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Understanding consumption as a culture

Date of publication: November 1, 2000

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Author: Santosh Desai

Abstract:

This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour with regard to the Indian consumption culture is proposed in the paper.

Santosh Desai

Author

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Citation

Desai, S. (2000a, November 01). Understanding consumption as a culture. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/value-of-vir-ture-virtual-understanding-culture