Creative initiatives where lessons in management are taught seamlessly are an integral part of life in B-schools. It was no different with LIBA, Chennai, whose students hosted their third edition of LIBAzaar. The bazaar was an attempt to help businesses reach out to the public, through games, carnivals, stalls, and more. So, how does a disguised market research initiative work?
Says Sree Kshetraja, a second-year marketing student, “The idea is to give solutions to companies’ problems, and an experience of market research to students. Generally, companies invest a huge amount of time and money to conduct research and understand consumer behaviour. It takes enormous effort on their part to get the right sample of consumers at any given point. LIBAzaar provides a one-stop solution to this — it attracts people from different demographic segments in order to conduct its market research.”