Indian Consumer: One Billion Myths, One Billion Realities /
Srinivas, Alam,
Indian Consumer: One Billion Myths, One Billion Realities / The Indian Consumer: One Billion Myths, One Billion Realities Alam Srinivas - Chichester John Wiley & Sons 2008 - 216 p., 23 cm
It's critical to make a distinction between the Indian middle class and the country's consumption segment. Merely belonging to the middle-class segment doesn't automatically translate into an individual becoming a consumer in the Western sense of the word." "In terms of established socio-economic norms, while many Indian households can be dubbed as "possible" consumers, many are neither brand-conscious, nor do they clamor for goods of "conspicuous" consumption. They are still conservative savers, and not spenders." "These and other myths about the "Great Indian Middle Class" are explored in this provocative book."--Jacket.
9780470822302 (pbk.)
Consumer Behaviour
Middle class
Consumption (Economics)
Consumers
658.83954 SRI
Indian Consumer: One Billion Myths, One Billion Realities / The Indian Consumer: One Billion Myths, One Billion Realities Alam Srinivas - Chichester John Wiley & Sons 2008 - 216 p., 23 cm
It's critical to make a distinction between the Indian middle class and the country's consumption segment. Merely belonging to the middle-class segment doesn't automatically translate into an individual becoming a consumer in the Western sense of the word." "In terms of established socio-economic norms, while many Indian households can be dubbed as "possible" consumers, many are neither brand-conscious, nor do they clamor for goods of "conspicuous" consumption. They are still conservative savers, and not spenders." "These and other myths about the "Great Indian Middle Class" are explored in this provocative book."--Jacket.
9780470822302 (pbk.)
Consumer Behaviour
Middle class
Consumption (Economics)
Consumers
658.83954 SRI