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The Impact of Indian Consumer's Mood on Their Perception for the Jewelry Brand Tanishq
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Author(s): Amla Nair (Symbiosis Institute of Media and Communication, India)and Sahar Joel D'Souza (Symbiosis Institute of Media and Communication, India)
Copyright: 2019
Pages: 21
Source title:
Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch008
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Abstract
India's fascination with jewelry goes way back to 5000 years with gold being the widely preferred choice for ornamental and investment purposes. Seventy-five percent of the Indian gold market is currently dominated by non-branded players. The existence of age-old loyalty towards family jewelers made it difficult for branded jewelers to break through the market. Hence, this research paper attempts to examine the consumer's perception towards one of the biggest brands in Indian jeweler Tanishq. Being a TATA brand, it is immediately associated with the respect that the brand brings with it, creating great brand salience. Tanishq penetrates varied cultures and life stages to deliver efficient customer service, garnering loyalty. However, Tanishq has positioned itself as a premium brand, commanding high making charges for its designs, which tends to alienate certain classes of society, and its sub-brands are overshadowed by the parent brand. With exemplary designs and customer service, Tanishq does make a mark on the Indian population, making it an aspirational brand.
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