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Research papers

Bollywood drama in the research world

The study demonstrates that the concept of Dramaturgy can be successfully applied in consumer research to explore complex phenomenon such as multiple identities and relate these with needs, aspirations and behaviour. It is an effective substitution...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Sandeep Dutta, Daisy Tanwani, Kavita Rahman Gulati
Company: KANTAR TNS Malaysia
May 13, 2014

Research papers

Masculinity

A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across...

Catalogue: Asia Pacific 2013: Asia On The Move
Author: Satyam Viswanathan
April 7, 2013

Research papers

From the bottom of the heart!

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Jaisy Desai, Akash Sahu, Michael Sack
Company: Ipsos MRBI
September 13, 2012

Research papers

Billion dollar baby

India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience....

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Madhumita Chakraborty, Sandeep Arora
Companies: PepsiCo, Datamatics Global Services Ltd
April 20, 2010

Research papers

Building youth brands in a youthful country

India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience...

Catalogue: Asia Pacific 2009: Competing On A World Stage
Author: Dheeraj Sinha
Company: Bates CHI & Partners
April 7, 2009

Research papers

The culture Karma Chameleon

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key
Company: Happy Thinking People
November 20, 2008

Research papers

Succeeding in a multi-cultural society against a monopolistic brand

Indian consumers in the eyes of manufacturers are almost like a “bird of gold”. as the urban population is growing much faster than the total population it is expected to account for 37% of Indian population by 2025 vis-à-vis just a 26%...

Catalogue: Congress 2008: Frontiers
Authors: Anish Rajgopal, Ravi Arun Desai, Shuvadip Banerjee
June 15, 2008

Research papers

Unravelling the diversity of the Indian market

India is, unequivocally, a diverse country. This paper takes a geographic zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most marketing action (i.e. media or distribution) can be...

Catalogue: Global Diversity 2006
Author: Sangeeta Gupta
Company: Nielsen
May 8, 2006

Research papers

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Seema Khanwalkar
October 28, 2001