Product details

Share this page:
Thumbnail image for 517-0060-1
Case
-
Reference no. 517-0060-1
Subject category: Marketing
Authors:
Nitin Gupta (Institute of Management Technology - Hyderabad)
Published in:
2017
Version:
20-Apr-2017
Revision date:
12-May-2017
Length:
9 pages
Data source:
Published sources

Abstract

Indian consumers have fascination for light-coloured skin. The gloomy repercussion of this phenomenon is that in India dark skinned people, whether they are native or foreigner, feel a prejudice from Indian people towards them. Socio-cultural factors have played big roles in making Indian consumers go head-over-heals in their fascination towards fair skin. Though there are many voices trying to develop a contrarian view to the existing mind set, changing consumer attitude pertaining to such deeply held beliefs is a complex and a difficult task.

Topics

Consumer behavior and Indian consumer; Cultural components; Attitude formation; Attitude change; International marketing across Cultural Contexts
Location:
Size:
USD180 million
Other setting(s):
2016-17

Access this item

casecent.re/p/143134
View our pricing guide
or to see prices.

Reviews & usage