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.
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