Cultural Values as Business Strategy in Product Marketing: A Study of Select Indian Toothpaste and Body Soap Brands

Abstract

The consumers in the Indian society are vastly influenced by religion, societal values, belief system, and rootedness in the core tradition. These core values are strongly embedded in their sub conscious mind and sub-culture. Keeping in mind of the need of each set of customers, several FMCG brands are cautious about launching of their brands in India. The cosmetics and personal care industry is one of the fastest growing consumer products sectors in India. The buying behaviour of the consumers is greatly influenced by the culture and its apparent homogeneity of preferences. Not many studies were undertaken by the researchers on the influence of cultural values and its impact of the consumer preferences and behaviour in India. The aims and objectives of the present study are to determine the importance of the cultural values that contribute, shape the consumer behaviour in the Indian context for the select brands of toothpaste and body soap.