Consumer Behaviour (Kotler And Keller)

Consumer behaviour is the study of how individuals, groups, and organizations select, buy, use, and dispose of
goods, services, ideas or experiences to satisfy their needs and wants. Consumers are exposed to a myriad of
marketing and other external stimuli on a daily basis for which the marketer has to consider consumer
characteristics and consumer psychology to successfully position a product or service. Consumer characteristics
include; culture, social and personal factors and consumer psychology include motivation, perception, learning
and memory.

Culture is the underlying determinant of a person’s wants and behaviours. Our values are shaped by our cultural
heritage for eg. Americans value individualism, freedom, youthfulness, success whereas the British value
tradition, the family, the rule of law, etc. Similarly, subcultures such as religion, racial groupings and geographical
location impact on consumer behaviour. Social stratification is also key when considering how to market

a product which includes seven categories: 1) lower lowers 2) upper lowers 3) working class 4) middle class 5)
upper middles 6) lower uppers 7) upper uppers.

Social factors include reference groups, the family and roles and status. Reference groups expose an individual to
new behaviours and lifestyles, influence attitudes and self concept, and create pressures for conformity that may
affect product and brand choices. Reference groups include groups that have a direct influence on purchase
decisions which include primary groups (family, co-workers, neighbours) as well as secondary groups (religious,
professional, trade-unions). Other groups that an individual may not belong to but have a bearing on purchase
decisions include aspirational and dissociative groups. Marketers also have to examine the role of opinion leaders
(who offer informal advice or information about a product or product category) and direct efforts to informing,
educating and reinforcing the product message to...

>>>>>>>>>>>>>>>>>

Background: Today, advertising is a multi-billion industry, employing hundreds of thousands of people and

affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and

is more intense than

ever, it is vital that companies differentiate themselves from competitors by creating even more powerful,
entertaining and innovative advertisement messages, as well as sponsoring different events. Examples of such
companies that spend billion of dollars on marketing strategies in order to stay key players in their industry are
The Coca-Cola Company and PepsiCo.

Purpose: The overall purpose of this paper is to gain a deeper understanding of different international
and local factors affecting consumer preferences on a local market.

Method: A quantitative method was applied, and thus a questionnaire with 150 respondents on the local market
was conducted. The respondents were divided into three different age groups:
≤ 18, 19-34, and ≥ 35, and represent a diverse set of people who are at different stages in their lives.

Conclusions: International advertising and international sponsorship respectively influence the local target
group in different ways, but they also affect international brand in that they have...
>>>>>>>>>>>>>>>>>>>>>>>>>>

Consumer Behaviour Study Of Asian Paints

ACKNOWLEDGEMENT

I thank the faculty of marketing for providing me with constant encouragement throughout the project. I express
my sincere thanks to kind and ever helpful project coordinator, Prof DINESH KUMAR, Professor Marketing
Consumer Behaviour, for providing me with the required exposure for selecting the brand for study and for his
valuable inputs in developing the term paper.

I am deeply indebted to the Director, Deputy Director and the administration for providing excellent facilities,
infrastructure and constant encouragement throughout the project.
I am extremely thankful to my parents & God for supporting me in every step in the completion of the project & to
guide me to overcome the difficult situations which I came across while doing the project.
I offer my sincere thanks to the respondents who took time out of there busy schedule to fill the questionnaire
and helped to conduct the survey successfully.
It was a great learning experience for me and I could actually put in practice, the learning acquired in the
classroom. Also the project helped me in better understanding of the consumer’s behaviour and the perception
about brand Asian Paints.

TABLE OF CONTENTS

1. OBJECTIVE

2. ABSTRACT

3. CHAPTER I

Introduction to Paints and the Brand………………………………………………….5-9

4. CHAPTER II

Market Segment.……………………………………………………………………...10-15

5. CHAPTER III

Positioning….…………………………………………………………………………16-18

6. CHAPTER IV

Consumers’ Buying Process...……………………………………………………….19-41

7. CHAPTER V

Online Marketing……………...………………………………………………………42-45

8. CHAPTER VI

Understanding Attitude and Perception……………………………...…………….46-51

9. CONCLUSION AND SUGGESTIONS

10. APPENDIX

11. REFERENCES

OBJECTIVE

Primary objectives:

➢ To study the consumer behaviour towards the brand Asian Paints.

➢ To understand the perception, attitude and factors that affects the...

>>>>>>>>>>>>>>>>>>>>>>>>

Indian Brand building = Celebrity endorsements?

I took the liberty this time around to indulge in advertisements on Indian television and radio. To my
horror, I discovered that the Indian branding agencies were not being as innovative with their budgets
as they should have been. Most advertisements were centred around Cricket or Bollywood. Brands in
India seem to use actors and cricketers to promote anything from soft-drinks to mobiles and even B2B
products like cement, private equity firms and builders. The equivalent of this in England would be
using Wayne Rooney (footballer) to star in a advertisements promoting 3i Private Equity Group.
Exactly, doesn’t make sense, does it?
I’m convinced that most of these brand endorsing celebrities are coming on-board based on research
centred around the impact of celebrity endorsements. Although surely if every brand is using
celebrities, there isn’t much of a USP (Unique Selling Point) for brands. Where is innovation in
building brands?

Saying that there is light at the end of the tunnel, some brands are thinking beyond celebrity
endorsement, two of my favourite campaigns are Vodafone (Mobile phone service) and Fastrack
(Fashion Accessories)

See the Fastrack video, targeting the youth market: Video (YouTube) and more videos available here.
Vodafone videos available here:
Fastrack (India) Advertising Campaign

Apart from the obvious use of the target demographic as oppose to recognisable faces, Fastrack has
been innovative in the use of social media. It has a Facebook group with 32,000+ users and has a
contest to get user generated videos. With the current broadband penetration, cheapest mobile phone
tariff (in the world) and growing usership on social networking sites like Orkut (Google) and Facebook
it makes a lot of sense to invest in social platforms.
Although the challenge is not just using social media but to engage audience and to develop
integrated marketing campaigns. Online engagement is relatively a new concept for the Indian market
but is the way the branding industry is going globally. For companies to sell more in India they will
need to reduce pushing of brands and focus on a dialogue.

Conclusion

There is immense potential for growth of innovative brand building using fresh concepts and using
innovative platforms. I’m confident that in the upcoming years we will see a spike in world class
advertising campaigns. I will leave you with a fantastic video discussing spend on Digital media in
India (source CNBC TV18).
•

• You raise a good question but I am afraid you have got completely the wrong end of the stick.

Celebrity endorsements could broadly be two kinds: one, where the celebrity is just named the brand
ambassador e.g. Aishwarya Rai for Longines, based on the celebrity's recognition alone; two, where the
celebrity endorsement is a local decision, based on the _local context_ and the particular person's _known
qualities_ deeply embedded in that person's _professional achievements_ known to the _target audience_.
I emphasise these for your consideration.
On neither of the two bases mentioned above would Wayne Rooney be the brand ambassador for 3i (a
product category which has no precedence of using brand ambassadors but if they did, then perhaps a
sportsperson or artist who has shown immense business skill as well as sporting talent would be relevantl;
I'd say Jay-Z would be a great brand ambassador for 3i should the VC firm ever go down that route; look up
Jay-Z's business portfolio to see what I mean).

There are several examples of the second kind in your list and I am afraid I do not think you appreciate the
reason, for instance, why Amitabh Bachchan endorses Binani Cement (and why not Shahrukh Khan).

Why single out India on this anyway? L'Oreal's celebrity endorsers in various product categories are
famous; Unilever used to use film stars to sell Lux yonks ago and have you missed Accenture and the link
of their global branding to Tiger Woods? :-)
• Flag
• 1 person liked this. Like ReplyReply
•

Raj Anand 1 year ago in reply to Shefaly

• Thanks for the comment Shefaly. I'm not against celebrities endorsing products, I think that is
brilliant and makes a good story to tell. My key point here is lack of freshness.

Allow me to explain myself, as you might know Indian television notoriously displays ads not only during the
breaks but also ticker tapes through the programme. Generally what you see is an actor or crickets
alongside the brand. That is not one but just about every brand. It makes me think, what about innovation?
Also why is Mahendra Singh Dhoni signed as a brand ambassador for Lafarge Cement? Is that really
making cement sexy? Why not invest funds in an engaging campaign with the user, perhaps sponsoring
builder discussion forums. After all successful brands connect many to many.

In the case of 3i I agree someone like JayZ, Ashton Kutcher etc would be approrpriate. Coming on to Tiger
Woods signing to Accenture, I think it's highly innovative as most management consultancy firms wouldn't
think of it. The point is, Accenture now stands out of the crowd. Although if Mckinsey tomorrow signs up
Cristiano Ronaldo, I wouldn't think of it as innovation.

>>>>>>>>>>>>>>>>>>>>

INTRODUCTION

With increase in competition in every sector, advertising has become a vital survival need for companies. More

and more companies have started including advertising in their budgeting and allocation planning of funds

instead of simply managing with leftover funds, as used to be the case

with most companies earlier. The goal of advertising is to cost-effectively reach a large audience and attract
customers. If done correctly, advertising can enhance the success of a business. A lot of different methods, means,
aids and media are used in order to advertise most effectively.
Effectiveness of advertising is often measured in terms of recognition, recall, association and sales difference to
name a few. Celebrity endorsers and mascots happen to be two ways of reaching the customers. An analysis on
both the methods and its appeal is done and presented in this research paper. A comparison of both the methods
is done and suitability of both of them is found out. Further, both are compared based on the return on
investment of each one of them. The opinion of the general public is also found out by means of a primary survey.