Abstract:

The study demonstrates that the concept of Dramaturgy can be successfully applied in consumer research to explore complex phenomenon such as multiple identities and relate these with needs, aspirations and behaviour. It is an effective substitution of ethnography and apt for a range of studies that include explaining the concept of Dramaturgy with the help of Bollywood, people across cultures will be able to relate to the concept as it is based on the fundamental human instinct of impression management and identity projection.