Summers Consumers (a segmentation of Job Seekers)

Author recently came across a group of students from premier management colleges of India in the middle of their summer training, a couple of them suffering from burnout syndrome while others a disillusioned at the their job profiles and in between some over-enthusiastic ones who have accidentally hit a jackpot with their summer interviews. Here is an earnest attempt to classify them into various segments:
The over-enthu ‘s company is cool (no work only strategic discussion meetings), mentor is very co-operative (gives two days a week off), great learning experience (yes folks there are 30% girls as interns) and gives free lunches (no pun intended). Their motivation for PPO evidently should be extremely high but actually it ranges in medium to high range (what is the use of 30% ratio and extra offs if they can’t be utilised properly). It promises guaranteed good returns in the short term in your social standings but long term depends (if you are a stud or not). This segment is the dream of every summer job seeker but you need miracles or be in god’s good books to be ending up with one.
The burnout super stud has a reason for his desperate attempts for a PPO. With a couple of lacs as the monthly stipend who on earth wont like to be facing burnout. Besides with the economic recession on the horizon, there is no guarantee of job forget being a millionaire. It is alright to not have so good learning experience as compared to ‘over-enthu’ (forget 30% there are no girls on the whole floor, just me and my terminal), but with millions in the pocket who will have the last laugh, or the last damsel rather(again no pun intended). Even though the short term returns on your social standings look bleak but the research shows long term gains are invariably good (as they say ‘the richest guy gets the most beautiful gal’). This is precisely the reason for popularity of this segment.
The third classification could be the ‘disillusioned campaigners’. Their school of thought also bears interesting story. “We waited for the day zero for selectively applying to companies according to the job profiles but luck did not rang bells. Now already we have lost time whatever job profile now i will apply and get the job”. Their company is ok-ok (‘am a fin-god (self proclaimed ) but company made me a salesman, god save me’ or ‘am a marketing enthusiast but got a fin role, god save the investors’), learning experience varies (some get close to the 30% ratio mark, while some unlucky souls say ‘was always on a field visit, how on earth can I know’. The motivation for PPO is medium to high (earlier times it used to be low to medium, but now with recession this motivation has covered some ground with these segment). Often the least popular segment but the fate of majority of the population, perhaps ‘ordinary is boring’ tendency is the reason for it.
Yet another category of interns bear interesting reading are ‘Free-Riders’. These interesting bunches of people do full justice to their primary tendencies. They are a set of loyalists who have always lived up to everybody’s expectations (remember expectations are a the set of consistent behaviour, even though these might mean all play and no work). Summer job is a stable sensory state for them for it hardly bears any difference than routine work at college. Adjusting to summer jobs is like ‘a fish in water’ for them. Their company is super cool (‘it does something between fin or mark, wait a minute it could be ops too, i will find out before finals’), good learning experience(who cares about the ratio in the office, there is bigger segment outside it). Motivation for PPO is evidently nonexistent (‘ PPO is so uncool to get, i don’t want to be bracketed with those nerds, never). This segment bears its own high points (again no puns intended) and i deeply respect the proponents of this segment because they are the only segment who decide upon their choice on utilitarian needs unlike ‘Over-enthu’ or ‘burnout super stud’ whose decision is entirely hedonic (multisensory fantasies).
There might be some other segments which have been unexplored yet and the addition to it will be appreciated by the author.

Hedonism, Sensory Marketing, Semiotics and Slumdog Millionaire

From ‘A lively upbeat movie depicting life and times of rainbow nation’ to a ‘typical western cavalier attitude’, the reviews of this multiple Oscar winning movie has covered the complete panorama of imagination. By most film critics admission the script was ordinary in fact a cliché for the Indian audience (am sure many of us will agree with me on this) but what is it which made the film so popular to make a clean sweep at Oscars.
Even though am not a big connoisseur of art or films either but one doesn’t needs to be Einstein to find out the common thing amongst all great piece of arts, they manage to capture consumer attention. You love it or you hate it but you cannot ignore it. The way that every novel piece of art makes way through the consumer’s perceptual defences right into your awareness is quite similar to a landmine blasting a way through the mountains, before you realise what is happening you are captivated by it.
The film tried to exploit the basic human tenet of feeling good at the victory of an underdog. The basic hedonic tendencies of a consumer to catch hold of a fortune, a lovely damsel and you know what else. But isn’t this concept already a cliché or even a platitude rather. But still Danny Boyle manages to sweep past your perceptual defences. The credit must go to Mr Boyle and his crew for this endeavour. The screenplay was fast and lively, the shooting locations were spot on. The script had novelty, dwelt on a large number of social issues to create an ambience for a life of a slum dweller and to create a strong level of contrast with the life at the end, just a simple application of sensory marketing .
But many critics (mostly Indians) have criticised it has a highly ostracised view of the India or India Shining rather. I find it particularly hilarious, what do they expect an orphaned guy in slums to lead life like! Eating chicken with chicks and party with smarty and what else,kudos to these critics.
Another masterpiece from the intellect warehouse of these guys is based on the science of semiotics( i must admit these guys have really good knowledge of consumer behaviour) that slumdog is being associated with the Indians worldwide. According to them Object: SM, Sign: Jamaal Malik (an Indian), and interpretant: Every Indian is a slumdog. If the reasoning for the last argument was anything bordering funny then this one was truly a masterpiece comedy as i have reiterated earlier too. This was just a movie it is supposed to border on fantasy, fiction etc and is a reflection into the life of one aspect of our society. Besides slum dwelling is a universal phenomena. In terms of semiotics we have Strong Icons: like Tata, Index like Sachin Tendulkar and symbol: like Taj Mahal to boast about the concept Indian. And one movie cant alone overcome everything. I mean whosoever has semiotic association of Tata with poverty I just have this much to say.....ha ha ha...