Consumer Behaviour Assignment

Section A Group 6

Abhay Sharma 1A

Aniruddh Srivastava 9A

Devansh Doshi 16A

Manasi Jain 23A

Sachin Gupta 38A

Vidooshi Joshi 55A

Movie: Chak De! India• The vice captain of India’s cricket team says to her fiancé that

even if she wins she will be identified as her wifeCultural Reflection: In many parts of the country, a woman is still identified by her husband. But the younger women want to have their own individuality (the hockey player is young)Marketing Implication: The size and accessibility of this segment needs to be analysed before branding a product for this segment. Dove has done this in the western countries

• The recipient equated Tamil and Telegu in front of the Andhra Pradesh Hockey player and she grudgingly explained the differenceCultural Reflection: People are culturally sensitiveMarketing Implication: Reverence for culture and ethnography are the way ahead

Movie: Chak De! India• A hockey player was instructed to come back home to

attend a relatives weddingCultural Reflection: Hockey is not considered to be as an important sport as cricketMarketing Implication: For sports marketing managers promoting sports other than cricket, there needs to be high power advertising and PR by opinion leaders. This has been done earlier for Hockey World Cup and Priyanka Chopra was roped in for promoting it

• Religious undertone is acceptable part of the society and widely practiced. No one opposes. Minorities also look for acceptance. Marketing opportunity is to reduce this undertone while branding like including people across spectrum in advertisements

Movie: Fashion• Meghna is a confident small town girl who wants to make it big in the fashion

world in a metroCultural Reflection: Youth is aspiring for better opportunities in small townsMarketing Implication: Brands should be aspirational not it terms of pricing but in terms of product and brand message. An example is Lux

• When Meghna shifts to Mumbai she learns(air kissing) and unlearns( pointing to someone using fingers) many mannersCultural Implication: When an individual shifts to a new culture, she undergoes through a rerouting channel to mould and be successful in the new cultureMarketing Implication: A brand personality should also undergo such rerouting to be relevant to the local population. The cost benefit should be done. An example can be any marketing targeted towards South India.

Movie: The Dirty Picture• Silk’s mother disowns her after she becomes famous after her socially unacceptable

acts Cultural Reflection: In this culture, the Long Term Orientation dimension as per Hofstede’s cultural dimensions theory is high. Keeping face in the society is more important than well being in the familyMarketing Implication: Brand personality should be culturally acceptable and association with a brand shouldn’t cause loss of face in the society

• All producers who were males replaced Silk when her behavior became retaliatoryCultural Implication: It is a male dominant societyMarketing Implication: Brand message for products made for males should have virility as a brand advantage

Movie: The Dirty Picture• Cultural evolution as depicted in the movie

Silk received a lot of criticism for her act of sensuality. Her acts were enjoyed by the males but they never socially accepted here. As she became more expensive and busy, she was replaced by other girls. Later on actress of the movie did those acts. And these acts slowly started to seep into the culture. Beyond the movie, from 1980s to today, there has been a change in perception towards sensuality. An actress is criticised for donning a bikini, and an item song is enjoyed. All this represents how culture evolves over a period of time

Marketing Implication: Brands need to revitalize themselves as cultures undergo slow evolution. An example can be from standard English to SMS language and smileys Brands need to find opportunities as cultures evolve. An example is online lingerie stores flourishing in India, and lingerie as a gift to ones lover