The Emerging Consumer

The Emerging Consumer Book Description

This book is about the urban Indian woman who has emerged as the primary decision maker for consumer products. It discusses how she has evolved over the years and the direction she is likely to take in the future in her lifestyle and consumption behaviour.

The core of the analysis is based on in-depth information and hard data generated through special studies conducted by the Marketing Research Department of Hindustan Lever Ltd. and has a clear marketing orientation resulting from three decades of studies on Indian consumers in thecountrys leading industrial house, manufacturing and marketing consumer products. Each chapter carries extensive research material which can be used as background material in planning and designing of marketing strategies for consumer products. It profiles the target group, housewives, by demographics and examines their changing attitudes and roles. It highlights the various household functions undergoing significant changes which can be translated into new marketing opportunities.

This book is of great relevance to the marketing and advertising professionals for developing an in-depth understanding of current and new developing needs/aspirations of the urban Indian housewife in the changing socio-economic milieu. It also contains important research findings for those interested in social policy andwomens issues as it brings out the duality in housewifes attitudes and the accompanying strains and conflicts in what she is and what she wants to be.

Contents: The Changing Demographics
The Self : Changing Scenario and the Inner Concerns
The Family : Changing Structure
Finance
Media and Communication
Conclusions and Marketing Implications
Appendix.

Deliverable Countries: This product ships to India, Sri Lanka.

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