Latest Blog Posts for Paurav Shukla

• Synthetic diamonds are forever too, or are they!
  on Nov 21, 2016 in Blog Luxury marketing blood diamond brands diamonds lab-grown marketing synthetic
    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...
• They are not all same (Part 2): Differences in Asian Luxury Consumption
  on Jun 29, 2015 in Luxury marketing Asia branding China India indonesia marketing value
    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 th...
• They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
  on Jun 15, 2015 in Blog Luxury marketing Brand branding China Handbag India indonesia value
    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...
• Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  on Nov 21, 2014 in Blog Luxury marketing Brand british conspicuous consumption India marketing UK
  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 demo...
• Make them ‘buy now': How to make users comfortable in buying through your website?
  on Sep 11, 2014 in Blog branding buying behaviour marketing Online order fulfilment privacy purchase security website look and feel
  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. Addre...
• Make them ‘buy now’: How to make users comfortable in buying through your website?
  on Sep 11, 2014 in Blog branding buying behaviour marketing Online order fulfilment privacy purchase security website look and feel
  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. Addre...
• Invite: Status Consumption: A Journey Through Time & Cultures
  on Mar 10, 2014 in Blog Luxury marketing branding culture GCU London marketing Research status
    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...
• Comparative consumer behaviour
  on Oct 6, 2013 in Comparative consumer behaviour behaviour consumer culture customer memory Motivation perception
  Course outline In order to create successful marketing strategies managers first need to understand the complex way in which people behave as consumers.  There is a significant body of knowledge that draws on research into understanding what human b...
• Werther effect (the power of negative news)
  on Oct 6, 2013 in Blog Latest Qs & Reviews copycat suicide effect Media negative news Psychology werther
  The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel titled The Sorrows of Young Werther (German: Die Leiden des jungen Werthers). Finished in si...
• How in-store sampling influences your choice?
  on Jun 21, 2013 in Blog Luxury marketing branding choice choice goals consumer Decision making in-store sampling marketing retail sample
  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...

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