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

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Synthetic diamonds are forever too, or are they!

  Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. Technological advances has resulted in their growing use and acceptance in industry – but cracking the luxury consumer market is the final frontier. This is in large part to do with the [Read Story]

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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.

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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 consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will be the runner-ups after the US in terms of absolute value growth in luxury alcohol, and India and China are predicted the highest CAGRs over 2012-2017.   Source: Euromonitor (2012), Luxury alcohol in the BRICS: How the BRICS are reshaping the luxury alcohol industry [Read Story]

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 submit their research work at the above conference. The conference is organized by IMRA in collaboration with Rochester Institute of Technology (RIT) / American College of Management & Technology (ACMT) in Zagreb, Croatia. The 2012 conference organized by IMRA in London was a grand success with more than 110 participants from 33 countries attending the conference. The theme of the conference is ‘Management in an Interconnected World’. The increasing penetration of technology in every sphere of life across the [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 firms were less likely to get affected by the recession. The three reasons I stated were: (a) consumers at large were changing their attitude towards luxury consumption; (b) luxury firms were attracting consumers from much wider regions (especially from emerging markets) than developed markets and (c) world tourism was up which to me has a significant connection with luxury consumption.

Today, in Financial times Lex has written an article (attached below) which provides added evidence to what [Read Story]

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