Karthikeyan Balakumar

Branding is a diverse and multifaceted topic, often considered one of the most intriguing and creative aspects of marketing. What started as a straightforward necessity has evolved into a complex and creative field that profoundly influences consumer behavior and shapes business strategies. So, how did branding develop into the powerhouse

The Product Life Cycle (PLC) has a very interesting charm to it. Like living things, the PLC assumes that products are introduced first. Then they go through phases of growth, maturity, and The Product Life Cycle (PLC) possesses a fascinating and somewhat enchanting quality. It draws an intriguing parallel between

The Self in Consumer Behavior The concept of the self has been a central theme in psychology, philosophy, and sociology for centuries. In the context of consumer behavior, understanding the self is crucial because the products we purchase and the brands we align with are often reflections of who we

A fundamental question every young MBA should ponder is, “Why do firms exist?” This query has been explored by various scholars, and one particularly persuasive answer stands out: Firms exist to minimize transaction costs. The question we then ask is, “what are these transaction costs?”.  Transaction costs are the costs

In this article, we will talk about the second idea that we discussed last week. Specifically, the UPI vs MPesa Case.  There is a profound cultural and emotional attachment to physical money. We all recognise that Money, in its physical form, has held significant cultural and emotional value across various