Title: Empowering Women Consumers: Breaking the Social Norms using Stereotypes Advertising
Abstract:India’s consumption-led growth, driven by favorable demographics gave a new boost to the economy and articulated in various reports. A large young Indian population with rising levels of affordability...India’s consumption-led growth, driven by favorable demographics gave a new boost to the economy and articulated in various reports. A large young Indian population with rising levels of affordability, changing consumer habits and shifting spending patterns is driving the acceleration in consumption of goods and services. India is a diverse country with a vastly differing cultures as well as disparities. A generational shift among the consumers defines new elite consumer class. Attitudes of women consumers and education of children, especially girls are changing and confirm our views to emerge as a strong consumer class. Men and women are willing to look at alternate buying options for goods and services including entertainment, leisure, tourism and retail sectors quite unlike the old generation, some of the erstwhile social taboos are no longer prevalent according to the new-age consumers. Marketers and advertisers are using innovative advertising strategies to convince these consumers by breaking the social norms. This paper explores the stereotype advertising to the consumers with the new way living to empower the women consumers and providing better opportunities for both the consumers and the marketers.Read More
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: article
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Cited By Count: 1
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