The Indian Bazaar: Street Markets and Customer Perceptions (16 Min)

Sowmya Raja, IIT Madras, India
Niranjan Kuppan, Allahabad Bank, India
‘Sandhai’, ‘Bazzar’, ‘Mandi’ – called by different names, the informal local marketplaces serve as cultural hubs of India. This movie documents an explorative look at various informal street markets in the Indian city of Chennai. While giving insights into Indian customers’ psychology, this film also captures their perceptions of these bazaars.
[ to cite ]:
Sowmya Raja and Niranjan Kuppan (2013) ,"The Indian Bazaar: Street Markets and Customer Perceptions (16 Min)", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.