Jamshedpur : The consumers at ‘Maxi Fair’, an annual urban consumer fair organised by XLRI School of Business and Human Resource on Sunday at the B-school ground enjoyed every moment of it.
The two-day annual marketing fair of XLRI, popularly known as MAXI fair concluded at a positive note at the XLRI Jamshedpur campus ground.
This year the fair organised by marketing association of XLRI expanded its horizons to help the local tribes by promoting art and culture of the state by providing a section of the stalls.
The stalls included tribal handicrafts like dokra arts, pytkar paintings prepared by villagers from Amadubi in Ghatshila sub division of the East Singhbhum district which has started a rural tourism concept, SEEDS (Socio Economic and Education Development Society) showcasing innovative tools to motivate school drops out to get back to education, products prepared by primitive tribal groups on verge of extinction like Birhors and Mahila Shilpa Udyog from Bundu (Ranchi) showcasing tribal artifacts and metal crafts.
Maxi Fair which was pioneered by XLRI senior faculty Sharad Sarin in 1979 and since then has been replicated in other B-schools in the country where in the B-school conducts research on market and consumer behavior through innovative simulated games.
“Games are designed as surrogates to the actual research questions. Through projected research techniques we try to elicit accurate information about consumer perceptions and preferences,” said Sanjeev Varshney MAXI.
It is the oldest Market Research fair in the country, and a household name in Jamshedpur. With several successes in the past involving major FMCG Brand names, MAXI Fair has been commended by legends such as Philip Kotler and Ted Levitt, and is now replicated across other B-Schools in India and abroad.
The partners for this year’s edition include giants such as Hindustan Unilever, ITC, Glaxo Smith Kline, Johnson & Johnson and SAIL.
Every year, prominent Indian corporate brings their marketing research problems to XLRI students, who design elaborate games to solve them.
The public attend the fair and play the games and, in doing so, provide data about their preferences.
The students then analyze the data and answer the questions posed by the companies.