How to Profit from Consumer Trade-Offs : Prof. S Ramesh Kumar

In this latest contribution titled, ‘How to profit from consumer trade-offs’ for ET’s Brand Equity, former Marketing area faculty Prof. S Ramesh Kumar explores how consumers navigate complex trade-offs involving quality, quantity, emotions, and cultural values. Drawing on real-world brand examples, he examines how techniques like anthropomorphism and symbolic associations help marketers align with consumer priorities. The article offers valuable insights into how brands can profit by understanding the underlying psychological and cultural factors driving consumer decisions.