I came across this post on LinkedIn. No idea where it has been put up but whoever has done it is spot on. People’s aspirations have gone up several notches and with it their perceptions when it comes to buying decisions. As a maker of a small and cheap car soon realised that when someone aspires to graduate from a two-wheeler to a four, would he just settle for something that provides a roof over his head or would he aspire for more? Modern day families look at every expense as an investment so the aspect of quality and longevity has assumed greater meaning. And any way the lowest part of the pyramid is cluttered so it makes more sense for brands to move higher up the ladder.