000			01281nam a2200205Ia 4500
003			OSt
005			20230403111516.0
008			230403b |||||||| |||| 00| 0 eng d
020			_a9780470822302 (pbk.)
040			_cKrea
082			_a658.83954 SRI
100			_aSrinivas, Alam,
245			_aIndian Consumer: One Billion Myths, One Billion Realities / _cAlam Srinivas
246			_aThe Indian Consumer: One Billion Myths, One Billion Realities
260			_aChichester _bJohn Wiley & Sons _c2008
300			_a216 p., _b23 cm
520			_aIt'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.
650			_aConsumer Behaviour _aMiddle class _aConsumption (Economics) _aConsumers
942			_cBK _2ddc
999			_c98213 _d98213