TY  - BOOK
AU  - Srinivas, Alam,
TI  - Indian Consumer: One Billion Myths, One Billion Realities
SN  - 9780470822302 (pbk.)
U1  - 658.83954 SRI 
PY  - 2008///
CY  - Chichester
PB  - John Wiley & Sons
KW  - Consumer Behaviour
KW  - Middle class
KW  - Consumption (Economics)
KW  - Consumers
N2  - 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
ER  -