Introduction During the last decade, the Indian economy has witnessed robust growth, recording a growth rate of 8–9% annually. With rising income and education levels, the aspirations of the common man have also increased. The Indian middle class, estimated to be 300 million people , has become more status conscious. A recent study by Neilson found India to be among the top three brand-conscious countries in the world . Clearly, the Indian consumer is no longer satisfied with—or loyal to—the old and familiar, but is rather looking for new and better alternatives. The Indian consumer’s preference for foreign brands...





