choice goals – Paurav Shukla

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.

Published in Blog, Luxury marketing

Tagged under: branding, choice, choice goals, consumer, Decision making, in-store sampling, marketing, retail, sample

The compromise effect in our decision making

Friday, 02 July 2010 by Paurav Shukla

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 the

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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Taking Tesla private may work for Musk and retain the luxury brand image.
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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?

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