Sinha, Dheeraj Consumer India Inside the Indian Mind and Wallet
1. Edition - January 2011 21.90 Euro 2011. 256 Pages, Softcover ISBN-10: 0-470-82465-4 ISBN-13: 978-0-470-82465-8 - John Wiley & Sons
Detailed description Consumer India looks at changing consumption patterns with insights into how the Indian consumer thinks and behaves, and how to get a share of the opening wallet.
From the contents Foreword.
Acknowledgments.
Introduction.
Chapter 1: Transforming the Karma.
How Cultural Forces Are Shaping Consumption Behavior in India.
Chapter 2: The Currency of Emotion.
The Meaning of Money and the Making of Financial Brands.
Chapter 3: Beauty in Action.
The Business of Looking Good.
Chapter 4: Masala Media.
Entertainment for the Taste Buds.
Chapter 5: Meaningful Technology.
The Cultural Circuitry of Technology Products.
Chapter 6: Branding the Bazaar.
The Logic of Indian Brands and Retailing.
Chapter 7: Youth versus Youthful.
Building Youth Brands in a Youthful Country.
Chapter 8: Seamless Savitris.
The New Indian Woman and New Market Opportunities.
