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. * 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 brandingApplying the concept of experiential marketing Experience is always associated with some form of pleasure. ... Dovea#39;s moisturizer-based differentiation in soaps is another example of how a brand can stand apart in a crowded category that is associated with application based experience. ... The ambience created in the bank with the prompt service or the ease of connectivity associated with a brand ofanbsp;...
|Title||:||Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context|
|Author||:||S. Ramesh Kumar|
|Publisher||:||Pearson Education India - 2009-09-01|