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Consumer behaviour and branding : concepts, readings and cases : the Indian context /
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 m...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chennai :
Pearson Power : Dorling Kindersley (India),
©2009.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
| LEADER | 00000cam a2200000Ia 4500 | ||
|---|---|---|---|
| 001 | OR_ocn841170819 | ||
| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
| 007 | cr unu|||||||| | ||
| 008 | 130429s2009 ii a ob 001 0 eng d | ||
| 040 | |a UMI |b eng |e pn |c UMI |d IDEBK |d OCLCQ |d OCLCF |d OCLCQ |d OCLCA |d UAB |d AU@ |d VT2 |d CZL |d OCLCO |d OCLCQ | ||
| 020 | |a 9789332501386 | ||
| 020 | |a 9332501386 | ||
| 020 | |z 9788131722367 |q (pbk.) | ||
| 035 | |a (OCoLC)841170819 | ||
| 037 | |a CL0500000212 |b Safari Books Online | ||
| 043 | |a a-ii--- | ||
| 050 | 4 | |a HD69.B7 |b R36 2009 | |
| 082 | 0 | 4 | |a 658.827 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Ramesh Kumar, S. | |
| 245 | 1 | 0 | |a Consumer behaviour and branding : |b concepts, readings and cases : the Indian context / |c S. Ramesh Kumar. |
| 260 | |a Chennai : |b Pearson Power : |b Dorling Kindersley (India), |c ©2009. | ||
| 300 | |a 1 online resource (1 volume) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Cover -- Contents -- Preface -- Acknowledgements -- Introduction: Why Concepts Are Important in the Indian Context -- Importance of Cultural Dimensions -- Importance of Timing -- Challenges in Emerging Markets -- Challenges for Marketers -- Options Available to Branded Offerings -- The Indian experience -- Part I: Concepts in Consumer Behaviour -- Chapter 1: Linkages Between Concepts and the Indian Marketing Reality -- The Experiential Approach to Branding -- What is experiential marketing ? -- Applying the concept of experiential marketing -- Consumers and Contextual Creativity -- Timing of contextual creativity -- Importance of situation as a segmentation base -- Creativity with other elements of the marketing mix -- Marketing Myopia as a Classic Strategy -- The need for brands to be customer-centric -- The focus of experience-based branding efforts -- Consumer Perception and Marketing Strategies -- The synergistic approach to branding -- Branding -- Behavioural aspects associated with consumers and marketing mix elements -- Branding Commodities-Conceptual Linkages -- Commodity versus Brand -- Target-segment-related considerations -- Involvement levels and commodity branding -- Price Discounting and Sales Promotion-Its Implications -- Why discount at all? -- Brand associations and sales promotion/pricediscounting -- Perceived Risk and Branding -- Product category and perceived risk -- New concept products -- Diffusing durable categories -- Intention to buy matters -- The Power of Brand Associations -- Importance of brand associations -- New brands and brand associations -- Importance of brand associations for pioneeringbrands -- The Enigma of the Three C's-Culture, Cricket and Consumers -- The beginnings -- Consumer behaviour and sports celebrities -- Today's context -- Planning mega-event associations for the brand. | |
| 505 | 8 | |a Hedonism-The Universal Marketing Appeal -- Hedonism at work -- Applying hedonism to products and services -- Products that completely depend on hedonism -- Products that have been traditionally dependent on benefits -- Services and hedonism -- Variety-Marketer's Dilemma or Consumer's Confusion -- Product category and the evolution of variety -- Importance of differentiation -- Approaches to Consumer Buying Behaviour -- Consumer psyche and fast-moving consumer goods -- Touch of the digital media -- Brands/features/retail stores -- consumer psyche and durable categories -- Challenges of Customer Satisfaction, Loyalty and Migration -- Why do consumers defect? How brands can addressthe associated problems? -- Satisfaction varies across products/services and target segments -- Opinion Leaders as Thought Leaders -- Why is opinion leadership topical? -- Psyche of opinion leadership -- Conceptualizing Glamour-Celebrity Advertising as a Branding Strategy -- Type of product category -- Brand differentiation -- Exploring the Consumer Lifecycle -- Adaptability and brands -- Seamless transition and brands -- Brand symbolism still holds good -- Chapter 2: The Importance of Consumer Behaviour Towards Brand Success -- Behavioural Dimensions of Marketing -- Psychological Factors -- Consumer Decision Making -- Group Concepts -- Importance of MAO -- Consumer Behaviour and Brand Success -- Marketing Mix and Consumer Behaviour-Critical Linkages -- Importance of Marketing Mix -- Need to Prioritise Marketing Mix Elements -- Marketing Mix Priorities and Synchronisation -- Unorganized Markets and Marketing Mix Elements (FMCG ) -- Touch of Reality -- The Digital Connection with Consumer Behaviour -- Coffee and Consumers -- Diversity and Importance of Consumer Needs in an Emerging Market -- Consumer Behaviour and Marketing Strategy -- Captive Consumers. | |
| 505 | 8 | |a It Is Consumer Behaviour all the Way -- Chapter 3: Consumer Decision Making and Branding Strategies -- Consumer Decision Making: Important Dimensions -- The Basic Model of CDM -- Which Stage to Target -- Strategy for Durables -- Applying CDM-New and Familiar Products -- CDM and Celebrity Usage -- Impulsive Purchase and CDM -- Substitutability of Products -- Types of Consumer Decision Making -- Habitual CDM -- Limited CDM -- Extended CDM -- Brands and CDM -- CDM and Upgrading the Consumer-A Continuous Process -- Information Search and CDM -- Nature of Information Search -- Types of Information Sought -- Strategies of Applying Consumer Decision Making -- (a) Maintenance Strategy -- ( b) Disrupt Strategy -- (c) Capture Strategy -- (d) Intercept Strategy -- (e) Preference Strategy -- (f ) Acceptance Strategy -- Dimensions of Information Search -- Importance of In-store Research (FMCG products) -- CDM-An Overall Perspective -- Consumers, Shopping Styles and Brands -- Box 3.1 Cognitive Dissonance and CDM -- Emergence of Shopping Styles -- Shopping Style -- Quality-oriented Style -- Brand-conscious Style -- Novelty-oriented Style -- Shopping as a Fun/Pleasure-oriented Activity -- Value for Money Style -- "Impulsive" Style -- Shopping Style under Information-overload -- Loyalty Style of Shopping -- Touch of Reality -- Differentiating Involvement Levels -- Degrees of Information Search -- Chapter 4: The Concept of Perception and Its Impact on Marketing Strategies -- Applications of Sensation -- Box 4.1 Perception Matters -- The Concept of Perception -- Dynamics of Perception -- Brand Positioning and Perception -- Perception and Prices -- Can Brand Images be changed? -- Perceived risks -- Box 4.2 Managing Category/Brand Image(Indian Context) -- Brand Perception and Country of Origin -- The Concept of Brand Re-positioning -- Segmentation-Repositioning Linkages. | |
| 505 | 8 | |a Brand Associations and Sustainable Core Proposition (SCP) -- SCP Strategies and Brand-Related Dimensions in Repositioning -- Value-oriented Repositioning -- Segment-oriented Repositioning -- Celebrity-oriented Brand Enhancement Repositioning -- Symbolism-oriented Repositioning -- Upmarket Technology-oriented Repositioning -- Niche-oriented Repositioning -- Change of Image-oriented Repositioning -- The Perception-Intention Framework -- SCP-Oriented Approach -- New Imagery -- Repackage -- New Mix -- Developing Brand Differentiations -- Framework for Developing Brand Image -- The Manufacturing Proposition -- Feature-based Proposition -- Benefit-based Proposition -- Organisation-based Proposition -- Overall Differentiation -- Perception and Technological Products -- Product Obsolescence -- Branding and Value -- The "Inward" Impact of Branding -- Costs of Customer Service -- Branding is Reassurance -- Testimonial Route -- Brand as a Point of "Contact" -- The Process of Branding Hi-tech Products -- Selecting the Brand Proposition -- Communicating the Brand Proposition -- Importance of Research -- Box 4.3 Perceptions and Propositions -- Image Associations -- Box 4.4 Perception and Symbolism -- Bajaj -- Perception and Brandnames -- Creating a Market for a New Offering among Substitutes: Perception and Marketing Mix Elements -- Touch of Reality -- India's Macho Motorbike -- Chapter 5: Learning Principles and Their Usefulness to Branding Associations -- The Concept of Conditioning -- Classical Conditioning -- Instrumental Conditioning -- Building Relationship Programs -- Segmenting Customers on Profitability -- The Impact of Customised Communication-a form of reward -- Loyalty Programs -- Pricing and Loyalty -- Consumer Behaviour and Information-Processing -- Important Aspects of Information Processing Theory -- Sensory Store -- Short-term Memory. | |
| 505 | 8 | |a Long-term Memory -- Encoding and Information Retention -- Retention and Long-term Memory -- Retrieval of Information -- Other Aspects of Retrieval: -- Split-Brain Theory -- Touch of Reality -- Old Brands and New Communication -- Applying Learning Theories -- Strengths of Brand Associations -- Chapter 6: The Role of Motivation and Personality Dimensions in Brand Associations -- Multiplicity of Needs -- Types of Goals -- Extrinsic and Intrinsic Needs -- Perceived Contradictory Motivators -- Self-Concepts and their Implications -- Inner-directedness and Other-directedness -- Personality Traits and their Applications -- Consumer Innovativeness -- Ethnocentrism -- Optimum Stimulation Level -- Dogmatism -- Importance of Cognition -- Personality and Need for Variety -- Interpersonal Influence -- Self-Image and Possessions -- Brand Personality-Lessons from Indian Brands of the Yesteryear -- Brand Lifecycle and Brand Personality -- Box 6.1 Research on the Impact of Personality -- Self-expression and Emotion -- Touch of Reality -- Brand Personality and Self Concepts -- Chapter 7: Attitudes and Their Impact on Branding Strategies -- Linkages in Attitude Formation -- Marketing Implications -- Multi-components in attitudes -- How are Attitudes Formed -- Role of Beliefs in Attitude Formation -- Types of Influence on Attitude Formation -- Attitude towards Product Categories/Brands -- Changing the Basic Motivational Function -- Association with Events: -- Dealing with Conflicting Attitudes: -- Changing the Relative Evaluation of Attributes: -- Changing Brand Beliefs: -- Using a New Attribute Brand: -- Overall Attitude towards the Brand: -- Focusing on Competitive Brands: -- The Elaboration Likelihood Model (ELM) -- Ideal Point Model -- Implications of the Model: -- Touch of Reality -- Attitudes Matter in an Emerging Market -- Caselet. | |
| 520 | |a 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. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Branding (Marketing) |z India. | |
| 650 | 0 | |a Brand name products |z India. | |
| 650 | 0 | |a Consumer behavior |z India. | |
| 650 | 6 | |a Stratégie de marque |z Inde. | |
| 650 | 6 | |a Produits de marque |z Inde. | |
| 650 | 6 | |a Consommateurs |x Comportement |z Inde. | |
| 650 | 7 | |a Brand name products. |2 fast |0 (OCoLC)fst00837883 | |
| 650 | 7 | |a Branding (Marketing) |2 fast |0 (OCoLC)fst01743755 | |
| 650 | 7 | |a Consumer behavior. |2 fast |0 (OCoLC)fst00876238 | |
| 651 | 7 | |a India. |2 fast |0 (OCoLC)fst01210276 | |
| 776 | 0 | 8 | |i Print version: |a Ramesh Kumar, S. |t Consumer behaviour and branding. |d Chennai : Dorling Kindersley (India)/Pearson, 2009 |z 9788131722367 |w (OCoLC)781166247 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9789332501386/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a ProQuest MyiLibrary Digital eBook Collection |b IDEB |n cis25212941 | ||
| 994 | |a 92 |b IZTAP | ||