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A never before world : tracking the evolution of consumer india /

by Bijapurkar, Rama.
Publisher: [S.l.] : Penguin Books India Pvt. Ltd., 2013Edition: 2013th ed.Description: 1 v. (unpaged).ISBN: 0670086797 (hardcover); 9780670086795 (hardcover).Online resources: Click here to access online
Book Summary: Language: English Pages: 368 About the Book Five years after We Are Like That Only, her seminal and bestselling study on the logic of Consumer India, Rama Bijapurkar takes stock of it evolution in her new book. She starts with the point that emerging markets-the queen of which is India-are a never-before world, and businesses approaching them need to understand the environment in which their consumers live, how they think, how heterogeneous they are, and how they are changing. All of these have key implications for correctly evaluating business opportunity and determining market strategy. India has entered the third decade after liberalization, buffeted by changes 'on all fronts. Consumption structures and consumer behaviour are changing, and consumer needs and desires are growing faster than incomes. The real war for the consumer rupee begins now-the trick is to understand, without prejudice or preconceived notions, the new world of Consumer India. Setting consumption in the context of society and people's lives, looking not just at how much money people have, what they spend it on and how, but at how businesses can be relevant to consumers' lives and life aspirations, A Never-Before World explores widely yet sharply everything that businesses need to know and think about to win in the crucial Indian market. About the Author Rama Bijapurkar is one of India's most respected thought leaders on market strategy and India's consumer economy. A keen commentator on social and cultural change in post-liberalization India, she has her own market strategy consulting practice and works with an impressive list of Indian and global companies. She <b.


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