IMPORTANT: Your assignment will not be accepted without the FRONT SHEET.

Campus: Chandigarh Stream: Marketing

Level: PCL-1 Year/Semester 3rd
Module Name: Consumer Behaviour Assignment Type: Weekly Assignment
Student’s Name: FAHEEM SHAHJEE Assessor’s Name:
Reqd. Submission
Issued on:
Date:
Actual Submission
Submitted to :
Date:
Assessment Front Sheet
Higher Level Skills
Students are expected to develop the following skills in this assignment:
• Cognitive skills of critical thinking, analysis and synthesis.
• Effective use of communication and information technology for business applications.
• Effective self-management in terms of planning, motivation, initiative and enterprise.

Certificate by the Student:

Plagiarism is a serious College offence.
I certify that this is my own work. I have referenced all relevant materials.
________________________
(Student’s Name/Signatures)
EXPECTED OUTCOMES Assessment Criteria – To achieve each outcome a Achieved (Y/N)
student must demonstrate the ability to :
Understanding the role of Understand the basic concepts of culture and how these
culture in consumer behaviour are instrumental in influencing consumer behaviour in the
and acknowledging the critical decision - making process.
role it plays in formulating
effective marketing strategies
Assignment Grading Summary (To be filled by the Assessor)

Grades Grade Descriptors Achieved Yes/No (Y / N)

P A Pass grade is achieved by meeting all the requirements defined.
M1 Identify and apply strategies to find appropriate solutions.
M2 Select/design and apply appropriate methods/techniques.
M3 Present and communicate appropriate findings.
Use critical reflection to evaluate own work and justify valid
D1
conclusions.
Ability to anticipate and solve complex tasks in relation to the
D2
assignment.
D3 Demonstrate convergent, lateral and creative thinking.

OVERALL ASSESSMENT GRADE:

TUTOR’S COMMENTS ON
ASSIGNMENT:
SUGGESTED MAKE UP PLAN
(applicable in case the student is
asked to re-do the assignment)
REVISED ASSESSMENT GRADE
TUTOR’S COMMENT ON
REVISED WORK (IF ANY)
Date: Assessor’s Name / Signatures:
Q1

A) Summaries an episode of a weekly television series that you watched

recently.
Describe how the program transmitted cultural beliefs, values & customs.

In the era of saas-bahu saga with the post liberalization reforms, this
completely changed the phase of content being offered on television. The
masses loved this transformation with the daily soap dramas holding a special
place in their lives. The depiction of the female protagonist dealing with home
and office politics, fighting all the odds and preventing her family from all the
miss-happenings and the horrifying vamp’s characters with their loud make-up,
colored lenses stylish bind is and weird hairdos which defined their looks- all
got an undisputed share of mind and notched up viewership. Tales of women
dressed in crystal-studded sarees and noodle straps plotting against each other
were lapped up by the masses and made their way into their living rooms.

The not so concerned and patient audience stood up and became aggressive
with the death of Mihir Virani- the most loved and obedient son of the Virani
family and the male protagonist of kyunki saas bhi kabhi bahu thi, the highest
rated soap opera of the times. His death was one of the most tragic deaths ever
witnessed on the small screen and viewers reacted as if some beloved family
member had died. This led to the change in the plot with his comeback. With
the unique style of dialogues; the negative shades of komolika of kasauti
zindagi ki and ramola sikand of kahin kissi roz added spice to the daily soap
operas. The likes and dislikes of the favorite characters became a style
statement with the audience who believed in whatever was portrayed on screen.

The audience imbibed whatever was there on television in their real lives and
whatever was in the lives of the masses was imbibed in the television content.
The regressive soap operas of the suffering bahu, scheming saas and the
vicious sister-in-law shifted the emphasis on the khatti-mithi (sour and sweet)
tales of daughters addressing the social issues.

Balika vadhu, a serial on child marriage, which broke through the dominance of
the saas-bahu programmers that were the staple of all general entertainment
channels, brought about a revolution showcasing issues that resonate with the
small- town viewers. The television rating point (trp) game led to the similar
content being disseminated across and thus the shift in the content of Indian
television .

Viewers who identified with the characters of malgudi days, humlog and
buniyaad and then the tales of business class families, which rekindled the
aspirations of urban middle class viewers are now becoming inquisitiv e about
 the story of a family living in the interiors of haryana, bihar or rajasthan. Balika
vadhu or agle janam mohe bitiya hi kijo are the programmes which are able to
distinguish their position from that of the protagonist, making the audience
inquisitive and connected to the window to the rural India.

Offering on the similar lines, the programmes like na aana is des laado focusing
on female infanticide and sabki laadli bebo , which is a story about a father who
yearns for a daughter are getting the share of viewership because of the
connect that it offers, that is including the cultural nuances keeping the
audience glued to their content. Agle janam mohe bitiya hi kijo , a story about
poor families selling their daughters off and serials like saat phere and bidaai
focusing on the plight of dark-skinned daughters turned the viewers suddenly
into the proud parents of daughters, something which is close to their heart and
thus the content is gaining grounds.

From the time when television as a medium was at a nascent stage and was
looked up as the basic source of entertainment to the present era of digital
technology and mobile telephony, TV has maintained its importance and a
special position in the lives of the Indian masses. Even today, the content
disseminated on television is being discussed and a large majority of single TV
viewing middle class families of india picks up the examples from the lives of
their favorite protagonists and try to imbibe them in their own lives.

Be the style statement portrayed by the saas-bahu protagonists, to the social

characterization set by the changing television content of the day, television
has grown up to become a part and parcel of the lives of the audience
establishing a unique bond with them.

B) Select and describe three commercials that were broadcast during the
program mentioned in 1a (the above question).Do these commercials
create or reflect cultural values? Explain your answer.

India is the world’s second most populous nation. Over a billion people live within its borders,
making it second in size only to China. It is a land where the old and the new, the traditional and
the modern, Â all exists together. Managing brands and targeting consumers, Â is not a child’s
play in Indian society seeing the size varied culture of the country. Indian Advertising
 understands the social and cultural diversity of India. Thus,  advertising is to reflect society,
emotions of people especialy in a country like India where people are super sensitive about their
personal issues. Â Fortunately Indian commercials are playing their role in a very dignified
manner and are able to reach out to their targets with open arms. Â Indian commercials are
simply fun to watch and I find them very very creative and entertain to watch.

The Indian TV advertisement market size is estimated to touch 3 billion dollars (12,000 crore
rupees) in year 2007. Gone are the days when Indian commercials were lacking behind
compared to the western commercial.

Indian ads speaks more then just the product they are the mouth organs of commoners and at
times one get the feeling as if the ads are expressing our internal feelings and thought which we
wanted to tell the society, relatives and our loved ones. They are so touchy, emotional,
intelligent at the same time very witty. Â Some of the best advertisements in recent years have
been from phone companies like Airtel, bsnl and also soft drinks company like  Pepsi and
Coke. Â The rivalry between these two soft drink giants in India has bought out the best of
creativity in their TV commercials.. Creativity wise, Airtel gets the cake but I think overall
execution wise, relevance etc havent seen a better ad then that cadburys .

There has not been a fevicol ad for a very long time, but they still are one of the best ads that i
hv seen  the fewiquick add in which the fisher man sticks fewiquick on a stick and catches fish
is a very creative ads. In the current scenario, The ads by mentos are preety good and a few
months back there was an ad by Bank of India featuring a Boy and his Piggy Bank.. beautifully
crafted, vch surely touches the emotions of the viewer.. The safari the first one with kim
Sharma (guessing) hitch hiking in the middle of a river(cool background score) RECLAIM YOUR
LIFE  ads are too good ads have added mystical touch to their product something that stands
apart sets u free which i believe is quite appealing

The advertisement of the HDFC Standard life insurance  with the tag line of ” Sar utha ke
jiyo ﾝ can be considered as one of the best advertisement of television. Â Even Happydent
white chewing gum . it has an exaggerated creativity and brand image that Happydent white
chewing gums has created due to these ads is just amazing ! This one is actually third ad in
their series. The earlier two got progressively better (The Photoflash by teeth and the Cow
Teeth),It has a comedy angle and something different from the league. Friends if i start
discussing about the  Indian ads and my favorite ad i am sure I will be very confused and the
 list will be simply endless.  Over all ads are admired because they are the mouth organ of
common people, their strength, their fears, future plans and shows the web of daily life, Of
course it’s great stress buster to see your favorite icons ,movie stars, players speaking and
performing on your behalf.

All this together makes them very close to audience heart and some where we will we are all
part of them.
 The 3 commercials broadcasted during the TV serials were-

1. Cadbury Dairy Milk For Shubh Aarambh –

In the TVC, the conventional practice of eating something sweet prior to

executing a good deed has been merged into the modern context - with a
contemporary twist. The commercial opens with a scene at a local bus stop,
where a teenage girl is devouring a Cadbury Dairy Milk while waiting for the
bus. A humble looking, equally young boy asks her for a bite. When she
refuses, attributing her behaviour to the fact that he is a mere stranger, he goes
on to explain how his mother advocates sweet consumption before doing
something noble. Drawn into this explanation, the girl obliges and hands him a
piece of her chocolate.

Curiosity gets the better of her and she asks him what the good deed is, to
which he replies that he is about to drop her home. The scene closes on two
blushing teenagers.

2. IDEA:-

The latest social ad which is aired these days on the Indian television nearly on all channels at
prime time is again of a mobile phone which promotes communal harmony and also espouses
education for the unprivileged children. Interestingly, Abhishek Bacchan is the model and he
simply looks cute as a priest. A creative approach of owning bonding while retaining the Indian
flavor in the campaign, with a good measure of humor, has been the trademark of its
advertising.

3. FEVICOL:-

The ads have showcased human bonding in different forms be it the rickety bus ad (an
overloaded bus with people all over it, hanging on and not falling), the Pakde rehna, chodna
nahi series (the hold-on, don -let-go ads, doffing the hat to the climaxes of Bollywood films), or
the pundit reciting the mantra, Yeh Fevicol ka mazboot jod hai, tootega nahi (this bond won
break). The Fevicol ads have won 30 awards in the last five years. All because of it’s social
approach in the theme.

4. TATA TEA:- Then there is one Tea brand ad which makes fun of power and vote hungry
politicians and once again touches the sentiments of the people.
5.VIDEOCON TELECOM–

A majority of Indian prepaid users are worried about running out of talk-time
balance in the hour of need. It is effectively shown & capitalised by Videocon
telecom. "Signal mein break, plan leke dekh" is their punch line.

Social ads are all the more popular and successful in a developing country like India as there
are many social, political and economical issues which are yet to take shape. People of such
countries can emotionally be exploited and they respond well to such ads.

Finally, the bottom line says that an ad has to leave a message that is remembered even after
the ad is out of sight. So social ads are achieving the basic purpose as they continue to stay
in millions of minds even after the demise of the product and also the ad.