The Albertian Knowledge Summit (AKS) 2025 was successfully conducted on 14th January 2025, organized by the Department of Commerce and Research Centre at St. Albert’s College, Ernakulam. The event focused on “Recent Trends in Consumer Behaviour”, providing a platform for insightful discussions led by eminent resource persons, followed by an engaging paper presentation session.

The summit began with the inauguration and keynote address by Dr. Teresa Davis, Associate Professor of Marketing at the University of Sydney Business School. In her address, Dr. Davis shed light on the dynamic nature of consumer behaviour in the digital era. She elaborated on how technological advancements, data analytics, and AI-driven marketing are reshaping consumer choices. She emphasized the impact of predictive analytics, explaining how businesses analyze consumer data to personalize experiences and target customers effectively. Another key aspect she touched upon was ethical consumerism and sustainability, highlighting the growing preference for eco-friendly and socially responsible brands. She also spoke about gamification in marketing, illustrating how reward-based and interactive

strategies are being used to enhance customer engagement and brand loyalty.

Following this, the second session was led by Dr. Rekha P.G, Assistant Professor at the PG and Research Department of Commerce, The Cochin College, Kochi. She provided valuable insights into the psychological factors influencing consumer decisions, explaining how emotions, cognitive biases, and social influences shape purchasing behaviour. She discussed

the increasing role of social media marketing, emphasizing the power of influencer marketing, peer recommendations, and user-generated content in shaping buying habits. Dr. Rekha also elaborated on the digital transformation in retail, discussing emerging technologies like AI, AR/VR, and block chain, which are revolutionizing consumer experiences and brand interactions. Her session provided a comprehensive understanding of how businesses must adapt to these evolving trends to stay competitive in the market.

The afternoon session was dedicated to paper presentations, where 16 research papers were presented by students and scholars. The presentations, limited to 10 minutes each, were followed by a 2-minute Q&A session where judges provided feedback and insights. The research topics covered a broad spectrum, including consumer perception of gamified shopping experiences, ethical consumerism and greenwashing, AI’s influence on consumer decision-making, and predictive commerce. The presentations reflected extensive research, critical analysis, and innovative perspectives, making the session highly insightful andengaging.