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The Indian consumer : one billion myths, one billion realities

Author: Alam Srinivas
Publisher: Singapore ; Hoboken, NJ : John Wiley & Sons (Asia), 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"It's critical to make a distinction between the Indian middle class and the country's consumption segment. Merely belonging to the middle-class segment doesn't automatically translate into an individual becoming a consumer in the Western sense of the word." "In terms of established socio-economic norms, while many Indian households can be dubbed as "possible" consumers, many are neither brand-conscious, nor do they  Read more...
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Additional Physical Format: Online version:
Srinivas, Alam.
Indian consumer.
Singapore ; Hoboken, NJ : John Wiley & Sons (Asia), 2008
(OCoLC)681758607
Document Type: Book
All Authors / Contributors: Alam Srinivas
ISBN: 9780470822302 0470822309
OCLC Number: 156819266
Description: 216 pages ; 23 cm
Contents: The "I can, so I will" spenders --
The other middle classes --
Redefining the Indian middle class --
Middle-some masala --
Retail's short tail --
The brand bandwagon --
Brahmin businessmen --
Conclusion : seven Ps of the Indian middle class.
Responsibility: Alam Srinivas.

Abstract:

A guide that exposes the apocryphal Indian 'middle class'. It offers an assessment of India's consumer market to help entrepreneurs and companies develop realistic strategies for doing business in  Read more...

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