Case study 5: Surviving in a jungle

Sanjit Kumar Roy, Rajdeep Charaborti

Research output: Chapter in Book/Conference paperChapterpeer-review

2 Citations (Scopus)


Alice Mathew, recently bought a T-shirt for her younger son from Snapdeal because it was offering a “better deal”. “The price difference was almost Rs. 100 for the same product on," says Mathew, an assistant professor at Mount Carmel College, Bangalore. Her rationale: “When I shop online, I look for the best deal and the best product. It doesn’t matter which site I’m shopping from." Her shopping philosophy is hardly unique in the Indian context. The Indian online customer is typically vendor-agnostic and seeks the lowest price for the product of his/her choice. The online marketplace has become a vast hunting ground for the best deals, with multinational and Indian e-commerce giants fighting it out to offer the best prices to lure the fickle deal-seeking Indian customers.
Original languageEnglish
Title of host publicationServices Marketing Cases in Emerging Markets
Subtitle of host publicationAn Asian Perspective
EditorsSanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
PublisherSpringer International Publishing AG
Number of pages15
ISBN (Electronic)9783319329703
ISBN (Print)9783319329680
Publication statusPublished - 1 Jan 2016


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