'One Less Than Top'

We Indians are storytellers, the stories we tell ourselves.

One story set is ‘adjustment narrative’, we tell ourselves to adjust, be it in the corporate world or our personal relationships.

In the middle class, we are always told to evaluate continuously, evaluation of whatever we do, the way we live, the way we spend, the choices we make in products/services we buy.

One interesting narrative is when we are asked to choose 

‘One lesser product than the top product/service’

Like buying a middle variant of the car than the top end version

Like buying one lower version of the mobile from the top end version (especially iPhones)

Typically high investment products for home/personal use.

This narrative of one less than the top is embedded in the middle class, whenever we go for shopping in supermarkets, we look at the deals with this mindset of taking the middle path, choosing the products/services which have ‘middle value’ tag.

I don’t have the sales data but I have a sense that sales of all these one less than the top variants of products/services will be higher than top-end value or entry-level products in the same category.

It's not the price, it's the adjustment, the story we tell ourselves that we get optimum value by choosing the middle path.

Not the high price of top-end and compromise of choosing entry-level products, Indian middle class takes the middle path :)

One less than the top.

Views expressed are personal :)

#Customer #insights #Behaviour #Marketing