Though books on marketing invariably to lifestyles, there is a dearth of publications devoted to this approach to marketing in India. The present book is intended to fill this vacuum. It provides a comprehensive rationale for using the concept of lifestyle to study the consumer behaviour and illustrates the active application of this concept to three lifestyle sensitive product categories of furniture, fast food and clothes. It identifies seven lifestyle groups for the middle-class consumers and suggests marketing and advertising strategies for these segments.
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