Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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Alternative vote

The Alternative Vote (AV): moving from nominal to ordinal measurement

Wednesday, 04 May 2011 by Paurav Shukla

Tomorrow is a very important day for British citizens when we shall decide our next voting system – labelled as the Alternative Vote (AV). Presently, we use a simple voting system called ‘First past the post’ (FPTP). In this system, the candidate who has won the most amount of votes is the winner. So, lets

  • Published in Blog
Tagged under: Alternative vote, Approval voting, BBC, First-past-the-post, FPTP, Instant-runoff voting, Plurality voting system, Politics, Voting

Effect of interpersonal influences on luxury consumption: empirical evidence

Monday, 07 February 2011 by Paurav Shukla

The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.

You may also want to read these posts...

  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • They are not all same (Part 2): Differences in Asian Luxury Consumption
  • They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
  • Published in Blog, Luxury marketing
Tagged under: Brand, British consumers, Business, consumer, Geert Hofstede, India, interpersonal influences, Interpersonal relationship, luxury consumption, Luxury good, Psychology, Social Sciences

Is the investment on brand origin and brand image worth it? Case of luxury brands

Sunday, 16 January 2011 by Paurav Shukla

While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers’ perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.

You may also want to read these posts...

  • LVMH & Tiffany: The master negotiator is at play again!
  • What is your digital value strategy?
  • Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand image, brand origin, Business, India, Louis Vuitton, Luxury good, Luxury marketing, LVMH, marketing, Marketing and Advertising, Patek Phillipe, United States, watches
Interpersonal influences

Luxury brands & interpersonal influences

Friday, 19 November 2010 by Paurav Shukla

The article discusses the importance of interpersonal influences in consumption decision and why it is important in the context of luxury however has not been tested till date. Provides avenues of how it can be explored in the case of luxury.

You may also want to read these posts...

  • Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  • How in-store sampling influences your choice?
  • Wooing Indian luxury alcohol brand consumers
  • Published in Blog, Luxury marketing
Tagged under: Britain, consumer, India, interpersonal interactions, Interpersonal relationship, Journal of Consumer Research, luxury consumption, Luxury good, Social influence
Twitter bird logo

Should luxury brands use twitter?

Tuesday, 31 August 2010 by Paurav Shukla

Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read

You may also want to read these posts...

  • Invite: Status Consumption: A Journey Through Time & Cultures
  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Published in Blog, Luxury marketing
Tagged under: branding, Business, Gizmodo, Hermes, Luxury brands, Luxury good, LVMH, marketing, Mass media, Online Communities, Social network, TechCrunch, Twitter, Website

Segmenting luxury brand consumers

Sunday, 15 August 2010 by Paurav Shukla

In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) to conform and (b) to demonstrate uniqueness. In sociology and psychology this has led to creation of various terms such as fitting in or standing out, in-group vs. out-group behaviour,

You may also want to read these posts...

  • What makes a good luxury brand great?
  • Comparing the luxury brand value
  • Luxury marketing: exploiting the heritage code of luxury brands
  • Published in Blog, Luxury marketing
Tagged under: Brand, Business, consumer, Consumer Information, Luxury good, marketing, Marketing and Advertising, Mont Blanc, Role of Brand Prominence
iPhone4

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

Saturday, 17 July 2010 by Paurav Shukla

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate was PR driven rather than having any talk of substance. Apple won praise of customers and non-customers alike because it stayed at the upper spectrum debate previously. It looked at

  • Published in Blog
Tagged under: Antennagate, Apple, IPhone, iPhone4, leadership, Mass media, Microsoft, Nokia, Research In Motion, Sony, Steve Jobs, strategy

The compromise effect in our decision making

Friday, 02 July 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/compromiseeffect.mp3[/podcast] Most consumers in developed and emerging markets are now facing an interesting choice making dilemma. It’s the dilemma of plenitude. This relates to most purchase decisions which includes a wide spectrum of products and services from buying corn flakes (a fairly low ticket item) to a car (a fairly big ticket item) and even

You may also want to read these posts...

  • How many times have you been mis-sold?
  • IPL & Youtube: The new strategic online revenue model
  • The local dimension of luxury
  • Published in Blog
Tagged under: cars, choice goals, compromise, confusion, consumer, consumer purchase, customer, Decision making, decisions, Google, IPhone, marketing, Mobile phone, mobile phones, Research, YouTube
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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…

  • What is luxury?
  • Pie Register – Login
  • Luxury branding: back to basics
  • Segmenting luxury brand consumers
  • Teaching
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Popular Posts this week

  • Pie Register – Login 82 views
  • Segmenting luxury brand consumers 82 views
  • What is luxury? 60 views
  • Engaging the gamers: what motivates gamers to purchase virtual goods 58 views
  • The compromise effect in our decision making 40 views

Twit in…

8 days 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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