Category: Consumerism

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We are Like That Only: Understanding the Logic of Consumer India

By: Rama Bijapurkar

Price: $12.95

Publisher: New Delhi, India, Penguin Portfolio: 2007

Edition: First Edition

Seller ID: 031309

ISBN: 067099944X

Condition: New


‘The Indian market is about a lot of people consuming a little bit each that adds up to a lot . . . the Indian DNA is about continuity with change; it is about “THIS as well as THAT”; about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market.’ With a billion plus consumers India is one of the largest, most varied and stratified markets in the world today. It is young, with rising incomes and purchasing power, and has only just begun its consumption journey. Every marketer would want a piece of what may ar... View more info