Flux: The Youth Response
Vijayalaxmi Mazumdar and Kalika Tripathi Pathfinders, India and Arun Anant Lintas, India1.0 BACKGROUND
With the growing internationalisation of markets, both marketers and researchers are often intrigued by the patterns or the seeming contradictions within a large population and geographical expanse like India.
Hitherto, the Indian society was changing only gradually due to the interaction of western influences on the Indian culture and way of life.
The last couple of years have accelerated this pace of change. These are characterised by:
- Liberalisation of...