"These figures have disappointed all our earlier forecasts, there has been a reversal in buying behaviour, " said Sugato Sen, deputy director general of SIAM.

BBC: India car sales decline for first time in a decade

Emotions have far more effect on buying behaviour than rational messaging.

FORBES: Creativity Sells.

The scheme was set up after officers in Ipswich spoke to street drinkers to find out what brands they were buying in an effort to reduce anti-social behaviour and alcohol-related crime.

BBC: Street drinker