The New Frontiers of Brands in a Changing World: The Case of India

Michele Fioroni and Garry Titterton

Chapter Chapter 17 in Brand Storming, 2009, pp 158-162 from Palgrave Macmillan

Abstract: Abstract The histories of India and of most of the countries whose economies are growing rapidly show how, following an increase in earnings, consumers tend to spend proportionally less on essential goods and more on discretionary goods. Indian consumers are starting to be able to afford products and services which go beyond the primary needs of eating and clothing.

Keywords: Indian Firm; Global Brand; Designer Clothes; Spending Category; Lorry Driver (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_17

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DOI: 10.1007/978-0-230-23351-5_17

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