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CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

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  1. Indian Weddings: Cultural Canopies?

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 05/08/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0021, CB-1-0021A
    CASE LENGTH: 12 Pages
    DESCRIPTION:

    This case study is meant to introduce the students/participants to the concept of how culture influences consumer behavior. Presented through the Indian weddings' panorama, this case study enables appropriate connect between Indian weddings' ever-changing 'cultural' relishments and the critical elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical ...
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  2. KFC India - Relishing on Consumer Learning?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 17/07/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0020, CB-1-0020A
    CASE LENGTH: 10 pages
    DESCRIPTION:

    This case study aims to introduce the students/participants to the process of consumer learning and to understand its implications on consumption behavior. It studies how consumers responded to KFC's differentiated marketing strategies thereby developing and retaining brand loyalty. By observing and gauging consumer responses, KFC came out with unique menu offerings. KFC began as a road side eatery joint to being ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be ...
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  3. Indian Advertisements, Indian Consumers and Ethical Conundrum: Confusopoly?

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 12/07/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0019, CB-1-0019A
    CASE LENGTH: 14 pages
    DESCRIPTION:

    This case study is meant to introduce the importance of marketing ethics and social responsibility. Marketing ethics being an all-encompassing moral sign post for companies' marketing and selling activities, especially through their marketing communications - advertisements, advertorials, sponsored buzz marketing, etc., calls for self-restraint and conscious pacing. Whether it is Idea cellular's IIN or Tata Sky's 'Ab bachchey seekhein TV se' or some of Indian pharmaceutical companies selling Indian ...
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  4. Hindustan Unilever's Kan Khajura Tesan: 'On-Demand' Consumer Communication

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 27/06/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0018, CB-1-0018A
    CASE LENGTH: 8 pages
    DESCRIPTION:

    This case study aims to illustrate the importance of innovative consumer communication strategies. This is a case of turning an adversity into an advantage. Hindustan Unilever Limited (HUL), India's largest fast moving consumer goods company, set a world record with India's first free and on-demand entertainment mobile radio channel Kan Khajura Tesan (KKT) for receiving the maximum number of missed calls (72 lakh) in 120 hours. KKT has been named the best marketing campaign in the world according ...
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  5. Godrej Expert Range of Hair Colors: Indian Consumers’ ‘Dyeing’ Decisions

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 17/06/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0017, CB-1-0017A
    CASE LENGTH: 11 pages
    DESCRIPTION:

    This case study is meant to understand the contours of consumers' decision-making. Presented through the lens of Godrej's Expert range of hair dyeing products, this case study helps in meandering through the relevant theoretical constructs of consumer decision-making - levels of consumer decision-making, four views (economic, passive, cognitive or emotional) of consumer decision-making, category-based consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study ...
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  6. Ariel India’s Share the Load Campaign: Influencing Husband-Wife Decision-Making?

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 28/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0015, CB-1-0015A
    CASE LENGTH: 9 pages
    DESCRIPTION:

    Positioned for Consumer Behavior course, this case study can be a demonstrating tool for sensitizing participants to the emerging dimensions of Husband-Wife decision-making. This case study enables an interesting discussion on the ever-changing relationship dynamics of Husband-Wife decision-making in the Indian context. Based on AC Nielsen survey's findings/insights, P&G devised multi-channel consumer engagement initiatives, which included TVCs (Share the Load), Social Network/Digital Market (#Is ...
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  7. Chinese Mobile Brands and Cross-Cultural Consumer Behavior

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 28/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE FLYER
    CASE ID: CB-4-0016, CB-4-0016A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    This case flyer, based on the accompanying article published in The Economic Times1, is meant to introduce the participants/students to the concept of Cross-Cultural Consumer Behavior. With the underlying concepts of Country of Origin, Country of Design, Country of Manufacture and acculturation, this case flyer presents how some of the Chinese global mobile brands (Xiaomi, Gionee, OPPO Mobile and Lenovo) have carved a niche for themselves in the Indian market with their focused and differentiated ...
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  8. Hector Beverages’ Paper Boat: Diffusing Innovation Through “Drinks And Memories”- Interview With Ashwini Deshpande

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 27/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: case view
    CASE ID: CB-1-0014B
    CASE LENGTH: 11 pages
    Hector Beverages’ Paper Boat: Diffusing Innovation Through “Drinks And Memories”
    DESCRIPTION:
    Case View with Ashwini Deshpande, the Co-Founder of Elephant, India's largest independent integrated design consultancy. The Economic Times - Brand Equity has ranked Elephant as No. 1 among all the Design Agencies in India. In this Case View, she highlights about great design and challenges in Design especially as women entrepreneur.
    This Case Pack Includes:- Case Study: Hector Beverages' Paper Boat: Diffusing Innovation through 'Drinks and Memories'

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  9. Hector Beverages’ Paper Boat: Diffusing Innovation through “Drinks and Memories”

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 26/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0014, CB-1-0014A
    CASE LENGTH: 11 pages
    DESCRIPTION:

    This case study's objective is to sensitise the participants/students to the process of innovation diffusion and the role of culture in product innovation. It enables a discussion on how a company can tap culture to create a new product that can quickly gain acceptance among consumers. It also throws light on what other factors a company should take into account when developing a product that is perceived to have an edge over existing offerings in the market on certain aspects. Paper Boat, a beverage ...
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  10. DBS Bank’s Chilli Paneer Campaign: Communicating with Conversation Starters

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 15/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASELET
    CASE ID: CB-2-0013, CB-2-0013A
    CASE LENGTH: 8 pages
    DESCRIPTION:

    This caselet highlights how an innovative marketing communication campaign can be designed to connect with consumers. Designed to de-clutter, DBS Bank’s India’s first interactive campaign (in BFSI space) exemplifies how a thoughtful ‘emotional’ campaign can be designed to engage with the consumers. It launched an online film called Chilli Paneer in September 2014 which featured two characters, Ken Chang (Ken)and Asha Rao (Asha) , hailing from Singapore and India, respectively. The two ...
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  11. Colgate’s SlimSoft Charcoal Toothbrush in India: Bristling with Buzz Marketing

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 05/05/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASELET
    CASE ID: CB-2-0012, CB-2-0012A
    CASE LENGTH: 8 Pages
    DESCRIPTION:

    This caselet demonstrates how buzz marketing and opinion leaders can be employed to create word-of-mouth publicity for a low-involvement product. Colgate Palmolive (India) Limited (Colgate) wanted to launch its Colgate SlimSoft Charcoal toothbrush (a toothbrush with black bristles and which was infused with charcoal) in India. It launched an innovative social media campaign to create buzz for the product before the launch. Selected bloggers, media houses and corporate executives were sent a black ...
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  12. A Lifetime in a Decade

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 05/04/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE FLYER
    CASE ID: CB-4-0010, CB-4-0010A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer, based on the accompanying article (Devendra Chawla, "Now & then: Shifts in consumer behaviour over the last 10 years (A Lifetime In A Decade)", http://articles.economictimes.indiatimes.com/2014-11-05/news/55797958_1_food-bazaar-consumers-devendra-chawla, November 5th 2014) from The Economic Times, enables a discussion on a few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the Indian consumer of 2014 from the Indian consumer of 2005? ...
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  13. Customer Experience as Segmentation Basis: The ‘Luxury’ in Question

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 03/04/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASE STUDY
    CASE ID: CB-1-0009, CB-1-0009A
    CASE LENGTH: 8 pages
    DESCRIPTION:

    This Case Study is meant to trigger a discussion on whether customer experience (brand experience) can be considered as a segmentation basis? With intense competition among the organized players in every industry (especially B2C and C2C Categories) along with the ever-increasing competition from unorganized players with ever-discerning and demanding consumers, the marketers face a daunting task to differentiate their products/services. Presented in a dialogue (between participants of an MBA and ...
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  14. Visualizers vs Verbalizers: Consumers’ Cognition and Marketers’ Conviction

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 03/04/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: CASELET
    CASE ID: CB-2-0011, CB-2-0011A
    CASE LENGTH: 7 pages
    DESCRIPTION:
    This caselet, based on an exercise format, would be useful in building on the theoretical constructs of consumer personality. Specifically this caselet can be used to analyze the importance and behavioral connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and verbalizers process the information in different ways, what are the underlying cognitive factors? How can Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the ...
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  15. Colgate’s Slimsoft Charcoal Toothbrush in India: Bristling with Buzz Marketing

    AUTHOR(S) : Dr. Nagendra V Chowdary
    PUBLISHED DATE: 21/02/2015
    PUBLISHER: ET Cases
    CATEGORY: CONSUMER BEHAVIOR
    PRODUCT: case view
    CASE ID: CB-2-0008B
    CASE LENGTH: 3 pages
    Colgate’s Slimsoft Charcoal Toothbrush in India: Bristling with Buzz Marketing
    DESCRIPTION:
    In this case view, Satrajit Sen, Assistant Editor, Afaqs!, explains the rationale for Colgate to take the blogging route to promote its Slimsoft Charcoal toothbrush, which sported black bristles and was infused with charcoal. Sen also shares his opinion on whether or not Indian consumers would take to the product and the type of product categories or brands which would benefit from buzz marketing.
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