A Qualitative Approach to Consumer Creativity Using Discourse Analysis

Srivastava Ekta ()
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Srivastava Ekta: Indian Institute of Management Kozhikode

No 456, Working papers from Indian Institute of Management Kozhikode

Abstract: This qualitative work is motivated by the fact that consumer creativity is still an under researched topic while it may have many implications to the marketers in the business context. It is important to understand the subjective experience of creative consumers who consider divergent products to solve their problems. This is an in-depth interview based study involving seven participants being housewives and post graduate students. The focus is on the principal ways in which the participants involve and make sense of their creative consumption. Discourse analysis has been used to analyze the interview transcripts.Length: 3 pages

Date: 2021-03
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