Juliet Capulet's most daunting question!

The Name Game:

"What's in a name? That which we call a rose by any other name would smell as sweet." This has got to be one of Shakespeare's most famous quotes that beautifully encapsulates the central struggle of the play - Romeo and Juliet. 

Centuries after this quote was penned down, it still continues to hold significance and  forces us to put our thinking caps on. What does a name really signify? Does a person's name matter? Is there a connection between someone's name and his/her personality? Can a person's name influence his/her personality? These are just some of the questions that I have pondered upon in the last few days. 

The basic understanding of semiotics would help us understand the relationship between words and their meanings. But learning and using a word entails more than just associating meaning to it. It involves a process of linking a network of ideas and emotions to the word. The reason I'm bringing this up is because names are words too and every name evokes within us a set of ideas and emotions. 

We use these preconceived ideas and emotions to form a judgement about a person's character and personality, merely based on his/her name.

My name is Deepti, which means "the last ray of hope when all hope is lost". My father named me and says that I have always been his ray of hope. He also wanted to give me a short name that wouldn't give much room to 'weird nicknames'. My name is a common Hindu feminine name and it is because of this commonality that people are very accepting of me from the get go. The name is familiar and comforting. And for the longest time this acceptance made it easy for me to be accepting of my name.

The meaning of my name does to a certain extent align with my personality and has also influenced it in many ways. I have always carried a sense of responsibility with me because of the expectations  my family had from me. I have been convinced for as long as I can remember that I would make my family proud and be an achiever. I did manage to achieve a few things related to public speaking and my academics. My name is a source of motivation to me and it keeps me going. 

My problem arises not from the meaning of my name but from the sound of it. It's soft and a tad bit too feminine for my liking. My personality on the other hand is loud and dynamic. I'm opinionated and straight forward. Although I'm a firm believer of the fact that the concept of 'femininity' is a social construct, this very construct combined with my petite physique, makes people associate a set of attributes to me that certainly opposes my actual personality. Their assumptions of course turn to dust once they interact with me.

Analyzing my feelings has helped me understand that my problems arise from what other people take away from my name and not from what it means to me. This is simply because people form an image of another person based on his/her name when they first interact and it is the most human thing to do. Surnames also form a crucial element of judgement in this context. In a country like India, surnames give away the caste, language and religion of a person very easily. My surname - Nickam - is a dead giveaway. It reveals that I'm a Hindu and that I'm a Marathi. These elements, combined with the existing stereotypes in our society contribute to the image that a person forms about me. 

Understanding and respecting this power of a name is crucial, especially in the field of marketing. The name of a brand can make or break a deal. If the name of a brand aligns with its personality and the service that it is offering, it is more likely that a consumer would associate positive connotations to the brand name. 

Sorry Juliet, there's a lot in a name.

Communication: The Essence of Being Human

Communication: The Essence of Being Human

" The single biggest problem in communication is the illusion that it has taken place."

                                                                                          - George Bernard Shaw

Communication, a seemingly basic and simple process, has many layers of significance attached to it. It is an innate part of human existence and forms a pathway to intimate relationships, community, society and mutual understanding among human beings. It is thus crucial for us to understand the different types of communication and the possible barriers that obstruct the path of effective communication. 

When participants engage in the process of communication, they intend to reach a mutual understanding by means of exchanging ideas, thoughts, information and emotions through signs, gestures, speech, written word and so on. Communication is of two basic types - verbal and non-verbal communication. 

Verbal Communication:

Verbal communication is the form of communication that relies on speech and words for the transfer of messages between the sender and the receiver. This form of communication is further divided into two types, namely- oral communication and written communication.

a. Oral Communication:

Oral communication deals with the exchange of messages between the sender and the receiver by means of speech. Examples for oral communication include telephonic conversations, seminars, presentations and so on.

b. Written Communication:

Written communication deals with the exchange of messages between the sender and the receiver by  means of written words. Examples for written communication include letters, books, billboards, newspapers and so on.

Non-Verbal Communication:

Non-verbal communication is a form of communication that relies on wordless cues,signs, gestures, body language (kinesics), proximity (proxemics),touch (haptics) and so on for the transfer of messages between the sender and the receiver. 

It is extremely crucial to understand that communication is a two way process. The effectiveness of communication is not only determined by the message sent by the sender but also by the feedback given by the receiver who interprets the message. This aspect of communication makes it a dynamic process and makes room for various barriers and obstacles at the same time.

Communication Barriers:

Communication barriers are obstacles that arise in the process of communication that either retard or distort the meaning of the message sent by the sender to the receiver. This hinders the effectiveness and the intended impact of the message. Communication barriers are of the following types:

a. Physical Barriers:

Physical barriers are the natural and environmental conditions that act as a barrier to effective communication between the sender and the receiver. They occur due to factors such as noise, technical glitches, weather conditions, time, distance and so on.

Example:  If two friends are conversing in a club, the loud music in the place can hinder the effectiveness of their communication. 

b. Emotional Barriers:

Emotional barriers are mental blocks that impede the way a person communicates to another person. Emotions such as anger, frustration, anxiety and so on can hinder the message immensely.

Example: A person who is proud of his/her perspective may not pay any heed to the perspectives of another person and this pride forms an emotional barrier.

c. Cultural Barriers:

Social behavior, social conditioning, traditions, rituals, art, music, architecture and many other aspects collectively form the basis for a person's culture. The cultural diversity that exists among people results in cultural barriers that make communication difficult.

Example: The ' thumbs-up' sign is taken as a sign of approval in many countries but in countries such as Bangladesh and Thailand, it is considered to be a very obscene and offensive sign. This cultural diversity can cause many communication barriers. 

d. Perceptual Barriers:

Perceptual barriers are internal in nature and depend upon the different perceptions of the people communicating with one another. They influence the interpretation of the messages received as well as the way a person delivers his/her message to another person. 

Example: If you go into a conversation with the perception that the other person is not going to understand your message, you might employ language that is dismissive and this would in turn effects the quality of communication. 

e. Language Barriers:

These are probably the most common communication barriers that cause misunderstanding between people. Language is integral to communication and without a mutual language, it is very difficult for two people to communicate. Aspects such as slang, grammar, accents and so on form language barriers. 

Example: A Scottish man and a British woman would find it difficult to communicate because of the different accents they employ while talking English. 

f. Gender Barriers:

Men and women have assigned roles in society. These assumed gender roles and societal stereotypes can give rise to many communication barriers. Although not all men and women communicate the same way, there are certain traits that are common to one gender.

Example: If a woman is not allowed to state her opinion at her workplace because of a gender bias, it gives rise to communication barriers. 

g. Interpersonal Barriers:

Interpersonal barriers are extremely individualistic in nature. A person's nature in itself can become a communication barrier due to preconceived notions, ideologies, personality issues and so on.

Example: If a person exhibits absolutely no desire to communicate, it becomes a major hurdle in the process of effective communication.   

The understanding of the different types of communication and the possible barriers to the process of communication is crucial for every individual as it enables him/her to become a better communicator. 

Nothing haunts us like the things we didn't buy!

The Shopaholic Fever: What Kind of a Shopper are You??

I'm going to start this blog post with a confession, I'm a full-fledged shopaholic! You can call me vain, conceited, self-absorbed even, but that's not going to affect the happiness I draw from shopping. Online shopping is booming in India and according to studies conducted by Statista, a statistics portal, close to 329.1 million Indians are expected to shop online by the year 2020. This development translates into a greater convenience for shopaholics like me. With online portals becoming so important for the processes of marketing and selling, it becomes crucial for us to understand the different personas online consumers assume while shopping. 

Online shoppers display different types of personalities while indulging in this guilty pleasure. I'm starting off by analyzing my own online shopping behavior and scrutinizing some of the personalities that I assume while shopping.

The Wish lister:

A wish lister is someone who wants it all! This person fantasizes about owning all that he/ she sets his/her eyes upon. I most definitely fall into this category. Regardless of the fact that I'm shopping for just one dress, I find myself adding more than a dozen dresses to my shopping cart. I spend days adding and removing these dresses to and from my cart until I finally settle for one. I find myself doing this more often during a sale. I'll admit, this behavior is most probably a result of my choosiness and greed.

The Rational Visitor:

A rational visitor is someone who treats a shopping experience as a calculated decision. He/She needs as much information regarding the product as possible in order to make a buying decision. I have come to realize that my behavior as an online shopper also largely depends on the product that I'm shopping for. While shopping for electronic goods I definitely fall into this behavioral category. I recently bought a mobile phone after a month of rigorous research about the brand and the various costumer reviews regarding the phone. I'm not sure if the motivator behind this move was the fact that it was a big purchase or the fact that I bought the phone with my own pocket money. 

The Maximizer:

A maximizer is someone who wants to simply make the best choice. He/She will not buy a product unless they are sure that they have arrived at the best choice. I contemplate for days about the worthiness and the usefulness of the product that I wish to buy. I compare products and even wait for seasonal sales to get better deals on the products I desire to buy. I have exhibited this behavior while making purchases across product categories and can proudly say that I'm a careful buyer.

While I easily associate with these costumer behaviors, there are some personalities that I personally do not associate with, such as that of a brand-oriented visitor. A brand-oriented visitor is someone who is brand-loyal and someone who makes a purchase solely for the sake of the brand. I'm someone who does not buy products simply for the sake of the brand name. I'm also someone who does not blindly follow fashion trends. I buy products based on their features and utility. 

The other behavioral categories I do not associate with are that of a satisfier and a hesitator. These categories represent people who belong to two extremes. A satisfier is someone who is satisfied with the first product he/she adds to the shopping cart whereas, a hesitator is someone who is skeptical about his/her purchase even at the stage of checking-out. I definitely do not associate with these extremes. I'm a secure shopper who is confident about her purchase and also a rational shopper who contemplates her choices thoroughly before buying.

Its safe to say that these consumer behaviors have a great impact on the success of marketing or selling of a product and these behaviors should be closely analysed for the success of any marketing effort.

the non-buyer avatars!

The Tale of Non-Buying Consumer Behaviors:-

" Consumers no longer want a great product, they want to buy products from companies that align with their own character and values." - Muhtar Kent ( former CEO of The Coca-Cola Company).

Over the past few weeks I have attempted to understand what really goes into the process of buying and selling of a product and the above quote resonates with me now more than ever. The process of buying revolves around the psyche of the costumer. It is often affected by many factors such as emotional factors, social factors, economics factors, personal preferences and so on. The non-buying process on the other hand is just as complex and humanized as the former. Analyzing this process has interestingly allowed me to shift gears and look at the process of marketing from a buyer's point of view. Its fascinating to see how the choice to not buy something can also stem from a variety of character traits, traits that I personally relate to. These character traits are categorized and discussed as follows:-

The Complainer:-

Complainers can be both meek as well as aggressive but regardless of the intensity of their complaints, they never really buy the product. They would most likely be involved in a one sided wrangle about why and how a product is substandard. I specifically remember the afternoon I spent at my aunt's house when a representative from the company IRobot had come over to give her a demonstration of their vacuuming robot. Regardless of what the man said, I was adamant about my negative opinion of the product. I kept complaining about the fact that the device could not clean close corners in the house and eventually, much to the man's dismay, made sure that my aunt did not buy the device. 

The Overly Agreeable Costumer:-

This costumer's opinion is easily swayed by whatever the seller says but this does not necessarily translate into an act of buying. The incident I recall while thinking of this scenario is definitely relatable to every girl who has ever gone on a cosmetics shopping spree in a mall. I'm guilty of trying every single cosmetic brand at the Nykaa Luxe Store, on the advise of the beauty experts there, with absolutely no intention of buying any of the cosmetics I was readily trying on. All I was concerned about was the fact that there were people doing my makeup, for free.

The Expert:-

I take keen interest in local cosmetics as well as beauty brands that are a global success and I think I fit into the category of an expert costumer. The difference in the pricing of local cosmetic brands and global brands is unnerving. I'm often able to find drug store counterparts to high end beauty products and thus avoid spending lavishly on brands such as Fenti Beauty, Victoria's Secret and so on. My 'expertise' allows me to think rationally and not trade my kidney for a lipstick.

The Pessimist:-

Although I'd like to believe that I have a very optimistic view on various aspects of life, this has got to be the one character trait I relate to the most. I'm extremely pessimistic about products that I don't believe in. More often than not, these products belong to brands that cater to the 'elite' strata of the society. Brands like Harley Davidson, Victoria's Secret, Apple, Fenti Beauty and so on appeal to the elite division of the society and have managed to project themselves as an extension of elitism. I personally do not understand the concept of trading one's arms and legs in order to own a phone and would rather buy a cheaper phone, with my locomotory organs intact.

The Staller:-

We've all been there and we've all done that. It is not uncommon to see someone stalling to do something or take some action. I'm no different. Unless there is some compulsion, its a struggle for me to buy a particular product without stalling. I recall an incident from the guitar classes that I took in my ninth grade summer break. My teacher told me it would be great if I could upgrade to a better guitar to perfect my chords. He of course added that the decision was mine to make. The fact that I had the choice had me stalling for months until I eventually quit the classes all together.

These character traits and their implications in the non-buying process exhibited by a costumer go on to show how the selling of a product is not entirely in the hands of the seller but is also influenced by factors associated with the customer.