Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Home2021-10-28T17:37:03+00:00

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

  • Beyond Bling

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

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.

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

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Make them ‘buy now’: How to make users comfortable in buying through your website?

Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer trust and lessen security and privacy concerns. Addressing these consumer concerns is highly important because consumers increasingly rely on internet for their regular information search and purchase. The recent cyber-attacks on many high profile corporations’ websites and privacy breach has made these consumers concerns even more prominent because within online context the face to face interaction is absent, behavioral intentions of the firm collecting personal data is not clear and in many cases information is [Read Story]

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

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.

Luxury marketing: adapting value propositions

How do you convince a consumer to buy luxury products?

This is one of the very important questions asked by managers involved in marketing luxury goods. Luxury consumption – especially one related to conspicuousness – seem to have changed dramatically in the last few months with consumers clearly avoiding any conscious attempt to signal wealth.

Many observers have pointed to consumers’ attempt of avoidance stating the term ‘discreet consumption’; ‘stealth consumption’ and so on. While the phenomenon is observed all around the important question is ‘why are the luxury consumers [Read Story]

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