000			02906nam a22002057a 4500
999			_c112886 _d112886
003			OSt
005			20200829105117.0
008			190308b2018 ||||| |||| 00| 0 eng
020			_a9780199479627
040			_cnls
082			_a343.071 MAH-1
100			_aMaheswaan Durairaj
245			_aUnderstanding Indian consumers
260			_aNew Delhi _bOxford University Press _c2018
300			_aHB
505			_aContents 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.
600			_aConsume Law - India
700			_aPuliyel Thomas
942			_2ddc _cBK