Cross Cultural Consumer Behavior in an Emerging Economy

Devinder Pal Singh,Manoj Kumar Sharma

Cross Cultural Consumer Behavior in an Emerging Economy
Format
Paperback
Publisher
Scholars' Press
Published
10 June 2014
Pages
308
ISBN
9783639718591

Cross Cultural Consumer Behavior in an Emerging Economy

Devinder Pal Singh,Manoj Kumar Sharma

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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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