Culture and Consumption
Study consumption rituals in context before generalizing from broad demographics.
Cheat sheet
Study consumption rituals in context before generalizing from broad demographics.
What to check first
Observe gifting occasions, purchase roles and dietary preferences in each market.
How to make the call
Pilot city-specific assortments and check sell-through and gifting feedback.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Hyderabad sweets maker is designing a Diwali gift pack for buyers in three cities.
Reveal the step-by-step solution
- Diagnose the problem.
Observe gifting occasions, purchase roles and dietary preferences in each market.
- Work through the evidence.
Compare which packaging cues communicate generosity and which are inappropriate locally.
- Recommend and validate.
Pilot city-specific assortments and check sell-through and gifting feedback.
More Indian cases
Interview question
How would you use culture and consumption to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare which packaging cues communicate generosity and which are inappropriate locally. Pilot city-specific assortments and check sell-through and gifting feedback.