Marketing, luxury, branding and more…. – Page 25 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

2012 IMRA Emerging Markets Conference in London

International Management Research Academy (IMRA) 2012 Emerging Markets Conference Emerging Markets and the New Dynamics of Management Since centuries, it has been perceived that, the western world is at the forefront of innovative theories and practices in management. Last two decades have evidently demonstrated that now it [Read Story]

Status (luxury) consumption among British and Indian consumers

[podcast]http://www.pauravshukla.com/podcast/status1.mp3[/podcast] Recently one of my research papers got published in the ‘International Marketing Review’. It focused on comparing the status consumption tendencies of British and [Read Story]

Does packaging affect your final purchase decision?

As the Christmas vacation nears to its end and the new year beacons I had the privilege to observe, give and receive quite a few [Read Story]

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A cultural perspective on Indian business mindset

Today, I received an email from one of my friends relating to if Lehman Brothers were an Indian enterprise. It makes [Read Story]

Marketing practices in European Mid-Sized firms

Recently, Keith Perks and I published a paper on the marketing practices in entrepreneurial mid-sized firms in high-tech and conventional industries. [Read Story]

Luxury consumption and relatively little impact of recession: added evidence

In the earlier blog on 'Luxury consumption: will it be affected by recession' I stated three reasons why top end luxury [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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What goals do you strive for?

Recently I was listening to the book 'Drive' by Daniel Pink wherein the author discusses how the present day motivational philosophy of focused on rewards and punishment falls short in today’s environment. While listening to the book one of the interesting concepts I came across was the idea of ‘performance goals’ vs. ‘learning goals’. Performance goals are fairly easy to set-up but they do not motivate most people. They are related to extrinsic motivation and social prestige. For example, a sales executive who sets him/herself a daunting sales target to show is very much a performance goal. Carol Dweck, a [Read Story]

Luxury brands & interpersonal influences

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.

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

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, leaving and re-entering Indian market. Moreover, with Chinese gift-giving on sudden decline with the subtle message from the premier, many luxury brands have their work cut out in present and future regarding how to succeed in these rapidly growing but ever so competitive and fickle [Read Story]