4
Price
There are two ways of tackling the price puzzle. The first way is to crash price and make it affordable to a vast majority of audience. This endeavour has generally been successful in India. It is easy to see why. The Arjun Sengupta Report opines that more than three quarters of the population in India earns less than one-third of a dollar per day. The Tendulkar committee puts Indian poverty numbers at slightly less than two-fifth of the population. World Bank arrives at a similar figure. Saxena committee estimates that half of Indian population is poor.1 Irrespective of the figure you believe, it is obvious that a good proportion of Indian population is deprived of resources. This makes them price sensitive. Therefore, if the marketer ...
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