We are like that only : understanding the logic of consumer India
Bijapurkar, Rama
We are like that only : understanding the logic of consumer India Book - New Delhi Penguin Books India (P) Ltd. 2007 - xvii,281p.
CONTENTS Foreword by C.K. Prahalad ix Preface xii Acknowledgements, xv 1 made for India 1 2 the mixed messages from Consumer India 13 3 why bother with Consumer India? 31 4 understanding Consumer India's demand structure55 5 just how much purchasing power does Consumer India actually have? 81 6 schizophrenic India 107 7 demographic, psychographic and social determinants of consumption 127 8 how to read and predict change in Consumer India 153 9 cultural foundations of Consumer India 173 10 young India, woman India: a closer look 193 11rural Consumer India 221 12 understanding the 'bottom of the pyramid Consumer India 237 13 winning in the Indian market 253 Afterword by N.R. Narayana Murthy 271 Bibliography 275 Index 277
067099944X
745.4442 / BIJ
We are like that only : understanding the logic of consumer India Book - New Delhi Penguin Books India (P) Ltd. 2007 - xvii,281p.
CONTENTS Foreword by C.K. Prahalad ix Preface xii Acknowledgements, xv 1 made for India 1 2 the mixed messages from Consumer India 13 3 why bother with Consumer India? 31 4 understanding Consumer India's demand structure55 5 just how much purchasing power does Consumer India actually have? 81 6 schizophrenic India 107 7 demographic, psychographic and social determinants of consumption 127 8 how to read and predict change in Consumer India 153 9 cultural foundations of Consumer India 173 10 young India, woman India: a closer look 193 11rural Consumer India 221 12 understanding the 'bottom of the pyramid Consumer India 237 13 winning in the Indian market 253 Afterword by N.R. Narayana Murthy 271 Bibliography 275 Index 277
067099944X
745.4442 / BIJ