Book launch: Understanding Indian Consumers

Gachibowli: Oxford University Press, the world’s largest university press, on Wednesday launched a new book titled “Understanding Indian Consumers” by Durairaj Maheswaranand Thomas Puliyel, an event hosted at the Indian School of Business (ISB), Hyderabad.

The book focuses on the Indian market scenario and ways to attract the attention of the consumers. Present among guests at the launch event were Paras Bansal, Business Head - Higher Education, Trade & Professional Learning, Oxford University Press India.

The book is a compilation of case studies and articles written by the best minds amongst the academicians and business practitioners from around the globe. With an objective to help students of MBA specializing in marketing, the book collates thoughts of experts on the changing dynamics of consumer behaviour in India and strategies used by marketing professionals to deal with the ever-changing faces of Indian consumers.

Speaking at the event, DurairajMaheswaran, Co-author said, “India is projected to be the fastest growing economy driven by the growth in the population and the surge in purchasing power.

This book brings together a broad spectrum of research-based insights and strategies that would help to better understand the consumers who are central to the economic growth. We are excited that this volume where theory and application are effectively integrated for the benefit everyone who is interested in consumer behaviour.”