Business Anthropology

Consumer behaviour, preference for a brand of a product, culture and cosumer behaviour, subcultures and consumer behaviour, ethnic groups and consumer behaviour and ethnography of a market place are some of the emerging areas in business anthropology.  By understanding local cultures the marketing strategies can be improved to suit the local conditions and at the same time with good penetartion of the products.  Some multinationals are utilising the anthropological knowledge in improving greater penetration of their products in different parts of the globe.  More and more organizations should utilize anthropological knowledge to improve the penetration of their products in different parts of the globe.

Jan 31, 2012
Preference for durable goods and brands should be analysed in the light of demographic and cultural variables of the poplation under study.

Feb 5, 2012
The barand preference for FMCG (fast moving consumer goods)in different populations and the cultural correlates need to be studied.

Feb 9, 2012
Participant observation is followed in order to understand the consumer behaviour of the people.

Feb 13, 2012
The values, habits of shopping, purchase of different products and brand loyalty of different populations may be documented in order to understand the consumer behavior of populations.

Information Technology and Anthropology

Labour rules are not applied to information technology sector in India.  Thus, the employees in I .T. sector work upto 12 hours a day and some times even more. Long hours of operating computer lead to different health problems.  The I.T. employees are suffering from cervical spondalitis, back ache, pain in wrist and fingers, eye problems, constipation, piles and hemorrhoids.  Irregular food habits and sleep pattern due to work pressure and long hours of work also affect ther health in different ways.  They do not have time for regular physical excercise or even regular walking. Even at young age they are getting hypertension, diabetes and high cholesterol.

Due to work pressure and long hours of working the employees are not able to spend much time with the family members.  Due to work pressure and tension, adjustment takes to backbenches in the family life.
Some times even simple difference of opinion may lead to conforntaion and conflict among them.  Some times, even it is leading to unpleasant things among some of the couples.  


There is a great need  for anthropologists to study the problems faced by the I.T. employees both at work place and at their residence and suggest remedial measures for their well being.


Dec 24, 2011
Technical support engineers working in Indian I.T.Companies have to work in night shifts when they are giving support for American clients. The unusual sleep timings due to night shifts is also disturbing their circadian rhythm of sleep patterns and to some extent their familial relations with other family members.

Jan 24, 2012
Online social networking is picking up. People started becoming members in many social networking sites and exchaning information. Business corporates are also thinking of using this media. Anthropologists should study this media to understand different sub cultures and interpersonal relations.

Jan 27, 2012
People started using Internet more time through desktops, labtops and mobile phones for different purposes. Since all the family membrs are busily using internet, little time is left for social interaction among them.

Feb 7, 2012
Only when Anthropologists become members in social networking sites and interact with other members, they will be in a position to do participant observation among them. Then they start analysing subcultures based on the interactions among members of these social networking sites.

March 5, 2012
Information Technology employees work for long hours in their offices and come home very late in the night.  After taking dinner, again they work for a few more hours in internet in order to cope up with the available knowledge in thier domain.  Due to this, they are starved of regular minimum sleeping hours daily.  This lack of sleep every day over a long period of time will lead to other health problems.  Information technology is revolutionizing different sectors in India. It is fetching foreign exchange to India and providing employment to Indians in India and as well as Abroad.   The employees in this sector are highly paid compared to other sectors. However, it is affecting health of the employees and also their family and marriage.