A tale of two giants: unlocking the DNA of Chinese and Indian consumers

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China.

A tale of two giants: unlocking the DNA of Chinese and Indian consumers

Chirajeet SenguptaGroup Manager, Evalueserve, India

INTRODUCTION – CULTURAL TRANSITION IN CHINA AND INDIA

Strolling down Shanghai's boulevards, one sees well-dressed young...

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