Segmenting the indian market on lifestyles. A lifestylebased classification system for premium goods.
Alok Shanker and Anand Singh, OrgMarg, India
INTRODUCTION
Nine hundred million people more than seven hundred million consumers of cooking oil and tea, four hundred and fifty million buyers of casual footwear, forty million TV owners, two and a quarter million automobile owners that is a market called India.
India covers 3,287,263 square kilometers accommodating 916 million people more than all of Europe. The total number of urban centers exceeds 3,000. Owing to the geographic diversity and population of the...