Insights and learnings from Classroom along with the co-curricular activities form a vital part of a B-school journey. Every day is unique in itself and brings a new perspective to look at a conventional problem. Every framework and model discussed in the classroom would be applicable in one or the other way in our journey post-B-school. The batch diversity adds as the garnishing on the pie. The diversity helps us get a macro-view of all the events and their industry-specific applications. Class discussions form a key part of learning. Peers in the class, share their views that might not be taken into consideration you missed while evaluating the situation.
It happened in the consumer behaviour class when the case was being discussed. Consumer behaviour is something that is very different from consumer to consumer and using frameworks to evaluate consumer behaviour and preferences for a particular product seems phenomenal. The class started as usual and suddenly after 20-30 minutes into the discussion, everyone was requested to grab a plain paper.
A person from the hotel industry gave his perspective on consumer behaviour, followed by a person from the IT industry followed by the person who has worked as a sales representative. Following these viewpoints were the views of the person from the automobile, manufacturing and textile industries. Every individual’s viewpoint was an additive for the rest of the class. Fresher’s and the peers from start-ups gave their perspective which was completely different to the one experienced by the individuals working in service industry and corporates.
The class proceeded further with the viewpoints of all the individuals from different backgrounds and a wide spectrum of industries. Then we were requested to write the attributes that we would attach to a soap. It proceeded further with the first level of association with the product and second level of association with the products.
This practical exercise proved the concept of consumer behaviour related to consumer’s association with the product among individuals from varied background. This was really a memorable experience and helped in learning a concept that none of the students present in the class would ever forget. The process used to find out the first and second levels of association with the product was called as ‘laddering’ in marketing terminology. This helped us in finding out the products associated with the consumer despite the versatile consumer profiles. The second level of association is something that helps you drive the purchase decision through subconscious stimulus. It was one of a kind experience in the classroom at B-school.
Which ABG company do I want to work for and why?
With special inclination and interest towards Business to Business marketing and consumer behavior, I would wish to join Aditya Birla Fashion and Retail Limited. This would provide me with a unique platform to interact with B2B chain as well as the B2C at the same time. It opens up a very challenging career which would foster my overall growth along with the company’s growth. This would be a complete marketing mix. With such a versatile exposure, I would be more than delighted to work with Aditya Birla Fashion and Retail Limited. This would give one of a kind experience that I personally crave for. Working for innovation and expansion related projects earlier opens an out of the box approach which makes me different from others.