We are like that only : understanding the logic of consumer India /
by Rama Bijapurkar
- New Delhi: Portfolio/Penguin Books: 2013.
- xvii, 294 p.
1.Made for India-- 2.The mixed messages from consumer India-- 3.Why bother with consumer India-- 4.Understanding consumer India's demand structure -- 5.Just how much purchasing power does consumer India actually have-- 6.Schizophrenic India-- 7.Demographic psychographic and social determinants of consumption-- 8.How to read and predict change in consumer India-- 9.Cultural foundation of consumer India -- 10.Young India , woman India: a closer look -- 11.Rural consumer India-- 12.Understanding the bottom of the pyramid consumer India -- 13.Winning in the Indian markets.