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Karthikeyan Balakumar

Unveiling the Counter-Conditioning Tactics of Our Canine Friends

Unveiling the Counter-Conditioning Tactics of Our Canine Friends

Introduction: I write to you today with intriguing and pressing news that harkens back to our discussions in consumer behavior class, specifically the concept of classical conditioning. You may recall our discussion about Pavlov's dogs. Pavlov demonstrated that when a dog heard a bell ringing before being fed,

The Consumer Decision Making Process: Amazon.com

The Consumer Decision Making Process: Amazon.com

The best marketers are those who understand their customers. Now, this leads us to the question, "How do we understand them?". The obvious answer here is, of course, Marketing Research. While this answer is technically correct, the exact answer lies in consumer research, a very specific subset of

Reflections on Student Clubs and Committees: A Journey with PetPals

Reflections on Student Clubs and Committees: A Journey with PetPals

A quintessential aspect of IIM life is taking part in club and committee activities. Every student joins these collectives and works for a cause larger than themselves. These are the early days of a new batch at IIM Sirmaur and I thought it would be a good time to write

Interplay of Motivation, Ability, and Opportunity in Consumer Choices

Interplay of Motivation, Ability, and Opportunity in Consumer Choices

In order to dive deeper into our discussion about the Motivation, Ability, and Opportunity (MAO) framework, we must first clarify a fundamental concept central to marketing and consumer behavior studies. It revolves around the topic of consumer needs. The belief that marketers or businesses can create needs is, in fact,

Consumer Behavior - Taking a step back II

Consumer Behavior - Taking a step back II

During our last class, we delved into the intersection of marketing research and consumer behavior, featuring some unexpected guest stars from the world of Greek philosophy - Ontology and Epistemology. We then navigated our way through topics like measurement, statistics, sampling, biases, and even touched on the world of psephology.

The question of integrity

The question of integrity

A few days ago Infoedge founder Sanjeev Bikhchandani posted something interesting on his twitter handle . He shared an anecdote about a convocation speech at IIM A given by Dr. Verghese Kurien, the then Chairman at NDDB. The speech was far from the usual sugar-coated advice, filled instead with harsh realities

Consumer Behavior - Taking a step back

Consumer Behavior - Taking a step back

During the first session of consumer behavior, we decided to take a step back and revisit the learnings we had from the previous courses. Specifically, we looked at the learnings from the Marketing Management 101 Course.