Page 140 - DMGT506_CONSUMER_BEHAVIOUR

Unit 10: Family Influences

Notes

Caselet Tata Sky: Targeting Urban Couples

10-second shot showing Aamir Khan engaged in household chores peaked
everyone's curiosity. Is it a new film, wondered some? If the teasers hit the
A buzzer pronto, then what unfolded a week later was a nice little story. It turned
out to be a commercial for direct-to-home service provider Tata Sky, with Aamir having
the dimpled Gul Panag for company. The ad was about a husband uncharacteristically
trying to appease his wife - by rustling up breakfast, readying her lunch pack and
volunteering to drop in at the vegetable market on his way back after work - much to the
consternation of the wife. Reason? He wants to watch a crucial cricket final and hopes that
his "good conduct" during the day will soften his wife enough to let go of her saas-bahu
darshan for the evening.
The slice-of-life ad grabbed eyeballs, the Aamir-Gul on-screen chemistry and nonk-jhonk
making this 60-seconder a delight to watch. It's fun - Gul realises that her husband's
change in attitude has all been for a cricket match and Aamir innocently goes: "Match? Aaj
match hai?"; and she "beats" him with a cushion and he stares mischievously out of the
corner of his eye. The reactions are spontaneous, their playfulness lights up the screen.

10.4 Parent-child Influences

It is generally believed that children rely more on parents for norms and values as long as they
are younger and, subsequently, on their peer group as they grow older.

Influence of Children in the Purchasing Process

To a large extent, the influence of children on the buying process varies depending much on
their age and the product category under purchase consideration.

Example: Children are more likely to buy soft drinks, clothing, music tapes etc. and may
exert influence on their parents' purchases of these items. The influence of children who are 5 or
7 year old is likely to be less on the purchasing process as compared to those who are 11 or 12.
Mothers are more likely to yield to requests of older children, but since older children tend to
make independent decisions, they make fewer requests. Older children tend to look to their
peer group and not parents as sources of information.

Example: This McDonalds Ad is targeted at children.

LOVELY PROFESSIONAL UNIVERSITY 135