Consumer Behaviour and Marketing-Towards an Indian Approach

Towards an Indian Approach?
S Ramachander What is different about consumer behaviour in India? Can the research findings of western academics or marketing professionals be translated across cultural borders? The role of the housewife in decision making is clearly different even within India, across ethnic groups and regions. Any wrong assumption can easily lead to erroneous conclusions. The author raises some relevant issues that would crop up in developing a theory of consumer behaviour in an Indian context INTRODUCTON THE relevance of consumer behaviour to the profession of marketing is a fundamental one. If marketing concerns itself with "consumer statisfaction at a profit" then obviously the underlying principles as well as the overt symptoms of the consumer choice process are of vital concern to the marketing man