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Online Video Comes to the TV Screen in a Big Way

The fact that consumers are tuning into YouTube or Netflix on a the TV screen doesn't come as a surprise. We are well aware...

Effective Communication Strategy in Rural Marketing – Indian Perspective

There are different aspects to effective communication strategy in rural marketing which includes not only the communication message but also the language, media used,...

Product Strategies for Rural Market – Indian Perspective

Product Strategies for Rural Market – Indian Perspective A prime need for any firm to emerge as a strong player in the rural market is...

Marketing Disaster : Pepsi-Cola’s “Number Fever” Fiasco, Feb – May 1992

In a bid to revive their fortunes in South East Asia where Coca-Cola were outselling them by a huge distance (75% to 17% market...

Personal Factors Effecting Consumer Behaviour (Philip Kotler Summary)

PERSONAL FACTORS EFFECTING CONSUMER BEHAVIOUR : Age/Life cycle stage. Occupation. Economic circumstances. Life style. Personality/ Self concept. Age/ Life Cycle Stage: Buyer’s choice in many products related to age & family life...

Social Factors Influencing Consumer Behaviour (Philip Kotler Summary)

Social Factors are made up of : Reference groups Family Roles/ Status Reference Groups: -          A person’s reference group consist of all the groups that have a direct/ indirect...

Cultural Factors Effecting Consumer Behaviour (Philip Kotler Summary)

Culture: - Most fundamental determinant of a person’s wants & behaviour. - Defined by- Value Systems. Perceptions. Preferences. Behaviour.   - Manifest through our approach to Achievement/ Success. Activity. Freedom. Efficiency/ Practicality. Progress. Material comfort. Humanitarianism/ Spiritualism.   - The various...

Understanding Consumer Behaviour (Philip Kotler Summary)

Stimulus Response Model Decision:                                                                     Product Choice. Brand Choice. Dealer Choice. Purchase Timing. Purchase Amount. Marketing Structure: Product. Price. Place. Promotion. Other Structure: Economic. Technological. Political. Cultural. Buyer’s Character: Social. Cultural. Personal. Psychological. Buyer’s Decision Process: Problem recognition. Information search. Evaluation. Decision. Post-Purchase behaviour. Factors Influencing Buying Behaviour: Cultural: Culture. Sub – culture. Social class. Social: Reference groups. Families. Roles/...

Beware : Tricks marketers use to make you spend more

On a recent visit to a refurbished supermarket I was surprised to see a bakery right at the entrance. What it clearly told me...

Indian Household Consumption Pattern – Indicus Analytics

The heterogeneity that characterizes the modern Indian consumer has created a maze that marketers would like to unravel in order to target their products...