Ethnic Peculiarities of International Marketing in Indian and Georgian markets

The presented paper is dealt with the concept of marketing as a science as well as factors/ aspects which are in relation to it in a broader sense. The master's thesis consists of four chapters. The first chapter provides an overview of a newly developing scientific study i.e. marketing which is employed as a technique by companies/firms/ businesses to achieve economic growth. It discusses the historical advances within this field, some important definitions and the marketing mix concept. Discusses the most important method of formulating decisions by collecting information i.e. by conducting market research. An effective market research can be conducted by following certain specific steps which are mentioned in the chapter.
The second chapter underlies the importance of identification of consumer behavior and its elements for effective and successful marketing. An attempt to explain the concept is done using two important case studies, one from Georgia and one from India. How culture affects consumerism? What role it plays in consumer's lives? Has social media affected our purchasing choices? Is branding on websites a necessity for small businesses or large firms? These questions are answered by the third chapter which throws light on the Ethnic Marketing and the Digital Marketing techniques which can be perceived as an alternative to the traditional marketing methods (through TV, newspaper, pamphlets etc).
The last chapter throws light on the emerging industries in the global market. Again, one research study of each country i.e. Georgia and India has been taken up. While emerging Auto Business Sector in Georgia has been analyzed as a form of secondary research, Emerging Online Grocery Sector in India has been taken up as a primary research which is covered in the last section of the thesis. The purpose of the current research is to explore the Online Grocery market trends in relation to consumer attitude and behavior as well as to understand its dynamism in terms of COVID-19 pandemic.