This research looks at how masstige (mass pride) marketing tactics affect people's plans to buy, comparing people in Bareilly Division, Uttar Pradesh, India who live in cities and people who live in rural areas. Masstige marketing is a mix of different strategies that aims to appeal to the middle class's desire for status while keeping prices low. This study looks at four important aspects of masstige marketing: premium positioning, affordable luxury, brand status, and value perception. It uses a quantitative research method and organized surveys sent to 384 respondents (192 from cities and 192 from rural areas). The results show that urban and rural consumers react to masstige methods in very different ways. For example, urban consumers are more likely to buy (Mean = 4.12) than rural consumers (Mean = 3.68). For urban consumers, premium placement was the best predictor of their desire to buy (² = 0.456, p < 0.001), while for rural consumers, value perception ruled their decisions (² = 0.512, p < 0.001). The results give marketers useful information for improving mass marketing methods for a variety of customer groups.