Understanding Indian Consumers

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.

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 and Durairaj Maheswaran. 5. Creating a Culture of Innovation in India/Prashant Singh and Abhiroop Mukhopadhaya. 6. Consumer’s Implicit Mindsets/Pragya Mathur, Shilpa Madan and 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 and Vanitha Swaminathan. 9. The stories we tell: a reconstructive view of consumer memory/Nicole Votolato Montgomery and Priyali Rajagopal. 10. The Appeal of beauty and physical attractiveness: An Indian Perspective/Shilpa Madan, Shankha Basu, Elison Lim and Sharon Ng. 11. The Flipped Side of the Coin? An Examination of Socio-economic and Cultural Antecedents of Obesity in India/Nitika Garg and 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 behavior/Ahreum Maeng and 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 and E. Prasanna Kumar. 17. Advertising communication and consumer behavior: 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.