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Cross Cultural Consumer Behavior in an Emerging Economy

by Devinder Pal Singh , Manoj Kumar Sharma
Save 12% Save 12%
Current price ₹7,028.00
Original price ₹7,970.00
Original price ₹7,970.00
Original price ₹7,970.00
(-12%)
₹7,028.00
Current price ₹7,028.00

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Book cover type: Paperback
  • ISBN13: 9783639718591
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Scholars' Press
  • Publisher Imprint: Scholars' Press
  • Publication Date:
  • Pages: 308
  • Original Price: GBP 63.0
  • Language: English
  • Edition: N/A
  • Item Weight: 454 grams
  • BISAC Subject(s): Marketing / General

The book compares the cultures within a single country India. It is an outcome of research that hypothesized that a large country like India cannot be used as a surrogate for a single culture as the various regions within the country differ along geographic, climatic, economic, linguistic, and ethnic lines. The book compares four geographically distant cultures and unfolds the consumption patterns in these four cultures. It compares the Northern, Southern, Eastern and Western regions of India and advances the cross-cultural consumption differences in these four cultures.

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