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Journal Articles

Conspicuous consumption at the Indian BOP: a boon or bane?

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Abhinav Srivastava, Srabanti Mukherjee, Biplab Datta, Tanmoy Bag
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (2): 146–158.
https://doi.org/10.1108/JCM-10-2023-6370
Published: 01 January 2025
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Includes: Supplementary data
Journal Articles

Constrained purchase decision-making process at the base of the pyramid

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Nanda Choudhury, Srabanti Mukherjee, Biplab Datta
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (1): 178–188.
https://doi.org/10.1108/JCM-01-2017-2065
Published: 31 January 2019
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