Learning about consumer behaviour integrates the analytical and affective hemispheres of the brain, making it an experienced kind of mental learning. The study of consumer behaviour in India requires an experienced interpretation due to the context’s intricacies and reality. This book delves into the intricacies of the Indian marketing landscape, including its distinct cultural foundations, modern ways of living, the dynamic aspect of mass marketing, the impact of digitization, and the myriad of market-specific situations.
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