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A tale of two giants

Date of publication: September 19, 2007

Catalogue: Congress 2007: Excellence

Company:

Author: Chirajeet Sengupta

Abstract:

The purpose of the current research is to investigate the changing notions of the consumer's self in the transitional economies of India and China. The effects that self-image has on a consumer's choice of brands is examined. Self-image, in turn is looked at in terms of the private, social and ideal selves. The presentation also reviews status consumption and social consumption motivation and Interpersonal influence on the consumption decision. The emphasis is on comparing across cultures.

Chirajeet Sengupta

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Sengupta, C. (2007a, September 19). A tale of two giants. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/tale-of-two-countries-uk-and-singapore