Page 133 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Clearly, celebrity endorsement is no longer as credible as it was a few decades ago. Unless
category and celebrity are closely linked, the power of a celebrity's word is questionable.
With each celebrity endorsing multiple products and multi brands in a category, resorting
to different celebrities, the consumer is left confused.
Colvyn Harris, CEO, JWT India, who has worked on brands such as Pepsi, Lux and many
others, says, "The decision to use celebrities in advertising needs careful thought. Critical
to the decision is the brand and what it stands for, its desired personality and how the star
can help it communicate its attributes. What the star stands for is equally critical: an image
and personality fit is essential. No star can add value if intrinsically there is a mismatch to
the brand. Some categories have become extremely dependent on using star endorsements
to further their cause. Over the long term, it's an expensive proposition and recurring."

Source: www.financialexpress.com

9.4 Summary

Groups serve as a reference point for the individual in forming her/his beliefs, attitudes,
and behaviours.
Group memberships and identity are important to people and we generally conform to
group expectations most of the time. Marketers often advertise their products showing
group settings such as family or friends etc.

9.5 Keywords

Anticipatory Aspiration Group: Group that an individual wants to join in future
Coercive Power: Power to disapprove or punish
Disclaimant Group: One may join this group but reject the values of the group
Formal Groups: They have a basic structure
Informal Groups: They are loosely defined

Norms: Defined rules and standards of a group
Opinion leaders: Those who can exert personal influence in certain situations
Referent Power: Power that grows with the level of identification of member
Symbolic Aspiration Group: Group that an individual admires but unlikely to join

9.6 Self Assessment

Fill in the blanks:
1. You are a member of economics club of your college. The club can be referred to as
……………………. group.
2. You are the marketing manager of your company but you want to become the marketing
head. This is your …………………………. group.
3. You drink a particular brand of soft drink because your favorite actor endorses it. You
belong to a …………………… group.
4. Your college football team has to compulsorily wear college sports gear while playing.
This is a …………………..of your college.

128 LOVELY PROFESSIONAL UNIVERSITY