ASSIGNMENT OF

CONSUMER BEHAVIOR

Submitted to: Submitted by:Prof. sufia khan CHINMAYA KUMAR PARIJA

AMITABH -THE BIG BRAND

The case study is all about the brand building and the consumer perception about a brand. In this case two person named Vikas and Parthib made a conversession about the DALDA and making a comparision with the brand AMITABH .When Vikas saw the add on the T.V. about DALDA ,he tried to bring the ethics of the brand management. As everybody knows both the brands has a very special admiration in the minds of the consumer as well as in the view of the marketers. Both the brands have very good legacy and brand equity.

FOCUS:

This Case study mainly contain these four things, these are

BRAND MANAGEMENT

ADAPTION TO CHANGES

BRAND CONENT

COMMUNICATION

On all the aspect of the brand Amitabh has gone through from 60’s to 90’s.

On the changes the people mind set went through with the changing time.

It also gives us an insight of whether we should carry on with past moves or switch over to modern outlooks for future goals.

Gave perception of the people who were so much affected by the AB type films and their influence on the brand Amitabh.

LEARNING:

Brand management is a very important thing .Because if we overdone it then it can destroy the brand and the products. So managing a brand is not a small thing to do. The terrible thing happened to brand AB was there was no brand manager at that point of time. So the film industry has over utilize the brand AB and some how creates damage to it. A good brand needs good contents and ingredients in it to exist in the tough competition .If we go thoroughly the case study it is seen that brand miss management was occurred in both of the cases.

The brands were accepted according to the prevailing mind set of the customers. When people liked the Amitabh image roles of angry young man, he gained popularity. In late 70’s the popularity of AB type films declined because public mind set was that father tended to live their dreams on their sons or abandoned them, made by the films of the era. Even films were reflecting on the past and giving importance to it rather looking towards future. As well the political unrest led to the decline in the AB type films.

This era focused on past and not future either it is political manifesto, an organization plan or career plan.

Hence for a brand to keep growing should focus on future prospects and stop repeating the past.

In late 80’s also the same old brand was facing new competitors like superman, superstar as super heroes serve all purpose dreams of the masses.

In that period many films were based on the angerness, father son relationships, revenge and social misconception .In those films Amitabh used to play the central character who demolishes those things by some fictional things. There are lots of examples of such films. If we are going to count out those names of the films those are TRISHUL, MARD, and DEEWAR etc.The theme of those films was like this-“he is the karma who is irrevocably born on the wrong side of the society. He makes an effort to come back in the society which is resisted to its continuity, how he overcomes out of this”. This was the moral of the story in almost AB films. This is also relevant to the situation in that era. But it can not continue in today’s generation. As the style and social context of the present scenario is very much different.

In modern era people became more health conscious and psychologically also like having affairs and breaking marriages which use to be soft issues in 70’s & 80’s did not shock them anymore.

Hence the brand AB initially failed to realize this effect. Brand AB was empowering so the industry did not knew the way to nourish it and this led to overwhelmed number of films made for Amitabh Brand.

Here instead performer being the part of the film, the films was constructed keeping AB in mind.

The film industry tried to make best out of AB brand but when they tried for brand extension, franchisers started describing it by component rather than by its core values. So they ended up portraying up Amitabh Bacchan but with no emotional quality which led to the flop.

Hence core values are very important in portraying any brand plus adding emotions lead to an acceptability in the customers. Here they should be psychologically hooking rather all success on the shoulders of the brand.

Same happened with Dalda as it could not change its core image of Dalda vanaspati but the era was demanding for the change of the healthy oil.

In the modern era brand were bounded with youths because at the age of 50 these same consumers reversed back to these same brands, leading to brand loyalty.

The power brands prototype restricts the products to enter into any other category rather themselves enter into superior categories.

NEGLECTING CHILD

In this case there is a perfect example about how the perception varies from person to person. In this case it is showed the conversation of a father and a son named as Mr.Rajdeep and Pranav. Pranav is a twelve year old kid .In this case it is tried to point out that often marketer believe that they very well read the minds of the consumers, specially the minds of the kids. But it is not the actual case. They often do mistake by taking kids lightly.

Sometimes it is seen that kids are suppressed by the elders or parents in the name of society, status etc. Pranav said about the ice ream incident to stronger his points. He said that elders often tend to think that they are right and they knows the best .But if we study properly the things are very much different .In this case in the ice-cream incident the wish of CHHOTU is suppressed by his mum without a proper reason.

Children are an important part of the family buying process. But what roles do they play?

Marketing theory suggests five main roles in a family buying process:

-INITIATOR-INFLUENCER-DECIDER-BUYER- USER

Which roles do children play in addition to the obvious one – “the user?”

Children certainly influence family buying decisions. They are also the buyers of the future.

But how should businesses market to children? Are there conflicts with being seen to specifically target the child audience – can it alienate parents?

Marketers also have to recognize that children are moving into new markets. Children as young as seven buy DVD's, and no teenage lifestyle is complete without a mobile phone. This has a knock-on effect. For example, the money children spend on mobile phone cards reduces the money they spend on snacks.

Marketers also need to be sensitive to the peculiarities of children-related markets. It may be tempting to use a daring marketing campaign to make a product stand out. But a poorly thought-through campaign could result in the product and/or brand being attacked by ethical campaigners, outraged mothers, educationalists, health and safety organizations and others.

A good example of how things can go wrong is Mc Donald’s Burger. Usually children like burger because of its look or design. They show that it is totally protected from

germs, but originally burger contain high amount of fats and it can make harm to the children.

Retailers face a challenge to display products in a way that attracts children. Promotional displays have to be able to handle child usage (or abuse) and capture a child’s imagination and attention.

Disney has a reputation as being particularly good at interactive promotional marketing. Many children also prefer Woolworth's to supermarkets because of features such as pick 'n' mix sweets. The Early Learning Centre succeeds by creating a playground which allows children to play with toys rather than leaving them wrapped in plastic

Practicality of use is also important: the mother of young children will choose a soft product that is easy to handle and not making harm to her child, whereas a bachelor won't mind if a difficult to job to do.

Children constitute an important target market segment and merit attention from a marketing perspective. The role that children play in making decisions concerning the entire family unit has prompted researchers to direct attention to the study of influence of children.

The amount of influence exerted by children varies by product category and stage of the decision making process.

For some products, they are active initiators, information seekers, and buyers; whereas for other product categories, they influence purchases made by the parents.

The purchasing act is governed by how they have been socialized to act as consumers.

Family, peers, and media are key socializing agents for children wherein family-specific characteristics such as parental style, family’s Sex Role Orientation (SRO), and patterns of communication play key roles.

More so, changes taking place in the socio-cultural environment in India (such as emergence of dual-career, single parent families) entail that dimensions of children’s influence in family purchase decision making be investigated in a specific context.

Indian society vastly differs from the West in terms of family composition and structure, values, norms, and behavior, which affect the role that children play in purchase decision making in families.

Hence, the aim of this paper is not only to explore the dimensions already investigated by previous researchers in India and Western countries but also to identify directions for future research.

For children out of marketing mix for 4-p’s only two p’s are most important. Those are product and promotion.

Product: In product most widely brand name, packaging and design attracts children’s more and as per their thinking it varies.

Marketers must carefully study consumers and if they want a product to be successful, adapt the packaging to their target consumers: you can have equally attractive packaging that will appeal differently to different kinds of consumers. A child will go for a popular cartoon character on a cereal box while a mother will more likely buy a product which is clearly labeled as being nutritional (which can cause family frictions in the weekly undertaking of grocery shopping). So marketer should consider both the case (preference of the mother and also the preference of the child) by which they can success in the market.

Changes trends in India:

Increasing participation of women in the workforce has prompted a shift in this role as children are increasingly the “buyers” for the entire family.

Children enjoy greater discretion not only in making routine consumption decisions for the family but also in pestering their parents to buy other products desired by them