Paurav Shukla

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

  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • LVMH & Tiffany: The master negotiator is at play again!
  • What is your digital value strategy?
  • 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...

  • 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
  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Published in Blog, Luxury marketing
Tagged under: alcohol brands, Brand, branding, consumer, India, Luxury good, Luxury marketing
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...

  • Invite: Status Consumption: A Journey Through Time & Cultures
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand value, consumer, India, Luxury good, Luxury marketing, value
Propect pricing iphone android

Influence of prospect payments psychology and pricing

Thursday, 17 March 2011 by Paurav Shukla

Influence of prospect payments on pricing OR should you charge more for your iPhone app?

You may also want to read these posts...

  • Waving Good bye to Google Wave: Lessons in positioning
  • Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader
  • Thriving on consumer irrationality
  • Published in Latest Qs & Reviews
Tagged under: Android, Android Market, App Store, Apple, consumer, Google, Handhelds, IPhone, ITunes, pricing, Smartphone

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)
  • Does competitive intelligence help improve the bottomline? (Part 1)
  • What makes a good luxury brand great?
  • 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
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...

  • Luxury marketing: exploiting the heritage code of luxury brands
  • Luxury branding: back to basics
  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Published in Blog, Luxury marketing
Tagged under: Britain, consumer, India, interpersonal interactions, Interpersonal relationship, Journal of Consumer Research, luxury consumption, Luxury good, Social influence

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...

  • Special issue of APJML on ‘Emerging Trends for Marketing in Asia’
  • Should luxury brands use twitter?
  • Announcement: 2011 MAG Scholar Conference
  • Published in Blog, Luxury marketing
Tagged under: Brand, Business, consumer, Consumer Information, Luxury good, marketing, Marketing and Advertising, Mont Blanc, Role of Brand Prominence

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...

  • 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: 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…

  • Segmenting luxury brand consumers
  • Pie Register – Login
  • The compromise effect in our decision making
  • The changing face of luxury business
  • Status (luxury) consumption among British and Indian consumers
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