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Viewpoint :: Marketing
Do cultural cues in advertising influence product choice?
What influences consumers to make the product choices they do? Is the decision to purchase a specific brand of tea or hair oil solely governed by the functional orientation of a brand? Or is it influenced by cultural cues and considerations?
Professor Ramesh Kumar and colleagues have researched the purchase decisions of two consumer segments of the Indian market in 3 product categories - tea, hair oil and fairness cream. The study analyzes how deeply entrenched cultural values in society manifest in the nuances of consumer behavior.
A study on branding by Briley and Aaker revealed that culture has significant impact on consumers' decision-making process. Many multinational brands that enter the Indian market re-use brand communication that has worked in other markets.
Viewpoint :: Marketing
Do cultural cues in advertising influence product choice?What influences consumers to make the product choices they do? Is the decision to purchase a specific brand of tea or hair oil solely governed by the functional orientation of a brand? Or is it influenced by cultural cues and considerations?
Professor Ramesh Kumar and colleagues have researched the purchase decisions of two consumer segments of the Indian market in 3 product categories - tea, hair oil and fairness cream. The study analyzes how deeply entrenched cultural values in society manifest in the nuances of consumer behavior.
A study on branding by Briley and Aaker revealed that culture has significant impact on consumers' decision-making process. Many multinational brands that enter the Indian market re-use brand communication that has worked in other markets.
Insight :: Marketing
Making online marketing work in India
Conventional media such as newspapers and magazines are hurting globally, as ad spends drop. Yet Google, FaceBook and others are thriving as advertising dollars increasingly move online. Brands in India too have begun to look at online advertising seriously. What should such brands do to ensure that their online advertising works? Professor S Ramesh Kumar at IIMB and Kartik Srinivasan of Samsung, have explored this question and their findings about the do's and don'ts of online marketing can be read here.
Insight :: Marketing
Advertising successfully to India's cultural diversity
The rapid growth of social media and the mobile Internet is changing ways that businesses reach out to their customers and even more importantly how customers are influencing and shaping companies and their brands. Marketers everywhere are under pressure to deliver increased ROI and better metrics. The challenge for Indian marketers is in not only integrating these evolving communication channels, but in adapting them to India's unique diverse cultures and audiences.
Have firms, Indian and multinational, figured out the right integrated marketing communications mix to bridging India's traditional culture and the evolving modern world of its growing youth population? Professor S. Ramesh Kumar of IIM Bangalore has explored this question by analyzing mainstream media advertising campaigns and drawn some useful conclusions.
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Practice :: Marketing
Enhancing marketing performance
The global economic slowdown has only accelerated the demand for greater accountability from marketing departments. Marketing teams that want to thrive in an era of shrinking budgets will have to adopt creative means of improving their efficiency and effectiveness.
Professor Avinash.G.Mulky of IIMB, set out to research what best practices marketing departments and companies can adopt.