Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Research Dimensions on Point of Purchasea^∗

S. Ramesh Kumar, Rajeev Ravi and Jeevish Jain

As India moves into modern retailing, with several changes happening to its markets, brands and consumers, there are unique challenges that a multinational company entering India has to cope with, whether it is a fast moving consumer goods (FMCG) company or a multinational retail chain like Tesco or Wal-Mart. There are unique retailing aspects that need to be studied in detail by these companies. While retail density (number of shops per 1000 consumers) is on the decline the world over, retail density in India is on the increase. This is because of the fact that small neighbourhood shops called kirana shops, of which there are about eleven million in ...