| Ethnic Consumers Consulting - Teaching Note |
| 作者姓名：S. Ramesh Kumar; Nitya Guruvayurappan; Madhurjya Banerjee |
| 商品類型： | 商品編號：8B10A030 |
| 出版日期：2011/10/02 | 內容長度：8 頁 |
Teaching note for product 9B10A030.
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| Ethnic Consumers Consulting |
| 作者姓名：S. Ramesh Kumar; Nitya Guruvayurappan; Madhurjya Banerjee |
| 商品類型：Case (Field) | 商品編號：9B10A030 |
| 出版日期：2011/10/02 | 內容長度：18 頁 |
Nitya was preparing for a meeting with an Indian company that manufactured hair oil and fairness cream. She wanted to make use of past research in order to offer her client insights on consumer values. Were emerging markets significantly different from developed markets in terms of consumer values? Were existing brands connecting with Indian consumers? Could values become associated with different socio-economic classes of consumers? With radical .....more
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