While stalls, food carts and student activities and competitions took the centre stage at the third edition of LIBAzaar — Ithu Namma Chennai Thiruvizha — on the Loyola Institution of Business Administration (LIBA) campus on Sunday, it was more than just a carnival for the students involved.
The event also served as a platform for conducting disguised market research in association with various corporates and conglomerates.
“To disguise the research completely, we pitch it in the form of a carnival and a few of the stalls here have been set up for research purposes. This is a platform for pilot testing of products and test marketing for the companies we’ve associated with and the students take up the research,” said R.Vimal, president of the Mark-it Marketing club of the college, which is hosting the event.
Members of the student committee involved in organising the carnival said they had worked towards having a good mix of entertainment and fun activities for the public, who visited all through the day.
The carnival had around 45 stalls, including those selling food, a special section for organic products at the organic farmers market and a variety of contests as well.
Quiz for students
For students from various colleges in the city, a quiz based on the TV show Game of Thrones , a short film competition and a drawing competition were held.
An open air music concert, as well as dance performances, were organised in the evening as part of the event.
Speaking about the event, Shanthi Venkatesh, associate professor at LIBA and coordinator of the event, said that while companies usually go after respondents as a part of their marketing research, the carnival here would draw respondents in.
“While the students already learn a lot of theory, this kind of activity will enhance their thinking and give them a better perspective on marketing. Since this is not direct research, the students have to sit and brainstorm as to how best they can present it to the public,” she explained.
