ANDHRA PRADESH

Management students told to be creative in approach

Market strategist Rama Bijapurkar addressing a seminar in Vijayawada on Sunday.

Market strategist Rama Bijapurkar addressing a seminar in Vijayawada on Sunday.  

Staff Reporter

Tap sub-consumer groups living in rural areas, says expert

VIJAYAWADA: Rama Bijapurkar, a marketing strategist and visiting faculty of IIM-Ahmedabad, on Sunday asserted that the responsibility of leading the country on to the global stage solely rested on the present young generation and on their creative approaches to future challenges.

She said that unlike pre and post-independent generations, the present generation of students was lucky to grow up at a juncture when India was witnessing rapid changes in lifestyles, cultural aspects and the overall market as well.

Ms. Bijapurkar was delivering a guest lecture on her new book “We are like that only - Understanding the Logic of Consumer India” to management students at the PG Centre of PB Siddhartha College of Arts and Science. P.L.N. Prasad, secretary of Siddhartha Academy of General and Technical Education, was the chief guest while Rajesh C. Jampala, Head of the Department of Commerce and Management, presided over the meeting.

Dwelling at length on changing consumer habits and lifestyles, Ms. Bijapurkar advised budding marketing persons and business strategists to understand the ways people were living in order to comprehend their changing shopping habits. She said that different mindsets would crop up in what could largely be called “Consumer India” and there would be no single homogeneous group. While still retaining their main traditions and culture, Indian consumers were making style modifications that would keep them in tune with the latest.

Ms. Bijapurkar pointed out that an interesting type of consumerism was taking shape in this vast country. A significant portion of people were dwelling in rural areas, but were showing an urban mindset. She said that such newer and sub-consumer groups would take shape giving marketing people a new challenge on how to tap them.

Regarding changing lifestyles that show only little changes, she said that “we continue to see women wearing largely sarees only. But the variety of blouses and their cuts have increased manifold.

”Ms. Bijapurkar expressed gladness to see many women taking up management education these days. She asserted that women had to be involved in employment in a greater degree if the country’s growth rate had to be on a par with developed countries. She pointed out that the GDP could be increased by 1.5 to 2 per cent if women were also to go to work on par with men.

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