ABSTRACT
This chapter describes information pertaining to marketing activities in India. It examines consumer behaviour in India as a function of socio-cultural and economic diversity and iterates the need for effective product branding highlighting the success of anglicized brand names in India. The chapter discusses distribution and channel marketing with respect to rural and urban India, reflecting the key role played by the convenience stores. It explains consumer sensitivity to pricing and various pricing techniques used by brands. Brands need to establish their products as superior through advertising and marketing communications. Marketing activities such as market segmentation, pricing, positioning, packaging, advertising and promotions, are heavily dependent on understanding consumer behaviour. In India, the complexity of consumer behaviour lies in the country’s diversity. Consumer behaviour is not a simple, constant process, but it is determined by an integrated effect of cognition and environmental influences.
