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Denial Desire Immersion - Evolution of Indian Consumers - cover

Denial Desire Immersion - Evolution of Indian Consumers

Kishore Chakraborti

Publisher: Bloomsbury India

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Summary

We all are consumers; yet the consumer within us is an elusive   person. It is difficult to pin him down with set behavioural   patterns. We are rational, we are impulsive, we are money conscious and we are also brand conscious. The   person who heckles the shopkeeper to give a five-rupee discount on a plastic   mug enjoys food in a nearby restaurant and tips the waiter a tenner without   batting an eyelid. Yet, we never bother to understand why we are like that. 
  
Denial, Desire, Immersion attempts   to understand Indian consumers from an observed reality. It answers questions like whether there is   anything quintessentially Indian about the Indian consumer. If yes, what are   the basic traits? How far have the consumers evolved? Answers to these   questions may offer vantage points for brands to connect with consumers more   meaningfully. 
  
 The study   of history, the caste system, geographic locations, culture, changing market forces,   media and globalisation are as much a part of this exploration as are observations   and analysis of our popular culture. The book presents a holistic portrait of   how changes take place in a complex society and influence the desire and   decision-making process of consumers. 
  
 Crafted   in a conversational tone, Denial, Desire,   Immersion weaves a vibrant texture of everyday 
India and   its ever-busy consumers as they live life, select, ponder and agonise over   the choices they make for brands and products.

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