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We are like that only : understanding the logic of consumer India Book

By: Material type: TextTextPublication details: New Delhi Penguin Books India (P) Ltd. 2007Description: xvii,281pISBN:
  • 067099944X
Subject(s):
DDC classification:
  • 745.4442 BIJ
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Holdings
Item type Current library Collection Call number Status Notes Date due Barcode Item holds
Book CEPT Library Faculty of Architecture 745.4442 BIJ Available Status:Catalogued;Bill No:11/000272 008743
Total holds: 0

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

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