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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) |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- 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.
- 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.