India’s consumer market and culture
This is a selection of resources on India’s growing consumer market available from the NLB catalogue or the Internet and is not meant to be an exhaustive list.
NLB print and digital resources
Six billion shoppers: The revolutionary new platforms that are serving the world
E-commerce is a growing phenomenon driven by widespread internet adoption, a rising middle class as well as innovative business models to capture the consumer market. Read this practical guide as the author travels through Nigeria, China, India, Southeast Asia, and Latin America looking at e-commerce platforms in these emerging markets with advice on how to seize the massive opportunity from this new business trend.
All rights reserved, New York: St Martin’s Press, 2017.
Routledge handbook of cultural and creative industries in Asia
This handbook book provides a contextualised understanding of the conditions and operation of Asian cultural and creative industries (CCIs), internationalising and de-Westernising our knowledge of CCIs. Covering 12 different societies in Asia including India, this book presents a detailed set of case studies. It is an essential companion for researchers and students in the field of cultural policy, cultural and creative industries, media and cultural studies, and Asian studies in general.
All rights reserved, New York: Routledge, 2019.
Consumer culture and shopping decisions: Social positioning of urban middle class in India
This article addresses critical concerns surrounding shopping decisions of the middle class in Delhi and the National Capital Region. Four factors that influence shopping decisions are extracted and examined across demographics: peer pressure, money matters, shopping site, and brand value. The article reflects how shopping decisions, consumption profiles and aspirations are negotiated in the reshaping of social life.
Retrieved from Proquest Central. mylibraryID is required to access this database.
Loss Is a Loss, Why Categorize It?: Mental Accounting Across Cultures
Consumers regularly track their expenses and assign them to categories like food, entertainment, and clothing, which is popularly known as mental accounting. This paper shows that consumption biases that result from mental accounting -underconsumption or overconsumption - are not prevalent in Easterners due to their holistic thinking style, whereas Westerners exhibit such biases due to their analytical thinking style.
Retrieved from EBSCOHost research databases. mylibraryID is required to access this database.
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India is considered one of the key emerging markets for future growth with its expanding purchasing power. Comprising a large middle class with a relatively affluent class as well as a small economically disadvantaged class – spending by this sector is anticipated to more than double by 2025. Learn more from this article by the India Brand Equity Foundation which highlights factors affecting the Indian consumer market with supporting data.
McKinsey & Company: Survey: Indian consumer sentiment during the coronavirus crisis
In India, the prevailing sentiment is concern around safety, overall public health, and care for family members. Three weeks into a national lockdown, Indian consumers remain optimistic for a quick economic rebound but are being cautious with their spending and cutting back across most categories. Purchases are increasingly moving online, and consumers are adopting and increasing their usage of digital tools.
India’s consumer caste system: How globalization has shifted India’s social dynamics
This article from The Diplomat examines how globalisation has shifted India’s social dynamics and impacted consumer spending. It examines the stratification of Indian society, economic mobility of Indian citizens, and what this means for Indians.
The new Indian: The many facets of a changing consumer
This article by the Boston Consulting Group examines the factors that are shaping India’s growing market and suggests that the country’s rising affluence is the biggest driver of increasing consumption. Yet, rising incomes and an evolving Indian society impacts consumer behaviours, spending patterns and in turn, affects how companies position themselves.