TITLE

INDIA: THE POTENTIAL FROM INCREASED CONSUMER CHOICE

PUB. DATE
May 2005
SOURCE
Brand Strategy;May2005, Issue 192, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the challenges for marketing and brand strategy in India, which has a population of over a billion. Consumer insight program into the behaviors and attitudes of the Indian consumer; Indication that increasing numbers means increasing complexity; Most fluent households coming close to the saturation point for major consumer durables; Increased competition which means lower prices.
ACCESSION #
17248896

 

Related Articles

  • Consumer Responses to Vertical Service Line Extensions Lei, Jing; de Ruyter, Ko; Wetzels, Martin // Journal of Retailing;Sep2008, Vol. 84 Issue 3, p268 

    Abstract: Vertical line extensions extend an established brand to products at different price/quality points. In this study, we examine consumer evaluations of vertical service line extensions and the feedback effects of these extensions on the parent brand. Findings of two empirical studies in...

  • Branding, cheating the customer and other heretical thoughts. Thjømøe, Hans Mathias // Journal of Brand Management;Aug-Oct2008, Vol. 16 Issue 1/2, p105 

    One might ask if branding is more than creating a product's image, rather, if branding is adding values to the product. Numerous scholars support this position, stating that a brand contains two kinds of values, product-related values (performance-related values) and nonproduct-related values...

  • Brand managers: then and now. Mitchell, Alan // Marketing (00253650);5/23/2012, p28 

    The article looks at the nature of the brand manager's job as of 2012. It notes that the role has changed dramatically in recent decades in terms of its scope, tasks, and pace. Reasons cited for the changes include the advent of global brands, the increasing power of retailers relative to...

  • Analytical approach aids in design. Kleefeld, Hans // Marketing News;11/23/98, Vol. 32 Issue 24, p14 

    The article focuses the importance of taking a methodological approach to understanding packaging design. Packaging has undergone many changes. Two decades ago, retailer's shelves displayed mostly national brands and pre-sold consumers were exposed to these packages before they even entered the...

  • ANTECEDENTS AND CONSEQUENCES OF BRANDING: INVESTIGATING ANTECEDENTS AND CONSEQUENCES OF BRAND EXPERIENCE IN ADVERTISING CONTEXTS. Roswinanto, Widyarso // AMA Summer Educators' Conference Proceedings;2011, Vol. 22, p431 

    Various brand conceptualizations have been developed and integrated into networks of inter-connected models. The current paper focuses on brand experience concept that characterizes the immediate effects of brand stimuli on consumers' responses. A previously developed scale of brand experience...

  • THE IMPACT OF BRAND IMAGE DIMENSIONS ON BRAND PREFERENCE. Salciuviene, Laura; Lee, Kelvin; Chung-Chih Yu // Economics & Management;2007, p464 

    Much attention has been devoted to brand image in the marketing literature, and marketing managers acknowledge the power of brand in achieving a competitive advantage that can be used to increase market share. Indeed, two questions arise: what makes an effective brand and, second, how the...

  • How to be brand-led. Taylor, David // Brand Strategy;Oct2005, Issue 196, p32 

    Focuses on how businesses can make their brands influence the company's success. Steps that should be taken by marketing teams to make their brand identities the driving force behind their companies' success; Importance of identifying the consumer behavior changes that can benefit a product's...

  • International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Alashban, Aref A.; Hayes, Linda A.; Zinkhan, George M.; Balazs, Anne L. // Journal of International Marketing;2002, Vol. 10 Issue 3, p22 

    Using the structure-conduct-performance paradigm along with Porter's international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy. Survey research and...

  • Role of Product Knowledge in Evaluation of Brand Extension. Muthukrishnan, A.V.; Weitz, Barton A. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p407 

    This paper examines the role of product knowledge in consumer evaluation of brand extensions. Specifically, we give a set of hypotheses on the moderating effect of the variables of product knowledge and type of similarity on similarity judgment between original and new product categories as well...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics