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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 has also served as an independent director on the boards of severa
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 has also served as an independent director on the boards of severa
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- PublisherPortfolio
- Publication date2013
- ISBN 10 0670086797
- ISBN 13 9780670086795
- BindingHardcover
- Number of pages256
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A Never-Before World
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Penguin Books
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ISBN 10: 0670086797
ISBN 13: 9780670086795
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A Never-Before World: Tracking the Evolution of Consumer India
Published by
Penguin Books
(2013)
ISBN 10: 0670086797
ISBN 13: 9780670086795
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Hardcover
Quantity: 5
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Book Description Condition: Brand New. Ship within 24hrs. Satisfaction 100% guaranteed. I Ships from multiple Locations I "Special Note" We do not Provide Service On APO & PO BOX Box addresses. Delivery with In 7-14 working Day Only. This Books ship from the United Kingdom & USA other locations in India depending on your location and availability. Seller Inventory # MA 9780670086795
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