Abstract: The Indian QSR industry is facing major challenges from both demand and supply sides. On one hand, inflation has contracted the purchasing power declining the demand and on the other, macroeconomic instability has challenged the supply situation. India is currently on the eve of development, and the outcome of the macroeconomic reforms made by the newly elected government is still to be seen. Intrigued by the dynamism in the Indian economy, two interns at Ogilvy and Mather conducted a market research aimed at understanding The New Indian Consumer. This collaborative international research involves a combination of both statistical and economic tools to understand and predict the behavior of the Indian Consumer. Veronica B. Jenvild is a Norwegian economics student specializing in the Indian Economy at School of African and Oriental Studies, University of London. Krishni Miglani is an Indian undergraduate management student at Shaheed Sukhdev College of Business Studies, University of Delhi. This report is based on both management and behavior economic tools to analyze ‘The New Indian Consumer’.
Title: THE NEW INDIAN CONSUMER: FOOD SERVICES TRENDS
Author: KrishniMiglani, Veronica Jenvild
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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