What Personality Reveals about a Brand

WHAT PERSONALITY REVEALS ABOUT A BRAND

Demonstrates   a   Brand‘s   Passion,   Expertise

Touches & energies the motivation of the targeted Customer Segments

Projects the Brand‘s Core Values and Belie Describes how customer‘s can expect to be trea

Brand         Personality   is   the   ―voice‖   behind   Brand

•         Values

•         Functional Attributes

•       Competitive Positioning

Rise of Consumerism

"social movement seeking to augment the rights and power of buyers in relation to sellers," (Kotler, 1972)

1.     The rise of modern consumerism can probably be traced to post first world war America.

Time-and-motion studies along with labour saving technologies and worker efficiencies were an indication of fundamental changes in work. Productivity soared, but redundancies did too, creating huge overproduction – people couldn‘t afford what was produced.

3.     "The new economic gospel of consumption" was invented to convert Americans from thrift to spendthrift. Economist Simon Nelson in 1907 said "the new morality does not consist in saving, but in expanding consumption". Business created "the dissatisfied consumer". An example is the beginning of the yearly model change, coupled with aggressive advertising in the automobile industry –the start of planned obsolescence.

4.     A government survey on Recent Economic Change in 1929 concluded that "by advertising and other promotional devices created".

Reasons behind the rise

•         Reasons behind the rise of consumerism in India-

•         Imbalance in demand and supply of commodities----- leading to hoarding, black marketing, profiteering

•         Low literacy levels and lack of awareness of rights encourages businessmen to be indifferent to consumers

•         Reasons behind the rise of consumerism in India-

•         Lack of effective competition

•         Consumerism is still in its infancy

•         Legal framework is time consuming and tiresome

•         Lamentable state of public sector monopolies

Remedies

•         Active participation from the business, Government and consumers.

•         Business must ensure efficiency in production and quality of output and must refrain from Unfair Trade Practices

•         Government through legislations, statutory bodies etc prevent exploitation of consumers.

•         Consumers should assert their rights and protect themselves from business malpractices

Lifestyle of rural consumer

Rural Consumer is very religious –Dabur developed a religious calendars and gave Hanuman Chalisa along with their products. Ganga made of milk and holy water of  Ganga. Govinda as a Brand Ambassador.

Rural Consumers prefer to work Hard themselves –Machines to be sold on the

basis of benefits offered and not on the basis of comfort and convenience. Strong Family ties and respect for Family Values

Likes to play Cards and Hangs out at Choupal.

Lifestyle –Comparison of rural and urban Lifestyle

Rural Shopping Habits: Consumer Insights

Preference for small or medium Package –Britannia‘s   Tiger   Biscu        

Chik Shampoo, and small Coke for Rs. 5. Role of Retailer

Role of Opinion Leaders for durables –Opinion Leaders like Sarpanch, village elders and educated Youth of the village.