embracing brands, they are shying away from price. Varma (1998, pp. 180-81)
cites a study published in Outlook (July 23, 1997) which reported that Indian
consumers have a ``a very strong price-value consciousness''. In India, Bullis
(1997, p. 66) states, ``quality is less of a consideration than price in the purchase
decision for most products.'' As an example he cites the price of Walls' Solo icecream
bar. In March, 1995 it was increased from Rs.2 to Rs.3 (from
approximately 4¢ to 6¢). Sales immediately plummeted. Within six months, the
price returned to Rs.2.