The X-Ecutive Vol. XVI

ST. XAVIER’S COLLEGE (AUTONOMOUS), KOLKATA DEPARTMENT OF MANAGEMENT STUDIES Companies VOLUME XVI 2019-20 that were Re-living the Xavier’s in Management Society’s their league journey so far Catch the father of Modern Marketing Quirky terms used in the ETHOS financial market FRAMES OF PERCEPTON Exclusive Interview of KULDEEP YADAV The Indian Spin Wizard

ST. XAVIER’S COLLEGE (AUTONOMOUS), KOLKATA DEPARTMENT OF MANAGEMENT STUDIES Vol. XVI 2019-20 ETHOS FRAMES OF PERCEPTION WHAT IS AND WHAT MAY BE

CONTENTS 025 Unedited Editorial Anecdotes Chronicling snippets of the Working and Design 004 A Message From Committee’s experience. The Principal The Vice-Principal 026 Music The Managing Editors Exploring how music acts as a perceptual illusion in the marketing world. 008 Student Editors’ Note 010 Foreword 028 The Economy Doesn’t Exist 011 The Editorial Committee Do we need to reframe our immemorial concept of 012 The Xavier’s Management Society economics? The Board 030 Corporate Culture and Branding Strategy The Working Committee in Shaping Employees’ and Consumers’ Perception in the 21st Century 014 XMS Report Dr. Supriyo Patra A recap of the society’s endeavours throughout the year. 033 Health Halos: Marketing Gimmick or Effective Strategy? 016 Meet The Department Prof. Shaunak Roy and Sharad Agarwal Get to know the faculty and staff members of the BMS Department. 038 Big Data and its Impact on Personalised Marketing. 018 Meet The Board Prof. Swaraj Kumar Nandan and Yash Chowdhury Up close with the board members of XMS. 045 A Study on the Perception of College 022 10 Years of XMS Students in Kolkata with respect to Have a look at the journey in building the Imported Branded Apparel Xavier's Management Society. Dr. Supriyo Patra and Shaaz Ali Akhtar 024 Dichotomy 052 Probing into the Healthcare Market and The concept of halo and horn juxtaposed with Health Financing in Global Context: Recent current corporate giants. Trends and Upcoming Paradigms Dr. Tridib Sengupta and Jumelia Sengupta 061 Gender Gap in Career Aspirations: A Study on BMS Students Dr. Sukanya Sarkhel and Himanshi Ganeriwala 065 Did You Not Know? Check some astounding corporate facts. 066 An Exclusive Interview with Philip Kotler The Father of Modern Marketing. 068 X-Innovations A glimpse of all the latest creative innovations. 070 Side Courses A list of additional embellishments for practical application. 072 An Exclusive Interview with Arvind Virmani The 13th Chief Economic Advisor of India 073 Are Purchase Decisions Truly Under Your Dominion? Shashank Jain and Nimisha Bothra

080 Political Advertising on Social Media 105 The Duality of ITC's CSR Coin: A Look Into Avnish Khara and Arpit Debuka the Dark Side Of One Of India's Biggest FMCG Companies 083 Let’s Netflix and Chill Nandini Jain and Yash Chowdhury Sumit Poddar 107 Is Deutsche Bank the Next Lehman Brothers? Shohom Pal and Raj Sharma 087 113App-Cabs: The Once Luxury That Has Now Recommended Movies Become Almost a Necessity. Saudamini Dutta 089 In Conversation with Arunachalam 114 In Conversation with Shiv Aroor Muruganantham Editor and Anchor at India Today The visionary behind the female sanitary revolution in India. 116 Suggested Reads 090 Before Anyone Else 117 The Age of Artificial Intelligence A list of companies that introduced novel ideas. Abhishek Mohata 092 In Conversation with Kuldeep Yadav 121 The Creator or the Creation, Who's Got the Member of the Indian Cricket Team. Lead? Ruchika Chandak and Shyam Agarwal 094 Mergers and Acquisitions A look at the significant mergers and acquisitions 125 The Dominance of the Greenback that took place during the current financial year. Yash Bhushan Aggarwal 096 Financial Timeline 129 Department Report Major events that shaped the financial sphere. Achievements of the BMS Department during the academic year 2019-2020. 097 131Stock Market Trivia An Exclusive Interview with S. Rajendra Explore some of the unconventional terms used in the Babu financial world. In conversation with the former Chief Justice of India. 098 The Need to Fix an Ungentlemanly Game 132 Batch of 2020 Devansh Agarwal A memento commemorating the graduating batch’s 3 splendid years as a Xaverian. 101 140Telecom Industry: In the Eye of the Storm Class Photographs Rishav Raj Singhania and Soham Chakraborty ETHOS FRAMES OF PERCEPTION DISCLAIMER The copyright of the content in the publication is reserved by The Department of Management Studies of St Xavier's College, Kolkata. No part of this publication shall be republished, distributed or transmitted in any form without the prior permission of the publishers. The permission will only be considered valid if it is in written form and signed by the required authority. While every effort has been made to ensure that all the information provided in this publication is accurate and reliable, any form of misinformation, errors or omissions is not the responsibility of the department or the contributor. The Editorial Board is not responsible for any views expressed by the published authors. The ideas and viewpoints expressed do not intend to offend any reader. Readers are encouraged to bring forward any material they find objectionable to the attention of the Editorial Committee. This work is distributed without profit and produced for educational purposes only. The X-Ecutive is a free-distribution publication. NOT FOR SALE. For any feedback and suggestions, kindly write to us at: [email protected]

A m essagefrom Father PRINCIPAL “W eknow thatexperienceoftrials pastgivesstrength Topresentcounsel... Seek,and yeshallfind. ”Unsoughtgoesundetected. -Sophocles Thesearetryingtimes!Forone,thethreatofCOVID-19namely coronavirushas affectedseveralmillionsby takinglivesanddisruptingbusinessandcommerceacross theworld.Ourcountry isalsofightingwith thevirusthreatatpresent.Themajor challenge isto shield the economy from the pangsofthe virusand shiftto a “new normal”.Additionally,theeconomy ofWestBengalhasalsowitnessedoneofthemost severecyclonesin recenttimes–“Amphan”.Thecyclonehasdevastatedtheruralecon- omy and dealtamassiveblow to thelivelihoodsofthepoor.Atthiscriticaljuncture, itisourduty andresponsibility toupholdtheeducationalandculturalpursuitofthe studentsthatwillhelp them becomeefficientleadersand advocatesforchangein the future.St.Xavier’sCollegeisaninstitutethatfirmly believesinchallengingstudentsto explorethebestoftheircapabilitieseven in such momentsofcrisis. Itgivesme greatpleasure to witnessthe 16th Edition ofThe X-Ecutive,the annual magazineoftheDepartmentofManagementStudies.TheX-Ecutiveencouragesstudents from alldepartmentstoshowcasetheircreativityandvoicetheiropinionsthroughwell thoughtandthoroughly researchedarticles.ThisEdition deliberatesovertheconceptof \"Ethos\",referringtothevery essenceorspiritofacultureororganisation.\"Ethos\"aims atprovidinginsightintofactorsthatoften influencetheperception thatpeoplehaveof organisationsandalsodiscusseshow thisperception can bedeceiving.Thisedition explores how industries have used the perception of consumers to aid their own growthandhow thathasoftenleadtotheirdownfall.Ibelievetheseinsightswouldbe usefulto enhance our resilience from naturaland health shocks like Amphan and CoronaPandemic. IcongratulatetheEditorialBoard and themembersoftheXavier’sManagement Society fortheirendeavourand hopethatthisissueofthemagazineissuccessfulin inspiringstudentsofallfieldsandprovidesthem withinsightintothehugeimpactthat perception hason theway peopletendtothink.Letusallhopeforanew dawn.Nihil Ultra! Rev.Dr.DominicSavio,S.J. Principal, St.Xavier’sCollege(Autonomous),Kolkata 4

A m essagefrom Father VICE PRINCIPAL “Thefunction ofeducation istoteach onetothinkintensively and tothink critically.Intelligencepluscharacter- thatisthegoaloftrueeducation. ”-Martin LutherKing FortheDepartmentofManagementStudies,every passingyearisanothersteptowards growth,developmentand excellence.Thefaculty membersand studentsarepersistent intheireffortstoupholdthelegacy ofthecollege.Withclarity ofthoughtandfocused vision,the Xavier’sManagementSociety setssubstantialbenchmarks,and with each passingterm,thesestandardsaretaken higher. Even duringthesetestingtimesamidstthepandemic,when theentireworld standsin the realm ofdanger and uncertainty,every member ofthe Xavier's fraternity has strived to notbedisheartened butsubsistto fulfilltheirduty and contributetowards growth- both personaland ofthe society.Itisinspiring to see people from various walksoflifecometogethertoupholdthepillarsofhumanity.WeatSt.Xavier'sCollege, Kolkatahavetaken every steppossibletohelpourselvesandthepeopleofthe community in which we live.We have instilled similarvaluesin ourstudents,who makeusproudby fulfillingtheirresponsibilities. Every individualhasauniquesetofbehaviouraltraits;they perceivetheir surroundingsdepending upon the leveloftheirintelligence and with respectto the knowledgeandexpertisethey gainedfrom theirprofessionandenvironment.Weeasily getattractedtofamiliarityandallow perceptiontoguideourdecisions.Exploringalong theselinesanddiggingabouthuman behaviourandattitude‘Ethos’impelsindividuals tore-evaluatethereasonsbehind makingdecisions.Weask,whatmattersin thelong run? Thistheme isso effectively fitting in ourpresentsituation.We have re-defined our lifestyle and naturally ourdepartmentalmagazine too wasmetamorphosed.Even in such direcircumstanceswedid notletourspiritbedeterred and continued ourwork tofindinnovativewaystotriumph.Iproudly presenttoyou atestimony ofsheer brilliance,hardwork,andboundlesscompassion-the16th Edition ofTheX-Ecutive,in itsunprecedented digitalformat. IwouldliketocongratulatetheEditorialteam fornotlosingheartbutinstead innovatingtosucceed with thesituation athand.My hearty congratulationsgotothe Xavier’s ManagementSociety,the students,and the faculty members on successful completion ofanotherremarkablevolumeofTheX-Ecutive. Welldone! Rev.Fr.PeterArockiam,S.J. VicePrincipal, DepartmentofManagementStudies, Bachelorsin Commerce(Evening), Mastersin Commerce, St.Xavier’sCollege(Autonomous),Kolkata 5

A m essagefrom the MANAGING Editor Dr.Sukanya sarkhel In timesofstressanddangersuch asthosewhich come aboutas the resultof an epidemic,many tragic and cruelphasesofhuman naturearebroughtout,aswell asmany brave and unselfish ones”- wrote William C. Gorgas,known forhiswork againstyellow feverand malaria in theUnited statesin early 20th century.These linesbecomerelevant,even afteracentury,in thecontext oftheCorona outbreak,wherein theabsenceofa vaccine,human behaviorvia social distancingremainstheonly protectionagainsttheinfection.Itonceagainbroughttothe foretheimportanceofhuman perception regarding theirchoiceofdaily activitiesand theweightthey attached totherisk ofhealth shock.Though notdirectly related tothe issueofCoronainfection,thisvolume-‘Ethos’engagesin discussion ofconsumer perception thatmightprovidea key to a numberofbehaviouralaspectsthatmightbe importantin timesofsuch crisis. Human perception islargely alinguisticandculturalprocessthatassignsmeaningtothe millionsofsensationsweencounterdaily.Capitalizingon thisfoundation ofhuman behavior,thisyear,through ourmagazine,weputfocuson perception andaim to unravelthecharacteristicsofcorporateentitiesin ordertodelveintothecoreandstudy thedefining spirit,and then rewind thetraitsthatencircleitssystem to gain complete comprehension.Weinvestigatehow consumersletfamiliarityactasaguidingforcewhen itcomesto making choices,following which they areoften misled by theirperception, formingastoutprejudice. AstheAdvisory EditorofTheX-Ecutive,Ithoughtthatthetaskwouldbedaunting.Iwas rightand wrong atthesametime- rightbecauseittook alotofeffortto do justiceto thespontaneousand creativesubmissionsthatarrived atourdesk,and wrong because ourcolleaguesandstudentsdidtheirbesttoshareourresponsibilities.Thiswasatrying task,especially when theregularactivitiescameto ahaltafterthelock down.But,the indomitablespiritoftheteam hasachieved two majormilestones:first,they havebeen ableto ekeoutthoughtfulcontributionseven in thisdiretimeofcrisisand second,in keepingwith thesocialdistancingnorm,theteam hassucceededin comingoutwith the digitalversion ofThe X-Ecutive’20.Ioffermy appreciation and congratulate them on thistremendousachievement.Thenetresultoftheseeffortsblossomed as‘Ethos’. Thejourney towardslaunchingTheX-Ecutivecommencedwith theblessingsofRev.Dr. DominicSavio,S.J.PrincipalofStXavier’sCollege(Autonomous),Kolkata,became memorablewith goodwishesfrom Rev.Fr.PeterArockiam,S.J.VicePrincipalofour department,andwentoffsmoothly with thecooperation ofProf.SougataBanerjee,Dean ofourdepartment. However,theextenttowhich itwouldbesuccessfulin achievingitsdesiredgoalwould now dependon itsreaders.Welook forward to comments and suggestions thatwouldedify usandassistin bringing out a better version of The X-Ecutive in the coming years.Enjoy Dr.SukanyaSarkhel, yourreading and allthe bestfrom our Deputy President, team thathasworkedrelentlessly toput Xavier’sManagementSociety togetherthischallenge- ‘Ethos’. ManagingEditor, TheX-Ecutive 6

A m essagefrom the MANAGING Editor Dr.Supriyo Patra Perception isan importantcognitiveprocessandit referstothemannerin which an individual experiencestheworld. Itistheprocessby which peoplebecomeawareofinternaland external messagesand interpretthese messagesinto meaning. The16th Edition ofTheX-Ecutivefocuseson the conceptofthe “Haloeffect”andthe“Horn effect”. Itisrightly saidthattheonly thingthatispermanentin thisworldis\"change\". DuetotheCOVID -19pandemic,itisexpectedfrom allofustoacceptthe\"new normal\" andTeam XMSislaunchingthepresentedition of\"TheX-Ecutive\"asan e-magazinefor thefirsttime. Thejourney towardslaunching“TheX-Ecutive”commencedwiththeblessingsofRev.Dr. DominicSavio,S.J.,Principalofourcollege,becameremarkablewith good wishesfrom Rev.A.PeterArockiam,S.J.,Vice-Principalofourdepartment,and wentoffefficiently with the cooperation ofProf.SougataBanerjee,Dean ofourdepartment.It’saprivilege to have a transformationalleaderin Dr.Sukanya Sarkhel,the Professor-in–Charge of XMStosteady theXMSshipandactasatrue“Friend,PhilosopherandaGuide”inallour endeavours,including the launch ofthe currentedition ofThe X-Ecutive.The theme “Ethos\"inrelationtoentitiesofthecorporateworldwith particularfocusonperception isseeing the daylightdue to SMART goalsetting by Pooja and Nishant,with excellent team workandcoordination from theentireeditorialteam alongwith goodwishesfrom oneand all. Happy reading! Dr.SupriyoPatra, Deputy Vice-President, Xavier’sManagementSociety ManagingEditor, TheX-Ecutive 7

StudentEditor’sNote Thedecisionswetakeareaconsequenceofourjudgement which in turn exhibitfrom ourperception.These perceptualbiasesarestreamlined through theinformation thatwe receive through ourimmediate surroundingsthat ultimately giveway toorganizedthought.Often,seemingly in- significant environment triggers create a linchpin effect.I cam e acrossthe EditorialDepartmentback in my firstyear,when I had tried my handatcontentwritingby sendingin an articleforThe X-Ecutive.A simpleattemptby someoneseekingto‘Explore’new opportunitiesallowedmeto discoverthevastpossibilitiesassociated with thismagazine.Thisendeavourunfurled anew sphereofwritingandediting,provokingmetoapply totheDepartment. Asan EditorialWorkingCommitteeMember,Icould‘Meet’uniquepeopleandacquirea practicalexperience ofnovelwork.IputtogetherwhatIlearnthere like ‘building blocks’. Someunprecedentedtakeawaysthatwillstay withmeareinterviewingeminentpersonalities, experiencingtheprocessofsettingdesign layouts,and,forachange,findingthatworkinglate intothenightwith peerscan bemorefun than fatiguing.Thesatisfaction offinally gettingmy handson thefresh firstcopiesoftheprintaftermonthsofdedicatedhardworkisan experiencethatIrelishedandwillstay with meforever. Asan EditorforTheX-Ecutive,Ihavehadtodealwith dilemmaswhen itcametofinalization oftheme,content,orthe personalitieswe hoped to interview.From arguing overfinalized contentandre-draftingit‘n’timestospendinghoursproof-readingsubmissionsfrom various authors,thisjourney hasbeenfilledwithturmoilthatturnedintoanopportunity tolearnand grow.Theultimateeuphoria was‘Connect’ing to authorsand realizing thatIwasableto help createaplatform forseveralaspiringwriters,reportersandcolumnisttoexpresstheir ‘perception’on thevarioustopicsthatrangeacrossdomainsnotrestrictedtopurely Business and Entrepreneurship butexpanding into Technology,Music,Sports,and Entertainment. Through ourconstanteffortsandperseverance,wehavebeen abletoembellish themagazine with interviewsofeminentpersonalitiesfrom diversefields.Thisincludesthelikesof ProfessorPhilip Kotler- TheFatherofModern Marketing,Mr.Kuldeep Yadav- Memberofthe Indian CricketTeam,Dr.Arvind Virmani- FormerIndian ChiefEconomicAdvisor,to namea few.Theinterviewshavebeen framedmeticulously,with immaculately craftedquestionsthat aim toengrossourreaders. Thefinalperception thatwilltranscendtodefinethismagazine‘ssuccessisupon ourreaders. Onething thatremainsconstantisourcommitmentto thismagazineand desireto strivefor progresswith every subsequentedition.IwouldliketothankRev.Dr.DominicSavioS.J.,Rector andPrincipalofSt.Xavier’sCollege(Autonomous)andRev Fr.PeterArockiam S.J.,Vice Prinicipal,Dept.ofBcom EveningandBMSforhelpingthemagazinereach greaterheights. Wearehighly obligedtobecontinuously guidedandassistedby ourmanaging editors,Dr.SukanyaSarkheland Dr.Supriyo Patra. NISHANT NIGAM StudentEditor, TheX-Ecutive VolumeXVI 8

StudentEditor’sNote Thejourney thatculminated intothemanifestation ofThe X-Ecutive Volume XVIfor me commenced with my first day attheDepartmentofManagementStudies.A copy was presented during collegeorientation.Amidsttheweary lectures,rules and conduct code,I flipped through the boundedpaperandwasinstantly engrossed.Itwaspartly unnervingatfirstwith aseriesofscholarly research articles thatIcouldbarely follow,butcolourfulbreezy pagesbroughtfun reading respites.Iwasintrigued and determined to getinvolved in theprocessthatled up to thiscreation.My presumption thatthisnew corporateatmosphere ofnumbers,technicalitiesandbusinesstheorieswouldindicatean endtomy keen interestin writing wasproven wrong asthismagazineprovided a creativeplatform forthewriterand editorin meto thrive.Itgaveway to a modeofarticulation and vocalization ofviewpoints through literary work,allowingmetocommunicateanddocumentideas. Today,I’m contenttosay thatmy expectationsofwhatthisannualprintcan add in termsof utility wereexceeded.I’m fortunatetonotonly havehadparticipation in thisincredible undertakingbutalsoblessedtobein theshoesthatordain it.My affiliation hereforthepast twoyearsisundoubtedly thehighlightofmy academiclife.Asaworkingsubordinate envelopedin an affairoflearning,Ifoundopportunity toenhancemy capabilitieswhile continuously toiling to produce the bestoutput.Then,being atthe reinsgathering sense of how toplan andexecutethismammothian task,assemblingunequalledinputfrom what started offasconvoluted confusion,Isurmised whatittakesto lead and steeraventure.I discoveredtrainingandlearningarean interlacedactivity-forthejuniorsIwasintendingto encouragetoimproveledtoselfdevelopmentandgrowth.Partakingin thisexposedmeto individualscoming from contrasting walksofthoughtwith expertise in differentdomains. Therean unexplainableexaltation in bringingtogetheragroupofdiversethinkersto brainstorm andpoolin on discussions(argumentsrather,fortheintensity with which every defendantforwarded their stance could putcourthouses to shame) to piece together this jigsaw ofinputs,stringingitintoacoherentcreation. AstheEditor,thegoalformewasto createaboundlessavenuethatresonated with various backgroundsand interestfields,and setamalleablethemethatallowsvaried and limitless expression.Hencewedevised ‘Perception’:a fundamentalattributeinterlinked to awareness whichinessenceisinculcatedasthesame,yetuniquely mouldedforevery individual.‘Ethos’ aimedtounravelaconcentratedideatoallow multiplerenditionsofdistinctelements. TheEditorialCommitteehasattemptedtoappealtovariousmindswith diversefeatures,beit through framingamemento,strikingachordwith thegraduatingbatch,orintroductory segmentsbetterversingenrollingbatchessuch as“MeetTheDepartment”.Concisestudent centricpiecespresented in a simplified mannerhave been included to enhance cognizance. Highestcommendation is credited to our working committee and designers thatfervently worked forthepastyear,sparing no effortto materializeourvision, shaping an obscure concept into exhibited reality.But,we’re most thankfulto studentand faculty authorswho accountforthe pivotal portion ofthismagazine,augmentingitwith impressiveand informativearticles. “Surely thereisnostrength in (ideasorpaper),wheremen arelacking andnolife(reads)”;consonanttothis,Iendmynoteingratitudeofour POOJA SINGH readers-thefinalstakeholders,andonly hopewemanageto StudentEditor, adequately satiatetheirexpectations. TheX-Ecutive VolumeXVI 9

The Editorial Committee of The Department of Management Studies and The Xavier’s Management Society brings forth the 16th Volume of The X-Ecutive, the annual departmental magazine. This Edition voyages into the discernment of the concept of ‘Ethos’ in relation to entities of the corporate world. ‘Ethos’ delves into the very essence or spirit of a culture or organization to bring to light its attributes and distinc- tive features. Digging deep into understanding human behaviour and what manifests their attitude and outlook, the theme aims to provide insights into factors that percep- tion is hinged upon or influenced by in various fields of work. This edition of The X-Ecutive investigates how consumers let familiarity act as a guid- ing force when it comes to making choices, following which, they are often misled by their perception, forming a stout prejudice. This preconception can lead to them to be left dissatisfied in the event of the discovery that their interpretations were based on false presuppositions. We also deliberate over organizations that have unduly benefit- ted from an angelic image only to stray from their agendas by taking advantage of their good first impressions. Articles written by the Editorial Committee focus on the theme to juxtapose these theo- ries with real world events and corporate entities. Student and faculty contribution further elucidate on ‘Ethos’ and ‘Frames of Perception’ expressing its existent foot- prints through enlightening pieces in a myriad of domains such as Economics, Market- ing, Technology or Entertainment to name a few. The highlight of the magazine is the interviews of eminent personalities that present profound words from esteemed profes- sionals and aim to inspire individuals to pursue their aspirations. Furthermore, this Edi- tion contains short and informative features with the objective of providing insights into the corporate world and the diverse field of management; certain student centric pieces provide essential information to young individuals starting afresh. The magazine hopes to impel individuals to truly understand the massive impact perception has on the subconscious, the biases formed, and their consequences thereaf- ter. We hope you recognize the causes of your predisposition, rethink your cognition, and realign your outlook, to further dissect your personal frame of perception. We are honoured to have the opportunity to publish this issue. We are in anticipation that our readers find it worthwhile and wish it is successful in stirring inspiration! 10

CHAIRPERSON EDITORIALCOMMITTEE MEMBERS Rev.Dr.DominicSavio,S.J. DevanshAgarwal Principal MohitAgarwal NandiniJain ADVISORS RadhikaSharma SomyaPasari Rev.Fr.PeterArockiam,S.J. VidushiMundhra VicePrincipal VishakhaAgrawal Dept.ofB.M.S., YashChowdhury B.Com (Evening),M.Com DESIGNINGCOMMITTEE Prof.SougataBanerjee MEMBERS Dean,Dept.ofBMS ManyaAhlani PratyushChitlangia MANAGINGEDITORS SonalAgarwal Dr.SukanyaSarkhel TanveeSinghania Dr.SupriyoPatra VidushiMundhra STUDENTEDITORS VishakaJain NishantNigam PoojaSingh SUB-EDITORS SakshiSharma VanshikaSarda 11

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WORKINGCOMMITTEEMEMBERS AadarshAgarwala RanatSaraf ApoorvBhura RishabAgarwal SomyaPasari DevanshAgarwal SouravPasari KalindiKhemka VidushiMundhra KeshavRateria MahekAgarwal VineetShah ManviAgarwal VishakaJain MohitAgarwal VishakhaAgrawal YashChowdhury NamanJain YogeshAgarwal NandiniJain ZohaibMurad RadhikaSharma 13

XMS REPORT T he Xavier’s Management Society is an amalgamation of ideas, opportunities, and learning. We aspire to create value for those who associate with our society and provide a platform to gain meaningful experience and organizational skills. In the new academic year 2019-20, the society was determined to pursue greatness. The members of XMS welcomed the new batch of students with an event exclusively for the first years: X-Genesis’19- A Visionaries’ Battleground. Featuring over 200 participating teams and 6 grueling rounds, X-Genesis’19 was a tremendous success. The finale witnessed inspiring speaker sessions by Mr. Sahil Shah, Comedian and Youth Influencer, Mr. Mudassar Hussain, Managing Partner at Ogilvy and Mr. Rajiv Ghosh, CEO at Selvel One Group. Their captivating stories inspired students to follow their dreams unfazed by obstacles. On the back of a glorious start, we embarked upon our jouney towards an inter-college debating fest: X-Confero’19- Witness the Word War. Over 100 aspirants contested a series of intriguing debates, and two teams qualified for the final. The motion for the final round read: “This house believes that economic development should be prioritized over pollution control in developing countries”. X-Confero’19 concluded with Mr. Bibek Debroy, Chairman of the Economic Advisory Council to the Prime Minister, as the speaker in an engaging discussion with the students. As a part of our constant endeavour to give back to the society, we took up several initiatives this year. In December, we celebrated Christmas with the children of Anandaghar, an HIV Positive Centre for kids that provide homeless children with a home and proper treatment for HIV. We also organized an eye and health check up camp for over 300 underprivileged people in Uluberia in the month of January, to celebrate the completion of 10 years since XMS’ inception. 14

2019-- 2020 W  i  t  h a team of 80 members and a Ritika Borar myriad of ideas in mind, we began preparations for our flagship event- The Xavier’s Management Convention’20- a national level management fest. The theme for this year was ‘Olympus: Clash for Divinity’. The Xavier’s Management Convention witnessed a battle of merit among students representing renowned colleges from across the country. We had the pleasure of hosting Mr. Rahul Subramanian, Comedian and Youth Influencer, and Mr. Sandeep Patil, Former Member of the BCCI, as speakers for the Convention. They motivated the students to earnestly pursue their aspirations without compromising with the value of hard work and perseverance. 2019-20 has been a successful period as the society rose to unprecedented heights. The smooth execution of the events is a result of the collective efforts of all the members. At XMS, we place the foremost emphasis on diligently pursuing every endeavour and inculcating a team spirit to support each other at every step of the journey. We live by our motto to explore different aspects of this dynamic world, meet a group of driven personalities and form an everlasting connection with these individuals. We owe our success to the constant support of Father Principal- Rev. Dr. Fr. Dominic Savio, S.J., Father Vice Principal- Rev Fr. Peter Arockiam, S.J., Dean of Department of BMS- Professor Sougata Banerjee, our Professor-in-Charge, Dr. Sukanya Sarkhel, and Assistant Professor-in-Charge, Dr. Supriyo Patra. -Compiled by: Himay Sheth and Ritika Borar, Joint Secretaries, Xavier’s Management Society Himay Sheth 15

MEET THE DEPARTMENT REV. DR. DOMINIC SAVIO, S.J. PROF. HIMADRI KARMAKAR PRINCIPAL Sir is the newest addition to our BMS Father Principal is the ultimate family. Hearty jokes and laughs fill up transformative power of the college the classroom during his lectures. Sir and is always on the move to achieve surely knows how to make a serious the vision of our college, “NIHIL ULTRA: subject like Mathematics into something that Nothing Beyond.” Previously, the Vice Principal and we would enjoy doing. now the Principal, he has led The Department of Management Studies and then the college to become PROF. JNANRANJAN CHAKRABORTI the respectable institution that it is, constantly striving for betterment. One of the oldest faculty members yet the most active one. You will never leave REV. FR. PETER AROCKIAM, S.J. his class with any concept uncleared. He VICE PRINCIPAL starts every topic from scratch and his love for the subject is not only undeniable His magnanimous and pertinacious but also infectious. personality makes him take firm decisions for our department and PROF. KAUSHIK GOSWAMI makes him approachable for all- be it the faculty, staff, or the students. He has Sir teaches information technology, been the leading hand and the driving force behind providing students with insights into the achievements of The Department of Management computers theoretically and practically. Studies. He makes sure students are always interested and engaged in class. When PROF. SOUGATA BANERJEE you attend his class, be prepared with a DEAN notebook and pen for interesting facts and information. Sir is someone who ensures that PROF MAHUA BASU discipline prevails within all the BMS Classrooms. An astute individual who is Ma’am has a way of teaching that ensures extremely helpful, you can go to him with complete discipline and attention towards all your problems and he will make sure the subject. Her lectures simplify all the they are solved. A brilliant teacher as well, his complexities of the environment and detailed explanation on theorems and proofs makes make each student conscious of our earth daunting subjects easy to understand. and immediate surroundings, motivating us to become active with environmental concerns. TEACHING STAFF PROF. MEENAKSHI SUBRAMANIUM PROF. BASULI DASGUPTA Ma’am is one of the most kind teachers Ma’am is extremely patient when it of our department. She makes sure that comes to clearing doubts, even if it is the a student is well prepared for the class, 10th time. She will make sure that you be it in terms of discipline or academics. leave the class with all your concepts She always looks out for her students and clear. Her considerate and generous helps them strive for overall improvement. behavior makes her approachable by the students. She ensures that every student is getting all the assistance possible to perform to the best of their ability and excel. PROF. DIBYENDU SEN PROF. OYNDRILA GANGULY Sir teaches with his practical experience Ma’am is a teacher of law in B.M.S. and tries to enhance the personality of the students, helping them grow in Her lucid explanations, several stated ways not restricted to academia. His examples, and usage of diagrammatic classes are more of an interactive session explanations help students easily than just a monologue and all the students of the understand concepts. department always look forward to hearing his inspiring personal anecdotes. 16

PROF. RAJASHIK SEN DR. SUKANYA SARKHEL Sir has a very calm nature and knows Ma’am is a very versatile teacher who how to tackle every question asked by can teach you any subject. The way she the students. He always makes an effort teaches economics and her approach to fraternize with his students. If you are towards the subject is what makes the attentive enough, you will have no doubts and lectures unique and outstanding. She ensures if you lose attention, you lose attendance. that you understand the core of the subject. Ma’am is also a very kind and understanding person who always PROF. RAJNI GUPTA helps out all her students and makes sure they’re well cared for. Ma’am inspires hope, ignites the imagination, and instills a love of DR. SUPRIYO PATRA learning amongst her students. Her classes pave the way for a bright future. Sir’s classes are a stress-buster. As Her dedication towards what she teaches soon as he commences a lecture, and her kind behavior make her a professor everyone students can feel the excitement of hopes to be taught by. Her thorough descriptions and learning something new and different. meticulous approach makes certain that every student You will not be bored for even a minute but understands the subject well. be prepared to present yourself in front of the class every now and then. Sir makes sure every student has PROF. RASHTRAJIT SENGUPTA the opportunity of active interaction based on his/her best virtues which he always recalls as the various Sir believes in explaining every topic “brand associations”. thoroughly. If you are at par with his speed, you will surely love the subject. His PROF. SWARAJ KUMAR NANDAN devout passion and noteworthy expertise in his subject provokes each student to improve their Sir is a teacher of information communication skills. technology in B.M.S. His knowledge for computers goes beyond the class lectures. If you have any problem with the subject or practical software usage, he is the go-to person for it. PROF. RINITA DAS OFFICE STAFF Ma’am teaches corporate law and MR. ALOK EKKA ensures all the students understand the matter of the subject well. She always Whether you need help with administrative formalities, teaches at a slow and steady pace so that information regarding anything, or an issue to be every student follows in class. resolved, he is the one stop for all queries and assistance. His friendly demeanor makes him PROF. SHAUNAK ROY approachable for all the students! Sir’s classes are what we look forward MR. DILIP DAS to everyday. Be it through witty remarks of the real world scenario, humorous He is the sweetest member of the BMS family. If analogues, or his less text and more case you have any problem with the projector, he is the study method of teaching, he never fails to make best person to help you. He will never tell you when us understand any concept and in addition helps us the classes are off but his yellow slips are the most realize it’s applications beyond theoretical text. awaited notices in class. PROF. SHOUVIK SIRCAR MR. MANOJ CHANDRA Sir’s presentation might not be quirky, A very helpful and kind member of the BMS office. Any trouble regarding lecture attendance? You can but his lectures are the most informative. approach him! He knows how to work his way around and tends to solve day-to-day problems faced by the You cannot miss out on his subtle sarcastic students of the department with ease. comments which make his classes more MR. SUBRATA KR. CHATTERJEE enriching and delightful. He is thorough with everything He looks after all the financial reports of the BMS department. Starting from our admission fees to the that he teaches and tries to incorporate outsourced condonation fees we pay, he has the records for 17 everything. If you ever have any issues with bills, then material and videos to break monotony. he is the right person to guide you.

NISHANT NIGAM EDITORAL HEAD The most chilled out person you will come across, POOJA SINGH Nishant has the M ability to main- EDITORAL HEAD tain a calm tone Word of advice to and keep his cool the naive, make under extreme work sure to go pressure. Always through the E niShant, he gets the best out of Oxford English his team without having to Dictionary before assert authority. The innocence you begin a conver- on his face is as impactful as his sation with Pooja. witty remarks. And if you want E to spark his enthusiasm, strike Instead of the famous up a conversation on sports with dialogue- “yeh kaun hai jisne poo ko our department’s football team mudh kar nahi dekha”, the line “yeh captain. kaun hai jisne Oxford English Comma nahi use kiya” is way more THE applicable to our very own Sashi B Tharoor of the society. Always eager O VANSHIKA SARDA to do you favours for gossip as A payment; when she isn't busy R SUB-EDITOR breaking shaking a leg at a party, Extremely she’s found cooking delicious magnani- concoctions (read: bribes) for her mous “baccha log”. Shakespeare is blessed and to have Pooja’s house on the street always named after him. eager to help others. SAKSHI SHARMA She is a keen SUB-EDITOR observer (she’ll Innocence notice the slightest change personi ed, an in any person!) who ardent fan of requires perfection in every M.S. Dhoni, task she has allotted. and a child at heart. She is the D most naive person on the board. Her best dialog- when asked if she has a pen- “Haan, but ghar pe.” She is someone you can reach out to whenever you need to cringe-laugh or be reassured that “sab badhiyan hain”. 18

HIMAY SHETH RITIKA BORAR JOINT SECRETARY JOINT SECRETARY The board member Known to get the who is ready to work done by patiently under- getting exactly stand your what she wants, problems and you probably give wise solutions won’t come across to it. Easily a tactful person like approachable and her. Seemingly docile always helpful, our from afar but intimi- always smiling secretary of the dating in proximity, Ritika can society manages to keep a calm seamlessly modulate her shrill voice mind no matter what the dilemma from excitement to anger; to prevent but remember, “ek chiz tum kaan the latter, you (don’t) kill her (vibe). khol ke sunlo”. SAGAR SAH VEDANSH JALAN FINANCE HEAD FINANCE HEAD The most dedicated The one with the board member craziest mood who can come all swings but always the way from lending an ear Bhagalpur just to to all problems. give an XMS bill Found at Sikkim book. Need some House when advice? Take him to required. His golden Kolaghat and he would words are, “paisa kahin do anything for you. Can also be se bhi aaye society main aana in uenced with Frooti bribes. chahiye”. Always rm and diligent with work, KRITI SHAH he has advice for everything- from time management to helping juggle PLANNING HEAD several tasks e ciently, he has been Completely opposite one of the most understanding with to the ideology of, his juniors. ‘don’t cry because No person can be as devoted to XMS it’s over, smile as Vedansh, who manages to score because it sponsorships through social connec- happened’ , you’ll tivity applications while others nd her crying in a struggle at doing so via meetings. corner at the end of every event as it’s time for her to bid adieu to the college. Kriti is someone who makes sure everything goes according to plan no matter what the turbulence is. 19

HARSHIT BAGARIA KETAN PASARI PLANNING HEAD MARKETING HEAD Only if we had He is the least an award for intimidating the sweetest person on person in the board, XMS. One of as long as the most you complete patient people all the work on you will ever time. If you think work with, he your work is manages to stay calm through faultless, he will de nitely every tough situation. Mascot assist you in nding all the of mixing fun in work, Harshit is mistakes you missed until your really chill and one of the best work is perfectly “designed”. seniors to learn from. CRICKET.FRM.XMS all in one, SANSKAR JALAN being with Harshit is really fun! MARKETING HEAD SASHREEK AGARWAL The most sorted member of CREATIVE HEAD the society. The brains of He is the the society calm in the that gives storm. Got out superb any issues, call nancial him at any hour advice. Can also be a and he’ll be there sweetheart for you, even if you are not there for him. He only sees the always singing a green in life. song or a raging storm all depending on a “very serious VINEET KEDIA note”. His sense of humour is witty and lame at the same CREATIVE HEAD time. He is also the undisputed The coolest board heart-throb of the society. member. His ability to nd creative 20 solutions for problems is matched only by his appetite for food but his con dence is unmatched. Our all star driver who can drive anything includ- ing - cars, bike, and also an Uber. But most importantly, he brings a lot of Khushi to the society.

MANAV BAJORIA HARSHA BAGARIA OPERATIONS HEAD PUBLIC RELATIONS HEAD What’s better The Dancing Diva. than a power- Bringing a sparkle ful personali- in everyone’s eyes ty with an and warming attractive their hearts with face? He is an her niceness. all-rounder in Hospitality has the true sense, always been her rst seen in every priority. She is some- event in college, he is every- one who makes sure that everyone’s one’s favourite right from the needs are well met. teachers to all students. HARSHITA GOENKA SAURABH BAGADIA PUBLIC RELATIONS HEAD OPERATIONS HEAD Little miss sunshine A very talented Harshita is seen young gentle- coming to college man who for more than would have just PR (read broken all pyaar). Her 8am the records of morning walks have magically made her very getting things famous but her sweet done when smile and happy go lucky personali- everything seems to be going ty makes it a treat to work with her. wrong. He is someone who has a ‘jugaad’, for everything, be it SHIVANI RASTOGI last moment stationary supply shortage or a miscalculation in PUBLIC RELATIONS HEAD the requirements list. Known to If you want to relax be always handy with, ‘Speak- and take a break from ers’ amongst other things. work, you can go to her. She’ll not only listen but also understand and suggest solutions to your problems. Shivani is a very sweet and fun loving person. Pure at heart, she is always there. She feels little or no pressure when it comes to handling tough work. 21

The rst edition of our departmental Xavier’s Management Convention is an annual magazine, The X-Ecutive, was published national management event organised by the in 2003. The magazine aims to capture students of the BBA department. Creative minds the minds of its readers by showcasing from all across the country participate to prove the various faces of the corporate world their mettle in the various events that aim at brought forward using astute themes incorporating all aspects of the business world via simulations. XMC was rst hosted in 2007. every year. MEET2003 2007 EXPLORE X-CURSION X-TALK 2011 X-Cursion, an industrial visit, is organised by 2012 the society towards the end of each nancial year to provide the students X-Talk was rst organised in the year 2012. The event is conducted to launch the annual insights into the production process in the various FMCG industries. This practice was departmental magazine of the Department of Management Studies, The X-Ecutive. X-Talk tries started by the society in 2011 to bring about learning amongst the students in to bring forward compelling ideas through ways other than just classroom lectures, relevant discussions and conversations by highlighting the importance of experiential eminent personalities. learning. 22

2010 The Xavier’s Management Society was formed in March, 2010, as an initiative undertaken by students of the BBA Department. Since then, the society has CONNECT proven to stand by its motto of “Explore. Meet. Connect” by trying to conduct events that enrich its participants whilst giving them a platform to match with kindred and inspirational minds. 2010 X-Confero is a debating event that provides the city’s young minds a stage to compare their thought processes, thereby creating a convergence point of intellectualism and pragmatism based on reasoning. X-Confero was rst hosted in September, 2010. 2014 2020 X-Genesis, an event exclusively organized to 23 The Xavier’s Management Society began its welcome the new students of the college, focuses on functioning ten years ago with a motive to bring familiarizing the students with the world of manage- about positive changes in the smallest ways ment as they begin their three-year journey of possible. Since then, the society has held numerous learning and forming new experiences. It was rst successful events, involving participants from introduced in 2014 as an e ort to provide the colleges all over the country only aiming at growth, fresher’s a platform to appraise their skills and following the college motto,\"Nihil Ultra: Nothing showcase their talent. Beyond\".

Haveyoueverquestionedtheinfluenceofthe pastonthepresentperformanceofanentity?  Do you recognize the involuntary biases that are created in your subconsciousandhaveanintrinsicimpactonyourunderstandingofmatter? TheHaloeffectisaform ofcognitivebiasthat companythattheydislike,theycorrelate that allowsone'sperceptionofanyobjecttobeunduly negative experience with each ofthe brand’s inuencedbyasinglepositivetrait.Thehaloeffect endeavours.Thehorneffecttendstodiscourage iscorrelatedtobrandstrengthandcontributesto potentialcustomersfrom adoptingtheparticular brandloyaltybycapitalizingonanorganization’s brand due to certain practices like offering existingstrengthssuchascustomerbase,efficient disagreeableorsub-qualityproductsorservices. management,and unique selling propositions. DCEntertainmentInc.isoneofthelargestand Brandstrengthisthevaluecarriedbyabrand,while oldest American publishing houses which is brandloyaltyreferstothepositivefeelingstowards popularforitscomicsfeaturingvibrantcharacters. abrandalongwiththededicationtopurchasea UnlikeAppleInc.,itfacedconsequencesofthehorn brand’sproductorservicerepeatedlyregardlessof effectonthereleaseofBatmanvSuperman:Dawn its competitor's actions or changes in the ofJustice and Suicide Squad.Due to poor environment.Withtheconcentrationofmarketing performanceofthesereleases,DCEntertainment effortstowardsitshigh-performingproductsand wascriticizedbythecriticsaswellasthefans.This services,the rm'svisibilityincreaseswhichleadto wasfollowedbythereleaseoffourmovies(namely thestrengthening ofitsoverallreputation and WonderWoman,JusticeLeague,Aquaman,and brandequity,whichistheperceivedworthofa Shazam)inthenexttwoyearswhichhadgood brand. ratingson certain critiqueforumsbutfailed to AppleInc.benetedsignicantlyfrom thehalo attractthelevelofviewershipitcouldhaveattained effectonthereleaseoftheiPod.Initially,Apple withthegreaterfan-baseitearlierpossessed.This productsstruggledforpopularityinthemarket,but incidentimpactedthecompanyseverelyandit with the successofthe iPod,people became tooknearlythreeyearsforDCtorecoverandregain intriguedbyotherofferingsofthecompanywhich itslostfamewiththereleaseofJokerin2019. ledtoanincreaseinthesalesofthecompany’sMac AsquotedbyBenjaminFranklin,“Ittakesmany laptops;therebycausing a halo impactwhich gooddeedstobuildagoodreputation,andonly effectivelyallowsfortheexpansionofacompany’s onebadonetoloseit’’;thus,theoutcomesofthe productrangebyenablingabrandtoutilizethe horneffectcanpossiblyhavealongerandgreater positiveimpactcreatedbyoneofitsproductsto impactonacompany’simageascomparedtothe enhancetheimageoftherestofitsofferings. haloeffect. Apple'siPodsuccessfacilitatedthedevelopmentof Marketerstake advantage ofthe halo to sell otherconsumerproducts which were instant productsandservicesinthemarketbutiftheir successamongstcustomerssuchastheiPhone, analysisofthemarketis awed,thenthereare Macbook,iPad,andiWatch. chancesthattheproductorservicewillsufferthe TheHorneffectisaform ofcognitivebiasthat fateassociatedwiththehorn.Inmarketing,itisvery causesone'sperceptionofanyobjecttobeunduly importanttoframeaproperperceptionofthe inuenced by a single negative trait.When targetinordertogaincognizanceofwhatisand consumershaveanunfavourableexperiencewitha whatmaybeandefficientlyseizeandmanipulate product,beitafterpurchaseoftheproductor factorstocreateahaloandsafeguardthecompany perhapsacharacteristicofortraitconnectedtothe fromgettingahorn. 24

UNEDITED EDITORIAL ANECDOTES Net ix: Just one more Meetings commenced with Time spent scrolling through episode food, mid-way halted for Pinterest and Canva to nd the Desserts: Just one more some work which inevitably perfect design or layout inspiration bite got abrupted with o -topic became longer than the time spent Pooja: Just one more edit discussions, and ended with on Instagram and Facebook scrolling gossiping combined with a through memes. game of Cards Against Humanity. Celebrating by screaming Shu ing between and dancing around like Photoshop and illustrator young kids playing while working on ‘mulberry bush’ everytime multiple designs an interview was simultaneously so con rmed. frequently that you completely blank on which function belongs to which application! Sitting for what seemed to be in nite proofreading Multiple arguments on colour schemes, sessions till nally we could experience the layout, and most importantly, the cover satisfactory happiness of having a feature entirely of the magazine. Although the entire approved, including the design. a air took lesser time to nalize than convincing someone (who won’t be Holding a wake for named) that “yellow is not a tacky colour” the grand launch of the magazine, X-Talk, which now remains a distant dream... (heartfelt curses go out to this Pandemic) 25

“Musicisalanguagethatdoesn’tspeakinparticularwords. Itspeaksinemotions...”–KeithRichards AsPhilipKotlernotedina1973articlefortheJournalofRetailing,“Insomecases,the place,theatmosphereoftheplace,ismorein uentialthantheproductitselfinthe purchasedecision.Insomecases,theatmosphereistheprimaryproduct.” Onecouldsaythatconsumerfocushasshiftedfrom solelythecoreproductbeing availedincurrenttimes,andratherhingesonseveralotherdeterminantsinadditionto theproduct,makingbusinessestodayputsignicanceattentiontotheexperience surroundingtheendpurchase.EspeciallyintheB2Csector,marketerstrytoplease potentialconsumersusingvarioustechniquesthatengageseveralsensoryreceptors, and usestimulated sensationsto kindlepositiveperception.Onesuch receptor targetedisourears:usedtocajolepeopleviatheentrenchingeffectofSound. Haveyoueveranalysedtheimpactfuleffectthatsoundshaveonyourunderstandingof anew surroundingoryourpersonaldemeanour?Accordingtoresearch,ouraudio receptorspick-uponsoundsintheenvironmentandconsciouslyorunconsciously associatemeaningtothesame,whichcanaffectandalterourperceptionoftheobject wearefocusingon. Soundscanproducestrongphysicalimpacts.Musicisconsideredtobeauniversal languagethatgenerallyhassimilarconnotationacrossages,races,andcultures.Thisis anadvantagethatcanbecateredtoduetoitsomnipresentcharacteristic.Melancholic ambiencesareusuallycreated with minorscaletonesand low temposwhereas cheerinesscanbeinducedbymajortonecrescendosandup-beattempo.Thesetraitsof musicaregenerallyubiquitousandusedtocreateconnectionswithanyandallhumans. Weoften ndpeoplelisteningtosongsthatmaybeinalanguagetheycannoteven comprehendbecausethesong,insomeway,isrelatableinthemindofthelistener.

Acontemporaryexampleofthiswouldbe ‘HarEkFriendZarooriHotaHain’campaign thesong'Despacito'thattoppedthecharts byAirtel,orthetwotuneswecan’tforget allovertheworld and wasrepeatedly evenifwetry-thebackgroundsongsof playedbypeoplewhodidnotcomprehend NirmaandDermiCool.Thetunescanbeso Spanishbutlikedthesongduetoitscatchy gluedtoyourmindthatitkeepsreiterating beats.Asongcantriggerpossiblecognitive thoseannoyinglycatchytunesorlyrics connections to past experiences and evenwhennotdirectlyengagingwiththe inducenostalgiaorafeelingoffamiliarity. product or service by the company Mostofuscanrecallanexperiencethat therebyconstantlyremindingyouofthe resurfacesadeepconnectionoremotional brand orproductcausing thenameto pop-upinyourbrainfrequently.The'Oola bond.Thisishowlikabletastesingenresof lalaleo'tune,thatduringthepeakstageof musiccan often determinethesortof itspopularitywould makepeoplehum crowd thatserviceproviding businesses along,usedtoautomaticallyinducethem to think of the well-known brand pull. Kingsher.Advertisementsaired bythe You’relikelytoseeplacesattemptingto brandusingvariousremixesofitstune create a posh ambience employ olde- worldemusicthat’sconsideredtobemore madeitpopularinallhouseholds. “tasteful”whereasyoungcrowdoriented Variousstudiesshow thatwhenabrand dabblemorewithcurrentorpopmusic. usesupbeattunesintheiradvertisements, Takingintoconsiderationthesereactions consumers tend to associate characteristicssuchas-sporty,exciting, thatsound has on the human brain, vibrantandyoungwiththeproductbeing customerscanbemanipulatedandthis advertised,whereas,usageofslow tunes aids marketers orbusinesses when it causesconsumerstoassociatethebrand comestoconsumerbuyingbehaviour.Did withcharacteristicsofbeingsoft,natural youknow thatplayingsymphoniesand andhealthy.Anexcellentexampleofthis concertoscomposedbyClassicalEraartists wouldbeLevi'sadvertisementpopularly suchasBeethovenorMozarthasprovento knownas,\"Circles\",thatfeaturedthesong actasacatalystforshopperstobuymore MakebabyJain.Thisadvertisementmade productsascomparedtoplayingsongs ittothelistofthetoptenmostwatched thatbelongtothePop-Rockgenre?Thisis advertisementsin2017,largelyduetothe catchybeatsofJain'ssongthatcaught becausetheinstrumentalsinvolvedinthe consumer's minds.In the same way, formerisoften linked with theideaof advertisementsaimedatbringingabout covetablesophisticationandluxury.Inthe socialawarenessoftenusetunesslowand sameway,inshopsselling owers,playing calminginnaturetohelptheviewersto tunesthatcanbecategorizedasromantic form an emotionalattachmentto the melody leads to an increase in the causebeingshowcased. purchasesmadebybuyers. Sincemusiccanhaveamajorimpacton Thisisalso noticed when food product consumerperception,itisoftenusedby sellerssuccessfullyuse‘crunch’,‘zz’,‘can companies to manipulate consumer opening’,‘slurping’or‘thirst quenching’ behaviourin termsofpurchase:be it throughthemusicplayedindepartmental soundsto lure the brain to crave the storesorusedinadvertisements,forming productbeing advertised.Anothervital brand associationsthrough sound has way in which sound is used to lure becomeasignicantwayofmarketing consumersisthroughtheuseofjingles. usedbyalmostalltopbrandsallaround Jingleshave been a prime method of theworld.Thesearejustafew obvious attentiongrabbingandproductretention examplesofhowmusicisdirectlyusedasa through association in the eld of toolto pave the path to consumer marketing. Marketerspopularlyemploy decisionsamongstthenumeroussublime memorable tunesthatare simple but ways it has lasting effects on the snappywhichtendtosticktoyourmind. subconsciousandaltersperception.These effectsare used to induce biasesby Theseareairedineveryadvertisementor multipleindustriesthroughchannelssuch duringeveryserviceprovidedleadingto asadvertising,retail,etc. theformationofanassociationwiththe Therefore,musicdoeshavetheabilityto brand.Classicalexamplesofthesewould guide consumer'smindsand inuence beAmuladvertisementswiththeirslogan them involuntarily,makingitoneofthe most common forms of perceptual “Utterlybutterlydelicious”, illusion.

DOESTHE ECONOMY NOT EXIST Mainstream economists have forgotten that the of wealth and the study of mankind, and defined economy does not exist independent of human economics as a “study of mankind in the ordinary interest, belief, and will. The economy, despite the business of life which examines that part of individual absolute importance we place on it is not a real and social action which is most closely connected with existent entity. It is an abstraction and simplification of the attainment and with the use of material requisites millions of humans making billions of trade decisions. of well-being”. Similarly, the definition did not mention All these abstracted trade decisions exist to enhance non-material aspects of welfare and also ignored human welfare. The quintessential goal is for humanity the link between wealth and welfare, owing to which to flourish- the economy is merely an abstraction of it received heavy criticism from native economists the trade decisions and processes that we use to help and led to the the formation of “scarcity definition” of bring this about. economics by Lionel Robbins- a British economist- So what should be the main concern of the government who defined economics as “the science which studies when it comes to an economy? human behaviour as a relationship between ends Should the economy develop or the people who are and scarce means which have alternative uses.” The governed by it? biggest criticism received by the definition was to transform the subject from a normative social science Growing the economy for its own sake is unavailing into a positive science with an undue emphasis on since the economy is an abstraction and hence it’s individual choice. After analysing the criticism of all counterproductive if it is not leading to public welfare. these definitions, Paul Samuelson- an American As the origin of the economy itself explains, the economist- with the help of some fellow economists economy was made for man, man was not made for developed the Modern Theory of Economics which the economy. Similarly, the economy’s growth should defined economics as a growth and development agent. According to him, “economics is the study ensure the well-being of all the human participants. of how people and society choose, with or without Economics, as a concept, developed tremendously the use of money, to employ scarce productive over time from being seen as a wealth generator to a resources which could have alternative uses, to growth agent. Economics was first defined by Adam produce various commodities over time and distribute Smith- the father of Economics, who was a Scottish them for consumption now and in the future among economist and a moral philosopher- as a wealth various persons and groups of society.” This definition generator. According to him, “economics was an inculcated the concept of how economics can lead inquiry into the nature and causes of the wealth of to the development of the people. It quintessentially nations.” He defined a “wealthy nation’’ as one that explained that economic life should be shaped by moral principles so that the economic choices and is populated with citizens working productively to institutions protect the life and dignity of the human better themselves and address their financial needs person, serving as the common good. But there are to create wealth in the future course of action. many mainstream stakeholders and decision-makers who still treat the economy as a wealth generator As the definition was wealth-centric and over and do not believe in shifting economics from a emphasized on material well-being, it received mathematical and analytical science to a moral and criticism which led to the development of behavioral science, becoming unsuspecting agents of the “welfare definition” of economics by destruction. Alfred Marshall- a pioneer neoclassical economist- who argued that the subject was both the study 28

According to modern economists, the main aim of any economy should be to develop the standard of living of its citizens where the government can play a chief role by taking necessary decisions. However, according to the world inequality report 2017, the top 1% of the global population bagged 28% of the global wealth whereas the bottom 50% of the global population bagged less than 12% of total wealth. This clearly states a wide spread of economic divide in the world which can be rectified only if the economic growth is superficial, leading to a better standard of living. This brings us to question the very base of every Sometimes GDP does not treat increases in the economy, the most widely used indicator of an nominal value of goods as an increase in production. economy, the GDP. Real estate makes up 15% of GDP, as housing is a positional good. What this means is that as housing GDP measures economic production and to some costs (captured by rents or imputed rents) go up due to degree economic health of a country. The indicator competition, GDP goes up. So, if the cost of the same ignores community, relationships, culture, and all house doubles, GDP would increase, but there would those other things that make us human. It is insufficient be no difference in the production. Other industries owing to the fact that it doesn’t include productive where the goods and services are positional suffer the activity if no one is getting paid. For example: same fate. • Making a beautiful wooden table for yourself does Many sectors of the economy with increased GDP are not add to the GDP or the economy, but buying a not actually reflecting an increased quantity or quality plastic table from Walmart does both. of goods or services i.e. contribution to human well- • Making a home-cooked meal does not add to being. It is only reflecting an increase in costs and GDP, buying McDonald’s does. competition. • Raising your own children does not add to the GDP but paying a caretaker to do so does. Does the economy really exist for the good of the In each case, the former is probably superior for both people or it is merely a concept which is causing economic production and human welfare, yet the obstruction to society? GDP only recognizes the latter. GDP measures money spent on wages and ignores The people who form the economy should develop the enhancement in the quality of the product i.e. the with the growth in the economy and as the theory of GDP measures the time spent on working in terms of economics itself is seemingly strained, perhaps we money even if the quality of the product has increased should reconsider our perception of the economy and over the years with the same time spent working on frames that currently construct it. it. But it is a stated fact that better quality products enhance the standard of living in society. Hence, GDP underrated the efficiency of labour over time which makes it a bad indicator to judge human efforts and life. 29

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X-Ecutive, VoVol.asXVIXVI CORPORATE CULTURE AND BRANDING STRATEGY IN SHAPING EMPLOYEES’ AND Dr. Supriyo Patra CONSUMERS’ PERCEPTION IN Professor-in-charge (Management), THE 21ST CENTURY Department of Management Organization’s operating in FMCG ‘GROUP’ and learn and appreciate Studies, the Organisational culture. St. Xavier’s College industry, Consumer Durable industry  L- Learning (Autonomous), Kolkata or in the Service sector are having Illustration 1 three things in common. First there is  A- Attitude ‘work’ to be performed. Second, there are ‘people’ in charge of performing Illustration 2 the work and thirdly there is  M-Motivation ‘reporting relationship’ based on the Illustration 3 organizational structure. Every organization is having its own culture. Organizational Culture refers to “a system of shared meaning held by members that distinguish the organization from other organization”. Organizational culture are characterized as Innovative and risk taking, attention to detail, Outcome orientation- The degree to which management focuses on results or outcomes rather than process and techniques used to achieve those outcomes. People Orientation, Team Orientation- the degree to which activities are organized around teams rather than individuals. Aggressiveness, Stability- maintaining Status quo in contrast to growth. An employee joins an organization and enters his/her place of work daily with his/her own invisible ‘LAMPPS’. All these focus on the individual behaviour aspect of an employee in an organisation. The organisation expects an employee to perform in a

ETHOS The X-Ecutive, Vol. XVI In organisational settings, perceptual VoVol.asXVIXVIThe X- interpretation depends upon an individual’s-  P-PersonEacluityive, Motivation Personality and Learning process. VoVol.asXVIXVI The process ends with Feedback and Reaction. Illustration 4 It is important to know how Organisational  P-Perception cultures are formed. The original culture is derived from the founder’s philosophy. (SXC– Jesuit Culture, Google Culture etc.). Illustration 5  S-Stress (if any) Illustration 6 Illustration 8 Perception is an important cognitive process in understanding organisational behaviour. It also refers to the manner in which an individual experiences the world. Perception begins with Confrontation, when an individual is confronted with a stimulus situation. Registration happens next followed by Interpretation. Illustration 7 Illustration 9

ETHOS The X-Ecutive, Vol. XVI Brand building is a challenging activity in 21st century and brands are leaving no stone unturned VoVol.asXVIXVIThe X- to make their presence felt in the “head and How do EEmcuptliovye,ees Learn Organisational heart” of their target audience. Brands are culture? VoVol.asXVIXVI  STORIES- adopting the rational as well as the emotional route to get an entry in the life of their target It typically contains a narrative of events about the organisation’s founder’s success. audience. The branding strategy adopted and Nike has a number of senior executives who communicated on various media be it the print, spend much of their time as corporate story teller. The company was founded on January audiovisual, OOH as well as Digital medium 25, 1964, as Blue Ribbon Sports, by Bill shape the perception of the target audience. Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. Illustration 10 Illustration 12 Illustration 13  RITUALS Rituals are repetitive sequences of activities that expresses and reinforce the key values of the organisation.  LANGUAGES Many organisation and units within the organisation use languages as a way to identify members of a culture or subculture.  MATERIAL SYMBOL The layout of the corporate headquarter, the types of automobiles top executive are given etc. speaks about the culture. The action of top management set the general climate of what is acceptable behaviour and what is not. This, in turn, strongly influences the criteria used in hiring and shaping employees perception. Illustration 14 The advertising slogans and the creative concept often help the target audience to build their perception about the brand be it in the FMCG Industry, Consumer Durable Industry or the Service Sector. Illustration 11

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X- Ecutive, VoVol.asXVIXVI HEALTH HALOS: MARKETING GIMMICK, OR EFFECTIVE STRATEGY? Prof. Shaunak Roy In a continuously expanding health- may be stated with reasonable Assistant Professor conscious market, marketers are certainty that exposure to social media (Management), scouting for ways to position their along with other digital platforms Department Of products to consumers, who tend to be have unlocked new routes to Commerce and easily driven by buzzwords such as information pertaining to healthier Management ‘healthy’ in the context of product living. Interestingly, the sudden focus Studies, packaging and labelling. They strive on health and wellness may be St. Xavier’s College to target the health-savvy psychology attributed to an escalating recognition (Autonomous), of end users and create a healthy of the inherent need to eat right. Kolkata perception as a first impression. Truth Moreover, a miscellany of alarming be told, the principle of ‘caveat health issues ranging from respiratory Sharad Agarwal emptor’ becomes relevant as as well as skin ailments to water- B.Com (M), consumers are often tricked in the borne diseases, coupled with poor 3rd Year process of falling into the ‘health’ trap lifestyle choices and scanty access to St. Xavier’s College laid by food marketers in their quest requisite nutrition have driven (Autonomous), to gain market share. consumers to undertake certain Kolkata When there is a dearth of information, fundamental changes in light of their consumers often conceive nutritional purchase behaviour, such as checking inferences based on the perceived the ingredients finely printed on food attribute variability across brands. packages, and evaluating the quality Erstwhile studies show that less and source of ingredients used in the favourable nutritional inferences are food. formed when the perceived attribute For instance, a study using both variability is on the highest side. relatively healthy (e.g. granola) and Notwithstanding this effect is reduced unhealthy (e.g. M&M candy) items when a health halo label is present. found that a low-fat claim led Furthermore, the presence of a health consumers to believe the item was halo label increases product healthy in terms of lower calorie consumption levels when the count. Such a halo effect offers perceived attribute variability is high. consumers the freedom to eat more In essence, it may be stated that the than they ordinarily would, since they perceived attribute variability in feel less guilty if a product were to be addition to the health halo effect promoted as ‘low in fat’ or ‘low in jointly influence inference and calories’. behaviour. Similarly, if consumers eat at a Are People in India Really Health restaurant, they believe to be health- Focussed? centric, they assume that their food There is no denying that Indian choices would be healthy as well. consumers, in general have gradually Such consumers would be highly started leading healthier lifestyles. It likely to add side dishes, drinks and

ETHOS The X-Ecutive, Vol. XVI that shapes the manner in which people interpret VoVol.asXVIXVIThe X- the information about an entity that they have formed a positive gestalt with. It is a type of Ecutive, immediate judgement discrepancy which can desserts, resuVltoinVgoli.nasgXreVaItXerVcIalorie consumption. affect the perception of a decision, action, idea, The formation of halos cannot be merely business, person, group, entity, or other whenever confined to food marketing, in that halos can be concrete data is generalized or influences any pillared on company image or reputation, such as ambiguous information. The effect occurs in both exhibiting socially responsible behaviour. When favourable and unfavourable innovations and consumers consider items marketed by firms that hence may be referred to as the horns and halo are governed by the principles of social effect. stewardship, they naturally assume these A halo effect with regard to health, dubbed a companies also make ‘better’ products and that ‘health halo’, is often used in the backdrop of these products are healthier in general. food marketing to augment the sales of a product. From the perspective of corporate donations, It can result in amplified product consumption in research has suggested that a reputation for the halo which may be unhealthy. Simply put, the benevolence drives consumers to infer health halo effect coerces consumers to comprehensive performance of their food overestimate the health quotient of an item based products. For instance, in an experiment on a single claim, such as having reduced calories conducted in the USA, consumers were presented or reduced fat content. Human beings exhibit with a wine-tasting opportunity and were biases in several ways. They conceptualise the informed that one of the companies participating world using mental shortcuts in an attempt to in the tasting would donate 10 percent of sales to make quicker and more efficient decisions. Food a charity. On hearing this information, they rated consumption is no exception to the use of such the taste of that wine 15 percent higher in mental shortcuts. For instance, an individual may contrast to a company that did not present any choose an orange as a snack and not worry about such charity information. counting its calories because it is considered Another study conducted by Okada (2005) ‘healthy’. Such mental shortcuts are closely concluded that when desserts with seemingly knitted to the health halo effect. healthier names such as Cheesecake Delight and seemingly unhealthy names such as Bailey’s Irish Do Health Buzzwords trigger a Health Halo Cream Cheesecake were presented parallelly on a menu, consumers favoured the healthier- Effect in Food Advertising? sounding alternative. This effect can be A ‘health halo’ occurs when a single health explicated by the guilt, which consumers buzzword such as ‘protein’, ‘paleo’ or ‘organic’ experience when opting to indulge. In the context initiates a consumer to develop positive of food, harmony with the environment is impressions of the product. Consumers have traditionally a positive attribute and hence often been found to misperceive low fat with low consumers tend to infer higher performance from calorie, ensuing in the overconsumption of products marketed by socially responsible firms. certain foods. In fact, health halos in food advertising can occur in the form of succinct The Reduced Fat Conundrum: Show me the messages in food packaging pertaining to the Health Halo! health benefits of grocery items. Front-of- Halo effect may be construed as the tendency of package (FOP) messages can be interpreted as an individuals to develop positive first impressions usher of principal nutrient information that can be of another person, company, brand or product in rapidly and effortlessly interpreted by consumers. a specific area to positively influence the opinion For example, product labels containing the words or feelings of others in various areas. The ‘low fat’, ‘organic’ and ‘gluten-free’ are often existence of the oft-quoted halo effect has long erroneously perceived as healthy choices and been recognised in academic literature. It is the play a significant role in consumer purchase phenomenon whereby it is assumed that if people behaviour. are good at doing something, they would be good at doing other things as well. In fact, the halo effect is a perceptual distortion or cognitive bias

ETHOS The X-Ecutive, Vol. XVI be significantly lower in calories and evoke a VoVol.asXVIXVIThe X- higher price tag and are perceived as having Ecutive, reduced fat and higher fibre content. They are also considered to be more nutritious than their 10 Cases thVaotVColo.arsrXoVboIXraVtIe the Health Halo ‘non-organic’ counterparts. So, it triggers a Effect health halo and such an effect is genuine and In the backdrop of the reduced fat conundrum, a bears significant implications with reference to list of mini-cases have been documented that what, and how much people eat, especially those outline the impact of health-halos on the altering who prefer foods carrying an ‘organic’ seal. judgements of regular customers in the light of versatile food marketing strategies adopted by Case 4: Local Produce branding and PR professionals. The term ‘local’ is generally used to indicate that a food was produced within the confines of a Case 1: McDonald’s vs. Subway given geographical region from where it has been A host of researches have demonstrated that either purchased or consumed. People consider people, in general, think of McDonald’s food as local food products to be more nutritious despite being relatively unhealthy. Au contraire, Subway, not having any precise reason for the same. A which promotes itself using fresh ingredients as a locally produced food product may not always basis, is often perceived as a healthier alternative. contain a label depicting ‘nutritional facts’ Comparing these two fast-food restaurants, especially since smaller companies with a limited researchers have found that people buying from number of permanent employees or low gross Subway were less accurate in terms of estimating annual sales are often exempt from several food the calories in their meals, underestimating their labelling laws. intake by an average of 151 calories. Illustration 1 Case 5: Gluten-Free Food The term ‘gluten-free’ implies that a food must Case 2: Protein Bars bound the inevitable presence of gluten to less Studies on front-of-package (FOP) labelling than 20 parts per million (ppm) and not contain illustrates that nutrient content claims by any ingredient such as wheat, rye, barley, or companies such as ‘low fat’ can lead consumers crossbreeds of these grains. If it contains to perceive foods as healthier in general. For ingredients that have been derived from these instance, when customers observe two bars of grains, they must be processed to remove gluten chocolate, with one of them being titled as a to less than 20 ppm. This however, does not protein bar and the other simply as a chocolate suggest that a food is whole-grain, organic, low- bar, they tend to be inclined towards the former carb, or healthy. In fact, many gluten-free foods given the positive healthy vibes they receive from are highly processed and include ingredients like it. refined white rice, sugar, and salt. Case 3: Organic Foods Food products labelled ‘organic’ are perceived to Case 6: Nut Milks Nut milks are often found in the health food section of supermarkets and other departmental stores and exposed to consumers with ingenious branding strategies, thereby fuelling their health halo status. Yet, consumers must be cognizant of the fact that substituting nut milks for cow milk is a futile solution unless there is a food allergy. Case 7: Grass-Fed Beef An array of unsuspecting consumers naively consider grass-fed beef to be organic. In reality though, beef labelled as ‘grass-fed’ is sourced

ETHOS The X-Ecutive, Vol. XVI much as 90 percent of everyday calories. Yet, a VoVol.asXVIXVIThe X- rising proportion of consumers across the world, by and large, seem to purchase products from Ecutive, supermarkets, the moment they come across the from cows thVaotVmoal.yasXhaVvIeXoVnIly been fed grass at term ‘keto’ imprinted on the packaging of a some point in time or have received supplemental product, without knowing what a keto is, or grains and it is only the beef labelled as ‘grass- without evaluating the rest of its nutritional finished’ that hails from cows that have information. consumed nothing but grass during their existence. Therefore, people confuse these terminologies and fall in the trap of the health halo. Case 8: Natural Foods Illustration 3 As of date, there exists no formal definition of the term ‘natural’ although the government departments sanction its usage if the food does not encompass added colour, synthetic flavours, or artificial substances. This does offer a license for the product to be deemed as healthy or organic, but customers usually fashion an impression that a naturally shaped product would essentially be healthy. Illustration 2 So, what is the Way Forward? As it has been evidenced in the article, consumers Case 9: Ghee tend to opt for larger chunks of food items Yes, ghee. An archetypal Indian product prepared especially when they have been marketed as from cow milk and connected to religious rituals ‘healthy’. It is captivating to note that the in India, ghee has found its acceptance among intrinsic health halo of several natural produce American consumers on account of the versatile often makes ingredients derived from various health claims allied to the product packaging kinds of fruits and vegetables highly sought after such as having anti-inflammatory and digestion- in the global market place by and large. aiding properties. It is perceived as a staple of Consumers should not let our guard down when low-carb, high-fat diets. Interestingly, the they see items with health buzzword labels. Just manifestation of ghee on American menus has because the food claims low in fat, consumers soared by eight percent since 2015, especially in should not assume that it is actually low in the context of fine-dining and ethnic autonomous calories, low in sodium, or necessarily any notions. healthier than other food item. They should pay close attention to the nutritional information and Case 10: Keto Diet ignore buzzwords, slogans, and images that make In a world already replete with weight-loss diets foods appear more healthful than they really are. and low-carbs, high-protein eating tactics often Behaving “virtuously” in one area of life much seize interest of ordinary consumers. A true keto- like one’s using own shopping bag does not offer diet plan is pillared on fat, which supplies as a green signal to act in a negative or overindulgent way elsewhere. The halo effect theory predicts consumers tend to overgeneralise from specific health claims, particularly when claims relate to positive perceptions. However, in the food industry, it is arduous for consumers to differentiate and make healthy choices between products when there is a wide variation in serving sizes and nutritional value. As credible health

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X- Ecutive, January 5, 2020, from https:// VoVol.asXVIXVI www.macmillandictionary.com/buzzword/ent ries/health-halo.html. Illustration 4 5. Lee, W.-C. J., Shimizu, M., Kniffin, K. M., & Wansink, B. (2013). You taste what you see: writers, there is a need to ensure that consumers Do organic labels bias taste perceptions? always address possible preconceptions in health Food Quality and Preference, 29(1), 33–39. be it through published articles or through social doi: 10.1016/j.foodqual.2013.01.010 media or blog posts. This does not mean that 6. Marvin, R. (2018, June 28). What's the consumers, in general, should avoid words such Weight Loss Halo Effect and Why Does It as organic or paleo diets – it simply means that Matter? Retrieved January 5, 2020, from they need to make sure that people understand https://doctormarvin.com/benefits-of-weight- the inherent meaning and appropriate contexts of loss/whats-weight-loss-halo-effect-matter. such health buzzwords. By addressing 7. Menayang, A. (2019, June 5). CBD's halo perceptions and myths, the quality of available effect will boost pet supplement sales, analyst health information can be collectively says. Retrieved January 5, 2020, from https:// incorporated and consumers can be empowered www.nutraingredients-usa.com/ to make better and informed health- related Article/2019/06/05/CBD-s-halo-effect-will- decisions. boost-pet-supplement-sales-analyst-says. 8. Menon, D. (2019, July 23). How health References: buzzwords trick consumers and create a 1. Amos, C., Hansen, J. C., & King, S. (2019). 'health halo' effect. Retrieved January 5, 2020, from https:// www.healthwriterhub.com All-natural versus organic: are the labels /health-buzzwords/. equivalent in consumers’ minds? Journal of 9. Montford, J. P. and W., & John Peloza and Consumer Marketing, 36(4), 516–526. doi: William Montford are based at the University 10.1108/jcm-05-2018-2664 of Kentucky. (2015, March 11). The health 2. Breaking down the HYPE: Gluten-Free, halo: how good PR is misleading shoppers. Grass-Fed, Local, Organic, Natural. (2017, Retrieved January 5, 2020, from October 30). Retrieved January 5, 2020, from www.theguardian.com/sustainable- https://modernproteins.com/breaking-down- business/2015/mar/11/know-what-you-eat- the-hype-gluten-free-grass-fed-local-organic- health-halo. natural/. 10. Ries, A. (2006, April 17). Understanding 3. Fernan, C., Schuldt , J. P., & Niederdeppe , J. Marketing Psychology and the Halo Effect. (2018). Health Halo Effects from Product Retrieved January 5, 2020, from Titles and Nutrient Content Claims in the https://adage.com/article/al- Context of \"Protein\" Bars. Health ries/understanding-marketing-psychology- Communication, 33(12), 1425–1433. doi: halo-effect/108676. 10.1080/10410236.2017.1358240 11. Sass, C. (2014, August 13). The Most 4. health halo. (2018, December 4). Retrieved Confusing Health Halo Food Terms. Retrieved January 5, 2020, from https://www.yahoo.com/lifestyle/5-most- confusing-health-halo-food-terms 93224217048.html. 12. Wellness, B. (2015, November 11). Beware of the Health Halo. Retrieved January 5, 2020,fromhttps://www.berkeleywellness.com /healthy-eating/food/article/health-food- beware-halo-effect.

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X- Ecutive, VoVol.asXVIXVI DATA ANALYSIS AND INSIGHTS FOR PERSONALIZED MARKETING Prof. Swaraj Kumar ABSTRACT Nandan Assistant Professor In recent times, marketers take every single moment to capture the attention of (Management), the visitors to satisfy their immediate needs. Organisations have realised that to Department of uncover hidden purchase patterns, correlations and to conduct justified business Commerce, decisions, they need to evolve from knowing organisations to learning based St. Xavier’s College organisations. Organisations have now learnt to use big data as a tool collected (Autonomous), through different mediums to quantify ever action of human and hence result in Kolkata designing personalised products. Big Data marketers also set ICP (Ideal Customer Profile) that allows them not to depend on calculated guesses but rather provides accurate information about the demographics of the customer as well as their psychographic and behaviouristic patterns. Through this research work, an effort has been made to show how Big Data have an impact on marketers to produce personalised products and services. The data used for the research work are both primary and secondary in nature. Various research articles have shown that the use of Big data have been useful in different fields of research and industrial decision making. This research work also focuses on the aspect that big data play a major role for marketers to understand the demographics and buying pattern of the customers and hence assist in decision making of the firm with respect to personalisation of product and services. Yash Chowdhury In the wold of Digital and Electronic knowing organisations to learning B.M.S., Commerce market, marketers take based organisations. Big data refers to 2nd Year every single moment to capture the every single large volume of data that St. Xavier’s College attention of the visitors to satisfy their is been collected on all aspects of (Autonomous), immediate needs. The key component human life. With Big Data, every Kolkata to satisfy customer needs is provide action of humans could be quantified them best customer experience which and hence stored in the data bank yields two major factor in business – which in turn assists in satisfying the brand equity and customer loyalty. To needs of the customers. These data are meet with the customer satisfaction, collected from a vast array of companies mature big data and electronic devices such as handheld analytics solutions leading to devices like mobile, tablet and even precisely measure and analyse every portable devices such as laptops and single customer performance variable all kind of sensors that are connected on the website. Basically to the internet. Earlier Big data organisations have realised that to businesses applied analytics to uncover hidden patterns and justified business decisions, uncover correlations and also to conduct trends and gain insights. But the justified business decisions, processing was far more complex and organisations need to evolve from impossible to do manually. Currently

ETHOS The X-Ecutive, Vol. XVI software tools have come up to solve complex Philip Russom (2011) expressed the significance algorithms and solve the data in simple process to of combining enormous information and acquire desired information from the data examination together and investigated the collected. In modern competitive world, boundaries to Big Data marketers are all focusing and analysing big data Analytics. To investigate the chance or issue of to satisfy the demand of the customers. One way Big Data they likewise broke down and talked they can leverage big data is through about the different expository structures and personalisation of products and time their furthermore the authoritative issues in the campaigns better. The personalisation can be done proprietorship and controlling of Big Data by looking into the buying pattern of the customer Analytics. They additionally investigated the that allows marketers to set distinct trends and prescribed procedures of the use of Big Data patterns. Additional feedbacks allow the Analytics from the hierarchical point of view and marketers to fine tune the efforts and work on the patterns for Big Data Analytics Options. improving offerings for the customers. On the Seshadri Tirumala and Gerard J. Tellis (2014) other hand marketers may consider browsing data, focused on the client created content which purchase styles and other big data sources to create comprises a magnificent rising hotspot for personalised products. Google Trends online tools advertisers to mine significance at a high fleeting assist marketers to filter down trending topics and recurrence. They also sets that this significance of related search works allowing them to target data comprises of extricating the key inactive customers locally and globally including location, components of customer fulfillment with quality region, countries and interests to get more and determining the valence, marks, legitimacy, attraction towards the personalised product or significance, elements, and heterogeneity of those services. Nowadays using Big Data marketers also measurements. They proposed a bound together set ICP (Ideal Customer Profile) that allows them system for this reason utilizing unaided dormant not to depend on calculated guesses but rather Dirichlet distribution. provides accurate information about the demographics of the customer as well as their Objective of the study psychographic and behaviouristic patterns. Hence Marketers analyze Big Data to match with the Big Data allows marketers to reach customers at expectations of customers and hence frame new the right time and push the product or services in product line and extend their product width. To an effective way to understand the content of their streamline the production and manufacturing need and increase the sale. performance, marketers require huge data. But to assess the concept of Big Data from the customers Overview of Related Work perception is also one of the huge factors that To understand the aspects of the field few should be taken into account under this scenario. empirical studies have been conducted to Hence the objectives of the research could be understand the role of big data analytics from the categorized as under. management point of view. The use of data is a decisive variable in the marketing decisions of the Primary Objective marketing managers and various related studies 1. The main objective of the paper is to analyze the have been conducted to understand the various impact of personalized marketing in the digital fields of big data analytics from the marketing space. perspective. Secondary Objective 2. The research paper also tried to analyse Amir Gandomi Murtaza Haider (2015) focused customer awareness regarding the recent big data their research on defining big data, they mentioned trends. addition to the three V’s –Veracity, Variability and Value; they discussed about the data analytics and Research Methodology various analytical framework. The Research has been conducted generally on the basis of both Primary Data as well as

ETHOS The X-Ecutive, Vol. XVI Secondary Collection. Questionnaire method was irrespective of their awareness on Big Data and adopted which consisted of closed end questions Marketing has an inclination towards the primarily targeting to the sample size of 120 possibility of the importance of the same. respondents inhabiting in Kolkata region between Interestingly, more than 95% of the respondents the age group of 18- 50. The Research work is who had “POOR” or “FAIR” knowledge in Big generally exploratory in nature where quantitative Data Analytics had a inclined opinion regarding methods with structured questions were used for the importance of Big data in marketing and 100% survey. of the respondents with Excellent knowledge about big data driven marketing campaigns had a Analysis and Findings positive response regarding the importance of data The respondent’s data are portrayed in a tabular analytics in marketing validating the importance format with all the relevant questions asked to of the same from the perspective of the consumer. accomplish the objective of the paper. It was also found that 85% of the respondents had Respondents were from across India, varying from rated there knowledge about Big Data Analytics as 18-50 years old, irrespective of any social class, “POOR” or “FAIR”, i.e. , below average or just income and gender. The tabular format of the data below average, which shows that they did not had is hence provided. Questions were asked siting an advance knowledge base on Big Data so the examples of Netflix, Amazon and few music basic trends about the topic would be known to streaming applications to understand the trend of majority of the respondents.75% of the respondents had “FAIR” or Is Big Data Analysis Important forMarketing? “GOOD” knowledge base on Marketing which shows that basic knowledge about the field and recent trends were known to the majority of the 30.00% MAYBE respondents. Only 19 per cent 1.67% No YES of the respondents had a “POOR” knowledge base on 68.33% Information Technology which shows that general awareness and advance knowledge about Technology was there in the respondents Illustration 1: Customers Perception towards Big data analysis and its which could be because of importance in marketing. various reasons like-daily usage of technology, reading, customer purchase towards bundle packaged general interest in the field,etc. product/service which ensures customers 58 per cent the respondents had either “GOOD” perception towards personalised offerings. or “VERY GOOD” knowledge about Data Driven The study showed that majority of respondents accepted the importance of Big Data Analysis to Marketing Campaigns, irrespective of their drive personalized marketing campaigns irrespective of their knowledge about Marketing knowledge on Data Analytics, Marketing and and Big Data it shows that importance of Data Analytics for marketing insights is a well-known Information Technology ,this shows that majority concept among people. 30% of the respondents were “MAYBE”, that is they were not sure about of the respondents were aware about the trends due the importance of big data in personalized marketing campaigns. This shows that people to various possible reasons present.15 percent of the respondents had “FAIR” knowledge on both Data Driven Marketing Campaigns and Marketing And 16% had “GOOD” knowledge on both Data Driven Marketing Campaigns and Marketing which shows that the respondents had a diversified knowledge base on various verticals but

ETHOS The X-Ecutive, Vol. XVI respondents with knowledge on marketing had shows which could be because of two reasons somewhat similar knowledge on data driven ,either the recommendation system was not marketing campaigns which shows efficient and did not suggest relevant product simultaneously due to the high link between both. suggestions or majority of the customers knew KNOWLEDGE RATING OF RESPONDENTS EXCELLENT 2 GOOD 12 PO O R 54 F A I R 49 VERY GOOD 3 EXCELLENT 3 PO O R 10 F A I R 48 GOOD 42 V E R Y G O O D 17 EXCELLENT 2 GOOD 39 F A I R 44 PO O R 23 V E R Y G O O D 12 EXCELLENT 4 FA I R 32 GOOD 46 V E R Y G O O D 25 PO O R 13 BIG DATA ANALYTICS MARKETING INFORMATION DATA DRIVEN MARKETING TECHNOLOGY CAMPAIGN Illustration 2: Customers knowledge rating on big data analytics, Marketing, Information Technology, and Data Driven Marketing. How often have you purchased items from Amazon's \"Customer Who have bought this has also bought\" section? 13% 32% 30% Always 2% 85% Never Occasionally / Sometimes 23% Often Rarely Illustration 3: Customers perception towards items purchased from Amazon's \"Customer who have bought this has also bought\" section? Moreover research also showed that85% of the what they wanted to buy in the first place and did respondents were not often or always buyers of not want to purchase similar items from the amazons customer preference section which section.On the other hand interesting only 10 per

ETHOS The X-Ecutive, Vol. XVI cent of the respondents thought that Amazon is not playlist in music streaming applications enabling customers to make impulsive buying “Slightly” matched their music listening habits Do you think curated playlist in music this shows that the curated playlist formed after listener’s listening habit streaming application match your analysis in a music streaming listening style? application like-Spotify, Gaana have a lot improvement space and there is a 2% gap available which has to be wedged 10% Extremely to “Extremely” match the listener’s 24% Not at all habit, which gives personalized data driven marketing by using curated Slightly playlist a lot of space to improve 11% 53% Unsure which every music streaming service Very much can tap into into it.It was also found in the study that only 16 percent of the respondents thought that music Illustration 4: Customers Perception on curated playlist in music streaming service does not have an streaming application match listening preferences influence in the listening habit of the person , which shows that majority of decision irrespective of the purchase interaction people thinks that music streaming service have an behaviour of the respondents with the Amazon’s impact in their listening habit in varied intensities “Customer who have bought this has also bought which gives an open opportunity for all the music streaming applications to leverage by spreading this” section this shows that respondents think that amazon is enabling people to take impulsive awareness about the fundamental of the influence buying decision but 62 percent of the respondents so as to create brand recognition by differential who think that amazon is enabling people to take marketing theme ,i.e., influence of data analysis impulsive buying decision among them 34 percent in music streaming. It was found that 10 percent of of people have never bought an item from the respondents who thought that there music Amazon’s Customer Data Analysis Preference streaming service curated playlist is “Slightly” section. Moreover, from the study it is seen that match’s their listening style also think that 53% of the respondents thought that curated streaming services “Not at all” influences one’s What level of influence does the banner of a show/movie in Netflix have for playing it? 13% 28% Not at all influential Extremely influential 12% 88% Moderately influential Slightly influential 29% 18% Somewhat influential Illustration 5: Customers Perception on influence of banner of a show/movie in Netflix has for playing it

ETHOS The X-Ecutive, Vol. XVI listening habit. Because of this finding a marketer personalised products which has only been can focus on educating the relevance of curated confined with the respondents of Kolkata. The playlist from data analysis perspective.In the data for this research work only focused on few of research it was also found that 63 percent of the the domains such as video streaming applications respondents have watched a show/movie from such as Netflix and online retail as Amazon as an Netflix’s Data driven suggestion system which example to site the data. The area for personalised proves that the data driven personalized proposal marketing is quite wide and need special attention of Netflix have impacted how customers use the as big data supports in framing the logical application in a positive way. Data Analyst of requirements of the customers in both online and Netflix can use this as a validation for suggestion offline markets. The sector for this research is system effect. quite vast and can be implored through various In the research it was also found that 63 percent of dimensions of targeting and positioning the respondents have watched a show/movie from techniques used by marketers to analyse the Netflix’s Data driven suggestion system which personalised markets through big data. The proves that the data driven personalized demographics used in this research could be suggestions of Netflix have impacted how further explored while the locational segment customers use the application in a positive way. could be increased for a better scope of analysis Data Analyst of Netflix can use this as a validation and broader research domain. for suggestion system effect. It was also found that 12 percent of people thinks Conclusion Personalization is indeed an enticing vision for Have you ever watched a marketers. A vision which is sometime tempered show/movie from Netflix's by unrealistic expectations, wrong applications :\"Because You Have Watched\" approaches and privacy stricken laws that give section? customers more control on personal demands. Big data indeed plays a major role in enticing the 37% No vision of personalization and generate campaigns 63% Yes keeping potential customers in mind. It gives an impression that brands care for the customers and Illustration 6: Customers Perception on Netflix's: hence customers pay off by showing more loyalty \"Because You Have Watched\" section towards those brands. As per a survey conducted by Forbes, 64% of the respondents believe that that the banner of a show/movie in Netflix does data driven marketing is essential for the growth not influence playing decision of the respective in the current hyper-competitive economy. This show, this proves that the flex of a show has a great research focused mainly on to understand impact on its viewership thus the marketers of customer’s perception towards personalized various shows and movies can use this to focuson market and its importance through analysis of big the banners and creatives of various show and data. The study showed that though people have movies for greater viewership for their less idea on big data analytics but strongly agrees show/movies that it is important for marketers to derive conclusions and understand the buying behavior Recommendations of the customers, hence focusing on The research work is based to analyse the personalization. Respondents have fair knowledge importance of big data for marketing of about Marketing, data driven markets and information technology but subconsciously they are a part of big data and hence follow a unique pattern has been offered by the marketers. The examples of Amazon and Netflix clearly portrayed that customers do accept products which are personalized by the marketers for specific users at

ETHOS The X-Ecutive, Vol. XVI certain point of time. Though a recent McKinsey References survey of senior marketing leaders stated that only 1. Columbus, L. (2016, May 9). Ten Ways Big 15% of the CMOs believe that their company has been on a right track with personalization, but Data Is Revolutionizing Marketing And todays personalization leaders have found proven Sales. that there has been an increase of 10 – 30 percent 2. Big Data & Analytics Hub, I. B. M. (Ed.). increase in sales due to personalization. Netflix (n.d.). Quick Facts and Stats on Big Data. stated that due to personalization and offering 3. Big Data Trends in 2019 (Infographic). different varieties of services to different (2019, May 7). platforms there has been an increase of 30% sale 4. Petrov, C. (2019, March 28). Big Data in 2019 which was approximated as $9 billion in Statistics 2019. 2016. Amazon reported that with the use of big 5. Wills, J. (2019, October 5). 7 Ways Amazon data and successful personalization there has been Uses Big Data to Stalk You. an increase of 29% sales to $12.83 billion during 6. Minsker, M. (2015, July 10). 10 Ways the second fiscal quarter up from $9.9 billion Amazon Has Changed Customer Service in during the year 2018. Hence, it could be said that 20 Years. personalization isn’t just a tactic to build brands; it 7. How Netflix used big data and analytics to also presents upsell opportunities for increase of generate billions. (2019, October 18). sales. Retrieved from https://seleritysas.com/blog/2019/04/05/how- netflix-used-big-data-and-analytics-to- generate-billions/. 8. Ruimy, J. (2019, February 13). \"Black Mirror: Bandersnatch\" was used as a Netflix data mining experiment. 9. GoMindsight. (2018, October 30). How Netflix Uses Big Data to Drive Big Business. 10. Netflix: Big Data and giving people what they want. (n.d.). Retrieved from https://ww.bernardmarr.com/default.asp?cont entID=695.

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X-Ecutive, AVoVol.asXVIXVI STUDY ON THE PERCEPTION OF COLLEGE STUDENTS IN KOLKATA WITH RESPECT TO Dr. Supriyo Patra IMPORTED BRAND APPAREL Professor-in-charge (Management), ABSTRACT Department of Management Imported Branded Apparel sometimes referred to as Multinational Clothing Studies, retails are popular departmental stores/retail chains that are operating in two or St. Xavier’s College more countries. (Autonomous), Branded apparel plays an extremely integral role in a country like India. In the era Kolkata of globalization and liberalization, India as the fastest growing economy in the world has become a hub for imported branded apparel. Shaaz Ali Akhtar The primary objective of the current study are to understand the: Awareness B.M.S., amongst the people of Kolkata with respect to Imported branded apparel and 3rd Year preference of people towards Imported Branded Apparel along with the factors St. Xavier’s College influencing the choice of selecting a particular Branded Apparel. (Autonomous), The methodology used in this study is descriptive in nature and cross-sectional Kolkata research design was applied. Primary data was collected from a sample size of 100 undergraduate students primarily belonging to 3 different management colleges in Kolkata through a structured online questionnaire by applying snowball sampling method. Data was tabulated & analyzed by means of various statistical techniques using bar chart, pie chat, cross tabulation. The major findings that emerged from the study shows that there were significant and positive relationships between selection of imported branded apparel with respect to quality and price. Word of mouth and social media marketing are most used and effective method of marketing communications. The results of the study suggest that among factor affecting choice of imported branded apparel price and quality are most important. With respect to a comparative study among Zara, H&M, and GAP, Zara comes on top in terms of top of the mind recall and preference. In future this study can be taken forward among diverse colleges and cities in India to attain better applicability of results. Keywords- Importer Branded Apparel, Perceptions, Preference, College Students Introduction an extremely integral role in a country like India. In the era of globalization Imported Branded apparel sometimes and liberalization, India as a fastest referred to as Multinational Clothing growing democracy in the world has retails or fast fashion stores are become a hub for imported branded popular departmental stores/retail apparel. In the metropolitan city of chains that are operating in two or Kolkata, the people have access to more countries. Branded apparel plays

ETHOS The X-Ecutive, Vol. XVI behavior with reference to India’, reflect the VoVol.asXVIXVIThe X- income factor and purchase pattern of branded apparel product. According to the ranking by over 10 mallEscauntidves,eVvoeVraoll.satsaXnVdaIXloVneI stores. Out customers, the quality factor prevails in the first of which a majority today is being occupied by position, colour and design, comfort and style imported Branded Apparel Stores. The city over and price are securing successive ranks the years has seen the likes of Zara, H&M, GAP, respectively. The expectation level and Gucci, Burberry, Canali, Tommy Hilfiger and satisfaction level towards the types branded many more. apparel were having positive relationship. Finally, it can be concluded that it is important to Objectives of the Study know the customers buying behaviour process The objectives of the current study are to and customers’ requirements properly. understand the: Monga (2012) in his study ‘Consumer 1. Awareness amongst the people of Kolkata Preference towards Branded Apparels in Ludhiana’ was undertaken with the objectives with respect to Imported branded apparel, to study the profile of consumers who prefer 2. Preference of people towards Imported branded apparels and to know the factors which influence the consumers for purchasing Branded Apparel, branded apparels. For meeting the objectives 3. The factors influencing the choice of primary data was collected from 200 consumers with the help of questionnaire. selecting a particular Branded Apparel. From the study it was found that consumers are brand conscious now a days. To look more Review of Literature stylish, they prefer branded apparels and Many studies have been conducted about branded branded apparels also depict the status of a apparel in India and in the rest of the world. The person. Due to more durability, variety and major emphasis has been on the consumer quality and people prefer branded apparels. perception, behavior and preference with respect to branded apparel. A detail study has also been Research Methodology done on the kind of people that prefer such kind Before starting the research in-depth study of apparel. Emphasis has been laid on their of the topic was done to form a clear picture background, lifestyle has been. Other studies of what and how research is to be done. The focused on the factor that affect the purchasing next step was to find out the problem of the decision with respect to branded apparel. case. Then the problem was understood Cheng Lu-Wang, Noyel Y.M.Siu, Alice S.Y. thoroughly and rephrased into meaningful terms Siu (2004) in their study, ‘consumer decision from an analytical point of view. This step is of making styles on domestic and imported greatest importance in the entire research. clothing’ emphasize on ‘The relationship A questionnaire was developed for the survey. between consumers’ decision‐making styles The questionnaire was a structured one. A and their choice between domestic and five-point Likert Scale was also used. Along imported brand clothing is investigated using a with dichotomous questions, rank order sample of Chinese consumers. The multivariate preference. The next step was to determine the analysis of variance and discriminant analysis number of respondents to be t a r g e t e d f r o m results indicate that seven decision‐making various a g es a nd g end er , So a t ot al o f 1 00 styles together with other consumer behavioral students were surveyed. The data was collected characteristics can be used to distinguish and from various students willing to participate. The profile consumers who prefer to buy domestic, data collected from various respondents was imported or both types of clothing. Empirical segregated into various categories in order to findings reveal that consumers who prefer to analyze it. The data was tested and upheld buy imported brand clothing tend to have a unique lifestyle and shopping orientation that differ from those who prefer domestic brand clothing. Conceptual contributions and managerial implications are discussed. Maran, Badrinarayanan, Kumar (2017) in their study, ‘branded apparels customers purchase

ETHOS The X-Ecutive, Vol. XVI  Gender: 69% of the respondents are male VoVol.asXVIXVIThe X- and 31% of the respondents are female. Thus, male to female ratio is unequal as several timeEsc, utaivned, VtohVenol.agseXnVeIrXalVizIations were there are limited number of respondents. drawn from the analysis. Lastly a report about the research was made citing the research COUNT OF AGE findings and conclusions. 22-25 Less than 18 The research conducted is cross-sectional 9% 5% research. Cross-sectional research involves using different groups of people who differ in the 18 to 21 variable of interest but share other characteristics, 86% such as socioeconomic status, educational background, and ethnicity. Illustration 2 The project studies perception of college students of Kolkata towards Imported Branded Apparel.  Age: Majority of the respondents are To gain first-hand knowledge, the views of between 18 and 21. 9 people are in the age consumers were required. Therefore, the study is group 22 – 25 whereas only 5% of the based on both primary and secondary data. respondents are below 18 and none of the The primary data has been collected by a self- respondents were above the age of 25. It can structured questionnaire through interview be inferred from these statistics that as the method. Secondary data has been collected from focus was on the college students of Kolkata the Internet. the same has been seen and achieved. For the purpose of this research, convenience sampling was used. Convenience Sampling is a COUNT OF MONTHLY FAMILY INCOME(IN LACS) method of Non-Probability Sampling where the researcher selects the most accessible members to More than 10 Less than 2.5 interview and obtain information. Of all sampling 34% 32% types, convenience sampling is the least time consuming and inexpensive method. I have undertaken target-oriented method for sampling. My target research included people of Kolkata. It was determined that at least 100 respondents will be needed to derive any conclusions from the study. The survey was conducted on 100 individuals of whom 69 were male and 31 females. These 100 participants comprise of college students from various parts of Kolkata. Data Analysis and Findings 5.1-10 2.5-5 21% [] COUNT OF GENDER Illustration 1 FEMALE 31%  Annual Family Income (in lacs): Exactly 34% of the respondents’ monthly family MALE 69% income (Annual) is above Rs. 10,00,000. 21% of the respondents’ family income is Illustration 1 between Rs.5,10,00- Rs.10,00,00. 13% respondents’ income is in the range of Rs.2.50,000-Rs.5,00,000. And 32% of the

ETHOS The X-Ecutive, Vol. XVI below Source of awareness VoVol.asXVIXVIThe X- respondeEnctust’ive,faVmoVilyol.asinXcVoImXeVI lie Rs.250,000. AWARENESS Visit Social Media NO 12% Television Word ofMouth YES 0 10 20 30 40 50 60 70 80 88% Illustration 6 Illustration 4  Source of Awareness: Most of the social awareness owed to social media as it is the  Awareness: When the respondents were best way to gain traction among the college asked whether they are aware of imported students (72 respondents). Followed by a branded apparel 88% of them said YES and close 59 from word of mouth which includes 12% said NO. family and friends, further television with 25 and visits with just 3. This was a checkbox MOST AWARE question where respondents could choose multiple options. OTHERS ZARA WOULD YOU 38% 24% RECOMMEND SUCH BRANDS TO OTHERS? NIKE 7% MAYBE 11% NO 4% US4PA%ORLMOANGIUCCI H&M YES 3% 3% 11% 85% LEVIS GAP Illustration 5 8% 2% Illustration 2  Most awareness in terms of branded  Recommendation: 85% of the respondents apparel: In the City of Kolkata Zara stands were so satisfied with imported branded as the most popular brand with 25% of the apparels that they readily agreed to people having it as the top of the mind recall, recommend such brands to their friends and followed by H&M, Levi’s and Nike and US relatives. Conversely 4% would not believe POLO. Other respondents were in favor of in doing the same, keeping 11% in an other brands than the ones mentioned yet not ambiguous situation. significant enough to be mentioned separately.  Why are customers unaware of these imported branded apparel?: 67% Of the

ETHOS The X-Ecutive, Vol. XVI VoVol.asXVIXVIThe X- Ecutive, VoVol.asXVIXVI people were indifferent to advertisements or promotion of any sorts, where 25% had lack REASONS FOR BEING of accessibility to promotional avenues or UNAWARE outlets of such brands, and 8% did not list any specific reason for the same. Other  Factors influencing purchase of imported 8% branded apparel: Price and Quality remain on the top priority with 84 and 93 responses Indiffere Lack of followed by discounts and ease of nt Accessib accessibility at 40 and 38 respectively. People give least importance to Packing 67% ility (12) and over look and feel (2) of the 25% product. This was a checkbox question where respondents could choose multiple Illustration 8 options. Factors Influencing purchase of imported brand apparel 100 Quality Packing Accessibility Discount Overall,Comfort 90 80 70 60 50 40 30 20 10 0 Price Illustration 9 Illustration 10