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What is Celebrity Endorsements in India about?

The document discusses consumer behavior in India, focusing on the role of culture and the changing Indian consumer market. It analyzes how cultural dimensions like power distance and collectivism vs individualism influence celebrity endorsements in India. It also describes the growth of the Indian consumer market, with new emerging segments like urban women and rural populations, and changing spending patterns with an increased emphasis on education, communication, and credit usage. Finally, it discusses c

Author

Sakshi Rangroo

Language

EN