author(s)
Chittresh Coomer and Surajit Ghosh Dastidar

abstract
Masstige brands, positioned between mass-market affordability and luxury prestige, have emerged as a powerful category in emerging markets like India. It has attracted consumers across different demographics of the country. This study examines the influence of demographic variables, specifically gender and age, on Masstige consumers’ price consciousness. Drawing on consumer behaviour and demographic segmentation theories, the research investigates whether price consciousness varies across male and female consumers, as well as across younger and older age groups. Findings suggest that gender differences exert no influence on price consciousness, whereas older consumers exhibit greater rational evaluation of value-for-money than younger consumers, who are driven more by aspirational motives. The study contributes to academic literature by investigating the role of demographic characteristics in influencing price consciousness of masstige consumers and provides managerial implications for brand marketers to plan targeted communication, pricing, and positioning strategies aligned with demographic differences in price consciousness.