The influence of marketing on consumption behavior at the bottom of the pyramid
Year of publication: |
2015
|
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Authors: | Jaiswal, Anand Kumar ; Gupta, Shruti |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 32.2015, 2, p. 113-124
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Subject: | India | Bottom of the pyramid | Compensatory consumption | Consumer resistance | Consumption behavior | Indien | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Privater Konsum | Private consumption | Niedrigeinkommen | Low income | Konsumtheorie | Consumption theory |
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