
Product details

Subject category:
Marketing
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 ContextsLocation:
Size:
USD180 million
Other setting(s):
2016-17
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