Includes bibliographical references (p. [217]-218) and index.
Contents:
The mixed messages from consumer India -- Why bother with consumer India? -- Understanding consumer India's demand structure -- Just how much purchasing power does consumer India actually have? -- Schizophrenic India -- Demographic, psychographic, and social determinants of consumption -- Understanding the process of change -- Cultural foundations of consumer India's behavior -- Young India, woman India: a closer look -- Rural consumer India -- Understanding the "bottom of the pyramid" consumer India -- Winning in the Indian market.
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