The independent variable used for this project will be gender (male/female) and the dependent variables will be population size and level of affluence (per capita income). Refer to Appendixes D and E for population and per capita income maps of India, respectively. Primary data will be taken from survey results, CultureGrams and the Research Simulation, which provides detailed information regarding some key cities within the Indian Markets. The high-level data for Mumbai and New Delhi include meaningful insight into the population base, lifestyle, and relative level of affluence. Several of the smaller and less affluent cities appear less attractive as potential launch sites for Starbucks. For example, the city of Agra with a population base of approximately 151,000 people would provide fewer potential consumers than a city like Delhi with population base over 20 times as large as Agra (Apollo, 2004).
In addition, by selecting the cities with the most disposable income and a more......

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Title: Mba110
Approximate Word Count: 1780
Approximate Pages: 8 (250 words per double-spaced page)

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