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The use of consumer archetypes for specifying a consumer image for a large group of people is an unexplored method of studying a target group, in both the academic and the corporate world. This paper uses content analysis as a method of research to determine archetypes of modern Indian men. Content analysis as a form of research is mostly used in advertising to extract information from images and print ads. Studies on Indian men are scarce and those that exist have been done through syndicated surveys and thus fail to capture the richness of detail in consumer profiling that is offered by the archetype method. The objective of this paper is two-fold: to cover the gaps in research on Indian men and to utilize a comprehensive yet unexploited method of researchcontent analysis and consumer archetypesfor that purpose. The content analysis of a popular magazine among modern male readers is carried out. The entire content covered in the magazine has been analyzed including text, visuals and adverts for a period of one year.

Redefining the Modern Indian Men – An Insightful Study of their Attitudes and Behaviours