Andhra Pradesh - Vijayawada   

Knowing the consumer is crucial, says expert

— PHOTO: RAJU. V

sage advice:V. Srinivas, General Manager, Volkswagen-ATR Cars Pvt. Ltd., delivers a talk on Consumer Behaviour, organised by The Hindu Business Line Club at Maris Stella College in Vijayawada on Thursday.

VIJAYAWADA: Understanding the behaviour of the consumer at various stages of product purchase and in after-sales situations is one of the most crucial tasks for budding managers to excel in their chosen fields, said V. Srinivas, general manager, Volkswagen Vijayawada-ATR Cars Pvt. Ltd., on Thursday.

“It is an important rule for young managers to follow the concept of Four Ps. Product, price, promotion and placement should be understood carefully. It is the key to estimating and understanding consumer behaviour,” said Mr. Srinivas, delivering The Hindu Business Line Club talk on “Consumer Behaviour” at Maris Stella College. The talk was organised in association with the Karur Vysya Bank Limited.

KVB Chief Manager K. Nagasubrahmanyam, Maris Stella College Principal P. Japamalai, The Hindu Regional General Manager K. Chandrasekaran and others spoke on the occasion. Representatives of The Hindu Business Line made a presentation on the newspaper's profile and a short audio-video on “The Pearl Diver” to focus on the depths to be reached for getting different perspectives out of newspaper reading.

Mr. Srinivas said that a good prospective manager should be able to gauge the market well by constantly understanding the physiological, social and contemporary behaviours of consumers in different segments. He explained that behaviour was just like a mirror reflecting the needs and purchasing patterns of consumers. Pointing out that it would be very difficult to estimate consumer moods and behaviour, Mr. Srinivas said that the most important thing for an aspiring manager was to put a smiling face always to win the appreciation of everyone.

Mr. Nagasubrahmanyam said that the KVB has been in the forefront of organising programmes and activities in the best interests of the students' community and it was, indeed, a nice opportunity to work with The Hindu group in this respect.

Ms. Japamalai wanted the students to learn to conquer themselves first by acquiring all necessary skills before thinking of winning over the business world. Information dissemination with transparency would be a key thing for anybody to do well in career and business, she pointed out.

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