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Videos

Bollywood drama in the research world

Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Sandeep Dutta, Kavita Rahman Gulati
Company: KANTAR TNS Malaysia
June 15, 2014
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Citation

Dutta and Gulati (2014a, June 15). Bollywood drama in the research world. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/bollywood-drama-in-the-research-world-8162


Research papers

Bollywood drama in the research world

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...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Sandeep Dutta, Daisy Tanwani, Kavita Rahman Gulati
Company: KANTAR TNS Malaysia
May 13, 2014
×

Citation

Dutta, Tanwani and Gulati (2014a, May 13). Bollywood drama in the research world. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/bollywood-drama-in-the-research-world