What is your digital value strategy?
Value is a fundamental driver for consumer decision making. However, many organizations are unclear about what value consumer derive from their products or services. Moreover, this is even more complicated in the digital environment. Using research over the past decade, I provide a strategic toolkit to think and thrive through developing and managing digital value for your organization.
They are not all same (Part 2): Differences in Asian Luxury Consumption
In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous [Read Story]
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 [Read Story]
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.
Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
Being a conference co-chair for the 2013 IMRA International Conference, I will like to invite the readers of my website to [Read Story]
Wooing Indian luxury alcohol brand consumers
This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol [Read Story]
They are not all same (Part 2): Differences in Asian Luxury Consumption
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 in three largest emerging economies of Asia, namely, China, India and Indonesia.
In the first part, I wrote about what Indian consumers’ value the most and how to specifically market to these consumers. In this part, I will offer comparative findings regarding [Read Story]
Listen to my latest radio interview
Invite: Status Consumption: A Journey Through Time & Cultures
Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status has become a defining element of new consumerist societies. However, status directed consumption is not a recent phenomenon. From the extravagance and excesses of ruling elites in earlier societies to the new business maharajas, status directed consumption behaviour has been well observed and documented. However, [Read Story]
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]
What drives luxury shoppers in China and India across urban and semi-urban markets?
Luxury goods are not just about quality and craftsmanship. They are also about status, identity and social influence. But what motivates luxury consumers to buy expensive products in large emerging markets such as China and India? And how do these motivations vary across different urban and semi-urban segments of consumers within the same market? These questions are particular important as these emerging markets are becoming the growth engines for luxury brands. Moreover, many of these brands are now moving their focus from Tier-1 cities to lower-tier cities in these markets.
These are some of the questions that we, Paurav [Read Story]