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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 6

Consumer Behaviour — Its Wide Facets and Deep Implications

Customer connect, Customer loyalty, consumer relationships, changing society, transforming buying behaviours, etc., are the buzz words today around which strategies are being framed by the marketers.

We see lot of acceptance and also a lot of intolerance co-existing in the present society. Numerous structural and social barriers that have long existed are breaking down leading to a major cultural shift. The younger generation is openly expressing its voice. The attitude of people to different issues is changing. Hence, brands are continually trying to cope with all these changes. Brand strategist Harish Bijoor very well says that, “There will come a time when habits and attitude ...

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