A Report On Understanding Consumer Behaviour towards Luxury Products By Jitesh Sanghvi MMS – 137‚ Marketing Year 2009-10 K J Somaiya Institute of Management Studies & Research Understanding Consumer Behaviour towards Luxury Products Understanding Consumer Behaviour Towards Luxury Products By Jitesh A Sanghvi Under the guidance of Mar. Nilesh Talreja Senior Executive Interface Communication ______________ Designation SIMSR‚ Mumbai K J Somaiya Institute of Management
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to the problem of obesity‚ consumer concern over sugar levels in the diet is propelling a worldwide trend towards cutting down on sugar. The world is turning‚ instead‚ to artificial sweeteners and substitutes. The market for sugar substitutes is being fuelled globally by new-age beverages‚ dairy products‚ salad dressings and snack foods at one end and diabetic specific consumables at the other end. India is the second largest producer of sugar and its largest consumer in the world – much of it
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addition to brand image‚ there are other factors that contribute to consumer purchase decision-making such as price of the products‚ servicescape and so on. Through the identification of the ‘Management Decision Problem’; Hypotheses and Research Objectives were developed based on the THREE independent variables identified in the Conceptual Schema earlier. These factors will in a way affect the purchase intentions and decisions of consumers in the automotive industry. This literature review will provide
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Consumer behavior Soft drink – Thums Up Introduction The soft drink industry in India is one of the most competitive with many international and domestic players operating in the market. Initially domestic players like Parle group dominated the Indian soft drink market with brands like Thums up‚ Limca‚ Goldspot etc. However with the re-entry of MNC players like Pepsi in 1991 and Coca-Cola in 1993‚ the market took a decisive shift in favour of these MNCs and over the years Coca-Cola and Pepsi have
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CONSUMER BEHAVIOUR: HOLIDAY DECISION MAKING PROCESS SUMMARY: Decisions are omnipresent in the daily lives of human beings. Being tireless decision makers‚ it stands to reason then that we understand the forces that drive decision making. The following report seeks to critically evaluate the long-held traditional ‘rational problem- solving and cognitive model’ of the consumer decision making process against the background of the holiday decision making patterns of the modern consumer. The one striking
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THE IMPACT OF BRAND ENDORSEMENTS ON CONSUMER BEHAVIOUR IN MTN. 1.0 INTRODUCTION 2.1 Background of the Study According to the American Marketing Association‚ marketing is the process of planning and executing the conception‚ pricing‚ promoting and distribution of ideas‚ goods and services to create exchanges that satisfy individuals and organizational objectives. Thus‚ for companies and organizations to achieve their objectives‚ it is of essence that the marketing tools of product‚ price
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CONSUMER BEHAVIOUR: THE ROAD TO EFFECTIVE POLICY-MAKING 1. INTRODUCTION: WHAT IS CONSUMER BEHAVIOUR? Have you ever told yourself that you should make an effort to be more physically active? Have you ever been determined to eat healthier or drink fewer fizzy drinks? Have you vowed to buy only organic or fair trade products? Did you ever promise to yourself that next time you’ll throw your empty soft-drink can into the recycling bin? And do you think about recycling while on holidays or
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QUESTION 1: LIST THE BUSINESS MODELS USED BY M & S Product/ Service Customization Model M & S moderately or diligently aligns its products and ideas based on the dynamic or ever transforming market trends and fashion needs. According to the case study‚ M & S is highly concentrated in the fashion industry and its ever-growing demand for its exclusive garments and customized accessories. Hands-on approach is mostly utilised by modelling agencies to fulfil the industry’s standards‚ and in the process
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Introduction Consumer-buying behavior according to Kotler (2004‚ p.601) is defined as “The buying behavior consumers – individuals and households who buy goods and services for personal consumption.” the term ‘consumer’ can be described as a person who acquires goods and services for self satisfaction is often used to describe two different kinds of consuming entities: the personal consumers and the organizational consumers. The personal consumers buy goods and services for his/her
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skateboarders and the fashion conscious. Comprehensive characteristics of this market are difficult to pinpoint‚ however‚ it is the assumption that the majority of consumers are males and females aged between 12 and 35 years of age. Consumer Need: Social Image Need - the most important need satisfied by Billabong 1.3 CURRENTLY SOLD In the mid 1980’s‚ just over ten years since the birth of Billabong‚ the successes of the small Australian brand were being recognised world wide and Billabong products were
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