How India Earns, Spends and Saves Unmasking the Real India

Shukla, Rajesh

doi:10.2139/ssrn.3297411

Cited by 32 publications

(19 citation statements)

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“…Between 2001 and 2010, the size of the rich consumer class increased by 21.4 percent, while the middle class increased by 12.9 percent (Shukla, 2010).…”

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confidence: 99%

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Are Indian consumers brand conscious? Insights for global retailers

Mukherjee

Satija

Goyal

et al. 2012

Asia Pacific Journal of Marketing and Logistics

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India. Design/methodology/approach -A survey of 300 Indian consumers was conducted and the data were analysed using descriptive and simple regression techniques. Findings -The study found that brand purchase in India varies across product categories. At present, consumer knowledge and use of foreign brands is low, and Indian consumers are price-sensitive. Indian consumers are experimenting with brands and would like more foreign brands to enter the Indian market.Research limitations/implications -Due to the small sample size, advanced econometrics techniques could not be used to analyse the dataset. Originality/value -The paper is the first to assess the impact of retail liberalisation on Indian consumers' shopping behaviour, particularly their brand consciousness.

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“…Between 2001 and 2010, the size of the rich consumer class increased by 21.4 percent, while the middle class increased by 12.9 percent (Shukla, 2010).…”

mentioning

confidence: 99%

“…Existing consumer studies map consumers' demographic profile but do not analyse their brand behaviour (Shukla, 2010). Thus, most of the research in this area is based on primary surveys.…”

mentioning

confidence: 99%

Are Indian consumers brand conscious? Insights for global retailers

Mukherjee

Satija

Goyal

et al. 2012

Asia Pacific Journal of Marketing and Logistics

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“…While income distribution is highly skewed in India, the middle class is distinct from the urban elites [6]. Two recent reports, drawing on different surveys, estimated the 2009/10 middle class at 5.9% [28] and 12.8% [46] of population. (Even the smaller estimate is nearly 70 M people, which is larger than most countries.…”

Section: Methodsmentioning

confidence: 99%

"We call it Hi-Fi"

Sambasivan

Azad²,

Aoki

et al. 2016

Proceedings of the Eighth International Conference on Information and Communication Technologies and Development

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As access to the Internet improves globally, we argue that speed is important for accelerated and full-fledged exploration of the Internet. We provided high-speed broadband service plans and Wi-Fi access points to 12 Internet-using Indian households in Delhi and Lucknow for three months. We sought to understand uptake, trajectories, behaviours, and developmental impact of the speed of the Internet on the daily lives of our respondents through a multi-phased study (baseline, in-situ usage, follow-up). Our findings suggest that high-speed Wi-Fi led to 2-3x increase in online activity and higher-bandwidth activities; spurred Internet skilling and instrumental uses online; shifted the time and space of device access; created social currency; and transformed the construct of Internet for the households. Ultimately, 8 out of the 12 households switched to high-speed Wi-Fi after the study concluded. We discuss considerations for policy and infrastructure deployments in introducing and onboarding new and existing users living with slow speeds to higher-quality networks.

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“…5 The biggest Indian towns have the largest concentrations of productive and household assets. 6 Regardless of one's level of education or training, earnings are higher if one lives within a large compared to a small town and in a town compared to a rural village (Shukla, 2010). These spatial economic differences have intensified in recent years.…”

Section: The Growing Importance Of Locationmentioning

confidence: 99%