This document presents a project exploring the evolution of consumption practices where experiences have become central to consumer behavior. It includes a mixed-method research design with surveys and group discussions highlighting trends towards sustainability and the technological deficits of offline retail in Kolkata. The project aims to create an online platform to facilitate direct sales for local shopkeepers, addressing the challenges identified in the research.

1. Consumption experience and
practices
ESD
Project

2. Presenting our team members
Srinjoy Paul
(221001102
046)
Ayush
Kumar
Madeshiya
(221001102
166)
Shaury
(221001102
487)
Aakash
Singh
(221001102
203)
Aditya
Chandra
(221001102
045)
Rimsha Naz
(221001102
496)

3. Project Abstraction
Consumption is no longer just about acquiring goods and services but has evolved to
focus on the experiences and practices associated with these acts. This study
explores how individuals and groups engage in consumption practices and how
experiences shape their preferences, behaviors, and identities. The project
highlights key ideas, innovative ideas made by our team, and implications of
research consumption in today’s consumer culture.

4. Acknowledgement
We express our heartfelt gratitude to our Project
Guide, [Prof. Rohan Mallick ], for their invaluable
guidance and support throughout this project. We
also thank the Head of the Department, [Dr Anil
Bikash Chowdhury], and our Invigilator, for their
encouragement and assistance. This project would
not have been possible without the collaborative
efforts of our peers and the resources provided by
our institution.

5. Project Body

6. Introduction
The way people consume has shifted significantly over time. In the past, consumption
primarily revolved around functional and economic needs. However, in modern
consumer culture, the emphasis is on the experiences and meanings associated
with consumption practices. This project investigates the interplay between
consumption and experience, focusing on how practices emerge, evolve, and
influence consumer behavior.

7. Objectives of our project
• To analyze the concept of experience in
consumption practices.
• To identify factors influencing consumer
experiences.
• To research about the demonstrating experiential
consumption.
• To make a website about the online marketing
where all Kolkata shopkeepers can directly sales in
an simple way

8. Methodology

9. Research Design:
Our project used mixed-method approach to studying "Consumption and Experience
Practice" that would involve combining both quantitative (surveys) and qualitative
methods ( group discussion) to gain a comprehensive understanding of how
consumers interact with food products and services, not just focusing on the
transactional aspect of buying, but also exploring the emotional, social, and
psychological experiences associated with consumption. We discuss both
quantitative and qualitative methods based on the assumption.
Note:- The research design is based on the case study done by our team.

10. Quantitative Research/Method
Two survey report was done by our team in 10th
January,2025.
• A Survey was done by our team in Kolkata at India where we found
that retail shops and other shops including the small malls etc, were
having lack of customers due to lack of technological innovation that
occurs due to avoidable of crises such as low qualities of food product,
without checking the expiry date and defective product in offline mode.
• Another survey was done to find whether generative AI (Gen AI) was
increasingly influencing consumer behavior and transforming shopping
experiences or not. It was found that 78% of consumers are prepared
to act on its recommendations, and over half (39%) prefer product
recommendations from Gen AI tools over traditional search engines.
Note:- Out of two survey report, one highlights a growing trend
towards sustainability and another highlights decreasing customer
due lack of technologies.

11. Summary of Key Insights
• Sustainability Trend: The second survey emphasizes a growing shift
towards sustainability, with consumers showing an increasing preference
for AI-based tools that provide personalized, smarter recommendations.
• Technological Deficit: The first survey highlights a need for offline retail
businesses to embrace technological innovations. Failure to do so results
in decreased foot traffic due to unresolved issues like product quality
and customer trust.
Together, these surveys reflect two interconnected trends:
• On one hand, there is a significant movement towards more sustainable
and AI-driven shopping experiences.
• On the other hand, offline retail struggles due to technological
shortcomings, which can be mitigated by adopting modern solutions like
Gen AI to improve customer satisfaction and product quality assurance.

12. Qualitative Research/Method
In qualitative research, we have done “group
discussion” related to food products in Kolkata,
India. Now, our team discuss about the term “ group
discussion” :
“Group discussion is a qualitative research method. It
falls under the broader category of qualitative
research because it focuses on exploring
participants' attitudes, perceptions, and experiences
in-depth, rather than gathering numerical data or
statistics.”

13. Qualitative Research/Method
So, our team discussing about the food product.
Rimsha Naz: I think that the quality of the food product such as street food is very nasty and poor
quality and it is better to eat in restaurant.
Ayush Kumar: I think that survey we done it seen that most of food product are low quality in the
street and some people don’t even wash there hand before serving to the customer.
Shaury : I don’t understand why people are love street food and why they don’t use technology
innovation.
Me: I think that they does not know about that thing or they will not having such capital to use
for that .
Aditya Chandra: Bro I am thinking that although all foods are tasty but we all knows that Kolkata
is poverty city. So that why when we ask most of the people about the quality they will all say
that our food is better than other shop or most of them is neglect our question.
Aakash Singh: Not only that the fact is most of the shops are not having the customer and
consumer behaviour indicates that is they prefer online.

14. Key Findings
The key findings after done “Quantitative Research/Method”
and “Qualitative Research/Method”.
• Most of retail shops are not using innovative technology due
to low capital
• About more than 90 % of the shops in Kolkata are pathetic
condition of financial.
• Most of people are lack of knowledge about innovative
technology.
• Marketing condition of today’s world totally dependent of
youth due to this most of shopkeeper are not using
innovative technology as all money are gone in the education
of youths.

15. Innovative idea/Solution
Depending upon research and key findings,
our team decided to make an website
upon the online food marketing where all
Kolkata shopkeepers can directly sales in
an simple way and also cooperative with
Zomato.

16. Demonstration
of Our Website

23. Use of Software
• Notepad++
• Visual Studio Code

24. Conclusion
The study highlights the central role of experiences in
modern consumption practices. For businesses,
understanding and leveraging these insights can
lead to more effective marketing strategies and
sustainable growth. For consumers, experiential
consumption provides opportunities for self-
expression and deeper engagement with products
and services.