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www.dhonuk.com - Marketing Art in an Emerging Market
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Reference: IVEY-9B11A019-E
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Year: 2011
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Number of pages: 18
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Geographic Setting: India
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Publication Date: Jun 8, 2011
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Source: Ivey Business School (Canada)
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Type of Document: Case
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Industry Setting: Arts, Entertainment, Sports and Recreation;
Description
Shamit Bagchi, owner of the online art company Dhonuk, recognized that art was a niche market in India. He wanted to utilize psychographics in order to better understand art buyers and properly position his company, so he undertook a survey of art consumers’ behaviour. He believed that through selecting the appropriate demographic segments, analyzing his competition, and using the behavioural insights of the survey, he could create the proper platform for his art company.
Learning Objective
This case can be used in postgraduate courses associated with consumer behaviour, international marketing, online marketing, emerging markets, and entrepreneurship. It can be used from the perspectives of segmentation and lifestyle analysis. It can also be taught from the perspective of how consumer behaviour can be used to form a strategy. Dhonuk differs from firms that formulate their marketing mix using competitive data, without detailed information on consumer behaviour.