Browsing by Author "Bhargava, Aishwarya"

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    Guilt appeal in cause-related marketing initiatives of brands: the effect on the consumer's attitude
    (Mudra Institute of Communications, Ahmedabad, 2016) Bhargava, Aishwarya; Falguni Vasavada Oza
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    Rural Research Project: Hathoj
    (MICA, 2015) Bhargava, Aishwarya; Saldanha, Anila; Mall, Rishabh; Gupta, Tejuswi
    Data collection involved both primary and secondary sources. Secondary data includes those collected from the 2011 census and the village records at the block office that we were allowed to access that gave us rich information on the demographics. Primary data collection was done through our immersive experience over the course of the time spent in the village, through ethnography, depth interviews and focus group discussions. We mainly used qualitative techniques for the research. We did the following studies for our research. Ethnography is a relevant technique which has its focus on the behaviour of persons who may be the consumer of some products or services. It involves in-person participant observation in the natural environment of the respondent. It is an anthropology based method but is now also used for consumer research, cultural studies, sociology as well as other research fields.