runawaysun

India is the next destination for the world. And, it’s not just in tourism or business process outsourcing or in finding consumers for forei...

An executive plugs in his iPod on his way to work. A housewife takes her kids to McDonald’s for a birthday party. An auto-rickshaw driver st...

How do Indian, global and MNC brands survive and succeed in this madness of a market that India is? Going by the boom in the Indian economy,...

Ethnic, multicultural, mainstream or whatever term marketers wish to use to describe their consumers, it’s foolish not to accept the fact th...

Much to my dismay, Americans are rather fond of the word ‘ethnic’ (I prefer ‘multicultural’), using it to demarcate the white Americans of E...

Marketing and advertising professionals, internationally, recognise the importance of ‘targeting’ (to consumers) while creating effective ma...

I guess, today, very few countries in the world can claim to have a 100% homogeneous population in terms of cultural purity. Even Iceland, a...

The word or term ‘ethnic’ puzzles me. I believe ethnic means belonging to a specific community; sharing a language, a culture, a religion; p...

Our perception of who we are is a dynamic process. The change in perception of our own identity that occurs as an immigrant, and once again ...

I had always considered my identity as something I always had. Like an inheritance. By virtue of being born and raised in a country called I...

Possessions can be extensions of the self (see my previous posts). According to a ground-breaking paper on consumer behaviour by Russell W B...

Here’s some more wisdom (see yesterday’s post) from Russell W Belk, sociologist and consumer behaviorist, and his inquiry into consumer beha...

“In its widest possible sense, however, a man’s Self is the sum total of all that he CAN call his, not only his body and his psychic powers,...

I’m sure we identify ourselves with the brands we wear, carry, consume and use. Or desire. We feel good about them; even feel proud to own t...

To keep pace with changing consumers, market forces and new technologies, brands need to change their marketing strategies and the brand com...

Changes in consumer behaviour are also a result of technology: its introduction and its application. Apart from everyday technology-based pr...

“You think you know who you are. You have no idea.” (Dialogue from the film ‘Crash’. Also the film’s tagline.) This bit of dialogue (deliver...

How would you describe yourself? Your spouse or a friend? Your boss or a colleague at work? Your customers or business associates? What adje...

In his book, ‘Please Understand Me II, Temperament Character Intelligence’, David Keirsey writes, “the point of this [book] is that people d...

Marketers are not the only ones who wish to know who their customers are and what makes them buy their brands. We all wish to know what type...