Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

Monday, 15 June 2015 by Paurav Shukla

  While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo Zegna entering,

You may also want to read these posts...

  • Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
  • Synthetic diamonds are forever too, or are they!
  • They are not all same (Part 2): Differences in Asian Luxury Consumption
  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, China, Handbag, India, indonesia, Luxury marketing, value
Beyond Bling

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

Friday, 21 November 2014 by Paurav Shukla

Funded by British Academy, I led project with Professor Keyoor Purani at IIMK. The project looks at the influence of economic conditions on contemporary conspicuous consumption tendencies among consumers in the UK and India. The project findings demonstrate the variations between the British and Indian consumers showing how socio-economic market conditions influence conspicuous consumption.

You may also want to read these posts...

  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Published in Blog, Luxury marketing
Tagged under: Brand, british, conspicuous, consumption, India, Luxury marketing, marketing, UK

Make them ‘buy now’: How to make users comfortable in buying through your website?

Thursday, 11 September 2014 by Paurav Shukla

Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer trust and lessen security and privacy concerns. Addressing these consumer concerns is highly important because consumers increasingly rely on internet for their regular information search and purchase. The recent cyber-attacks

You may also want to read these posts...

  • Luxury marketing: exploiting the heritage code of luxury brands
  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Should luxury brands use twitter?
  • Published in Blog
Tagged under: branding, buying behaviour, marketing, Online, order fulfilment, privacy, purchase, security, website look and feel

Invite: Status Consumption: A Journey Through Time & Cultures

Monday, 10 March 2014 by Paurav Shukla

  Inaugural Professorial Lecture entitled ‘Status Consumption: A Journey Through Time & Cultures’ Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status

You may also want to read these posts...

  • The compromise effect in our decision making
  • Thriving on consumer irrationality
  • Announcement: 2011 MAG Scholar Conference
  • Published in Blog, Luxury marketing
Tagged under: branding, culture, GCU London, Luxury marketing, marketing, Research, status

Werther effect (the power of negative news)

Sunday, 06 October 2013 by Paurav Shukla

The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel titled The Sorrows of Young Werther (German: Die Leiden des jungen Werthers). Finished in six weeks of intensive writing during January–March 1774, the novel instantly made the 24-year-old Goethe one

  • Published in Blog, Latest Qs & Reviews
Tagged under: copycat suicide, effect, Media, negative news, Psychology, werther

How in-store sampling influences your choice?

Friday, 21 June 2013 by Paurav Shukla

Can in-store sampling motivate you to act and purchase a cosmetics product? In this research, we looked at the significant motivations driving cosmetics shopping in retail setting, and examined how in-store sampling can be used to enhance choice goal attainment. We also focused on the influence of choice goal attainment on decision satisfaction when in-store sampling is used as a promotion technique.

You may also want to read these posts...

  • Influence of prospect payments psychology and pricing
  • Luxury brands & interpersonal influences
  • What is luxury?
  • Published in Blog, Luxury marketing
Tagged under: branding, choice, choice goals, consumer, Decision making, in-store sampling, marketing, retail, sample

Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia

Monday, 05 November 2012 by Paurav Shukla

Being a conference co-chair for the 2013 IMRA International Conference, I will like to invite the readers of my website to submit their research work at the above conference. The conference is organized by IMRA in collaboration with Rochester Institute of Technology (RIT) / American College of Management & Technology (ACMT) in Zagreb, Croatia. The

You may also want to read these posts...

  • The local dimension of luxury
  • Massification of Luxury: the Chinese Invasion
  • Status (luxury) consumption in cross-national context: Managerial implications
  • Published in Blog, Latest Qs & Reviews
Tagged under: accounting, conference, Croatia, Economics, entrepreneurship, finance, HR, IMRA, International, Management, marketing, not for profit, operations management, organization behaviour, strategy, zagreb

Wooing Indian luxury alcohol brand consumers

Tuesday, 09 October 2012 by Paurav Shukla

This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will

  • Published in Blog, Luxury marketing
Tagged under: alcohol brands, Brand, branding, consumer, India, Luxury good, Luxury marketing
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Latest mass media appearances

  • Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
    Taking Tesla private may work for Musk and retain the luxury brand image.
  • How brands that disguise their origins do damage to their bottom line
    When brands try to disguise their origin and are found out later on, it can have a significant impact on their bottom-line.
  • Why Elon Musk should take Tesla private
    Taking Tesla private may help retain the luxury image of the brand in consumers' minds.
  • Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances
    Research by Prof. Shukla has shown than publicity campaigns can help combat alcohol-fueled sexual contact.
  • NewsWeek - Why the perceived value of lab-made diamonds is on the up
    Although synthetic, lab-made diamonds are similar in quality to natural ones.
  • Business Insider - Lab-made diamonds are posing threat to the natural ones
    Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. How they pose challenge to the natural diamond industry.
  • Scroll.in - How lab-made diamonds are stealing the shine (and market share) from natural ones
    More than 95% of industrial diamonds are synthetic, so why aren't more people using them in engagement rings?
  • The Conversation - How lab-made diamonds are stealing market share from natural ones
    Why value perceptions remain the final frontiers to crack the consumer market for synthetic diamond industry.
  • The Guardian - The luxury market is tricky to crack but the rewards can be great
    Businesses selling high-end products face low volume sales and fierce competition. But with the right branding, the sense of customer loyalty can’t be beaten.
  • Businessoffashion.com - Luxury Brand Balancing Act
    Are luxury brands upsetting the delicate balance that made them desirable in the first place? Is luxury fashion becoming too mass?

What others are reading now…

  • Pie Register – Login
  • The compromise effect in our decision making
  • What is luxury?
  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • Teaching
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Twit in…

2 hours agoThe regulations and its regulatory execution will have to be more and more proactive if we want to have a positive… https://t.co/aDHEoLcgfj
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