One of the challenges to understanding consumer behavior involves the paradoxes or inconsistencies in their individual needs and behaviors. While this article “The consumer is a paradox “(The Hindu Business Line, December 15, 2016) describes consumers in India, the paradoxes might also resonate with consumers in many other countries.
After reading this article, explain how one of the paradoxes does or does not fit with your experience. Can you think of other paradoxes within yourself or a friend or family member? Can you think of a brand not discussed in the article that sits at the junction of a paradox?