Paurav ShuklaMarketing, Research, International marketing, Luxury marketing and more…
The local dimension of luxury
Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation.
While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from non-luxury, I [...]
Massification of Luxury: the Chinese Invasion
Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post is [...]
Status (luxury) consumption in cross-national context: Managerial implications
In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications.
Image by minxlj via Flickr
To briefly summarise the study, it focused on three antecedents [...]
Status (luxury) consumption among British and Indian consumers
Recently one of my research papers got published in the ‘International Marketing Review’. It focused on comparing the status consumption tendencies of British and Indian consumers. In this post, I shall focus on the findings of this study.
Firstly, let me define what status consumption is and how it affects our behaviour? Researchers define status consumption [...]
Consequences of consumer confusion
As stated in my earlier post ‘antecedents to consumer confusion‘, I shall focus on consequences of consumer confusion in this post. The earlier post focused on three important antecedents to consumer confusion namely; expectations, attribute confusion and information confusion in the context of financial services industry (i.e. banks, insurance. credit card, mortgage and other such [...]
Antecedents to consumer confusion in financial services industry
It is only the later part of the 20th century financial services institutions (FSIs) started morphing into a different shape altogether. Previously, a bank provided only banking services (i.e. mostly a place where you can deposit and withdraw money or similar assets). However, banks changed their role in a short span of time from consumer [...]
Impact of attitudinal and behavioural loyalty on future purchase intentions in cross-cultural context
Companies across the world recognize the importance of customer satisfaction and loyalty. The results of higher satisfaction in most cases are positive word-of-mouth and repeat purchase. This has direct impact on firm performance in terms of sales and profits as well as firm valuation. While the task of satisfaction in a single market is dynamic [...]
Impact of contextual factors, brand loyalty and brand switching on purchase decisions
Many marketers consider young adults aged between 18 and 24 as a distinct consumer segment that boasts considerable purchasing power. In the UK, such consumers spend around £10 billion each year, while it has been projected that young adults will inject more into the US economy than baby boomers by 2010.
The young adult segmentThe importance [...]
Innovation, adoption and consumer behaviour
Following are some of examples my own behavioural patterns (which I think is interesting) I have observed over a period of time with technology products:
1. For the first 30 days I was so engaged with twitter and then on I haven’t even looked at it ones. For those 30 days I was so hell-bent over [...]
The changing face of luxury business
Luxury market is showing signs of recovery but then experts predicted something at the start of 2008, something different in the middle of 2008, in the late 2008 and in early 2009 too with reality hardly matching with the prediction. However, this time Financial Times has taken good care in bringing about some interesting issues [...]
