Marketing from a consumer’s perspective - Dr Samanthika Gallage, Assistant Professor in Marketing
From Victoria Wrigley
We need use very creative methodologies to try and understand vulnerable consumers, or those that do not have a voice, so she uses a bottom-up approach by going to consumers first instead of organisations, to try and understand the issues from a consumer’s perspective. She did a project in Tanzania with vulnerable consumers to see how they understand the concept of sustainable consumption. She conducts workshops to find out how people re-use products in their local communities and how they bring knowledge from their cultures, so that she can embed that knowledge into teaching students about the effect of marketing activities.