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Welcome. Luxury Marketing in Emerging Markets Dr. S atyendra Singh Professor, Marketing and International Business University of Winnipeg, CANADA www.uwinnipeg.ca/~ssingh5 s.singh@uwinnipeg.ca & Dr. Yamen Koubaa Assistant Professor, Marketing Brittany School of Management, FRANCE
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Welcome • Luxury Marketing in Emerging Markets • Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg, CANADA www.uwinnipeg.ca/~ssingh5 s.singh@uwinnipeg.ca & Dr. Yamen Koubaa Assistant Professor, Marketing Brittany School of Management, FRANCE ykoubaa@esc-bretagne-brest.com
2 Outline • Introduction – Why this topic? • Objectives • Literature review • Theory and Hypothesis • Methodology • Results and Discussion
3 Introduction – Why this topic? • Significant market + 1 billon • Significant in income, thus QOL • Change in Indian CB lifestyle • One of the changes is in wine drinking • But, it is a socially taboo product! • Or, it may be a sign of being Western!
4 Objectives • How to position the product? • Two suggested choices: • Pleasure product • Socializing, Western, Advancement • Prescription product • Good for health!
5 Literature review • Spawton (1991), – General • Aspirations, beverage, connoisseurs • Dubow (1992) – User-/occasion-based • Food, social image, wine itself, … • Bruwer et al. (2002) – General • Conspicuous, enjoyment,… • Our current study Taboo • Pleasure vs. prescription
6 Theory Affective Choices Behavioral Cognitive Dabholkar (1994)
7 Hypothesis • Behavioral component is the most significant predictor of consumers’ choice, followed by Cognitive and Affective components; i.e., • Behavioral Cognitive Affective
8 Methodology • New Delhi, 5* Hotel • 500 randomly selected consumers • In-person questionnaire administration • 187 Usable ques. response rate 38% • Men 57%, women 37 • Average respondent age 34
9 Results… Mean scores and pooled correlations coefficients
10 Results Predictive validity
11 Discussion • Behavioral is the most important • Associated with Pleasure group? • Cognitive is in the middle • Both groups? • Affective is at the bottom • Prescription?
12 References • Bruwer, J., Li, E., and Reid, M.J. (2002), “Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach,” Journal of Wine Research 13 (3): 217-42. • Dabholkar, P. (1994), “Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes,” Journal of Consumer Research 21 (1): 100-18. • Dubow, J.S. (1992), “Occasion-Based vs. User-Based Benefit Segmentation: A Case Study,” Journal of Advertising Research 32(March/April): 11-18. • Spawton, A.W. (1991), “Grapes and Wine Seminar–Prospering in the 1990s Changing Your View of the Consumer,” International Journal of Wine Marketing 3 (1): 32-41.
14 Thank you • for gracing the seminar