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Consumer India Inside the Indian Mind and Wallet

by: Sinha, Dheeraj

Consumer India Inside the Indian Mind and Wallet

by: Sinha, Dheeraj

ISBN 13:
9780470824658
ISBN 10:
0470824654
Edition: 1st
Format: Paperback
Copyright: 02/08/2011
Publisher: Wiley

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Summary

Consumer India looks at changing consumption patterns with insights into how the Indian consumer thinks and behaves, and how to get a share of the opening wallet.

Foreword	p. ix
Acknowledgments	p. xiii
Introduction	p. 1
Transforming the Karma	p. 5
How Cultural Forces Are Shaping Consumption Behavior in India
The Currency of Emotion	p. 25
The Meaning of Money and the Making of Financial Brands
Beauty in Action	p. 41
The Business of Looking Good
Masala Media	p. 57
Entertainment for the Taste Buds
Meaningful Technology	p. 73
The Cultural Circuitry of Technology Products
Branding the Bazaar	p. 89
The Logic of Indian Brands and Retailing
Youth versus Youthful	p. 109
Building Youth Brands in a Youthful Country
Seamless Savitris	p. 127
The New Indian Woman and New Market Opportunities
Small Is Big	p. 141
The Growth of the Small-Town and Rural Markets
Three Generations, One Big Market	p. 157
Opportunities in a New Segmentation of India
Notes	p. 183
Index	p. 189
Table of Contents provided by Ingram. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Consumer India Inside the Indian Mind and Wallet

Consumer India Inside the Indian Mind and Wallet

9780470824658

0470824654

Summary

Author Biography

Table of Contents

Supplemental Materials

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