Measuring consumers' preferences and attitudes towards branded petrol

DUGAR, ANURAG

Measuring consumers' preferences and attitudes towards branded petrol An initial investigation of the branded petrol market - 2013 - 137-154

Petrol was sold as a 'commodity' through 'mass marketing' in India for over four decades and generations of Indian consumers got so used to this that when 'segmented marketing' arrived and brands were launched in 2002, a paradigm shift was expected.

BRANDING MARKETING

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