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...

  • LVMH & Tiffany: The master negotiator is at play again!
  • Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Published in Blog
Tagged under: branding, China, emerging markets, India, luxury

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...

  • Invite: Status Consumption: A Journey Through Time & Cultures
  • How in-store sampling influences your choice?
  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • 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 marketing: exploiting the heritage code of luxury brands
  • Luxury branding: back to basics
  • Effect of interpersonal influences on luxury consumption: empirical evidence
  • 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...

  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Luxury brands & interpersonal influences
  • Should luxury brands use twitter?
  • 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...

  • What is luxury?
  • How many times have you been mis-sold?
  • IPL & Youtube: The new strategic online revenue model
  • Published in Blog, Luxury marketing
Tagged under: alcohol brands, Brand, branding, consumer, India, Luxury good, Luxury marketing
Competitive intelligence

Does competitive intelligence help improve the bottomline? (Part 2)

Monday, 21 May 2012 by Paurav Shukla

In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In our article published in Journal of Business and Industrial Marketing, we observed that Competitive Intelligence (CI) activities have an impact on the market performance of Indian firms. In this post, I want to focus

You may also want to read these posts...

  • Massification of Luxury: the Chinese Invasion
  • Status (luxury) consumption in cross-national context: Managerial implications
  • Status (luxury) consumption among British and Indian consumers
  • Published in Blog
Tagged under: competition, Competitive intelligence, environmental forces, India, macro, marketing, micro
competitive intelligence

Does competitive intelligence help improve the bottomline? (Part 1)

Sunday, 15 April 2012 by Paurav Shukla

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

You may also want to read these posts...

  • What goals do you strive for?
  • Consequences of consumer confusion
  • Antecedents to consumer confusion in financial services industry
  • Published in Blog, Podcasts
Tagged under: bottomline, business intellingence, competition, competitive intellingence, emerging markets, environmental scanning, financial, India, market intelligence, marketing, Performance
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...

  • Impulsive buying behaviour in recession
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand value, consumer, India, Luxury good, Luxury marketing, value
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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
  • Impulsive buying behaviour in recession
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