Understanding Indian consumers

By:

Maheswaan Durairaj

Contributor(s):

Puliyel Thomas

Publication details: New Delhi Oxford University Press 2018Description: HBISBN:

9780199479627

Subject(s):

Consume Law - India

DDC classification:

343.071 MAH-1

Contents:

Contents 1. Understanding Indian Youth Their Values, Attitudes and Lifestyles 1 Rohini Abraham 2. The Journey of the Indian Woman How Attitudes, Ambitions and Product Use have Changed Over the Years 8 Hemant Mehta 3. India’s Rural Consumers How Firms Profit by Changing Lives 20 Kunal Sinha 4. Make in Incredible India Globalization and Nation Equity 32 M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran 5. Creating a Culture of Innovation in India 52 Prashant Singh, Abhiroop Mukhopadhaya 6. Consumer’s Implicit Mindsets 63 Pragya Mathur, Shilpa Madan, Berna Basar 7. Culture and Consumer Behaviour Implications for the Indian Context 81 Alokparna (Sonia) Basu Monga 8. Culture and Persuasion Appeals The Indian Context 96 Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan 9. The Stories We Tell A Reconstructive View of Consumer Memory 117 Nicole Votolato Montgomery, Priyali Rajagopal 10. The Appeal of Beauty and Physical Attractiveness An Indian Perspective 130 Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng Understanding Indian Consumers.indb 7 15/11/17 4:24 PM © Oxford University Press. All rights reserved. Oxford University Press viii Contents 11. The Flipped Side of the Coin? An Examination of Socio-economic and Cultural Antecedents of Obesity in India 153 Nitika Garg, Rahul Govind 12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer Unique Challenges for Luxury Brand Strategy in India 176 Vanessa M. Patrick, Ngoc (Rita) To 13. Gaining Power through Dominant Looking Products The Influence of Social Inequality on Consumption Behaviour 194 Ahreum Maeng, Pankaj Aggarwal 14. Getting the Mix Right 215 Smita Bhosale 15. Understanding Response to Price What We Know about the Indian Consumer 226 Ashutosh Sinha 16. Advertising to Indian Consumers Enduring Tenets and Emergent Trends 242 Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar 17. Advertising Communication and Consumer Behaviour An Indian Perspective 253 Ambi M. G. Parameswaran 18. The Changing Face(s) of the Digital Consumer in India 263 Akhil Almeida 19. Measuring Impact of Marketing Programmes in Public Realm 277 Surya AV 20. Looking Ahead Advertising and Promotion in the Future 287 Kartik Sharma About the Editors 294 Understanding Indian Consumers.indb 8 15/11/17 4:24 PM © Oxford University Press.

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Holdings
Item type	Current library	Shelving location	Call number	Status	Date due	Barcode
BOOKs	National Law School	Consumer Law Section	343.071 MAH-1 (Browse shelf(Opens below))	Available		36041
BOOKs	National Law School	Consumer Law Section	343.071 MAH-2 (Browse shelf(Opens below))	Available		36042

Contents
1. Understanding Indian Youth
Their Values, Attitudes and Lifestyles 1
Rohini Abraham
2. The Journey of the Indian Woman
How Attitudes, Ambitions and Product Use have Changed Over the Years 8
Hemant Mehta
3. India’s Rural Consumers
How Firms Profit by Changing Lives 20
Kunal Sinha
4. Make in Incredible India
Globalization and Nation Equity 32
M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran
5. Creating a Culture of Innovation in India 52
Prashant Singh, Abhiroop Mukhopadhaya
6. Consumer’s Implicit Mindsets 63
Pragya Mathur, Shilpa Madan, Berna Basar
7. Culture and Consumer Behaviour
Implications for the Indian Context 81
Alokparna (Sonia) Basu Monga
8. Culture and Persuasion Appeals
The Indian Context 96
Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan
9. The Stories We Tell
A Reconstructive View of Consumer Memory 117
Nicole Votolato Montgomery, Priyali Rajagopal
10. The Appeal of Beauty and Physical Attractiveness
An Indian Perspective 130
Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng
Understanding Indian Consumers.indb 7 15/11/17 4:24 PM
© Oxford University Press. All rights reserved. Oxford University Press
viii Contents
11. The Flipped Side of the Coin?
An Examination of Socio-economic and Cultural Antecedents of Obesity in India 153
Nitika Garg, Rahul Govind
12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer
Unique Challenges for Luxury Brand Strategy in India 176
Vanessa M. Patrick, Ngoc (Rita) To
13. Gaining Power through Dominant Looking Products
The Influence of Social Inequality on Consumption Behaviour 194
Ahreum Maeng, Pankaj Aggarwal
14. Getting the Mix Right 215
Smita Bhosale
15. Understanding Response to Price
What We Know about the Indian Consumer 226
Ashutosh Sinha
16. Advertising to Indian Consumers
Enduring Tenets and Emergent Trends 242
Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar
17. Advertising Communication and Consumer Behaviour
An Indian Perspective 253
Ambi M. G. Parameswaran
18. The Changing Face(s) of the Digital Consumer in India 263
Akhil Almeida
19. Measuring Impact of Marketing Programmes in Public Realm 277
Surya AV
20. Looking Ahead
Advertising and Promotion in the Future 287
Kartik Sharma
About the Editors 294
Understanding Indian Consumers.indb 8 15/11/17 4:24 PM
© Oxford University Press.

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