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Research papers

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh
October 28, 2001
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Citation

Kumar, Pani and Puranesh (2001a, October 28). A borderless brand . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-borderless-brand-


Research papers

Mergers and acquisition

The purpose of this paper is to analyse the mergers and acquisitions that have taken place in the Indian pharmaceutical industry, and develop a framework, which would provide directions for a successful merger. In the context of a spurt in the number...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Authors: Suday Karkera, Trilochan Raval
April 1, 2001
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Citation

Karkera and Raval (2001a, April 01). Mergers and acquisition . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/mergers-and-acquisition-


Research papers

Understanding consumption as a culture

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...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Santosh Desai
November 1, 2000
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Citation

Desai, S. (2000a, November 01). Understanding consumption as a culture. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-consumption-as-a-culture


Research papers

Real borders

This paper captures the two faces of India as a traditional developing market – the face lured by increased exposure to Western products and lifestyles, which coexists in complete harmony with the slow to change face rooted in centuries of...

Catalogue: Ethnic Marketing 2000
Authors: Poonam V. Kumar, Sukanya Kripalu
July 1, 2000
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Citation

Kumar and Kripalu (2000a, July 01). Real borders. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/real-borders


Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander
September 1, 1999
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Citation

Bijapurkar, Valentine and Alexander (1999a, September 01). Charting the cultural future of markets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/charting-the-cultural-future-of-markets-5512


Research papers

Segmenting the Indian market on life style

This chapter describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on life style...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Alok Shanker, Anand Singh
September 1, 1998
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Citation

Shanker and Singh (1998a, September 01). Segmenting the Indian market on life style . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/segmenting-the-indian-market-on-life-style-


Research papers

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998
Author: N. S. Muthukumaran
June 15, 1998
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Citation

Muthukumaran, N. S. (1998a, June 15). Benefit segmentation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/benefit-segmentation


Research papers

Rural socio-economic classification

This paper is intended to provide a much needed social grading for rural India. The problems in defining a rural socio-economic classification in India are presented and the previous efforts in this direction are discussed. The drawbacks of these...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Bikramjit Chaudhuri, Sophie Josep, Ravindra Godase
June 15, 1998
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Citation

Chaudhuri, Josep and Godase (1998a, June 15). Rural socio-economic classification. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/rural-socio-economic-classification


Research papers

The Indian dilemma

Currently there are two national people meter systems being developed in India: a joint venture between the Indian Market Research Bureau (IMRB) and AC Nielsen; and ORG-MARG (The Marketing and Research Group). The joint venture between IMRB and AC...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Julie Petersen, Tanuka Roy
June 15, 1998
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Citation

Petersen and Roy (1998a, June 15). The Indian dilemma. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-indian-dilemma