印度快消品市场文化差异悖论与信仰激励下的品牌强化

IF 1.8 Q3 MANAGEMENT IIM Kozhikode Society & Management Review Pub Date : 2020-01-01 DOI:10.1177/2277975219863185
P. B. Gnanakumar
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引用次数: 2

摘要

自尊价值观,随着新的生活艺术,在印度人心中,导致在精神组织中建立信仰。后来,这个精神组织给他们打上了烙印,并以他们的名义推销产品。这些品牌受到信仰的启发,由印度精神大师创造,甚至以客户为中心,而不是以利润丰厚的回报为导向,扰乱了快速消费品市场。正是在这种背景下,本研究的动机是:寻找导致快速消费品消费模式变化的文化差异因素,以及印度精神大师如何细分市场。研究发现,权力距离、集体主义、不确定性回避和长期导向等文化差异变量会影响受信仰启发的品牌。印度的精神大师们正在利用社会文化营销活动,如社会背书和与事业相关的营销策略来细分市场。
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Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market
Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organization branded their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context this research is motivated: to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how Indian spiritual gurus are segmenting the market. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets.
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CiteScore
3.90
自引率
31.20%
发文量
25
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