000			00935pab a2200157 454500
008			180718b2001 xxu||||| |||| 00| 0 eng d
100			_aRao, S.L.
245			_aRise and fall of fast moving consumer goods: a marketing story
260			_c2001
300			_ap.4375-379
362			_a24 Nov
520			_aThe mindset of Indian companies was formed by over 40 years of industrial licensing which limited production capacities. Capacity limitations made premium products the appropriate response. In addition there was the influence of the approach of the multinational companies that value was more important than price and that product features would attract consumers more than low prices. We find it difficult to consciously reduce features, and even value in products, so as to give the mass market consumer what he can afford. - Reproduced
650			_aConsumers
773			_aEconomic and Political Weekly
909			_a50715
999			_c50715 _d50715