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Research papers

Advertising research in rural areas

In countries such as India, where about 70% of the people live in rural areas, the rural market holds a lot of marketing potential. There is a wide difference in the standard of living between urban and rural India. In order to launch products in the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: B. Rajeswari
November 1, 1997
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Citation

Rajeswari, B. (1997a, November 01). Advertising research in rural areas. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-research-in-rural-areas


Research papers

Human life cycle

This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Umesh Kothari
October 22, 1997
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Citation

Kothari, U. (1997a, October 22). Human life cycle . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/human-life-cycle-


Research papers

Segmenting the Indian market on lifestyles

This paper 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 lifestyle...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alok Shanker, Anand Singh
September 1, 1997
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Citation

Shanker and Singh (1997a, September 01). Segmenting the Indian market on lifestyles . ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

Supermarkets and the small independent retailer

The paper deals with the Indian experience of supermarkets unable to significantly impact on the retail structure, and the simultaneous growth of the small independent retailer, especially in fast moving consumer goods. It attempts to hypothesize the...

Catalogue: Seminar 1997: The Changing Retail Scene
Authors: Amit Roy, Sujit Das Munshi
June 15, 1997
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Citation

Roy and Das Munshi (1997a, June 15). Supermarkets and the small independent retailer. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/supermarkets-and-the-small-independent-retailer


Research papers

Retail in emerging markets

The first part of this paper deals with the complexities associated with definition of FMCG (Fast Moving Consumer Good) retail outlets and their classification in India. It outlines the changes in outlet type and stocking patterns over time and...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Amit Roy, Kamal Ramanath, Bikramjit Chaudhuri
February 1, 1997
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Citation

Roy, Ramanath and Chaudhuri (1997a, February 01). Retail in emerging markets . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/retail-in-emerging-markets-


Research papers

Ad tracking in India

This paper traces the evolution of Advertising Tracking in India over the previous thirteen years or so. This evolution has been segregated into three stages: origin: characterized by pre and post-testing growth: characterized by quasi-continuous...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Kalika Tripathi
November 1, 1996
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Citation

Tripathi, K. (1996a, November 01). Ad tracking in India . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/ad-tracking-in-india-


Research papers

Segmenting consumers for evolving a retailing strategy

The focus of this paper is on leveraging on distribution to gain completive advantage especially in a highly competitive scenario. The paper demonstrates through an Indian case study pertaining to watch purchase that a. Consumers seek a distinct bag...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing
Author: Muthukumaran Swaminathan
June 15, 1995
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Citation

Swaminathan, M. (1995a, June 15). Segmenting consumers for evolving a retailing strategy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/segmenting-consumers-for-evolving-a-retailing-strategy


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 the Indian...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Monty Alexander, Rama Bijapurkar, Virginia Valentine
September 1, 1994
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Citation

Alexander, Bijapurkar and Valentine (1994a, 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


Research papers

Forecasting of elections in the world's largest democracy

Most Opinion Polls in the West, which attempt to forecast election results, rely on a representative sample of voters and a frank reply to the question: "If the Elections were held tomorrow, who would you vote for? It is the author's contention that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Partha Rakshit
September 1, 1994
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Citation

Rakshit, P. (1994a, September 01). Forecasting of elections in the world's largest democracy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/forecasting-of-elections-in-the-world-s-largest-democracy