Marketing misgivings and Indian customerscope for competitive conduct

Abstract

The recent spate of mergers and acquisitions has brought new issues like competitive conduct of the business houses into the limelight. The antitrust movement in India is of very recent origin. So, the consumer in India is more vulnerable to unethical market conduct like surrogate advertising, slotting allowance and non-competitive price behaviour. Contrary to the early stage of development of antitrust issues in marketing in India, the developed economies have a well debated and structured legal system for right conduct of marketing companies. This paper highlights the effect of both Chicago School and Post Chicago school of thought on marketing and competitive conduct and suggests its implications for market adoption in India.