Paurav Shukla

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

  • Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Synthetic diamonds are forever too, or are they!
  • Published in Blog, Luxury marketing
Tagged under: branding, culture, GCU London, Luxury marketing, marketing, Research, status

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...

  • 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
  • Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  • Published in Blog, Luxury marketing
Tagged under: branding, choice, choice goals, consumer, Decision making, in-store sampling, marketing, retail, sample

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

You may also want to read these posts...

  • Luxury branding: back to basics
  • Influence of prospect payments psychology and pricing
  • Effect of interpersonal influences on luxury consumption: empirical evidence
  • Published in Blog, Luxury marketing
Tagged under: alcohol brands, Brand, branding, consumer, India, Luxury good, Luxury marketing

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Saturday, 11 August 2012 by Paurav Shukla

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton – BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly

You may also want to read these posts...

  • Segmenting luxury brand consumers
  • The compromise effect in our decision making
  • Thriving on consumer irrationality
  • Published in Blog, Latest Qs & Reviews, Luxury marketing
Tagged under: bling, branding, conspicuous, consumption, esrc, event, Luxury marketing, marketing, seminar
Chinese New Year of Dragon and luxury

What is your Chinese New Year luxury strategy?

Tuesday, 17 January 2012 by Paurav Shukla

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst)   China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many

You may also want to read these posts...

  • IPL & Youtube: The new strategic online revenue model
  • The local dimension of luxury
  • Massification of Luxury: the Chinese Invasion
  • Published in Blog, Luxury marketing
Tagged under: branding, China, Chinese new year, growth, Luxury marketing, marketing, Marketing strategy, strategy
Luxury Brands: Good to Great

What makes a good luxury brand great?

Thursday, 08 December 2011 by Paurav Shukla

The article discusses why some luxury brands become larger than life and are called great while others can’t seem to break the barrier.

You may also want to read these posts...

  • Status (luxury) consumption in cross-national context: Managerial implications
  • Status (luxury) consumption among British and Indian consumers
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Brand, branding, financial, functional, good to great, history, Luxury marketing, multi-dimensional, perceptions, personal, Social, value
Luxury brand value model

Comparing the luxury brand value

Monday, 24 October 2011 by Paurav Shukla

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

You may also want to read these posts...

  • Luxury brands & interpersonal influences
  • How many times have you been mis-sold?
  • Consequences of consumer confusion
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand value, consumer, India, Luxury good, Luxury marketing, value
Luxury brand LVMH at China National Museum

Luxury marketing: exploiting the heritage code of luxury brands

Sunday, 10 July 2011 by Paurav Shukla

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and

  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, dior, Frida Giannini, Kate Middleton, Louis Vuitton, Luxury brands, Luxury good, Luxury marketing, Museums, National Museum of China, Pushkin Museum
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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
  • What is luxury?
  • The compromise effect in our decision making
  • Teaching
  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
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