Paurav Shukla

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

Luxury industry: cracking the conundrum of lower-tier cities across emerging markets

Thursday, 31 December 2020 by Paurav Shukla

Luxury brands market their products in many large emerging markets like India and China thinking consumers are the same within these countries. Our latest research shows that significant differences exist within higher – and lower – tier cities in their consumption motivations. We provide guidance on successfully negotiating these complexities.

You may also want to read these posts...

  • Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  • Wooing Indian luxury alcohol brand consumers
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Published in Blog
Tagged under: branding, China, emerging markets, India, luxury
LVMH Tiffany acquisition

LVMH & Tiffany: The master negotiator is at play again!

Wednesday, 10 June 2020 by Paurav Shukla

The LVMH’s Tiffany acquisition was announced in late 2019. However, recently, rumours have emerged that LVMH has got cold fit in paying 37% premium for an acquisition in this COVID-19 era. I offer an alternative account of what may be going on behind the scene. Speculative I know, but nothing is impossible in the master negotiator Bernard Arnault’s playbook. Have a read! 

You may also want to read these posts...

  • What is your Chinese New Year luxury strategy?
  • What makes a good luxury brand great?
  • Luxury marketing: exploiting the heritage code of luxury brands
  • Published in Blog, Luxury marketing
Tagged under: acquisition, branding, luxury, LVMH, negotiation, Tiffany

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Friday, 09 June 2017 by Paurav Shukla

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

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?
  • What is luxury?
  • Published in Blog, Luxury marketing
Tagged under: brand origin, branding, country of origin, Haier, john players, misclassification, purchase intentions

They are not all same (Part 2): Differences in Asian Luxury Consumption

Monday, 29 June 2015 by Paurav Shukla

  In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we discovered some very interesting differences among consumers

You may also want to read these posts...

  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Does competitive intelligence help improve the bottomline? (Part 1)
  • Published in Luxury marketing
Tagged under: Asia, branding, China, India, indonesia, Luxury marketing, marketing, value

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...

  • Luxury brands & interpersonal influences
  • Segmenting luxury brand consumers
  • IPL & Youtube: The new strategic online revenue model
  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, China, Handbag, India, indonesia, Luxury marketing, value

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...

  • The local dimension of luxury
  • Massification of Luxury: the Chinese Invasion
  • Status (luxury) consumption in cross-national context: Managerial implications
  • 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...

  • Global marketing
  • 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...

  • Influence of prospect payments psychology and pricing
  • How many times have you been mis-sold?
  • Impulsive buying behaviour in recession
  • Published in Blog, Luxury marketing
Tagged under: branding, choice, choice goals, consumer, Decision making, in-store sampling, marketing, retail, sample
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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…

  • Influence of prospect payments psychology and pricing
  • About me
  • What is luxury?
  • Engaging the gamers: what motivates gamers to purchase virtual goods
  • Global marketing
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