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Final Ppt

  1. 1. Importance of Opinion Leaders and Brand Ambassadors in Consumer Behavior
  2. 2. <ul><li>BY: </li></ul><ul><li>Ameya Karhadkar - 11 </li></ul><ul><li>Anup Pillai - 23 </li></ul><ul><li>Dhruv Shah - 29 </li></ul><ul><li>Sambahv Daffu - 5 </li></ul><ul><li>Shruti Nair - 17 </li></ul><ul><li>Subha Ramachandran - 35 </li></ul>
  3. 3. Brands and the Celebrities <ul><li>Indians like to associate themselves with their icons. </li></ul><ul><li>Brand Ambassadors bring their endorsements into limelight. </li></ul><ul><li>The trick of the company. </li></ul><ul><li>Eg: Dharmendra for Rajdoot, Sunil Gavaskar for Dinesh suitings, Kapil Dev for Palmolive. </li></ul>
  4. 4. <ul><li>Brand Ambassadors became attention grabber. </li></ul><ul><li>(Eg: Tendulkar’s contract with Worldtel) </li></ul><ul><li>Coke and Nokia started using brand ambassadors in India. </li></ul><ul><li>(Eg: Regional stars for Coke and Shah Rukh Khan for Nokia) </li></ul>
  5. 5. Indian Consumer Mentality <ul><li>They look up to certain public faces and aspire to be one among them. </li></ul><ul><li>Brand Ambassadors connect with a sense of attachment. </li></ul><ul><li>Brands have temptation to use celebrity ambassadors. </li></ul>
  6. 6. Brand Ambassadors <ul><li>A brand ambassador is a celebrity used to help advertise a product or service. </li></ul><ul><li>They motivate consumers. </li></ul><ul><li>They increase awareness. </li></ul><ul><li>They create positive feelings towards brands, connect user to brand. </li></ul><ul><li>They are used as fire fighters. </li></ul>
  7. 7. Opinion Leaders <ul><li>An active media user who interprets the meaning of media messages or content for lower-end media users. </li></ul><ul><li>They share their experiences. </li></ul><ul><li>They provide credibility that reinforces consumer confidence in brands. </li></ul><ul><li>They give Word of Mouth opinions to the consumers. </li></ul>
  8. 8. <ul><li>They also act as trendsetters in categories such as fashion, music, entertainment and symbolic categories such as watches and mobiles. </li></ul><ul><li>(Eg: Swatch watch and Dev Anand’s hat.) </li></ul><ul><li>They act as brand referrals. </li></ul><ul><li>(Eg: Red Bull) </li></ul>
  9. 9. Six uses of celebrity endorsement <ul><li>Establishes Credibility </li></ul><ul><li>Attracts Attention </li></ul><ul><li>Associative Benefit </li></ul><ul><li>Psychographic Connect </li></ul><ul><li>Demographic Connect </li></ul><ul><li>Mass Appeal </li></ul>
  10. 10. Source Credibility <ul><li>Credibility of an endorser </li></ul><ul><li>Credible image of the product in terms of expertise, persuasiveness, trustworthiness, and objectiveness. </li></ul><ul><li>Strategists look for likeability and similarity between the endorser and the product for eg: Fardeen Khan for Provogue, Aamir for Titan </li></ul>
  11. 11. Establishing a Perfect Match <ul><li>Effectiveness depends on the existence of a 'fit' </li></ul><ul><li>Knowledgeable, experienced, mature, </li></ul><ul><li>Communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary customer. </li></ul>
  12. 12. <ul><li>Effective match: </li></ul><ul><ul><li>Reid & Taylor and Amitabh Bachhan, </li></ul></ul><ul><ul><li>Accenture and Tiger Woods </li></ul></ul><ul><li>Non Effective match: </li></ul><ul><ul><li>Reliance and Virendra Sehwag </li></ul></ul>
  13. 13. Impact of a Brand on consumer purchase decision: <ul><li>Research studies have proven that known products and names are sold more than unknown ones </li></ul>
  14. 14. Factors influencing consumer buying behavior <ul><li>Consumer's psyche and their ability to take decisions </li></ul><ul><li>Traditional Factors affecting consumer decision making </li></ul><ul><li>External influences on consumer behavior </li></ul>
  15. 15. Different stages of consumer purchase decision making Problem Recognition Information Search Generation of Alternatives Evaluation of Alternatives Purchase Decision Post Purchase Decision Brand Preference
  16. 16. Endorser Attributes <ul><li>Attributes of endorser's effectiveness: Attractiveness and Credibility. </li></ul><ul><li>General concept of attractiveness consists of three related ideas: similarity familiarity and liking </li></ul><ul><li>Properties of endorser credibility are expertise and trustworthiness </li></ul><ul><li>FRED: Familiarity, Relevance, Esteem and Differentiation </li></ul>
  17. 17. Influence of celebrity endorsee on purchase decision 42% 26 % 6% 15% 11%
  18. 18. Conclusion