Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
  • Home
  • About me
  • Teaching
    • Product & brand management for luxury goods
    • Comparative consumer behaviour
    • Strategic Planning & Marketing
    • Marketing research
    • Marketing in international context
  • Consulting & Training
  • Publications
  • Grants
  • Recognitions
  • Media

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...

  • They are not all same (Part 2): Differences in Asian Luxury Consumption
  • 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
Tagged under: cars, choice goals, compromise, confusion, consumer, consumer purchase, customer, Decision making, decisions, Google, IPhone, marketing, Mobile phone, mobile phones, Research, YouTube

Thriving on consumer irrationality

Sunday, 06 June 2010 by Paurav Shukla

It has been well-established in psychology literature that consumers are highly irrational in most of their decision making. Moreover, Daniel Kahneman (the Noble laureate) and Amos Tversky (who would have also won it if he didn’t die in 1996) have shown using various experiments throughout their research career that we as consumers are very poor

You may also want to read these posts...

  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Does competitive intelligence help improve the bottomline? (Part 1)
  • Published in Blog
Tagged under: Amos Tversky, Apple, Apple iPad, Consumer irrationality, Dan Ariely, Daniel Kahneman, Decision making, Ford Mondeo, marketing, Predictably Irrational, Predictably Irrational: The Hidden Forces That Shape Our Decisions, Steve Jobs

Announcement: 2011 MAG Scholar Conference

Thursday, 06 May 2010 by Paurav Shukla

For those of you who are researching the Asian economies, this is an interesting chance to participate in the debate. The ‘Marketing in Asia Group’ (MAG) is organizing the 2011 MAG Scholar Conference in Christchurch, New Zealand. MAG consists of more than 400 researchers from all over the world and this conference will be a

You may also want to read these posts...

  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Special issue of APJML on ‘Emerging Trends for Marketing in Asia’
  • Should luxury brands use twitter?
  • Published in Latest Qs & Reviews
Tagged under: Asia, Business, Christchurch, Cross-cultural, MAG, marketing, New Zealand, Oceania

What is luxury?

Thursday, 22 April 2010 by Paurav Shukla

When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. My response to that was “luxury is a state of mind. It is about how you carry yourself and fulfil yours as well as others desires”. My idea focused on the issue of luxury

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
  • Wooing Indian luxury alcohol brand consumers
  • What makes a good luxury brand great?
  • Published in Blog, Luxury marketing
Tagged under: Bernard Dubois, branding, Business, consumer, definition, Gucci, Ice cream, Jean-Noel Kapferer, Luxury good, Luxury marketing, LVMH, marketing, Travel and Tourism

IPL & Youtube: The new strategic online revenue model

Sunday, 21 March 2010 by Paurav Shukla

In this post, I want to focus on how a completely new and highly strategic internet marketing revenue model has been created by the brains behind Indian Premier League (IPL). Image via Wikipedia Most of the readers of this website I believe are aware what is cricket? It is a game of umpteen nuances and

You may also want to read these posts...

  • Segmenting luxury brand consumers
  • Waving Good bye to Google Wave: Lessons in positioning
  • Status (luxury) consumption among British and Indian consumers
  • Published in Blog
Tagged under: ad revenue, Advertising, Broadcast, Cricket, Google, India, Indian Premier League, Internet marketing, IPL, marketing, online marketing, online revenue, Sport, Strategic marketing, Television, Twenty20, YouTube

The local dimension of luxury

Monday, 01 March 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/local-luxury.mp3[/podcast] Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation. While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from

You may also want to read these posts...

  • Antecedents to consumer confusion in financial services industry
  • Global marketing
  • Impulsive buying behaviour in recession
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Asia, Brand management, Brighton, Business, conspicuous, France, Gujarat, India, Luxury good, Luxury marketing, marketing, status
luxury in china - an old chinese sculpture

Massification of Luxury: the Chinese Invasion

Sunday, 31 January 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/luxurychina.mp3[/podcast] Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post

  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Add new tag, Asia, Business, China, Fashion, Hong Kong, Luxury good, Luxury marketing, marketing, massification, Savile Row, World War II

Status (luxury) consumption in cross-national context: Managerial implications

Saturday, 23 January 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/status2.mp3[/podcast] In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications. Image by minxlj via Flickr To briefly summarise the study, it focused

  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Add new tag, Brand, Business, conspicuous consumption, Consulting, India, luxury consumption, Luxury marketing, marketing, Marketing and Advertising, Marketing strategy, status, status consumption
  • 1
  • 2
  • 3
  • 4

Connect with me via...

Downloads

Download my latest books on "Marketing Research" for FREE

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…

  • Pie Register – Login
  • The compromise effect in our decision making
  • What is luxury?
  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • Teaching
Download the premium (ad-free) version of my Marketing Research book here

Popular Posts this week

  • Pie Register – Login 81 views
  • Segmenting luxury brand consumers 81 views
  • What is luxury? 52 views
  • The compromise effect in our decision making 50 views
  • Engaging the gamers: what motivates gamers to purchase virtual goods 48 views

Twit in…

about 1 hour 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
Follow @paurav

© 2020. All rights reserved pauravshukla.com.

TOP
Send this to a friend