Project Report on

CONSUMER BEHAVIOR AND

BRAND PERSONALITY

Submitted By:

Ansar Hussain: PF2224-D009

Deepak Patil: PF2224-D016
Himanshu Singh: PF2224-D024
Mayur Pednekar: PF2224-D033
Nikhil Lalwani: PF2224-D039
 INTRODUCTION

WHAT IS CONSUMER BEHAVIOR ?

Marketers must have a thorough understanding of how consumers think, feel and act
and must offer clear value to each and every target consumer. Understanding
consumer needs is the key to designing a value proposition that creates value for
each and every consumer. Research on consumer behavior explores how individuals,
groups and organizations select, buy, use and dispose of goods, services, ideas or
experiences to satisfy their needs and wants. To create customer value, marketers
must fully understand both the theory and the reality of consumer behavior. The
tactics shaping the offering and the context of the market in which the offering will
be sold are filtered through the cultural, social, and personal lenses of target
customers, as well as being influenced by consumer motivation, perception, emotion
and memory. This, in turn, influences the consumer buying process a journey that
entails recognition of need, a search for the best means to fulfill that need, and
evaluation of the available options to finally arrive at the ultimate decision of what,
when, where and how much to buy, and how to pay for these purchase.

HOW ARE MARKETERS TARGETING KIDS?

Kids are the future's adult consumers, and they represent a key market segment for
marketers since, in addition to having their own purchasing power, they also have a
say in what their parents buy. They simultaneously serve as influencers and buyers.
Children are a target market with significant purchasing power. There are some
goods that are simply marketed toward children and sold to them. Kids either choose
these products on their own or when parents are there to make the purchase. As a
result, industrial spending on advertising has multiplied. As time-strapped parents
choose material possessions over quality time with their children, guilt plays a
significant part in purchasing decisions.

The “PESTOR POWER / NAG FACTOR” which is a phenomenon in the USA, is

used by marketers to take advantage of kids' incessant requests for products they see
advertised.

➢ Among the tactics marketers employ to draw in children are:

1) Attractive Packaging :
Cartoon characters and intriguing product names that are colourful or may even be
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supported by a celebrity that the child finds appealing are most likely to attract them.
Kids are much more likely to buy a product when it has appealing designs and
images. The youngster is influenced to purchase the product by the packaging's
various opening and closing techniques as well as the possibility of winning a toy or
card inside.

2) Advertising and marketing on TV and social media :

Young people's surfing behaviours assist advertisers in reaching children. Kids are
attracted to various appealing advertising including cartoon characters or celebrities,
and they beg their parents to purchase the advertised product on their behalf. On
websites, marketers attempt to persuade youngsters to make purchases by providing
a free item or a free toy along with the main item.

3) Buzz Marketing :
Buzz marketing is a popular strategy used by many businesses as a fresh take on the
time-tested "word of mouth" strategy. To generate talk about your product, you want
to discover the coolest kids in your neighbourhood and get them to use or wear it.

➢ Some of the examples are as follows :-

1. GOYA FOODS :
Goya foods wanted promote inclusivity, large focusing on helping Hispanic
families striving to raise their children with a blend of both Hispanic and
American culinary tastes. In a 2018, campaign “Growing Up with More
Than one Flavor” the campaign’s target audience was Hispanic parents who
live in the U.S. and who had an interest in teaching their children about their
cultural roots, and also encourage other people of Non-Hispanic backgrounds
to be more inclusive of their culinary choices. Goya strove to position itself as
an ally to families, providing the variety of ingredients that allow Hispanic
families to explore both traditional and non-traditional recipes, thus enabling
their children to grow up with more than one preferred ‘flavor’ while also
promoting the idea that cultural diversity and traditions are something to be
proud of.

2. The Wonderful Company :

The Wonderful Company, currently one of the most successful food and
beverage companies, wants people to live better lives. The company focused
its strategy on being a consumer-first brand to connect with consumers in
personal ways as our current use of technology can be overwhelming, as it
constantly changing how people consume food. The Wonderful Company
wanted to change how parents with young kids eat for the better by
introducing snack options that are healthy and affordable. By strategizing
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 seasonal marketing campaigns and in-store grocery exhibits, the brand
increased household penetration, purchase frequency, and consumer love and
loyalty of all families of diverse backgrounds. Their simple mission to eat
healthier, is universal for all.
The company’s campaign “Grove of Goodness” reached children across the
country through its use of cuteness, but a new custom television commercial
targeted older adult snack to broaden reach. In 2018, The Wonderful
Company launched produce’s biggest ever point of sale display program in
over 10,000 stores nationally and promoting healthy eating for families of all
kinds is a good reason.

3. CASTORAMA :
Creating a home that is not just a place to live, but a place that invites warmth,
support and comfort is necessary for all families. However, it’s not an easy
thing to do, especially when time and money are scare. For parents with young
children who are also looking for ways to bond, French DIY brand Castorama,
known for decoration and home furnishings, created an activity that inspires
home décor and storytelling. Castorama realized that bedtime is one of few
times of day parents and children spend together. To help parents to make the
most of this time, Castorama’s created “The Magic Wallpaper” an
accessible, fun and innovative way for parents to tell stories children, and was
the first wallpaper to inspire innumerable adventures for kids ages 3 and up.
For busy parents, single or not, bedtime can be one of the only times they get
to spend with their kids; nearly 13 million French people were targeted and
the experience was available online before it became available in stores.

Application of Brand Personality in

Consumer Behavior

❖ WHAT IS BRAND PERSONALITY ?

Brand personality helps a company or organization to shape the way people feel
about its product or services. Personalities are what make us likable, annoying,
inspiring, magnetic or dull. A company’s brand personality obtains an emotional
response in a specific consumer segment, with the intention of inciting positive
actions that benefit the organization or company.

An effective brand personality puts a human face on your brand, making it relatable
as well as unique in a competitive environment. Its personality signals whether your
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brand is adventurous or safe, fun or serious, trustworthy or suspect. And brand
personality is just as important for B2B brands as it is for consumer facing brands.
Customers are more likely to buy a brand if its personality matches their own.

FIVE MAJOR TYPES OF BRAND

PERSONALITIES

• Sincerity: Kindness, thoughtfulness, and a commitment to family values.

• Excitement: Characterized by a carefree, spirited, and youthful attitude.

• Competence: Being successful, accomplished, and influential, as

demonstrated by leadership

• Sophistication: Elegant, prestigious, and occasionally even pretentious.

• Ruggedness: Defined as being rough, tough, outdoorsy, and athletic

SINCERITY
Sincerity brand personality has four key traits associated with it in the 5 Dimensions
of Brand Personality Framework. These traits include being down-to-earth, honest,
wholesome, and cheerful. Sincere brands are usually responsible, committed to their
customers, give a feeling of caring and are geared towards family and/or home.
Brands that focus on ethics, sustainability, and transparency are most likely sincere
as well.

Now, let’s look at the examples of sincerity brands, to get an idea of how a brand
with this personality embodies it throughout their marketing strategy, positioning
and initiatives.

➢ DOVE:
Dove is a simple and elegant brand with a purposeful soul that promotes and
encourages the self-esteem in women and girls. They embrace all things pure
and offer their female audience almost godlike status. The brand displays
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 appreciation for all that is beautiful and feminine. It sees that beauty and
femininity in all women and encourages women and girls to see the same
beauty in themselves both inside and out. Dove has a positive and
encouraging personality and communicates optimism and honesty through
their language and tone.

Dove has found a way to relate to the inner thoughts and feelings of its
consumers. Dove promoting effort dependent on the center understanding
that most ladies think little of their actual beauty. Dove’s real beauty
campaign got to the core of a target’s outlook and feelings, in addition to
understanding their behavior, and then creating something that is so
inherently relevant and authentic is to be commended.

➢ CADBURY:
Cadbury targets its customers based on occasions as well like celebrating
Diwali, Rakshabandhan, and any other joy in life or when starting something
very auspicious. Positioning – The brand positions itself as a premium
chocolate synonymous to happiness.

They pride themselves on quality ingredients and luxurious purple packaging

that backs up the quality of what you find inside. It's not about getting bigger
themselves up or having a celebrity front the brand, rather the simple
enjoyment of eating a bar of chocolate. Mission Statement- Cadbury's mission
statement is, “Cadbury means quality; this is our promise. Our reputation is
built upon quality; our commitment to continuous improvement will ensure
that our promise is delivered.”

➢ MAGGI:
Maggi have differentiated its brand image from its competitors in terms of
taste, flavors and packaging. It has launched wide varieties of products in
different flavors & in different sizes catering to different customer needs.
Customers couldn't find this to the same extent with other competitive brands.

First Maggi (2-minute noodles) variants in India: Masala, tomato and chicken
flavors. The Indian consumer was on a lookout for a product that would
provide quality food and was also convenient at the same time. Maggi
recognized this need and thought of a ‘fast relief from hunger’ product.

Positioning: Maggi positioned itself as ‘the 2-minute noodles.’ Consumers

still associate maggi with ‘Easy to cook and good to eat’.

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 Strategies: ‘taste bhi health bhi’: reinforcing their focus on health and getting
in a new angle to 2-mintue maggi: taste!!

EXCITEMENT
An exuberant, young, and spirited attitude is conveyed by excitement. Several
distinct types of brands fit inside this personality trait. Disney, GoPro, and Airbnb
are available. Despite the fact that each of these brands is unique, they all aim to
produce an enjoyable and interesting experience. They epitomise what it is to be
exciting, carefree, daring and enthusiastic.

➢ MOUNTAIN DEW:
Mountain dew with its clever integration with the mantra dar ke aage jeet hai
creates a sense of excitement. Over the years, Mountain Dew has cemented its
brand messaging amongst the youth. The brand philosophy elaborates that
while every individual is faced with fear, real heroes are those have the
courage who face the challenge head on and emerge as winners.
Dew has all such traits which lead it to be lie under excitement just like :
1. Daring - Dar Ke Aage Jeet Hai
2. Imaginative - Tickle Your Inner
3. Up to date - targeting gamers and sportsman
Initially as seen in the commercial dew targeted farmers as it shows the early
era of 20th century. Secondly it shows a feeling of excitement that all
consumers will have after drinking a ship of it. And most prominent was the
tagline that it will tickle your inner. Dew is the product which is been
perceived as masculine product.

➢ STING:
Sting energy with its tag line energy “bole to sting” engage the youth and
encourage audiences to maximise on each moment that they live as it electrify
moments which will resonate strongly with younger consumers across the
country and also creates excitement of having the drink atleast once.
Sting is introduced with a focus on product performance positioning.
"Electrifying Energy, Ultimate Taste" is the brand's motto. The launch
advertisement effectively communicates the positioning, but it is impossible
to call it original because it is reminiscent of previous Center Shock
advertisements. The advertisement is aimed at youthful, health-conscious
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 Indian consumers.

➢ NEW BALANCE:
The US American brand New Balance presents itself with a new global brand
identity. The slogan for this is "Fearlessly Independent Since 1906". The
launch is accompanied by the marketing campaign "Declare your
Independence”.
New balance with its constant innovation and bringing brand ambassadors
like Joe root and the artist amine connects with youth perfectly and create a
buzz within as by means of slogan as Moving forward, giving back innovates
constantly with its shoes and peripherals to have constant excitement among
its customer base.

COMPETENCE

Competent brands are the ones that are primarily seen as being reliable, responsible,
intelligent, and efficient. Consumer views are frequently influenced by how well a
good or service works, as well as by how an organization conducts itself in public
and in the marketplace. As a result, branding is frequently exhibited using bold, thick
fonts, colours that inspire confidence (such as blue and white), and brand
ambassadors who are either knowledgeable about the product or are seen as reliable.
Other typical behaviours include, for instance, a propensity to emphasize the
excellence of suppliers and effective production procedures.

➢ FEDEX:
FedEx which is an American brand which responded by creating a very
complex network and infrastructure that met the demand for extremely fast,
extremely reliable shipment of documents and packages. Even now after
decades of operation, customers are still willing to pay a premium to ship via
FedEx. The whole point of FedEx is getting packages from one place to
another, quickly and reliably. FedEx was the first to specialize in overnight
air shipping. “When it absolutely, positively has to be there overnight, choose
FedEx.” This is the USP of FEDEX they describes in their advertisement.

➢ MORNINGSTAR:
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 Morningstar ratings are a system of assessing an investment policy based on
past achievements. The agency's research is used by many big names in the
financial sector, including the Financial Industry Regulatory Authority.
Morningstar is considered powerful in the investment management industry,
and the firm's ratings and recommendations often influence a fund's assets
under management. The firm's "star" ratings are often used by fund managers
in marketing materials, and positive star ratings bring a credibility to a
fund's strategy.

➢ INFO EDGE:
Info Edge (India) Limited is an Indian pure play internet company, based in
Noida, Uttar Pradesh. It was founded by Sanjeev Bikhchandani in 1995. The
company runs an online job portal Naukri.com, a matrimony website
Jeevansathi.com, a real estate classifieds platform 99Acres.com, a workplace
discover platform AmbitionBox.com and an educational website
Shiksha.com. It is one of India's premier internet-based business. Over a
period of more than two decades it has steadily developed a portfolio of
brands across different domains that primarily provide online classified
services. Driven by innovation, creativity, an experienced and talented
leadership team and a strong culture of entrepreneurship, today, it is India’s
premier online classifieds company in recruitment, matrimony, real estate,
education and related services.

SOPHISTICATION
A brand that is sophisticated is viewed as charming and fit for the upper classes. A
sophisticated brand is refined, lavish, and typically pricey. Sophistication attracts a
very specific group of people. These brands are not for the majority. They cater to
the 1% willing to spend money on the finer things in life to project status. The
personality of a sophisticated brand is often flashy and sometimes arrogant. Brands
that help show individuals their characteristics, their personalities which are
elegance, style, and smoothness will go for luxury brands.
Brands with this personality combine luxury and superiority. They connote the
lifestyle their customer wishes to have and would be the number one choice for
many if they could afford it. The traits associated with this personality include
classy, elegant, upper class, timeless, and glamorous.

➢ JAGUAR:
Jaguar is the brand of Jaguar Land Rover a British multinational car
manufacturer with its headquarters in Coventry, England. The parent company
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 is Tata Motors. Jaguar become known as one of the world's most prestigious
car brands. The Jaguar symbol signifies elegance, style, luxury, and power. In
advertisement ‘there's a new boss in the town' Jaguar emphasizes their upper
class by comparing car with higher designation. It attracts higher class rich
people to buy Jaguar.

➢ RADO:
The Swatch Group Ltd is a Swiss manufacturer of watches and jewellery. .
Rado is the subsidiary of this group.
The USP of Rado watches is their elegance. This brand has successfully
established itself as being sophisticated, elegant, and upper-class brand. In
there advertisement, ‘Every Masterpiece is born here', Rado compares it’s
brand to masterpiece. Normally they provide high tech ceramic in their
watches so it depicts high class user experience.
A watch that epitomizes luxury and is backed by narrative rich in heritage,
craftsmanship and technology, has a value beyond its cost. It is a value we
place on owning a piece of history, a value we associate with artisanship. A
luxury watch like Rado has an inherent value that goes beyond merely
following current trends.

➢ STARBUCKS:
Starbucks Corporation is an American
multinational chain of coffeehouses headquartered in Washington. It is the
world's largest coffee house chain. The parent company of Starbucks is Tata
Group.
It's one of the most successful companies in the world. It is so successful
because it was able to provide an experience that changed how much of the
world thought about coffee shops and how many of us drink coffee outside of
our homes. It gives timeless experience to customers.
Starbucks targets high class people and high profile consumers have meeting
over there as they portrays themselves as high quality brand in advertisement.
Also price illusion helps brand personality to attract more customers.

RUGGEDNESS
The ruggedness brand personality has four key traits associated with it in the 5
Dimensions of Brand Personality Framework. These traits include toughness,
strength, being outdoorsy, and being unconventional. It is as a brand personality
relates to something rough, tough, outdoorsy and athletic. People who want to
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amplify their feeling of being active and strong generally relates to brands that has
ruggedness as a personality trait. These brands are built to last and seen to be strong,
tough and authentic.

➢ THAR:
The Mahindra Thar is a compact, four-wheel drive, off-road SUV
manufactured by Indian automaker Mahindra and Mahindra Ltd.
For 12 years, this brand has been indelibly linked to adventure, powerful and
supremely capable. In their ad campaign ‘Explore the Impossible’ they portray
a picture of powerful car. As an off roader, the Thar actually has what it takes
to take on any kind of turf, be it sand, snow, mud or even shallow waters.
The Thar comes with a lot of badges, but the most well-versed identity is that
of being India’s most seasoned off-roader. It embodies the spirit of the
original Jeep and is not shy of proclaiming freedom, which is why we got first
glimpses of the car on India’s Independence Day. First impressions, it looks
more modern and bigger than the outgoing model.

➢ ULTRATECH CEMENT:
UltraTech Cement Limited is an Indian cement company based in Mumbai
and a part of Aditya Birla Group.
In their recent ad, ‘Ghar ek mauka ek, isliye Cement bhi desh ka No.1’
company promotes strengthens of cement. UltraTech as a brand embodies
'strength', 'reliability' and 'innovation'.
UltraTech pioneered the UltraTech Building Solutions concept to provide
individual home builders with a one-stop-shop solution for building their
homes. This is the first pan-India multi-category retail chain catering to the
needs of individual home builders.

➢ WOODLAND:
Woodland is an Indian footwear brand known for toughness. The parent
company of Woodland is Aero Group. Normally people use woodland
footwear for rough use. The tagline of Woodland is ‘Explore more’. The
brand stands for Spirit of adventure. Shoes are classically manufactured for
the toughest meanders.
Woodland got the ruggedness, outdoorsy, and ready for adventure personality
through its products (hard boots – meant for adventure) and smart marketing
strategies. They also used the colour green, which represents nature, to build a
personality of being outdoorsy.

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 CONCLUSION

Brand personality describes the human personality attributes connected to a brand.

According to Aaker's brand personality scale, brand personality can be categorized
into five categories: honesty, excitement, competence, sophistication, and
ruggedness. Consumers can recognize and distinguish between the various brands
that are offered on the market thanks to brand personality qualities.
In the present day, customers choose a certain brand to meet their requirements for
self-actualization and self-esteem in addition to their basic physiological, social, and
safety needs. Only when a brand's personality aligns with their own do they purchase
it.
According to the empirical investigation, different personality traits have a
favourable effect on customer behavior. If consumers are pleased with the brand
after making a purchase, they are likely to remain loyal to it and feel a connection to
it. As a result, it can be difficult for marketers to build and create brand personalities
that are consistent with that of their target customers. As a result, marketers should
work to set their brand apart from that of their rivals.

REFERENCES
https://en.wikipedia.org/wiki/Consumer_behaviour
https://www.feedough.com/brand-personality-definition-examples/
https://www.economicsdiscussion.net/marketing-2/brand/brandpersonality/32816
https://liveinnovation.org/brand-personality-understanding-aakers-5- dimension-
model/
https://www.marketing91.com/brand-personality/

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