Case Studies in Consumer Behaviour

Trends associated with consumer behaviour in the emerging Indiancontext have certain unique aspects. The huge market at the lowereconomic strata running to several millions of households forfast-moving consumer goods, the vast youth population that makesthe market especially attractive to several multinational brands, the growth of luxury markets, the appearance of modern retailoutlets in an environment that is still characterized by kiranashops and the enhanced rural patronage of goods and servicesspanning several categories are just some of the important factorsthat make the Indian context significantly different from thewestern markets. Case Studies in Consumer Behaviour adds value tothe understanding of these context-specific challenges.

This case collection on consumer behaviour has been ed based onthe rich contextual and conceptual experience of the editor and theinsights provided by Professor Paul Beamish of Ivey BusinessSchool, who has worked extensively on cases that relate to theAsian context.andnbsp; The cases provide an opportunity for studentsto blend theory with practice and understand how consumer behaviourconcepts contribute to marketing strategies of brands. The Indiancases added to the collection provide an ethnic touch to therepertoire of issues pertinent to consumer behaviour. The digitalera characterized by the social media and smart tablets require abasic understanding of the core concepts that influence consumersand this collection of cases provides the anchor on which severallayers of thinking associated with consumer behaviour can beenvisaged