Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Maggi

Snacking is a kind of ritual for consumers all over the world (Gagliardi, 2014; Michail, 2018). There are various kinds of rituals that consumers go through every day, and snacking is a very lovable ritual from the perspective of consumers (Louis, 2013). While the practice may be widespread all over the world, in India the variety of snacks that consumers have varies dramatically across different geographical regions. Consequently, several ads add an ethnic touch to snacking. Besides the variety of cultural snacks that are available, snacking has a special place for kids, especially in the Indian context due to the cultural precedence of the mother–child association. Snacking is a part of growing up for children, and it is not uncommon ...