Trivedi A, Suri B, Mishra S, Mishra P. Moments of Truth: An Empirical Analysis of Indian Consumers. ijom [Internet]. 2011 Dec. 1 [cited 2026 Apr. 4];41(12):39-51. Available from: https://indianjournalofentrepreneurship.com/index.php/ijom/article/view/85206