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 ...

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 ...

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.

This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads employing diverse advertising appeals from six different product categories/industries. These ads also trigger a discussion on why some advertising appeals are used more commonly than others. These ads can also be used as a basis for discussion on the benefits constituting a brand's value propositions. This is besides the use of these ads to better understand the concepts of verbalizers ...

This case study's objective is to assess whether and how online consumer reviews affect consumers' attitudes. Presented through the dilemmas of the protagonists of the case study - Sumanth and Geeta - this case study outlines, based on research reports, several reasons as to why consumer reviews became quite ubiquitous, especially in the digital age. However, with fake reviews and 'paid' reviews, how would a consumer sieve the information? Would consumers' attitudes swing based on consumer reviews ...

This case flyer and the base article1 can be used for understanding the context of developing sustainable product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey adhered to its product positioning strategy over the years and yet continues to dominate its product category. Page Industry's (licensee and franchisee) Jockey brand continues to be the market leader in the innerwear product category with its product-focused positioning strategies over the ...

This Case Flyer and the base article1 can be used to relate the underlying theoretical constructs of personality and self-conceptare to consumer behavior at some of India's oldest retail and wholesale marketplaces. Touted as poor man's shopping destinations existing over centuries, these shopping destinations continue to attract consumers from the entire economic and social milieus. Despite the growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce ...

This case flyer is based on an article1 from The Economic Times and enables a discussion on whether and how shopping malls influence consumer motives and needs. While e-commerce growth (as demonstrated by a number of firms and y-o-y growth figures of Flipkart, Snapdeal, Jabong, etc.) indicates the macro trends of consumer buying preferences, shopping malls woke up to considerably reduced number of shoppers. Having made huge investments, shopping malls are pulling out every stop to rechristen customer ...

This case study is enlisted primarily as an inaugural case study in the Consumer Behaviour course in the Indian context. With relevant data, this case study provides a landscape of the evolution of Indian consumer and Indian consumer market. Since independence in 1947, the Indian consumer has evolved to be an intriguing and discerning consumer. 'Study the past, if you would divine the future', said Confucius centuries ago and this case study provides a historical context for understanding and ...