Book description
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 Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study, and this book focuses on the behavioural principles of marketing and its application to branding in the Indian context.
Table of contents
- Cover
- Title Page
- Contents
- Dedication
- Preface
- Introduction: Why Concepts Are Important in the Indian Context?
-
Part I - Concepts in Consumer Behaviour
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Chapter 1: Linkages Between Concepts and the Indian Marketing Reality
- The Experiential Approach to Branding
- Consumers and Contextual Creativity
- Marketing Myopia as a Classic Strategy
- Consumer Perception and Marketing Strategies
- Branding Commodities–Conceptual Linkages
- Price Discounting and Sales Promotion—Its Implications
- Perceived Risk and Branding
- The Power of Brand Associations
- The Enigma of the Three C's—Culture, Cricket and Consumers
- Hedonism—The Universal Marketing Appeal
- Variety—Marketer's Dilemma or Consumer's Confusion
- Approaches to Consumer Buying Behaviour
- Challenges of Customer Satisfaction, Loyalty and Migration
- Opinion Leaders as Thought Leaders
- Conceptualizing Glamour–Celebrity Advertising as a Branding Strategy
- Exploring the Consumer Lifecycle
- Chapter 2: The Importance of Consumer Behaviour Towards Brand Success
- Chapter 3: Consumer Decision Making and Branding Strategies
- Chapter 4: The Concept of Perception and Its Impact on Marketing Strategies
- Chapter 5: Learning Principles and Their Usefulness to Branding Associations
- Chapter 6: The Role of Motivation and Personality Dimensions in Brand Associations
- Chapter 7: Attitudes and Their Impact on Branding Strategies
- Chapter 8: Diffusion of Innovation: The Acceptance of New Products and Brands
- Chapter 9: The Concept of Reference Groups and Their Implications on Branding
- Chapter 10: Dimensions of Culture and Branding
- Chapter 11: Retailing and Consumer Behaviour Linkages to Branding
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Chapter 12: The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
- Introduction
- Different Dimensions of Brand Positioning
- Loyalty as a Positioning Dimension
- Positioning Framework-I
- Positioning Framework-II
- Positioning Framework-III
- Other Topical Dimensions/Issues in Positioning
- Marketing Implications: Creating a Synergy Between Off-Line and Online Positioning
- Framework for Synergising Online and Off-line Strategies
- Chapter 13: Concepts of Customer Satisfaction, Loyalty and Relationship Management
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Chapter 1: Linkages Between Concepts and the Indian Marketing Reality
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Part II - Readings
- Reading 1: Factors Affecting Brand Loyalty: A Study in an Emerging Market on Fast Moving Consumer Goods
- Reading 2: Cultural Values and Branding in an Emerging Market: The Indian Context
- Reading 3: Linkages Between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market–The Indian Context
- Reading 4: Cultural Dimensions and MNC brands: A Study in the Indian Context
- Reading 5: Research Dimensions on Point of Purchase
- Reading 6: Expansion Advertising as a Precursor to Brand Loyalty in India
- Part III - Cases
- Bibliography
- Acknowledgements
- Copyright
Product information
- Title: Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context
- Author(s):
- Release date: May 2009
- Publisher(s): Pearson India
- ISBN: 9788131722367
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