The power of carefully designed interventions to produce fruitful changes in behaviour sparked my interest in the applicability of behavioural insights to influence consumer preferences. I am intrinsically motivated to study this impeccable systematic approach to gain insight into the underlying motives of consumers.

The power of carefully designed interventions to produce fruitful changes in behaviour sparked my interest in the applicability of behavioural insights to influence consumer preferences. I am intrinsically motivated to study this impeccable systematic approach to gain insight into the underlying motives of consumers.

I was exposed to different schools of thought during my high school years while studying Psychology. My zeal to learn grew as I took an active part in co-curricular activities such as the ‘Laissez Fair’ that comprised of quiz-based mind games and group discussions around the application of principles of psychology and economics. A significant milestone in my academic life was scoring 98% in psychology in Grade 12 CBSE Board Examinations. After this, pursuing a Bachelor’s degree in Psychology at the prestigious Jesus and Mary College, University of Delhi became the obvious choice. Apart from academics, I immersed myself in organising events such as ‘Catharsis’ and the ‘National Psychological Seminar’, on behalf of the Department of Psychology. It gave me tremendous exposure to the current status of the discipline and its scope in India.

During my undergraduate years, to gain an in-depth understanding of the nuances of research, I wrote 24 practical papers, using quantitative and qualitative analysis. Modules such as ‘Statistics for Behavioural Sciences’ provided me with a rich background in empirically drawing my conclusions. I wrote papers such as, ‘Intervention on the Use of Language Around Mental Health’, ‘The Photovoice Project- A Glimpse into the Life of People with Intellectual Disability’ and ‘Assessing Young Individuals-Conception and Experiences of Adulthood’ to name a few. It enabled me to learn the techniques of interventions, focus group discussions, interviews, surveys, projective techniques, and others that illuminated my path to academia and research. In my final year, I conducted an independent study in a team of three students on the concept of ‘Double Burden of Work’ or ‘Second Shift.’ We used a sample of four hundred married adults to understand the gender differences in life satisfaction and psychological well-being using scales for each dimension. This paper enabled me to gauge the importance of striking a balance between paid employment and domestic responsibilities in urban settings and its consequent impact on mental health. The experience of working on an independent research paper provided me with an outlet to strengthen my ability to work in a team and to build upon my leadership skills.

My internships are an intricate part of my leanings towards practical aspects. My first internship at All-Time Productions Pvt Ltd. gave me first-hand experience of direct interaction with clients, researching famous personalities for the filmmaking project at hand, and coordinating activities with co-workers. It gave me the platform to understand the relationship between employees and the organisational climate, resulting in a particular behaviour at work. Subsequently, a virtual internship at a fashion label, ‘Soutache,’ contributed to my understanding of Consumer Behaviour and Social Psychology through hands-on experience. At Soutache, as a social media marketing intern, I learned the art of effectively bridging the gap between the organisation and buyers. I also provided feedback to the company about the demands of potential buyers after studying the target market. My most recent internship was at the Indian Council of Child Welfare, a reputed pan India social welfare organisation. The job profile entailed extensive communication with underprivileged women and children, conducting educational sessions and detailed surveys for data analysis and enrolment. I actively participated in organising, monitoring, and guiding the learning process of young elementary school children and women participating in skill development workshops. The experience offered real-time implementation of the theoretical concepts of ‘Applied Social Psychology,’ ‘Psychological Research’, and ‘Counselling Psychology’ facilitating attitude and behaviour change, studied at the undergraduate level.

In pursuit of my career objectives, I continuously enhanced my knowledge through online courses such as ‘Consumer Behaviour’ (Indian Institute of Management) and Introduction to Social Psychology’ (University of Queensland, Australia). My desire to give back to society led me to be associated with several NGOs over the years. I am volunteering with ‘United Nations Club-Girl Up Sakhi’ for joining the global movement of gender equality, giving girls essential resources and a platform to stand up for their rights. As a member of the ‘Green Society,’ Jesus and Mary College, I have actively participated in promoting the ethos of preservation, conservation, and protection of our environment at the grass-root level.

An MSc in Consumer Behaviour is my preferred choice. I believe the course structure at Goldsmiths, University of London, has its roots in psycho-social processes underlying consumer behaviour and analyses choice-making behaviour through a multifaceted perspective. The course is appealing since it merges concepts such as branding and the psychological impact of media on potential buyers. The impact of advertising and pricing on consumer behaviour are areas of interest to me. The art of examining the beliefs and perceptions of consumers would equip me with ample skills and knowledge towards increasing efficiency and effectiveness in different spheres. The programme is interdisciplinary and rigorous as it has a wide variety of appealing additional modules to choose from, such as ‘Design Thinking’ and ‘Innovation Theory.’ The nature of the course is path-breaking and limitless in its curriculum and teaching methods, which will assist me in paving my career path by seeking employment in multiple sectors. I also look forward to gaining from my peers from diverse professional backgrounds with individual accomplishments leading to a stimulating learning environment. I intend to contribute to the programme through participation in class discussions, organising events of academic importance, and written work to share my outlook on concepts to bring about a significant difference.

My short term objective after acquiring my master’s degree is to translate my theoretical understanding of concepts through the efficacious practical application of behaviour change techniques. I wish to do so by seeking employment in the field of consultancy to leading organisations. Through analysis of the choice-making behaviour of their target market, I intend to create novel strategies for goal achievement in the face of dynamic and competitive changes. My long-term goal is to ensure organisational success by tapping into buyer behaviour insights. Identifying the causes of consumer behaviour through market research, advising on research strategies, and influencing the factors affecting consumer behaviour, is my ultimate destination.

I further wish to reaffirm my current proclivity toward understanding buyer behaviour by designing and implementing interventions in and outside the workplace. I visualise myself as an active contributor to the field of research by writing papers for forums and journals on consumer psychology using essential methods on an individual, professional, and societal level.

I firmly believe an MSc in Consumer Behaviour at Goldsmiths University would be a stepping stone in actualising my true potential since I am committed to carefully examine the role of behavioural insights in the areas of strategy and decision making, policy-making and consumer analytics. I wish to extend my knowledge of buyer behaviour to improve the level of buyer awareness and satisfaction.