Cross Cultural Consumer Behavior in an Emerging Economy

The book compares the cultures within a single country India. It is an outcome of research that hypothesized that a large country like India cannot be used as a surrogate for a single culture as the various regions within the country differ along geographic, climatic, economic, linguistic, and ethnic lines. The book compares four geographically distant cultures and unfolds the consumption patterns in these four cultures. It compares the Northern, Southern, Eastern and Western regions of India and advances the cross-cultural consumption differences in these four cultures.

Dr. Devinder Pal Singh is an Assistant Professor at Punjabi University Regional Centre for IT and Management, Mohali, India. His work has been published in Singapore Management Review, Global Business Review, International Journal of Business and Emerging markets, IJICBM, JDS and Academy of Marketing Science proceedings.