“NUDGE– NEW SUPER TOOL FOR MARKETING SUCCESS” By Dr. MANISH ISHWARDAYAL GUPTA

We now live in a world full of technology, we are impacted by technology like media, internet, wireless blue tooth, radio frequency technologies, our behaviors are changing as we use more and more of technology, where touch and feel is more important. Combining psychology, marketing, and art with tools of scientific methods, Nudge can be made to solve the social life issues like the first mile and last mile issues. Study of Nudge puts focus on need and wants innovations and on traditional older marketing ideas. In older days advertising, USP (Unique Selling Proposition), product differentiation, positioning paid a big role in marketing plans but same is found to be ineffective in modern marketing as competitors are also following same,  the study shows that Nudge when put on older above marketing tools, same can be made more effective.

Nudge is part of a push strategy of consumer behavior marketing, consumer behavior models have studies covering pre-sales, sales, and post-sales studies, study on Nudge covers broader overall expect in sales, focusing on needs of consumers, they can be put in traditional marketing concept of 7 p's , or on value retention focused marketing.

Behavioral economics field has been growing over the year from theories Nobel Laureate Kahneman (2011), on two states of thinking of mind one being automatic and other reflective and how we do the decision making to concepts of Nudge.

Last year in 2017 Sir Richard Thaler was conferred Noble prize for economics recognition to contribution to economics via his theory of Nudge & behavioral economics and its uses in life.

Nudge theory has been widely used by governments, like President Barack Obama in the USA and Sir David Cameroon in U.K over the years since 2008, Other governments like ours in India of Shri Narendra Modi have started a Nudge team in P.M.O office, quite late who look after government policy implementation in public. The uses of Nudge has been growing in all fields of life, hence it brought me to address its uses in the field of marketing, how we or Industry are using Nudge

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