consumer behaviour
When it comes to understanding human behaviour, few disciplines are as important as consumer behavior theory. By studying how people interact with the products and services they use, researchers can better understand why people make the choices they do. This information can then be used to develop more effective marketing campaigns and products that appeal to consumers. Consumer behaviour study is a complex field, but it’s one of the most important areas of study when it comes to understanding people.
There are many different factors that influence consumer behaviour. Some of the most important include:
-Psychology: This includes things like our motivations, needs, and desires.
-Sociology: This includes cultural influences, social norms, and family dynamics.
-Environmental Factors: This includes things like the economy, political environment, and technological advances.
-Individual Factors: This includes things like age, gender, and personality. All of these factors play a role in shaping consumer behavior, and understanding how they work is essential for businesses hoping to boost their sales.
By taking all of these factors into account, here are few of the indepth researches done by Professor Varsha Jain which can help you understand the different dynamics of consumer behaviour reserach, branding research, advertising research and many others.
Digital Storytelling as a Solution to Destigmatize Products: Case of Women Lingerie from India
Understanding Bi-directional Media Consumption in Online Shopping: A Case of Three Cities in India.
Understanding the role of sweet and bitter eWoM on purchase behaviour of Indian consumers for a technological product
Understanding the Emergence of Aspirational Luxury and the Role of Digital Platforms among Women Consumers in India
Understanding generation Y and their perspective on proximity and permission based SMS marketing
Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson
