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Welcome

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

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  1. 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. 2 Outline • Introduction – Why this topic? • Objectives • Literature review • Theory and Hypothesis • Methodology • Results and Discussion

  3. 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. 4 Objectives • How to position the product? • Two suggested choices: • Pleasure product • Socializing, Western, Advancement • Prescription product • Good for health!

  5. 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. 6 Theory Affective Choices Behavioral Cognitive Dabholkar (1994)

  7. 7 Hypothesis • Behavioral component is the most significant predictor of consumers’ choice, followed by Cognitive and Affective components; i.e., • Behavioral Cognitive Affective

  8. 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. 9 Results… Mean scores and pooled correlations coefficients

  10. 10 Results Predictive validity

  11. 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. 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.

  13. Questions?

  14. 14 Thank you • for gracing the seminar

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