Webinar on the ‘Dynamics of Consumer Behaviour & Strategies For Organizational Development’

School of Management Sciences, Apeejay Stya University organized a webinar on the ‘Dynamics of Consumer Behaviour & Strategies For Organizational Development’ on May 22, 2021.  In his insightful opening address Dr. Sunil Kumar Roy, Dean at School of Management Sciences, Apeejay Satya University said consumer behaviour is about understanding and predicting human behaviour. “You can be in any domain… be in Marketing or Operations Research or Human Resource Management or Project Management…you can be in any organisation…the point is wherever you are, the key to success remains that you should have the skills to understand and predict human behaviour.”

He said “Earlier it was very easy to understand and predict human behaviour because there were two categories of consumers – rural and urban. Now, it’s become very complex because a third set of consumers have emerged called Aspirational Consumers.”

The guest speaker for the webinar, Mr. Shuvadeep Banerjee Chaudhuri, is currently Brand & Marketing Head with Annapurna Food & Beverages Pvt Ltd.  He has diversified business and strategic experience having held senior positions in companies like Henkel, Parle Agro, Reliance Communications, etc.

He gave an example to illustrate the importance of studying consumer behaviour before launching a product. He talked about some unique cues which came out through focus group discussions while doing the research for a brand of Ready To Eat Food & Ready to Eat Gravy. He said the study gave him an idea of launching a Ready to Eat Gravy for consumers who are not skilled cooks and don’t like labour intensive chores like cooking.

He said “Understanding Ethnographical (systematic study of individual cultures) and Anthropological (relating to the study of humankind) connects are important to know Who we are and What we are and What we Did and How We did, and Still Do.”

He talked about food history through the prism of civilizational connects. He said Paranthas, either stuffed or unstuffed, Kulchey has its History from Mehergarh, Mahenjodaro and Vedic Civilizations.  He said Indian Samosa has Middle Eastern origin. It was known as Sambosas in Arab.

He described the European influences and Colonization impact on our food culture. The advent of European travellers along the coast line gave a chance for interactions on matters of trade and food.  Chinese, Parsi, Jewish People, who settled in Kolkata, Western Coast also spread their own Cuisines.

Talking about the evolution of food companies and Hospitality, Restaurant sector in India Mr. Chaudhari said “Food & Beverages companies started with advent of giants like Levers, Britannia & Nestle. Indian entrepreneurs also came up with their ventures – Dabur a pioneer in Ayurvedic Medicines extended its food arm, Parle Agro came in food & confectionery segment along with Parry’s Confectioners. Spices & Condiments, took a revolutionary step with categories in Wholesome grounded spices, Mixes, Pre- Mixes, Jams, Jellies, Pickles, Sauces, Chutneys & Relishes after companies like MDH, Everest, Catch, Mother’s Recipe and MTR came into the picture.”

While concluding the presentation, Mr. Chaudhari said before launching a product in Convenience food category one should do a thorough Ethnographical & Anthropological Research, along with other Qualitative & Quantitative Market Research.

“The reason why foreign companies are taking a lead in organic food market is because we have not understood our roots and strengths and we are paying heavily for that. Foreigners are imbibing our concepts and launching products accordingly. Also, universities and industries have to work in tandem.”

Mr. Shuvadeep Banerjee Chaudhuri, Brand & Marketing Head, Annapurna Food & Beverages Pvt Ltd. 

“Understanding consumer behaviour is not a science, it’s an art. It can be acquired. Behaviour has three elements: it’s caused, it’s motivated and it’s goal directed. If you are able to understand these three elements, then irrespective of your work domain or organisation you work in, you are likely to understand and predict consumer behaviour.”

Dr. Sunil Kumar Roy, Dean at School of Management Sciences, Apeejay Satya University