Chandni Chowk and Consumer Personality
Synopsis
This Case Flyer enables a meaningful discussion as well as an understanding of the context of how a geographical marketplace evolves into a Brand Personality and influence Consumer Personality. In India, almost every city has its own legacy marketplaces which cater to consumers from all walks of life. Despite the spurt in the development of e-commerce and high-end retailing these legacy marketplaces stood the test of time and stayed relevant across the generations. Are the behavioral traits exhibited by the consumers who frequent these old marketplaces the same across the shopping destinations like conventional brick and mortar stores and high-end shopping malls? Do these behavioral traits influence their buying behavior? By analysing the consumer personalities as well as behavioral traits, can marketers segment their marketing and selling strategies?
Prerequisite Conceptual Understanding and Before the Case Flyer Discussion in the Classroom
The participants were asked to read the topics given as mandatory readings at the end of the Case Flyer for them to participate effectively and to enrich the learning outcomes.
Positioning and Setting
This Case Flyer can be used for ‘Consumer Behavior’ course to illustrate the concept of ‘Consumer Personality’ and exemplify different theories of personality and how it influences consumer buying motives and by analysing the same, how can marketers come up with tailor-made products and services.
Suggested Orchestration
During the Case Flyer Discussion in the Classroom
The discussion on the Case Flyer was conducted under three broad topics [Exhibit (TN)-I].The classroom analysis of the Case Flyer was carried out by discussing each of the questions of the case flyer. However, for each of the three sections, the discussion centered on an ‘anchor point of discussion’........
Preamble to Case Analysis
The phenomenon of continued retailing exuberance at some of the oldest marketplaces is quite intriguing and interesting. Intriguing because, they seem to thrive even in the age of modern retailing age. Interesting because, nearly all the consumers who visit these oldest marketplaces also visit the high-street shops and high-end malls. Largely wearable and the accompanying accessories (clothes, ear rings, chains, pendants, etc.) and utilities (electronics/household articles) are sold in these oldest marketplaces. Over the decades, they are able to sustain their position due to their unique products and compelling product price performance offerings.........
Case Analysis
I. Consumer Personality and Behavior Analysis: The Marketing Connotations
The primary objective of the first section is to sensitize the participants to the theoretical constructs of personality-related concepts and their relevance to the understanding of consumer behavior. While the participants might have studied some of these concepts in other courses (especially in organizational behavior and introductory marketing), the class should be directed towards the applications of these behavioral/personality traits. It should also be highlighted that companies try to understand their consumers’ behavior through sophisticated analytical tools platforms
• The class engaged in an animated debate over the Freudian theory of psychoanalysis and how would the marketers benefit from the facts of these analysis. Most of them opined that marketers should focus on the below given two factors in analysing the consumer personalities
• Purchasing Power
• The Power of Social Connect
• They stated that these factors balance the instincts like id, ego and super ego and eventually shape the consumer personality. Further, they voiced their thoughts saying; purchasing power of the consumers is the determinant factor whether to shop at specific shopping destinations like the discount stores, shopping malls, old marketplaces or the common street shops or specific products they want to buy
• They also highlighted the facts of the power of social connect. Consumers do get influenced by their peers, friends, colleagues, relatives, etc. This connect also influences their id, ego and super ego and this behavior defines their personality. A consumer may be a spendthrift when s/he is not in a committed relationship (marriage and familial responsibilities) the participants observed. The marketers should capture these facts and devise products/services which would attract the spendthrift in a consumer appealing to his social connections
• The discussion was carried out with the help of the following [Exhibit (TN)-II].......................
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Exhibits
Exhibit (TN)-I: Discussion Dashboard
Exhibit (TN)-II: Freudian Theory and Consumer Connect
Exhibit (TN)-III: Neo-Freudian Personality Groups – Old Marketplaces’ Consumers
Exhibit (TN)-IV: Consumers’ Traits with Respect to Different Shopping Destinations
Exhibit (TN)-V: Consumer Personality vs Brand Personality
Exhibit (TN)-VI: Marketplace Connect vs Product Price Performance Appeal
Exhibit (TN)-VII: Participants’ Experience at the Old Marketplaces
Exhibit (TN)-VIII: Factors which Influence to Visit the Old Marketplaces
Exhibit (TN)-IX: Similarities and Dissimilarities @ Shopping Destinations
Exhibit (TN)-X: Personality Traits and Consumer Behavioral Aspects