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
  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Invite: Status Consumption: A Journey Through Time & Cultures
  • Published in Blog, Luxury marketing
Tagged under: Brand, british, conspicuous, consumption, India, Luxury marketing, marketing, UK

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...

  • Does competitive intelligence help improve the bottomline? (Part 1)
  • What is your Chinese New Year luxury strategy?
  • Influence of prospect payments psychology and pricing
  • Published in Blog, Luxury marketing
Tagged under: alcohol brands, Brand, branding, consumer, India, Luxury good, Luxury marketing
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...

  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Should luxury brands use twitter?
  • Segmenting luxury brand 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
  • The compromise effect in our decision making
  • What is luxury?
  • 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

You may also want to read these posts...

  • Status (luxury) consumption among British and Indian consumers
  • 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
Luxury branding: barbie jewellary

Luxury branding: back to basics

Thursday, 19 May 2011 by Paurav Shukla

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic

You may also want to read these posts...

  • Consequences of consumer confusion
  • Podcast: Antecedents to consumer confusion
  • Antecedents to consumer confusion in financial services industry
  • Published in Blog, Luxury marketing
Tagged under: Anna Sui, Brand, Business, Facebook, Louis Vuitton, luxury branding, Luxury good, Luxury marketing, Market Research, Marketing and Advertising

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...

  • Werther effect (the power of negative news)
  • How many times have you been mis-sold?
  • IPL & Youtube: The new strategic online revenue model
  • 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
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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…

  • Luxury brands in recession: Developing a better value proposition and luxury brand strategy
  • Massification of Luxury: the Chinese Invasion
  • Pie Register – Login
  • About me
  • Does competitive intelligence help improve the bottomline? (Part 1)
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Popular Posts this week

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Twit in…

4 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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