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The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.

Smartphone has become an essential part of human lives. People tend to treat it as another part of their body. Besides communication purposes, it is used for searching information, monetary transactions, shopping, social networking, entertainment, etc. This study aims at analysing the factors influencing smartphone usage and behavioural changes among college students under four constructs: utilisation, benefits, nomophobic behaviour and perceived risks (UBNR). An instrument was created with factors concerning the research and administered in a top-ranked private university of Bangalore, India. The research was carried out with a total of 122 responses. The results show that there is no significant difference in the attitude of males and females in most of the factors except social anxiety. Females experience more social anxiety and use smartphone more for maintaining their social relationships. There is no significant difference between the age group of students in all the four constructs. Utilisation is positively related with psychological, social, functional and financial benefits and shows that the greater the usage of smartphone, the greater are the benefits. On the other hand, the study reveals that increased usage of smartphone leads to addiction, causes nomophobia and poses threat of perceived risks. A mediation strategy like educating the students for proper use of technology is necessary to overcome the risk of addiction and developing nomophobia.

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<p><b>Purpose: </b>This paper is about how emotional marketing affects consumer behavior and how emotions will affect the decision-making process of the consumers. </p> <p><b>Methodology: </b>To know the mindset of the consumers about their response to different kinds of emotions, 150 samples were collected randomly using a questionnaire. The questions included how emotions affect them in various situations, which type of emotions they often feel, and how they felt after purchasing. </p> <p><b>Findings: </b>According to the estimated results it was found that emotions will play a major role in consumer behavior and it also depends on their current mood and past experiences. </p> <p><b>Limitations:</b> Though it was proved that emotions will affect consumer behavior, it was completely subjective in nature as every individual has variety of emotions based on their experiences in life and it is practically not possible to satisfy every customer's emotional need. </p> <p><b>Future research:</b> Future research can focus on various emotions and the behavioral aspects that can have an impact and a cross-sectional study can be conducted. Rather than depending on the consumer mindset at the time of buying, it would be the best option to influence consumer’s emotions using advertisements and brand image. </p>

<p><b>Purpose: </b>This paper is about how emotional marketing affects consumer behavior and how emotions will affect the decision-making process of the consumers. </p> <p><b>Methodology: </b>To know the mindset of the consumers about their response to different kinds of emotions, 150 samples were collected randomly using a questionnaire. The questions included how emotions affect them in various situations, which type of emotions they often feel, and how they felt after purchasing. </p> <p><b>Findings: </b>According to the estimated results it was found that emotions will play a major role in consumer behavior and it also depends on their current mood and past experiences. </p> <p><b>Limitations:</b> Though it was proved that emotions will affect consumer behavior, it was completely subjective in nature as every individual has variety of emotions based on their experiences in life and it is practically not possible to satisfy every customer's emotional need. </p> <p><b>Future research:</b> Future research can focus on various emotions and the behavioral aspects that can have an impact and a cross-sectional study can be conducted. Rather than depending on the consumer mindset at the time of buying, it would be the best option to influence consumer’s emotions using advertisements and brand image. </p>

The case is intended to be used as a basis for classroom discussion rather than to illustrate either effective or ineffective handling of a management situation. The case has been written on the basis of generalized experience.This case, based on Zinnov, specifically deals with Research domain. The information on actual research practices is scarcely available in business colleges. Similarly the development of research proposal is extremely important learning topic for future researchers. The case highlights these two aspects in research. The work ensures originality.