Understanding consumption as a culture

Date of publication: November 1, 2000

Author: Santosh Desai


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


This is a long description of some author details.

Research Papers

Research Papers

Lasting liaisons

Catalogue: Brandmatters 2006

Authors: Sangeeta Gupta, Santosh Desai


February 8, 2006

Research Papers

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