An Investigation of Young Indian Consumer's Perceptions on Foreign Branded Apparels
An Investigation of Young Indian Consumer's Perceptions on Foreign Branded Apparels

Author: Murali Guruswamy

Publisher: GRIN Verlag

Published: 2014-03-24

Total Pages: 89

ISBN-13: 365662111X

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Master's Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: Merti, University of Lincoln (Graduate School), course: Master's in Business Administration, language: English, abstract: The study is based on analyzing young Indian’s perceptions on foreign branded apparels and analysis of Indian youth customer’s behavior. The investigation primarily aimed at analyzing young Indian customer’s behavior and exploring the relation between them with foreign branded apparels. It also included the theoretical study of Brands & Brand Management and the key drivers that has a likely impact on customer’s behaviors, which used Indian young customers as target participants for the study. The study finalizes that fact that brands have significant impact of customer’s behavior by outlining the key drivers that would enable gradual sales for organizations, by presenting various theories, models, and methodologies to arrive at a conclusion. In the theoretical part of the study, the researches makes a prompt attempt to explore the relationship between consumer behaviors and brands considering the influential factors acting upon the mindsets of the customer’s. The consumer’s decision-making abilities and process are subjected with brands elements and factors that would build effective global brands to fulfill the objectives of the study and arrive at conclusion. Findings from theoretical and practical analysis determines that the global brands managers should realize that building brands on target customer bases and their perceptions would contribute to the growth of their businesses. The study also outlines that fact that, young generations are more attracted towards the brands rather than the products they purchase. The study also confirms that, consumer behaviors are subjected to brand perceptions and among the targeted Indian young Indian customers; brands play a significant role in facilitating the purchase decision. These facts are the empirical evidences provided by 102 participants of the survey and 38 industry and retail experts who took place in interviews conducted by the researcher. Finally, the study outlines recommendations for the readers and brand marketers stating; brands are the intangible building tools of organization and global firms operating in India should consider the young generations as their major source of customer bases and design their strategies that would cater all the young customers irrespective of locations in India.

Young Consumer Behaviour
Young Consumer Behaviour

Author: Ayantunji Gbadamosi

Publisher: Routledge

Published: 2017-11-22

Total Pages: 666

ISBN-13: 1351819054

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Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

PROCEEDINGS OF NATIONAL SEMINAR ON MULTIDISCIPLINARY RESEARCH AND PRACTICE VOLUME 2
PROCEEDINGS OF NATIONAL SEMINAR ON MULTIDISCIPLINARY RESEARCH AND PRACTICE VOLUME 2

Author: Dr. M. Kanika Priya

Publisher: JEC PUBLICATION

Published:

Total Pages: 1220

ISBN-13: 9357499679

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This Conference Proceedings of the National Seminar entitled “Multidisciplinary Research and Practice” compiled by Dr. M. Kanika Priya records various research papers written by eminent scholars, professors and students. The articles range from English literature to Tamil literature, Arts, Humanities, Social Science, Education, Performing Arts, Information and Communication Technology, Engineering, Technology and Science, Medicine and Pharmaceutical Research, Economics, Sociology, Philosophy, Business, Management, Commerce and Accounting, Teacher Education, Higher Education, Primary and Secondary Education, Law, Science (Mathematics, Physics, Chemistry, Zoology, Botany), Agriculture and Computer Science. Researchers and faculty members from various disciplines have contributed their research papers. This book contains articles in Three languages, namely: English, Tamil and Hindi. As a editor Dr. M. Kanika Priya has taken up the tedious job of checking the validity and correctness of the research work in bringing out this conference proceedings in a beautiful manner. In its present shape and size, this anthology will, hopefully, find a place on the library shelves and enlighten the academics all round the world.

Asia Branding
Asia Branding

Author: Bang Nguyen

Publisher: Bloomsbury Publishing

Published: 2017-09-16

Total Pages: 350

ISBN-13: 1137489960

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This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

The Substance of Style
The Substance of Style

Author: Virginia Postrel

Publisher: Harper Collins

Published: 2009-03-17

Total Pages: 273

ISBN-13: 0061852864

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Whether it's sleek leather pants, a shiny new Apple computer, or a designer toaster, we make important decisions as consumers every day based on our sensory experience. Sensory appeals are everywhere, and they are intensifying, radically changing how Americans live and work. The twenty-first century has become the age of aesthetics, and whether we realize it or not, this influence has taken over the marketplace, and much more. In this penetrating, keenly observed book, Virginia Postrel makes the argument that appearance counts, that aesthetic value is real. Drawing from fields as diverse as fashion, real estate, politics, design, and economics, Postrel deftly chronicles our culture's aesthetic imperative and argues persuasively that it is a vital component of a healthy, forward-looking society. Intelligent, incisive, and thought-provoking, The Substance of Style is a groundbreaking portrait of the democratization of taste and a brilliant examination of the way we live now.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Research into Design for Communities, Volume 2
Research into Design for Communities, Volume 2

Author: Amaresh Chakrabarti

Publisher: Springer

Published: 2017-04-13

Total Pages: 1038

ISBN-13: 9811035210

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This book showcases cutting-edge research papers from the 6th International Conference on Research into Design (ICoRD 2017) – the largest in India in this area – written by eminent researchers from across the world on design process, technologies, methods and tools, and their impact on innovation, for supporting design for communities. While design traditionally focused on the development of products for the individual, the emerging consensus on working towards a more sustainable world demands greater attention to designing for and with communities, so as to promote their sustenance and harmony - within each community and across communities. The special features of the book are the insights into the product and system innovation process, and the host of methods and tools from all major areas of design research for the enhancement of the innovation process. The main benefit of the book for researchers in various areas of design and innovation are access to the latest quality research in this area, with the largest collection of research from India. For practitioners and educators, it is exposure to an empirically validated suite of theories, models, methods and tools that can be taught and practiced for design-led innovation. The contents of this volume will be of use to researchers and professionals working in the areas on industrial design, manufacturing, consumer goods, and industrial management.

Gen BuY
Gen BuY

Author: Kit Yarrow

Publisher: John Wiley and Sons

Published: 2009-08-07

Total Pages: 253

ISBN-13: 0470523638

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Discover the forces driving the decisions of today's most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.

Interdisciplinary Research in Technology and Management
Interdisciplinary Research in Technology and Management

Author: Satyajit Chakrabarti

Publisher: CRC Press

Published: 2021-09-14

Total Pages: 688

ISBN-13: 100053300X

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The conference on ‘Interdisciplinary Research in Technology and Management” was a bold experiment in deviating from the traditional approach of conferences which focus on a specific topic or theme. By attempting to bring diverse inter-related topics on a common platform, the conference has sought to answer a long felt need and give a fillip to interdisciplinary research not only within the technology domain but across domains in the management field as well. The spectrum of topics covered in the research papers is too wide to be singled out for specific mention but it is noteworthy that these papers addressed many important and relevant concerns of the day.

SIMSARC 2018
SIMSARC 2018

Author: Arti Chandani

Publisher: European Alliance for Innovation

Published: 2019-02-09

Total Pages: 501

ISBN-13: 1631901915

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4C’s; Communication, Commerce, Connectivity and Culture are the building blocks of an economy. How well an economy will grow or perform will depend on how strong these four pillars are. Communication leads to sharing of information among individuals. It is important for any business to have the right kind of communication channel. Commerce, provides goods and services for the society and its people. Connectivity provides the right infrastructure and system for those goods and services to reach the market. Lastly, culture helps to retain the indigenous value in those. SIMSARC 2018, organised by Symbiosis Institute of Management Studies, focussed on the aforementioned idea and invited eminent speakers from academia and industry, all over the world, to share their views on the importance of the 4Cs; Communication, Commerce, Connectivity and Culture for businesses and society. The conference had 4 sub-themes viz. Communication, Commerce, Connectivity and Culture which were the plenary sessions for the conference. The highlight of the “communication: Role of AI, Big Data and IoT in Business” track was the papers which were from broad range of Internet of things (IoT), big data, role of technology, Artificial Intelligence among other aspects of communication. The panel speakers gave insight as to how communication is important for business not only for across boundaries but within a country as well. Another session was on “Culture: An indigenous way” where speakers deliberated on the cultures prevailing in different organisations, countries and societies. From a ‘we together’ attitude in some country to a ‘me first’ attitude in the other, cultural similarities and dissimilarities across nations were discussed in this track. The session witnessed some relevant questions from the audience on issues of language barriers and its effect on businesses. Language and cultural barriers are something which are inevitable but one needs to be adoptive and should learn languages to mitigate these barriers. “Connectivity: Backbone for development” was another plenary discussion where increase in connectivity through various social media platforms such as Facebook, Twitter, WhatsApp was discussed and deliberated where the focus was whether human beings are still emotionally connected or not. The critical role of technology was emphasized along with importance of human to human interaction. No matter how much technology comes in play, human connections will never die as this was concluded by speakers as Technolgoy may not be able to take away the emotional connect. Another track, “Commerce: Fuel for economy” where the panellist spoke about growth, price discrimination, financial markets, inequality etc. Investor’s education is one of the most important aspect to take the investors to level where they understand financial market and this will help in investment activity in the market. Sustainability was another concern highlighted by the speakers and they pointed that policies should work towards attaining sustainability in the market and try to bridge the gap between skills and jobs available in the country. Researchers from all over the country, belonging to academic institutes and industry, presented their research ideas on the 4C’s. These research works ranged from digital transformation, IOT, team dynamics and organisation culture to infrastructural issues, e-commerce, banking and corporate governance, the research works presented covered a plethora of policy issues where each one of them is the need of the hour. The deliberations from renowned academicians who came from different parts of the world along with top industrialist, bureaucrats, entrepreneurs, NGOs immensely contributed to the existing bodies of work. They emphasized on the importance of right policies to promote communication, connectivity, facilitating commerce and preserving culture among societies. Overall, the conference witnessed a brainstorming session with scholars and experts and it surely did pave the way for future research.