Understanding consumption as a culture

Santosh Desai

This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption.

Understanding Consumption As A Culture

Mapping the Indian consumption culture

Santosh Desai McCann Erickson

INTRODUCTION

The opening up of the Indian market saw the entry of a lot of new transnational brands. While much was expected, these brands faced a high failure rate. This paper argues that a critical factor was the shared mindset the Indian consumers had towards the very act of consumption. The paper traces the particularities of the Indian consumption mindset by analysing everyday behaviour and inferring an underlying pattern that governs these.

India is a market that has seen an enormous amount of change collapsed...

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