We are like that only : understanding the logic of consumer India / Rama Bijapurkar
Material type:
TextPublication details: New Delhi : Penguin Books, 2007Description: xvii, 281 p. 22 cmISBN: - 9780670999446
- 658.8342 BIJ
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Calcutta | 658.8342 BIJ (Browse shelf(Opens below)) | Available | IIMC-128434 |
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| 658.8342 BEN Consumer behavior / | 658.8342 BHA Consumer behaviour / | 658.8342 BHA Consumer behaviour / | 658.8342 BIJ We are like that only : | 658.8342 BLA Cases in consumer behavior / | 658.8342 BLY Consumer behaviour / | 658.8342 BRI Consumer behavior and the behavioral sciences : |
Why is the India market untenable? Will India really be the world's next consumption powerhouse? Does the Indian middle class really exist? What is the exact purchasing power of this market? Is there really a fortune at the bottom of the pyramid? Why are demand patterns so capricious? Is rural India a sophisticated or a primitive market.Irreverent and insightful, this book answers all these questions as it casts an unblinking eye on twelve key facets of Consumer India. It successfully fathoms how much Indians earn, how they consume, what they consume and what dictates their consumption choices.
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