Part III – Cases – Consumer Behaviour and Branding: Concepts, Readings and Cases – The Indian Context



While the earlier parts of the book deal with concepts and their application to research issues in a specific context, the case studies provided in this part encourages readers to apply the concepts to a distinctive framework (such as an industry-based situation with empirical data from the Indian context) from the marketer’s view point of choosing a branding strategy using consumer behaviour. This practice-oriented approach is reflected in three case studies associated with branding imagery, brand positioning of services/strategic selection of target segments from the brand loyalty perspective, and experiential marketing. It may be emphasized that experiential marketing in today’s context is considered to be an important tool for brand building and the case study links the concept with important patterns of consumer behaviour, providing a contemporary dimension to the application of experiential/sensory branding.