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Apeejay School of Management hosts guest lecture on marketing by France-based researcher

The virtual lecture focused on the connection between status consumption, charitable donations and empowerment

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The International Business department of Apeejay School of Management (ASM) organised a virtual guest lecture on March 30 by Dr Sona Klucarova, Postdoctoral researcher, Marketing, Sales & Communication Department, Montpellier Business School, France.

The topic for the guest lecture was “Consumer Behaviour and Satisfaction in Marketing”. The session was opened by ASM’s Assistant Professor Anuj Kumar who introduced the guest. Dr Klucarova went on to present her research paper on “Status consumption and charitable donations: The power of empowerment” in the context of marketing.

For the uninitiated, ‘status consumption’ is the process by which individuals try to improve their social standing by purchasing high-end or luxury products.

As part of the paper, she discussed the connection between status consumption and charitable donation behaviours, contrary to the conventional wisdom of the two being on the opposite ends of the spectrum. “Charitable booths [non-profits] might want to team up with firms specialising in luxury products to jointly promote prosocial causes,” she said.

The scholar further elaborated on how status consumption empowered consumers and led to prosocial behaviour. She went on to talk about the timeline, publication process and resources for the paper.

Sharing the learnings from the session, Nupur Sharma, a second-year PGDM student of ASM said, “I got to learn about the concepts and insights of international marketing research and how it works in the market. I got to know about the importance and challenges that are faced during this process. It was a fruitful session, and the learnings would be helpful in the future.

Added Ansh Bahl, another PGDM student in his second year, “It was a fascinating and engaging lecture. Her enthusiasm for the topic really showed through her lecture and helped engage me in learning. It was an interesting and informative session.” 

Disha Roy Choudhury is a Senior Correspondent at Apeejay Newsroom. She has worked as a journalist at different media organisations. She is also passionate about music and has participated in reality shows.

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