Importance of Opinion Importance of Opinion Leaders and Brand Leaders and Brand

Ambassadors in Ambassadors in Consumer BehaviorConsumer Behavior

BY:BY:

Ameya Karhadkar - 11Ameya Karhadkar - 11

Anup Pillai - 23Anup Pillai - 23

Dhruv Shah - 29Dhruv Shah - 29

Sambahv Daffu - 5 Sambahv Daffu - 5

Shruti Nair - 17Shruti Nair - 17

Subha Ramachandran - 35Subha Ramachandran - 35

Brands and the CelebritiesBrands and the Celebrities Indians like to associate themselves with their icons.Indians like to associate themselves with their icons.

Brand Ambassadors bring their endorsements into Brand Ambassadors bring their endorsements into

limelight.limelight.

The trick of the company.The trick of the company.

Eg: Dharmendra for Rajdoot, Sunil Gavaskar for Eg: Dharmendra for Rajdoot, Sunil Gavaskar for

Dinesh suitings, Kapil Dev for Palmolive. Dinesh suitings, Kapil Dev for Palmolive.

Brand Ambassadors became attention grabber.Brand Ambassadors became attention grabber.

(Eg: Tendulkar’s contract with Worldtel)(Eg: Tendulkar’s contract with Worldtel)

Coke and Nokia started using brand Coke and Nokia started using brand

ambassadors in India. ambassadors in India.

(Eg: Regional stars for Coke and Shah Rukh (Eg: Regional stars for Coke and Shah Rukh

Khan for Nokia)Khan for Nokia)

Indian Consumer MentalityIndian Consumer Mentality They look up to certain public faces and aspire to be They look up to certain public faces and aspire to be

one among them.one among them.

Brand Ambassadors connect with a sense of Brand Ambassadors connect with a sense of

attachment.attachment.

Brands have temptation to use celebrity Brands have temptation to use celebrity

ambassadors. ambassadors.

Brand Ambassadors Brand Ambassadors

A brand ambassador is a celebrity used to help A brand ambassador is a celebrity used to help advertise a product or service.advertise a product or service.

They motivate consumers.They motivate consumers.

They increase awareness.They increase awareness.

They create positive feelings towards brands, They create positive feelings towards brands, connect user to brand.connect user to brand.

They are used as fire fighters. They are used as fire fighters.

Opinion LeadersOpinion Leaders An active media user who interprets the meaning of An active media user who interprets the meaning of

media messages or content for lower-end media media messages or content for lower-end media

users. users.

They share their experiences.They share their experiences.

They provide credibility that reinforces consumer They provide credibility that reinforces consumer

confidence in brands.confidence in brands.

They give Word of Mouth opinions to the consumers.They give Word of Mouth opinions to the consumers.

They also act as trendsetters in categories such They also act as trendsetters in categories such

as fashion, music, entertainment and symbolic as fashion, music, entertainment and symbolic

categories such as watches and mobiles. categories such as watches and mobiles.

(Eg: Swatch watch and Dev Anand’s hat.)(Eg: Swatch watch and Dev Anand’s hat.)

They act as brand referrals.They act as brand referrals.

(Eg: Red Bull) (Eg: Red Bull)

Six uses of celebrity Six uses of celebrity endorsementendorsement

Establishes CredibilityEstablishes Credibility

Attracts AttentionAttracts Attention

Associative BenefitAssociative Benefit

Psychographic ConnectPsychographic Connect

Demographic ConnectDemographic Connect

Mass AppealMass Appeal

Source CredibilitySource Credibility

Credibility of an endorser Credibility of an endorser

Credible image of the product in terms of expertise, Credible image of the product in terms of expertise,

persuasiveness, trustworthiness, and objectiveness. persuasiveness, trustworthiness, and objectiveness.

Strategists look for likeability and similarity between Strategists look for likeability and similarity between

the endorser and the product for eg: Fardeen Khan for the endorser and the product for eg: Fardeen Khan for

Provogue, Aamir for TitanProvogue, Aamir for Titan

Establishing a Perfect MatchEstablishing a Perfect Match

Effectiveness depends on the existence of a 'fit' Effectiveness depends on the existence of a 'fit'

Knowledgeable, experienced, mature, Knowledgeable, experienced, mature,

Communicate the value of the product and transform an Communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary service into a miracle solution for all problems of an ordinary customer.ordinary customer.

Effective match:Effective match:

Reid & Taylor and Amitabh Bachhan, Reid & Taylor and Amitabh Bachhan,

Accenture and Tiger WoodsAccenture and Tiger Woods

Non Effective match:Non Effective match:

Reliance and Virendra Sehwag Reliance and Virendra Sehwag

Impact of a Brand on consumer Impact of a Brand on consumer purchase decision:purchase decision:

Research studies have proven that known Research studies have proven that known

products and names are sold more than products and names are sold more than

unknown ones unknown ones

Factors influencing consumer Factors influencing consumer buying behaviorbuying behavior

Consumer's psyche and their ability to take Consumer's psyche and their ability to take

decisionsdecisions

Traditional Factors affecting consumer decision Traditional Factors affecting consumer decision

makingmaking

External influences on consumer behaviorExternal influences on consumer behavior

Different stages of consumer purchase decision making

Problem Recognition

Information Search

Generation of Alternatives

Evaluation of Alternatives

Purchase Decision

Post Purchase Decision

Brand Preference

Endorser AttributesEndorser AttributesAttributes of endorser's effectiveness: Attractiveness Attributes of endorser's effectiveness: Attractiveness

and Credibility. and Credibility.

General concept of attractiveness consists of three General concept of attractiveness consists of three related ideas: related ideas: similarity familiarity and likingsimilarity familiarity and liking

Properties of endorser credibility are Properties of endorser credibility are expertise and expertise and trustworthinesstrustworthiness

FRED: Familiarity, Relevance, Esteem and FRED: Familiarity, Relevance, Esteem and Differentiation Differentiation

Influence of celebrity endorsee Influence of celebrity endorsee on purchase decisionon purchase decision

Agree

Disagree

Strongly Agree

StronglyDisagree

Undecided

42%

26%

6%

15%

11%

ConclusionConclusion