Thursday, February 7, 2008

When the hunters become the hunted

MBAs, especially those majoring in Marketing Management are supposed to influence others' buying and increase sales, and not by buying things on their own, right?
Sometime last week, we had a course in Consumer Behaviour, where we looked at various ways of connecting to the buyers' emotions, and about providing an 'experience' as opposed to a 'product'.

[That week, at Sathyam Cinemas, during advertisements before the movie began:]

Me: That ad was wonderful right? The emotion of happiness felt was conveyed excellently. Brilliant piece of creativity!
My Friend: Was it? To me it was just an ordinary ad. Maybe because I don't have an MBA

[Two days later, dinner is planned with friends (who also are part of the same consumer behaviour course) at a restaurant in Adyar]

My friend, suddenly calls me up on phone: Sabari, change of plans... we're not going to that restaurant... We'll have dinner at Cafe Coffee Day...
Me: Coffee Day? Dinner???
Friend: Yes... come fast...we're almost there.... click

At coffee day, I ask him: Why suddenly dinner at coffee day? Don't tell me you were inspired by the case study on 'Starbucks Experience'...
My friend grins.

Are MBAs more gullible consumers?

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