Damodar Mall’s book is a revelatory debut book that answers many concerns that we have when it comes consumerism. It is a go-to book for all consumer business enthusiasts. Those who wish to understand the reason behind our behaviours as consumers can read this book and understand the psychology behind it. The book consists of insights that give us an analysis of the sector so far. These explanations could help in shaping successful consumer products and retail businesses in the large consumer economy that India is soon going to be. It consists of an interesting and carefully studied consumer behavior.

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