Abstract:
The effects of the economic downtown of 2009 in India, an emerging market, were comparatively muted, partly attributed to macro economic factors such as the governmental regulatory measures. But was there anything inherent in the Indian consumer which provided protection from the global economic storm? Research findings suggest that the Indian consumer has a conservative approach to finance despite the recent economic liberalisation. Their focus is on safety of savings rather than on growth of investments. Consequently their exposure to credit and equity markets has been limited, which cushioned the Indian consumer in times of economic volatility. Marketers in the financial sector need to acknowledge this conservative mindset while connecting with the Indian consumer.
This could also be of interest:
Research Reports
Attitudinal research on Rolaids ant-acid tables
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 1, 1970
Research Papers
The shepherd and the cowboy
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Othman Ouazzani, Nandini Roy
Company: The Coca-Cola Company
November 5, 2003
Research Papers
Stories from the fringe: The people strategy forgets
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Peter Harrison, Vangelis Skouras, Ian Pierpoint
 
November 16, 2016
