India is one of the world's most interesting and challenging emerging markets. A population in excess of 1 billion consumers makes the marketing possibilities endless. The question is how does this new and intriguing market wish to be served. What are the prevailing attitudes toward insurance, banking, manufacturing, retail including big box firms like Walmart. Our goal is to examine consumer attitudes in developing countries like India and provide insight that will allow firms to make the most informed decision possible regarding products and services placement.

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