Chapter - 11

Indian Core Values

• Food habits
• Changing cultural trends in Indian urban
markets
– Achievement orientation
– Work ethics
– Material success
– Middle of the road approach to tradition
– Impulse gratification
– Use of hi-tech products
• 32 indian values
• Cultural aspects of emerging markets
– The Indian context
– Frequently used product categories in India
– Adapting IMC (integrated marketing
communication)