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Journal of Strategic Marketing Volume 31, 2023 - Issue 1
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Research Article

Triggers of aspirational consumption at the base of the Pyramid: a qualitative inquiry from Indian context

Abhinav Srivastavaa Doctoral Research Scholar, Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India
,
Dr. Srabanti Mukherjeeb (Marketing), Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, IndiaORCID Iconhttps://orcid.org/0000-0002-3546-2251
ORCID Icon &
Charles Jebarajakirthyc Lecturer in Marketing, Department of Marketing,Griffith Business School, Gold Coast Campus, Griffith University, Southport, QLD, AustraliaCorrespondence[email protected]
Pages 154-184 | Received 15 Sep 2020, Accepted 25 Jan 2021, Published online: 21 Feb 2021

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