CONSUMER PSYCHOLOGY : THE MORE IT CHANGES THE MORE IT’S THE SAME THING

Pramod Pathak; Namrata Pathak Shukla; Abhishek Pathak; Alok Kumar

doi:10.21844/mijia.14.01.1

Pramod Pathak Professor, Department of Management Studies, IIT (ISM),Dhanbad (Jharkhand)
Namrata Pathak Shukla PhD, Management Consultant, Muscat (Oman)
Abhishek Pathak PhD scholar, Department of Management Studies, IIT (ISM), Dhanbad (Jharkhand)
Alok Kumar Professor, Dean (R&D), School of Management Sciences, Varanasi (UP)

DOI: https://doi.org/10.21844/mijia.14.01.1

Keywords: Consumer,, Class,, Perception, Want-makers, Mass suggestion, Prestige suggestion, Pain aversion

Abstract

Decades of consumer research have tried to emphasize that the modern day consumer has transformed completely. The Marketing Gurus continue to churn fanciful jargons to iterate that the present day consumer is not even a semblance of his past ‘avatar’. The point that is attempted to be driven home is that the present day consumer’s tastes, preferences, likes and dislikes, have all changed. On the face of it one may like to endorse this school of thought. But on careful analysis, one would be reasonable enough to conclude that the consumer has not changed, his basic character remaining fairly stable over the ages. The present paper is a review based research article to discuss the issues related to this.