Consumer Research

The Center for Consumer Research (CCR) aims to examine the social and cultural practices and experiences that help shape consumer identity and individual or collective meaning-making through consumption.


The Centre predominantly bases its research and teaching approach on the principles and frameworks established through Consumer Culture Theory (Sherry 1987; Holt 2004; Arnould and Thompson 2005; Varman & Belk 2009; Jayasinghe and Ritson 2013; Giesler and Thompson 2016), but also incorporates perspectives from cultural studies and critical sociology (Turner 2003; Sassatelli 2007; Srivastava 2017), and social marketing (Gordon 2013; Gordon & Gurrieri 2014).


Mission, Objectives, Scope, Activities


Centre for Consumer Research’s mission is ‘to address the research and education needs of students, research scholars, industry, and society on consumer research issues”

This mission is operationalised through the task of the team defined by “Developing knowledge that examines the ways that consumer behaviour is performed in a globalising world.


This is accomplished by looking at the sociocultural meanings and processes of contextualised consumer behaviours and practices, the cultural experience of globalisation, and the engagement of brands, advertising, products, goods, services, and ideas in everyday settings and situations.”  


In the medium term (the first year), the CCR has the following objectives:


The key objective of this CCR is to conduct and disseminate research on consumer practices, consumer identities, and consumer culture. Consumption is a vital component of a healthy economy. However, consumption has recently gained widespread media and global coverage recently because of its links to consumer excess and “affluenza”, and its links to increased materialist values in society. This Centre take a pro-social view of consumer activity.


The Centre’s scope is limited to the inter-relations of consumer behaviour, consumer identity, and brands, advertising, products, services, and ideas, and their impacts on individual behaviour and upon society are critically examined.


The Centre’s activities will include offering several workshops and innovative courses within its first year. For example, courses such as “Consumer Research”, “Global Consumption”, and “Consumer Anthropology”, and workshops titled “Qualitative Consumer Research”, “Film & Video Ethnography in Consumer Research” and others are planned.


It is envisaged that a number of MBA students will be mentored for their research programs through the Centre, with the express intention to encourage these students to enter the PhD program in Marketing (Consumer Anthropology concentration) at Jindal Global University. This student migration pathway will also cycle back into the wider research aims and strategies of the School.  


Well known speakers will also be regularly invited for guest presentations and interactions with students and faculty members. The Centre also plans to conduct workshops for public and private organizations, including commercial marketing & brand research firms, and run a “consumer literacy development program” for nearby communities. Programs such as “advertising literacy”, “developing consumer identity through cultural branding”, and “transformative consumer research” are part of the Centre’s agenda.


In terms of raising awareness for the CCR within India, the centre director proposes to write between 3-5 op-ed thought pieces on consumer research issues, during 2017-18, and publish them in the major Indian / Delhi mass media and business press. This will have the impact of raising the Centre’s profile, as well as that of JGBS and JGU, within the Indian business community. Further, a symposium at the end of year 2017-18 on Indian consumer research will be proposed, one that attracts MPhil and PhD scholars, and university, business school and industry researchers. The symposium shall be held at India Habitat Centre, New Delhi. The symposium will have the effect of raising the profile of the Centre and JGBS, and raise interest in JGBS by prospective higher degree research students and potential high quality faculty.