Consumer buying behavior

Consumer Buying Behavior

Influence of celebrity brand endorsement on our buying behavior

Assignment 2

RANI KUMARI 2/26/2015

Influence of Deepika Padukone on my buying behaviour

Twenty-eight-year-old Bollywood heartthrob Deepika Padukone has been churning out hits with

metronomic regularity in the last 18-20 months with movies such as Race 2 (2013), Goliyon ki Raasleela

Ram-Leela (2013), Yeh Jawaani Hai Deewani (2013), Chennai Express (2013) and Kochadaiyaan (2014).

What works at the box office must work for brands too. That is the logic marketers use as they make a

beeline for the actor.

Padukone's repertoire of brands and genre is as wide ranging as her movies. She endorses everything -

from banking and financial brands to real estate to lifestyle and fashion to FMCG, apparel, and

automobiles.

At present, Padukone is associated with 17 brands such as Coke, Axis Bank, HP, Van Heusen, Melange by

Lifestyle, Kellogg's and ACE Real Estate.

Studies show that around 30 per cent of consumers would consider the purchase of a brand based on a

popular face. A higher percentage would associate with a brand if the celebrity were actually linked to the

brand message in some way or the other.

And if we closely examine the brands that Deepika is associated with and their messages, it is evident that

brand custodians are crafting communication around her celebrity traits.

Cereal brand Kellogg's, for example, hired Deepika for representing great health and healthy habits, and

that I find to be a very good idea as she has good figure and like me she influences many people to buy this

product. HP hired her to promote HP Slate6 and HP Slate7, which enable multi-tasking for users, a situation

that is similar to the life of the endorser who has been a successful model, actor and badminton player at

various stages of her life. Melange by Lifestyle took her on, as she is perfect as the one who represents

style and same holds good as Van Heusen brand ambassador as well. She is the brand ambassador for

Vogue optics with again show how to be stylish even after wearing specs, and the add became even more

evident after her block buster movie- yeh jawani hai deewani, in which she is wearing the specs and still

managing to look gorgeous.

Padukone represents a strong, self-made, aspirational, politically correct, healthy and happy image that

the youth aspires to acquire. Axis Bank has hired Padukone and launched its latest campaign with the

positioning, 'Badhne ke kai naam hai'. The series of ads shows how the actor not just endorses the brand,

but also uses and understands different products such as forex cards, apps, home loans and credit cards.

Says Rajiv Anand, president, retail banking, Axis Bank, "She is contemporary, young and self-made. Just as

Axis Bank reaches over 1,700 towns, her brand also resonates through geographies."

I find Padukone to be full of energy and very bubbly all the time, which make her fit for the advertisement

of Nescafe coffee. And we all can see that she is blessed with beautiful skin and she is appropriate for a

crème advertisement.

Almost all the products endorsed by Deepika Padukone influences me in some or the other way to buy

those products as all of them carries some message from her and is associated with her in different ways.

But one of the advertisement in which I didn’t find her to be influential is the ad for a pen, she endorses

the Luxor pen brand, which I find to be nowhere related to her.

As Padukone has got a good, fit and healthy body so she could endorse more for fitness related products

like Active Juice, Sugar free etc.

Influence of Virat Kohli on my buying behaviour

India's hottest young cricketer Virat Kohli is setting the world of brand endorsements alight. The Indian

captain-in-the-making, whose exploits on the field, combined with his youth, good looks and never-say-die

attitude, makes him a winner off the field too, has inked a Rs 10-crore per annum deal with German sports

goods giant Adidas.

Kohli endorses 13 brands which include Herbalife (2013), United Spirits (2013), TVS (2010), Adidas (2013),

Oakley (2014), Boost (2012), Nestle Munch (2013), Pepsi (2011), Vicks (2014), Clear (2013), Mattel (2013),

Fair n Lovely, Flying machine, Cellkon mobile, and MRF (2013). He was also spotted in a funky digital film

(2013) for Cinthol Deo.

Out of all the brands which he endorses I find Herbalife, Adidas, Boost, MRF and Fair and lovely and Flying

machine to be appropriate. He is a very good player, which automatically conveys the message about his

fitness and in that case endorsing a brand like Herbalife is very influential for the mass. Being a good

cricketer endorsing for MRF and boost is a bonus for the brand, as playing cricket needs a lot of stamina

and energy which is the motive of drinking boot and while playing with MRF bat the player is practically

promoting the brand, and hence consumers like me will really go for those products.

Being a cricketer he is known for his good looks and dressing sense as well which again makes him

appropriate for endorsing brands like Flying machine and Fair and Lovely for men. And good enough to add

Indian cricket tem as well.

Being a sports person makes him appropriate to endorse a sports bike like TVS.

The ads which I consider to be a failure for a player like Virat Kohli are the ad for Vicks vaporub, Munch

chocolate, fastrack watches and celkon mobile phone, he himself will not go for a celkon mobile even if it is

given for free, rather he would go for an i-phone, so I find the story to be missing behind all of these ads.