This study examines the relationship between demographic segmentation and masstige marketing effectiveness across different age groups in the Bareilly region of Uttar Pradesh, India. Masstige (mass prestige) marketing represents a strategic approach where brands offer premium products at accessible price points, targeting middle-class consumers aspiring for luxury. Through a comprehensive survey of 450 respondents across five age cohorts, this research investigates how age-related factors influence consumer response to masstige brands. The findings reveal significant variations in brand perception, purchase intention, and value consciousness across age groups. Younger consumers (18-30 years) demonstrate higher susceptibility to social media influence and status symbolism, while older segments (51+ years) prioritize quality and functional value. The study contributes to the limited literature on masstige marketing in tier-2 Indian cities and provides actionable insights for marketers seeking to optimize segmentation strategies.