The marketing association of XLRI popularly known as MAXI is proud to host its flagship consumer research event, MAXI Fair on the 18th-19th January, 2014. We have been conducting this event for over 3 decades now, with this year’s edition being our 35th anniversary. This is also the Biggest Marketing event in India & the biggest event on the XLRI Calender.
MAXI Fair as it is more popularly known, is an innovative tool for conducting market research and consumer behavior pioneered by XLRI. The fair is organized, supervised and conducted by MAXI – the Marketing Association of XLRI. Games and events are designed to surrogate actual research questions.
This helps us to elicit unbiased and accurate information about consumer perceptions and preferences. Born out of the vision of one of XLRI’s most eminent professors Dr Sharad Sarin in 1979, the novel concept of the Marketing Fair is today an accredited marketing research tool. This brilliant and innovative method goes beyond the blind testing concept and uses a carnival milieu to conduct meaningful consumer behavior research. The underlying concept involves designing games and events as surrogates to actual research questions to elicit unbiased and accurate information from customers regarding their preferences and perceptions. The consumer is attracted by the fun element and enjoys the series of carefully designed games, unaware that his responses and actions are being tracked.
The concept has received great acclaim both in India and abroad. Over the years, stalwarts such as Philip Kotler of the Kellogg School of Management, Theodore Levitt of the Harvard Business School and Dr. Philip Adler of the DuPree College of Management, among others, have all personally commended the unique concept. The concept has been presented at several US universities and has met with great success.
The University of Rhode Island has conducted this fair with very successful results. Several Indian Business schools such as IIM Ahmedabad, IIM Lucknow and MDI have adopted the idea and conduct variants of the original marketing fair idea.
This innovative concept finds supporters and followers in the corporate world. Several Indian and Multinational corporate giants have presented research problems to XLRI for study. The greatest testament to the power of this MR tool lies in the fact that these companies have based their strategic business decisions on the research results which have emanated from Maxi fair.
This year’s event would see performance by Ahsaan Qureshi of the Great Indian Laughter challenge fame .People of Jamshedpur would get to attend Workshops on diverse topics such as paper quilling,origami,portrait sketching.Fancy dress competition for kids and an online marketing quiz for students in association with Mynewsstudio have been planned for this year. For the young college going and young working people we have events like paintball, zorbing, a food festival, and other such features.
The event this year is being partnered by ITC, HUL, Star India and Airtel. The event also sees participation from Pepsico, GoAir, Tata Steel, Peter England, Gift XOXO. Our media partners for the event are IndiaMART, The Pioneer and Radio Dhoom.
MAXI Fair as it is more popularly known, is an innovative tool for conducting market research and consumer behavior pioneered by XLRI. The fair is organized, supervised and conducted by MAXI – the Marketing Association of XLRI. Games and events are designed to surrogate actual research questions.
This helps us to elicit unbiased and accurate information about consumer perceptions and preferences. Born out of the vision of one of XLRI’s most eminent professors Dr Sharad Sarin in 1979, the novel concept of the Marketing Fair is today an accredited marketing research tool. This brilliant and innovative method goes beyond the blind testing concept and uses a carnival milieu to conduct meaningful consumer behavior research. The underlying concept involves designing games and events as surrogates to actual research questions to elicit unbiased and accurate information from customers regarding their preferences and perceptions. The consumer is attracted by the fun element and enjoys the series of carefully designed games, unaware that his responses and actions are being tracked.
The concept has received great acclaim both in India and abroad. Over the years, stalwarts such as Philip Kotler of the Kellogg School of Management, Theodore Levitt of the Harvard Business School and Dr. Philip Adler of the DuPree College of Management, among others, have all personally commended the unique concept. The concept has been presented at several US universities and has met with great success.
The University of Rhode Island has conducted this fair with very successful results. Several Indian Business schools such as IIM Ahmedabad, IIM Lucknow and MDI have adopted the idea and conduct variants of the original marketing fair idea.
This innovative concept finds supporters and followers in the corporate world. Several Indian and Multinational corporate giants have presented research problems to XLRI for study. The greatest testament to the power of this MR tool lies in the fact that these companies have based their strategic business decisions on the research results which have emanated from Maxi fair.
This year’s event would see performance by Ahsaan Qureshi of the Great Indian Laughter challenge fame .People of Jamshedpur would get to attend Workshops on diverse topics such as paper quilling,origami,portrait sketching.Fancy dress competition for kids and an online marketing quiz for students in association with Mynewsstudio have been planned for this year. For the young college going and young working people we have events like paintball, zorbing, a food festival, and other such features.
The event this year is being partnered by ITC, HUL, Star India and Airtel. The event also sees participation from Pepsico, GoAir, Tata Steel, Peter England, Gift XOXO. Our media partners for the event are IndiaMART, The Pioneer and Radio Dhoom.
