TIMSR Journal of Management Research

Pallavi K. Mhatre ¹

Affiliations
1 MET Institute of Management, IN

Abstract

Films in India tend to play a role in people's lives. It may not have been determined if films have a larger impact on the Indian Society or the later has on the former. The current study is exploratory in nature. It identifies few new and innovative ways to facilitate the study of Consumer Behaviour. Hindi Film songs, being one of them.Three Hindi film songs of three different eras will be reviewed. Using content analysis techniques, the lyrics of these songs will be analysed. The analysis aims at indicating traits of Consumers of the respective generation. The study may be useful in understanding likely Consumer Behaviour of respective generations based on an innovative technique.

Keywords

Hindi Film Songs, Consumer Behaviour, Generation, Innovative Technique.

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