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Higher Education Business and Economics Marketing

Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context

by S. Ramesh Kumar

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Refer Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context to a friend

India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context.


Features

Consumer behaviour concepts associated with branding A combination of recent and traditional examples reflecting the application of behavioural concepts ‘Touch of reality’ boxes to indicate context-based examples Caselets and cases drawn from real-life situations Research findings associated with the Indian context Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding

Contents

Part I: Concepts Linkages between concepts and the Indian marketing reality Importance of consumer behaviour towards brand success Consumer decision-making and branding strategies The concept of perception and its impact on marketing strategies Learning principles and their usefulness to branding associations The role of motivation and personality dimensions in brand associations Attitudes and their impact on branding strategies Diffusion of innovation: The acceptance of new products and brands Concept of reference groups and their implication Dimensions of culture and branding Retailing and consumer behaviour linkages to branding The e-mode of brand positioning: The need for an online positioning interface Concepts of customer satisfaction, loyalty and relationship management Part II: Readings Factors affecting brand loyalty Cultural values and branding Linkages between brand personality and brand loyalty Cultural dimensions and MNC brands Research dimensions on point of purchase Expansion advertising as a precursor to brand loyalty in India Part III: Cases Fiery thrills or windy rides: Positioning a new brand of motorcycle in the Indian context Call of the mass markets: The Indian cell phone industry Exploring experiential marketing in emerging markets