Presentation: ‘Playing Snakes and Ladders on Upgradations in the Developing Countries’; AQR/QRCA Conference, Budapest, 2014

With the evolving economic climate in developing countries, the upgradation process becomes more dynamic. For instance, Maggi noodles, once a premium snack, is now a basic product for some social classes. This presentation attempted to help international researchers decode how upgradations happen in developing countries like India and defined “what is value for the Indian consumer?”

What appears to be an irrational behavior at first is actually a carefully considered decision-making, impacted by socio-cultural and emotional factors, which in interaction with the product benefits can lead to choosing, rejecting or lapsing from a product.

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