We don't understand anymore the consumers. We feel that they are capricious, bad calculators, fickle and irrational. They're doing whatever comes through their

We don't understand anymore the consumers. We feel that they are capricious, bad calculators, fickle and irrational. They're doing whatever comes through their

Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable India

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been

This book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national