its just that it may not seem so to the one who isn't engaging in the act. The Indian consumer may not necessarily do what his western counterpart's doing. That doesn't make him any smarter. Vice-versa too. It just makes them different in the way they look at what's worth it. Are both justified in what they do?
Of course.
He embraces money as a virtue but he knows that real value is knowledge, discernment and experiences that are worthy. He lives in an age of multi-income households, growing disposable incomes and easy finance schemes while maintaining that value is an intrinsic quality that betters the self.'
Punita Lal almost makes out the Indian consumer to be a one who's akin to an enlightened guru. The tragedy is there aren't any enlightened gurus around and if you think there's one you know, marvel at his marketing genius. Not at his enlightenment. Plus call seriously into question, your ability to judge.
What's problematic to me is the description of a western consumer (almost) as one who's the thrifty idiot and the Indian as the enlightened restrained one. Lets get two things straight.
One, much of what we are 's got to do with the circumstances of our past and our present. If I am cautious as a consumer, that's because that caution betters my personal future. Especially since my past and my present contexts can't afford a wayward lifestyle. Without any social security, with a hangover of a bankrupt socialist past that saw the government being the biggest job-giver, I am not easily prone to taking consumer risks. I'll keep my purchases driven by functional evaluations, and all the more because I save, and so the income I have in hand to spend gets even lesser.
Its not that the westerner is a wayward idiot. His wayward consumption's a result of higher incomes, cheaper products and greater social security. Just so you know, even the Westerner is turning cautious with his consumption. And for heaven's sake, don't call that 'turning an Indian'.
Two, the most important people to us are we ourselves. When we consume, we try and maximise our own payoffs. When Punita says, 'He embraces money as a virtue but he knows that real value is knowledge, discernment and experiences that are worthy. He lives in an age of multi-income households, growing disposable incomes and easy finance schemes while maintaining that value is an intrinsic quality that betters the self', I haven't a foggiest idea what she means. For example, what's 'experiences that are worthy?' Tell you the truth, when any consumer engages in a consumption act, that's because he thinks its a worthy act. Note what I said, 'He thinks'. You and I may not. But it isn't about us. Its about him. Its worthy enough for him.
Let me illustrate. The rich kid born with a golden spoon in his mouth buys the Nike sneaker at full premium prices. Then he walks down Brigade road as if he owns it. Am I thinking, that's so dumb? Oh yeah. Does he care what I think? Far from it. Does he think (that's if he can) his consumption act's a worthy one? You bet! Me? Isn't it obvious?
The long and short of what I am trying to say is that, its not just an Indian consumer who's seeking experiences that are 'worthy'. Its every consumer. Everywhere. Its just that it may not seem so to the one who isn't engaging in the act. The Indian consumer may not necessarily do what his western counterpart's doing. That doesn't make him any smarter. Vice-versa too. It just makes them different in the way they look at what's worth it. Are both justified in what they do?
Of course.
Hail consumption!
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