 Winning in the Indian Market: Understanding the Transformation of Consumer India
ISBN: 978-0-470-82199-2
Paperback
250 pages
November 2007
US $19.95
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Preface.
Prologue.
Acknowledgments.
Introduction.
1. The Mixed Messages from Consumer India.
2. Why Bother with Consumer India?
3. Understanding Consumer India's Demand Structure.
4. Just How Much Purchasing Power Does Consumer India Actually Have?
5. Schizophrenic India.
6. Demographic, Psychographic, and Social Determinants of Consumption.
7. Understanding the Process of Change.
8. Cultural Foundations of Consumer India's Behavior.
9. Young India, Woman India: A Closer Look.
10. Rural Consumer India.
11. Understanding the "Bottom of the Pyramid" Consumer India.
12. Winning in the Indian Market.
Bibliography.
Index.
