Culture code: Indian perspective

Abstract

“Culture code is the unconscious meaning we apply to a given thing.” The code helps brands relate with their consumers. This research focuses on the smartphone segment, one of the fastest-growing consumer goods segment in India. The respondents are millennials. The research methodology comprises of Focus Group Discussions, followed by multiple Depth Interviews. Their responses are noted in a tabular format. The culture code for smartphones is found to be "a companion and a confidant." A possible communication strategy has been proposed for smartphone makers. The report ends with a success story on utilizing the learnings from culture code in India.