Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

Preface

The Indian market is referred to as an emerging market. The Indian academia too, is emerging to compete with the evolved academia in the developed parts of the world. This book is an attempt in the backdrop of such evolving academia. Based on the feedback received from students and faculty on my earlier publications, I felt that there was a distinctive need for a reference book that connects the conceptual field of consumer behaviour with the Indian context, not only in terms of basic concepts but also in terms of research readings and cases. Students need to appreciate the adaptations that are required in research methodologies, especially when these students are prospective practicing managers. I was also particular that the style ...