Understanding Indian consumers

Table 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

Description

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.