000			03302nam a22002177a 4500
999			_c1552 _d1552
005			20220125161419.0
008			220125b ||||| |||| 00| 0 eng d
020			_a9780199479627
082			_a658.83420954 _bMAH
100			_aMaheswaran, Durairaj _94423
245			_aUnderstanding Indian consumers
260			_bOxford University Press _aNew Delhi _c2018
300			_ax, 293 p.
365			_aINR _b800.00
504			_aTable of contents 1. Understanding Indian Youth Their Values, Attitudes and Lifestyles Rohini Abraham 2. The Journey of the Indian Woman How Attitudes, Ambitions and Product Use have Changed Over the Years Hemant Mehta 3. India’s Rural Consumers How Firms Profit by Changing Lives Kunal Sinha 4. Make in Incredible India Globalization and Nation Equity M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran 5. Creating a Culture of Innovation in India Prashant Singh, Abhiroop Mukhopadhaya 6. Consumer’s Implicit Mindsets Pragya Mathur, Shilpa Madan, Berna Basar 7. Culture and Consumer Behaviour Implications for the Indian Context Alokparna (Sonia) Basu Monga 8. Culture and Persuasion Appeals The Indian Context Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan 9. The Stories We Tell A Reconstructive View of Consumer Memory Nicole Votolato Montgomery, Priyali Rajagopal 10. The Appeal of Beauty and Physical Attractiveness An Indian Perspective Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng 11. The Flipped Side of the Coin? An Examination of Socio-economic and Cultural Antecedents of Obesity in India Nitika Garg, Rahul Govind 12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer Unique Challenges for Luxury Brand Strategy in India Vanessa M. Patrick, Ngoc (Rita) To 13. Gaining Power through Dominant Looking Products The Influence of Social Inequality on Consumption Behaviour Ahreum Maeng, Pankaj Aggarwal 14. Getting the Mix Right Smita Bhosale 15. Understanding Response to Price What We Know about the Indian Consumer Ashutosh Sinha 16. Advertising to Indian Consumers Enduring Tenets and Emergent Trends Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar 17. Advertising Communication and Consumer Behaviour An Indian Perspective Ambi M G Parameswaran 18. The Changing Face(s) of the Digital Consumer in India Akhil Almeida 19. Measuring Impact of Marketing Programmes in Public Realm Surya AV 20. Looking Ahead Advertising and Promotion in the Future Kartik Sharma
520			_aDescription Marketing to India’s diverse and rapidly changing consumers requires constant refreshment of knowledge and skills. To the keen MBA student specializing in marketing as well as its ardent practitioner, this book blends practical insights with theoretical frameworks. Understanding Indian Consumers is a compilation of 20 articles from among some of the best minds in academia and business. So whether you are looking for insights and strategies to market to rural consumers, youth or women; or if the task is to address the luxury consumer; or study the emergent trends in advertising or digital communications; this is the book to pick up.
650			_aMarketing _9209
650			_aIndia _9480
650			_aConsumer behavior _9368
942			_2ddc _cBK