Perceptions of the (In)stability of Consumer Behavior: A Preliminary Case Study of Interactions among Theory, Testing, and Policy

2017 ◽  
Vol 49 (3) ◽  
pp. 383-404 ◽  
Author(s):  
Craufurd Goodwin
Keyword(s):  
Consumer Behavior ◽  
Theory Testing

Saregama Carvaan: a phoenix that rose from the ashes

2021 ◽  
Vol 11 (3) ◽  
pp. 1-20
Author(s):  
Tausif Amir Mulla
Keyword(s):  
Consumer Behavior ◽  
Learning Outcomes ◽  
Business Models ◽  
Graduate Program ◽  
Smart Device ◽  
Strategic Decisions ◽  
Content Type ◽  
Profit Center ◽  
Academic Level

Learning outcomes The learning outcomes of this case are product innovation, the importance of consumer insights and data in marketing and the role of consumer insights in brand revival. Case overview/synopsis This case study is a fascinating look into how the shift from music compact disc (CDs) to streaming has completely changed consumer behavior. This change in attitude led many music labels down one of two paths as follows: shutting down the business or embracing new business models. The case study aims to bring out essential learning from a company, Saregama, that was on the verge of shutting down because of the losses incurred with the shift in consumer behavior from buying music CDs to streaming music for free on every smart device. This shift led most record companies to become shuttered. However, not all were as fortunate as Saregama, who threaded its way toward profitability. This case analyzes how Saregama turned from a loss-making business unit into a profit center by launching a breakthrough product backed by innovative thinking and strong consumer research. The researcher opted for secondary research based on reports from Deloitte and McKinsey & Company and other credible sources to understand the music streaming market in India. The study also includes excerpts from the interview of Vikram Mehra (MD of Saregama India Ltd.) to various media houses and customer reviews on e-commerce sites. Complexity academic level The case is relevant for learners studying for an undergraduate or graduate program and for discussions for modules such as marketing management and international marketing with a focus on product development and strategy. Applicability the case will provide the following exposure to the learners: the difference between corporate and marketing objectives; Using frameworks such as valuable, rare, inimitable, and organization and SAP-LAP to understand the rationale behind strategic decisions; An understanding of the importance of listening to consumers; Using the right marketing elements such as segmentation, targeting and positioning and marketing mix for a competitive marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

scholarly journals Study On The Configuration Of Distribution Channels For New Automobiles

2010 ◽  
Vol 3 (1) ◽  
pp. 67
Author(s):  
Ubiratã Tortato ◽  
Roberto Marx
Keyword(s):  
Consumer Behavior ◽  
Distribution Channels ◽  
Explanatory Model ◽  
Organizational Forms ◽  
Legal Environment ◽  
Sources Of Information ◽  
Proposed Model ◽  
Distribution Trends

This paper proposes an explanatory model for the configuration of automobile distribution channels. A case study was developed, using two sources of information: 1) the literature on the distribution of specialty goods and on automobile distribution and 2) interviews conducted with dealers and automakers. The survey allowed the identification of three variables for the proposed model: dealer size, consumer behavior and the legal environment. The model comprises three possible organizational forms for the distribution business: isolated single-brand, single-brand group, and multi-brand group. This study is expected to contribute to a better understanding of the evolution of the sector, as well as to support the analysis of future auto distribution trends.

scholarly journals Design and Control Issues in Qualitative Case Study Research

2003 ◽  
Vol 2 (2) ◽  
pp. 33-42 ◽  
Author(s):  
Gaynor Lloyd-Jones
Keyword(s):  
Qualitative Research ◽  
Design Theory ◽  
Qualitative Case Study ◽  
Case Study Research ◽  
Research Process ◽  
Theory Testing ◽  
Study Research ◽  
And Control ◽  
Dual Case

Some methodologists have pointed to similarities between experimental method and case study research in terms of design, theory testing and development. However, little is known about how these debates inform qualitative research rationales. The use of a sequential dual case study provided an opportunity to examine these issues and their impact on the unfolding research process. The interplay of inductive and deductive approaches was evident throughout in decisions determining the nature of the research enquiry.

Understanding Culture, Motivation, and Ethnic Consumer Behavior

2014 ◽  
pp. 47-65
Author(s):  
Fung Kuen Koo ◽  
Huong Le
Keyword(s):  
Consumer Behavior ◽  
Ethnic Groups ◽  
Good Practice ◽  
Marketing Strategies ◽  
Theoretical Frameworks ◽  
Non Profit ◽  
Culture Motivation ◽  
Depth Interviews ◽  
Practical Implications

Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviews are the methods used. In this chapter, the authors argue that a combination of Alferder's and Schwartz's theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers' motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.

Consideration-Constrained Engineering Design for Strategic Insights

2019 ◽  
Vol 141 (6) ◽  
Author(s):  
Minhua Long ◽  
Michael Erickson ◽  
Erin F. MacDonald
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Engineering Design ◽  
Decision Making Process ◽  
Design Framework ◽  
Design Strategies ◽  
Clean Diesel ◽  
Product Planning ◽  
Conjunctive Rule

Consumer behavior can be modeled using a decision-making process termed “consideration” in which consumers form requirements, “consideration rules,” in order to narrow their options for further evaluation. One type of consideration rule is the conjunctive rule, where a consumer makes a list of requirements and a product must meet all of the requirements in order to be considered for purchase, such as “the vehicle must get 25 miles per gallon or more”; “it must be priced at $22,000 or less”; and “it must be a standard-sized sedan.” This paper offers a design framework for linking these consideration rules with design. We demonstrate the use of our framework with a case study, namely the Volkswagen (VW) “clean diesel” scandal, which investigates the design strategies used in response to the scandal by capturing considerations within the marketing product planning subproblem and assuring engineering feasibility within the engineering design subproblem.

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