Intro; Contents; Editor and Contributors; Consumers in Emerging Market; 1 The Study of Consumer Discrete Emotions: A New Imperative in India; Abstract; Introduction; Section A: Theories of Emotions and Measurement; Section B: Two Studies in India; Research Track 1. Happy Versus Hopeful; Research Objectives; Conceptualization, Propositions, and Methodology; Findings; Discussion; Research Track 2. Benign Envy Versus Malicious Envy; Current Challenges in Envy Research; Research Objectives; Envy Conceptualization, Propositions, and Methodology; Findings; Discussion; Section C: Conclusion

Step1: Firms Need to Adopt Bot Solution in Order to Create Personalized SolutionsStep2: Create Big Data of Customers; Step3: Mining Big Data; Step4: Implementing AI-Based Solutions to Reap the Benefit; References; 4 The Neo-Middle Class: A Unique Opportunity for a Marketer; Abstract; Introduction; Fight at the Middle of the Pyramid; Behavioral Aspects of the Neo-Middle Class; Vicarious Reinforcement; Foote Cone Belding (FCB) Matrix; Hedonic Consumption; Marketing Strategy for the Neo-Middle Class; Case Study-Patanjali; References; Marketing Tactics

5 Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural IndiaAbstract; Introduction; FMCG Business in Rural India: Opportunities and Challenges; Distribution Strategies in Rural India; Van-Based Model; Urban Extension Model; Wholesaler-Driven Model; Hub-and-Spoke Model; Entrepreneur-Based Model; Collaborative Distribution Model; Concluding Remarks; References; 6 Retailing in Emerging Markets; Abstract; Introduction; Overview; Retailing and Emerging Markets; Retailer's Paradox; Differentiation Strategies in Emerging Markets

Hence Comes the Question of What Have These Global Retailers Done Right?Why Businesses Fail in Emerging Markets; References & Notes; 7 Effect of Store Loyalty on Impulse Buying Behaviour in Emerging Markets: Observations and Propositions; Abstract; Introduction; Factors of Customer Loyalty Which Affects Impulse Buying; Conclusion; References; 8 Rural Marketing; Introduction; Strategic Marketing Issue in Rural India; Strategies of Rural Marketing; Issues in Context in Developed Countries; Issues in the Context of Emerging Market; Discussion; Recommendations