Marketing, luxury, branding and more…. – Page 19 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton - BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science [Read Story]

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate [Read Story]

The compromise effect in our decision making

[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 [Read Story]

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Impact of contextual factors, brand loyalty and brand switching on purchase decisions

Many marketers consider young adults aged between 18 and 24 as a distinct consumer segment that boasts considerable purchasing power. In [Read Story]

Innovation, adoption and consumer behaviour

Following are some of examples my own behavioural patterns (which I think is interesting) I have observed over a period of [Read Story]

The changing face of luxury business

Luxury market is showing signs of recovery but then experts predicted something at the start of 2008, something different in the [Read Story]

How in-store sampling influences your choice?

How in-store sampling influences your choice?

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.

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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The Alternative Vote (AV): moving from nominal to ordinal measurement

Tomorrow is a very important day for British citizens when we shall decide our next voting system - labelled as the Alternative Vote (AV). Presently, we use a simple voting system called ‘First past the post’ (FPTP). In this system, the candidate who has won the most amount of votes is the winner. So, lets say, there were 3 candidates and 1000 voters and candidate A got 401 votes, candidate B got 400 votes and candidate C got 199 votes. In the FPTP candidate A will be called the winner as he has got the most amount of votes, though [Read Story]

Luxury branding: back to basics

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic response and approach to marketing their products, many luxury brands are finding it hard to stay ahead of the peck. In this scenario, many luxury brands have decided to move beyond their niche and diversify very quickly into other market spaces which the consumer may [Read Story]

Engaging the gamers: what motivates gamers to purchase virtual goods

Engaging the gamers: what motivates gamers to purchase virtual goods

Virtual goods market generates more than $15 billion in annual revenue globally and is rising rapidly. We demonstrate how and which extrinsic and intrinsic motivations influence gamers to engage and purchase virtual goods. In examining the interactive effects of individual- and group-level variables, we uncover the social influence dynamics that drive virtual purchase behaviour. Thus, we answer if the virtual economy-based purchase behaviour demonstrates an extension of real-world behaviour.