The 'ANT' and the grasshopper - Decoding the mindset of the Indian financial customer

Kalyan Karmakar, Ipsita Ghosh

The effects of the economic downtown of 2009 in India, an emerging market, were comparatively muted, partly attributed to macro economic factors such as the governmental regulatory measures.

The 'ANT' and the grasshopper – Decoding the mindset of the Indian financial customer

Kalyan Karmakar and Ipsita GhoshThe Nielsen Company, India

PROLOGUE: THE ANT AND THE GRASSHOPPER (AESOP'S FABLE)

In a field one summer's day a Grasshopper was hopping about, chirping and singing to its heart's content. An Ant passed by, bearing along with huge effort an ear of corn, which he was taking to the nest. “Why not come and chat with me,” said the Grasshopper, “instead of toiling and moiling in that way?” “I am storing food for the winter,” said the Ant, “and...

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