TY  - BOOK
AU  - Bijapurkar, Rama
TI  - We are like that only : understanding the logic of consumer India
SN  - 067099944X
U1  - 745.4442 
PY  - 2007///
CY  - New Delhi
PB  - Penguin Books India (P) Ltd.
KW  -  
N1  - 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
ER  -