Meaning Of Lifestyle, AIO And VALS Framework

Lifestyle variables can be described in terms of certain quantifiable psychographics variables defined on the basis of how people spend their time (Activities), what they consider important in their environment (Interests) and what they as well as the world around think of them (Opinions).

Joseph Plummer has described certain variables which define lifestyle. These are presented in Table 5.1. These lifestyle variables are defined by how people spend their time (activities), what they consider important in their environment (interests) and what they think of themselves as well as the world around them (opinions).

Understanding of life-style variables will help marketers in two ways: 

• Broad lifestyle trends (working couple) have altered the habits, tastes and purchasing behaviour of Indian consumers.

• A knowledge of lifestyle can be used on a product-specific basis by marketers. Say VLCC can work on developing an inventory of activities, interests and opinion specially designed for the health conscious consumer market.

Measuring Lifestyle Characteristics

Marketers need to measure lifestyle characteristics specific to certain product's and consumer categories in order to market to them. We will discuss two ways to measure lifestyles.

Develop an AIO Inventory: A very common method of measuring lifestyles is by developing an inventory of activities, interests and opinions. (An AIO inventory). There can be two types of AIO inventories:

a. A Generalized Inventory  which can be applied across to all product categories and given under broad segments such as housewives, trend conscious consumers or gadget savvy consumers.

b. Product Specific AIO Inventory which will be specific to a particular product category. For example, a lifestyle inventory to describe health conscious consumers, purchasers of lifestyle accessories or online purchasers.

Both the above inventories are developed by formulating many questions related to consumer activities, interests and opinions and then selecting a smaller number of questions which will best define the consumer segments. Box 5.1 throws some light on the change in lifestyles of working women and housewives, on the basis of a survey, (carried out by The Knowledge Company, an initiative from the team of Techno Park, a management consulting firm) of 50 centers representing 784 urban areas covering seven town classes and a sample size of more than 25000 consumers.

The AIO Framework

The AIO framework is broadly similar to the concepts of VALS system, in that it also attempts to classify distinctive lifestyle groups. This is done on the basis of a questionnaire designed to measure Activities, Interests and Opinions (AIO).

Such a classification will enable the marketer to identify the specific group of consumers at whom the product or service is targeted and then work upon the suitable marketing mix elements. For instance, in the early 1980s, Levis Strauss had used the AIO framework while developing a new range of clothes, when the company took the decision to diversify away from their core business of denim jeans. Even though the new line had eventually proved unsuccessful, their research had identified five basic lifestyle segments, each of which had revealed specific characteristics. These were:

Q1 Main Stream Traditionalist (19% proportion of population). This category of customers were over 45 years, a typical department store shopper, conservative, who prefers to shop with wife and values her opinion and could easily be the main target for Levi action slacks and action suits (i.e., semi smart casual wear).

Q2 Classic Independent (20% proportion of population). Such customers were aged between 20-60 years, typically a specialist store shopper, who dresses traditionally although not unfashionably. For such customers looking 'right' is important. They prefer to shop alone and spend more on clothes when compared to other groups.

Q3 Utilitarian Jeans Buyer (26% proportion of population). In this category consumers can belong to all ages, typically are department store shoppers who don't care much about clothes, preferring wearing jeans for work and play, i.e., a Levi Loyalist.

Q4 The Trendy Casual (19% proportion of population). These customers are aged between 16-45 years, shop at department and specialist stores, like to be noticed, may or may not wear jeans for work but definitely will wear them for play.

Q5 Price Shopper (15% proportion of population). Such customers belong to all ages, are department and discount store shoppers looking for bargains. For them appearance is only important within certain parameters.

The Vals Framework

The original VALS (Value and Lifestyle) framework was developed in the United States by Arnold Mitchell of the Stanford Research Institute, using the answers of 2713 respondents to 800 questions to classify the American public into nine groups, namely, survivers, sustainers, belongers, emulators, achievers, I-am-me, experimentals, societally conscious and integrated. The original VALS system was specifically designed to understand the dynamics of societal change and later on adopted as a marketing tool.

However in 1989 a revised VALS system was developed with the intention of using it to understand consumer purchase behaviour. The current VALS framework classifies American population into eight distinct sub-groups (or segments) on the basis of consumer responses to 35 attitudinal and four demographic questions. Figure below0 gives a brief description on VALS classification along with details of the consumer traits in each of the segment. This revised VALS grouping is worked out on the basis of two dimensions: (a) Self Orientation, (b) Resources.

The major groupings (in the Figure, from left to right) are defined in terms of three major self-orientations along with a new definition of resources which are:

The principle oriented refers to consumers whose choices are motivated by their beliefs rather than by desires for approval. Such consumers choices are based on abstract or idealised criteria rather than on emotions or desire for approval from others.

The status oriented refers to those consumers whose choices are guided by the actions, approval and opinions of other people. They prefer products and services which will convey their success to others.

The action oriented are those consumers who are motivated by a desire for social or physical activity.

Each of these major self-orientation describes clearly perceptible (distinct) attitudes, lifestyles and decision-making style of individuals.

Resource (from most to least) refers to a range of psychological, physical, demographic and material means and capacities of the consumers which includes education, income, self- confidence, health, eagerness to buy and energy level. In terms of consumer characteristics, all the eight VALS 2 segments differ in certain important ways. For example,

Believers have a tendency to purchase American made products and are also slow in changing their consumption related habits.

Actualizers are attracted to top-of-the-line and new products. i.e., They can easily become early adopters of new products especially if it involves a new innovative technology.

VALS system have been used by American marketers to understand the traits affecting consumer purchase behaviour and decisions.

They have used VALS to develop market segmentation, media and advertising strategies. India, has slowly started emerging as an upcoming economy, developing at a fast pace. Marketers are interested in investing in such an emerging market, where the challenge lies in trying to gauge and understand "how to meet consumers needs" in such a diverse market. The Future Group (formerly Pantaloon Retail) realized that they are targeting a complex group of consumers with different profile, requirements and aspiration. So, in order to address the consumers needs, the Future Group decided to have a finger on the consumers' pulse and understand the consumption trends. For this, they carried out surveys and sifted through an enormous data and compiled it into trends which helped to make informal strategic decisions. The future have invested to understand the diversity at the bottom of the pyramid - study communities, (their sensitivity of income and consumption), infrastructure, access and distribution (to ensure better (suitable) products to cater to every region's cultural and local consumption needs) and efficient financial services (to help smooth the income shocks). group

For instance, through a group company, Future Capital, the company identified a 'Project Money Bazaar' for the manufacture and retailing of financial products. The format was to focus on tapping the middle and mass end of the consumption market with a retail credit plan, which will offer everything from credit cards, auto and consumer durable finance, mutual funds, insurance, money transfer, financial planning micro finance and mortgages. The researching team used a mix of anthropology and economics to map the consumption trends and behaviour and also suggested different strategies for different cities. For example, the company planned to have specialized kiosks to tap the urban poor, in Asia's biggest slum at Dharavi (Mumbai).

Forester's Model

Forester's research has also contributed to lifestyle segmentation. This model speaks of two dimensions:

(a) On the Horizontal axis, are shown primary motivations, family, career, entertainment and status.

(b) The Vertical axis conveys about attitude towards technology (optimistic or pessimistic) and disposable income.

The segments also include consumers who are:

Career focused with high disposable income but are technology pessimists. Entertainment focused couch potatoes with high disposable incomes and proponents of technology and

Status oriented cyber snobs, with high disposable income but are optimistic about technology.

Forester opines that consumer's who are fast forwards and techno strivers make rational decisions while purchasing technological products and so can be targeted for products which connect to superior performance. For example, cell phones and computer connections.

Generally, knowledge about such categories can help marketers to address consumer segments with specific needs such as those who are inclined towards technical products and services.

Changing Lifestyle Trends Of Indian Consumers

Changes in the lifestyles of Indian consumers is partly due to changes in their demographic characteristics and partly due to changes in their values. Some of the visible changes in the lifestyle trends are given below:

Changes in the Traditional Male/Female Purchasing Roles

There have been changes accruing in the demographic lifestyle of Indians. Various studies (like the Technopack Study and Census) have indicated an increase in the number of women working outside the home, which is a shift away from the traditional roles of a working husband and housewife households. Now with double income households very common in urban India, unlike the earlier popular saying where 'customer is king' featured, the shift is now towards the ‘queen'. This new financially independent and discerning target market are found to be actively involved in buying decisions which were once considered to be predominantly male dominated areas right from automobiles to financial services, white goods and home improvement products.

THE WEEK/C-Voter Opinion Poll (from November 20 to 22, 2006 in 10 metros) was carried out interacting with 1,218 women while they were shopping. The poll findings revealed that 68 per cent of them are major decision makers in their household, 73 per cent are more confident purchasers than their previous generation and a (huge) 80 per cent of them said that they were ready to spend more for better quality. In fact for decisions involving children's education, or buying clothes or even an apartment, women were consulted by their male counterparts and sometimes they even take the final decision.

Men are also seen to be actively involved in parenting with accompanying children for shopping, entertainment and visiting malls and eating joints. This is the reason why mall owners and retailers are trying their best to woo the entire family by providing 'value addition' in terms of customer care initiatives, special offers, events and promotions and make the shopping a wonderful experience.

The changing role of man has even extended into changes in male values also. There is more acceptance of equality between the sexes and males do not feel the need to conform to the earlier 'macho' image. Men are more willing to purchase products which was once dismissed as exclusive feminine skin care products, cosmetics, jewellery etc. For instance, exclusive Fairever cream for men are also available in the market. A new concept of the sensitive man has emerged, as one who is equally vulnerable as the women of today. The ad for Krack Cream (the forgetful husband remembers to purchase Krack Cream for his wife, who has cracked heels) or the nurturing father who purchases Dabur Baby Oil for his baby son or the caring father who looks after his sick child (Vicks Vaporub) while his wife has gone out of station. All the above advertisements convey the message of more involvement of men in family and home making activities.

These lifestyle changes, which is an offshoot of better earnings is playing a big part in the purchasing roles of women. In the words of Ms. Abha Shukla (Additional Commissioner, Nagpur, Revenue division), "There is an overall change in lifestyle, especially in urban areas. With improved financial status, people prefer to make their lives easier by using an array of electronic gadgets. It also means women take active participation in the decision-making process".

The present day, working woman is sharp, educated, value and price sensitive and thinks a lot before making up her mind. Now, women are displaying greater affluence, independence and self confidence than in the past. The change is visible across all age groups. In fact, surveys (like the week/c-vder) have shown that spending from one's pocket is a thrill even reflected in smaller towns where there are fewer working women. Marketers are trying to match the changes seen in the women purchase roles by making suitable offerings. Trent started the hypermarket star India Bazaar in Ahmedabad, where "store credit cards" were introduced. While the ratio of men owning the in-store card was higher, about 30 per cent women owned it. Well known apparel manufacturer selling Van Heusen and Provogue, essentially men's brands are branching out to cater to women. Reebok, has gone to the extent of creating a knit salwar kameez for the Indian women. Tata Motors has designed and marketed four wheelers to women. For example, the advertisement of Tata Sumo Victa, shows the nonsense lady driving her sleeping family in the car or the group of girls singing Dumb Dumb Dumb... in the Tata Indica Xeta commercial.

More Conscious and Inclined Towards Health and Nutrition

Alongwith education and financial independence, Indian consumers (both males and females) are also showing a concern towards maintaining a fit and healthy lifestyle. This awareness is affecting the consumer purchase pattern. Indian food, traditionally has been using a lot of oil content, now consumers are switching over to oils which have lesser cholesterol content like sunflower oil (Gemini, Fortune, Nutrilite), dairy products with low fat content (Britannia's 33% less fat cheese slices or Amul's low fat cheese spread etc.,) or Nestle's Everyday slim tea whitener.

Calcium Sandoz has positioned itself as a calcium supplement targeted at growing children and women (especially in the menopausal age group). Spas such as Kumarakom (Kerala) or Kenilworth Beach Resort and Spa (Goa) advertises about massages, treatments, therapies and beauty baths, gym and diet meal and low calorie dishes being served for health conscious customers. Even food and Beverage companies are positioning their brands so as to appeal to the health conscious, customers. For example, Maggi's healthy soup, ITC'S Sunflower oil.

Alongside, because of the self indulgent lifestyle adopted by the people, at times they also become victims of obesity and related health problems. Marketers of various products are trying to take care of this problem through offers (Sugar free, VLCC) which can address these concerns.

The Lifestyle Changes of the Emerging Consumption Community

Post liberalization, the middle class has made several significant developments in the marketing scenario and emerged as the 'consumption community' of the country. People belonging to this class are more educated, better exposed to the global lifestyles and with constantly growing aspirations which is reflected in their consumption pattern and standard of living. There are also certain socio-cultural factors which has affected their lifestyle pattern. Broadly these can be categorized into three:

• The rapid growth of urbanization

• The earlier existing joint family system giving way to the nuclear family setup.

• More women taking to work and the domestic help becoming scarce and/or costly.

All the above have acted as precursors for bringing about rapid changes in the middle class consumption pattern. The dual income households are able to purchase household appliances, due to changes in lifestyle and increase in affordability.

Products such as Whirlpool Washing Machine with water saving facility, or Haldiram instant ready to eat eatables are examples of products which, are sold on the positioning of - saves timel makes the job easy all of which will suit the lifestyle of the neo rich middle class family.

Further, research (Grey Worldwide) has shown that a majority of consumers in the metro cities, being exposed to the best global consumption culture have no qualms about indulging themselves and get a feel of better lifestyle. According to the National Council of Applied Economic Research (NCAER), in mid 80's, India's middle class constituted less than 10 per cent of its population but today it comprises over 30% of the total population. The transformations at the social level like a younger population which has tasted financial independence at a much earlier age, the rise of nuclear families, increased media exposure and broad acceptance of the credit culture-have all contributed to the growth of the middle class. Naresh Gupta, National Head (Account planning) Grey Worldwide, points out that a recent research on young Indian consumers revealed that they were very confident and assured about their future and well being and not too apologetic about their indulgence and expenses. Broadly what Indians spend on, is presented in figure below.

Adapting to Greater Time Pressures, Growing Self Awareness and More Value Oriented Approach

In order to cope up with the fast paced lifestyle consumers (as mentioned earlier in the chapter) are giving increased emphasis to buying time saving conveniences. With working couples on the rise, the woman of the house is required to do 'multitasking' i.e., she has to devote and manage time between home and career. Such consumers will appreciate various marketers' products and service offerings such as Kellogg's breakfast offerings, Instant food mixes (Mother's choice, Maggi, MTR, Haldiram's) snack bars or fast food outlets (such as McDonald's, Domino's, Subway, Nirula's, Pizza Hut etc.)

Even organizations offering services in the form of financial services, tourism, (or travel) auto purchases etc., have launched online services (e-ticketing, travel.com etc.,) to enable customers facing paucity of time to avail of the convenience of online service offerings.

With an increase in personal disposable income, consumers are keen on adopting a more self aware lifestyle. i.e., they are interested in the purchase of products and services which convey a feeling of personal achievement such as well known branded clothes, cars, personal care products, home appliances, cars etc. These consumers are also technology savvy and often plan and lead their lives through the use of technology. This also seems to be a global trend, where consumers find information on the web and are able to communicate and connect with other consumers having similar interest. Thus, this e-age has given rise to consumers who are more interconnected and knowledgeable.

In fact studies (The Economic Times) have indicated that internet access is changing the consumers' lifestyles (spending significantly less time on reading or watching television) because of more time spent on the web.

To keep in pace with economic developments with increased buying powers, consumers have adopted a value oriented lifestyle. Consumers are interested in the purchase of products which signify a certain level of quality. They are looking out for affordable quality. This value orientation has resulted in loosening of brand loyalties, increase in the purchase of private labels and economically priced products. The growing popularity of retail outlets such as Big Bazaar/Food Bazaar etc., can be attributed to the value oriented lifestyle preferred by today's consumers.

Internet & Lifestyle Patterns

Today, access to the internet has also brought about a change in consumers' lifestyles. It is seen that consumers who are addicted to the internet, spend fewer time reading books (or other reading material), watching television or socializing. Thus, internet usage is changing lifestyles because total involvement with the network, makes consumers surf the set for entertainment, socializing and enjoyment. Such consumers (or individuals) are completely focused on the activity at hand and managing their skills to match the online environment challenges. In fact, they are less conscious about what is happening in the world outside the internet. But health specialists have suggested that rather than adopting of such compulsive internet addicted lifestyle, a more healthy lifestyle should be followed which includes or integrates internet surfing along with other interests and activities.

Personality 

As seen in the beginning of the chapter, personality has been defined as patterns of individual behaviour which are consistent and enduring. An individual's personality also represents a set of characteristics which will help to understand consumer behaviour better. Understanding of personality characteristics can work as valuable guides for marketers. For example Health Food Drink Market in India is dominated by popular brands such as Horlicks, Boost, Maltova, Viva, Bournvita etc. All these brands have been scientifically developed to specially cater to the nutritional needs of the varying consumer segments. It was observed that these drinks were mainly consumed by children who were strong influencers in the family purchase decisions. Studies revealed that this category of customers who had the highest supplementary requirements were also more enthusiastic about sports and cricket in particular. The makers of 'Boost', consequently repositioned the brand such that it associates growing kids with cricket. It is said that Boost was one of the first in the HFD category to have used celebrity endorsement to convey its energy proposition and there by differentiated itself from the other brands. Boost has been successfully endorsed by India's most famous cricket stars, especially those who had a humungous fan following among children, starting with Kapil Dev the most charismatic cricketer of his time in the 1980s and then with Sachin Tendulkar in the 1990s. Sachin has continued to remain steadfast in his support for Boost, with Virendar Sehwag joining him as a brand (Boost) ambassador in 2001.

The personality of the Boost brand is now designed to be distinctly sporty and energetic and everything from the tone of communication to packaging done to reflect this vibrant energy. 

In fact today, the colour red and the tagline "Boost is the secret of my energy" have become synonymous with the brand.

Properties of Personality 

In the study of personality, one should be aware of three distinct properties.

• Personality will reflect individual differences: No two individual's are alike because their inner characteristics will be unique and relevant to that individual only.

• Personality is consistent and enduring: Generally, an individual's personality will remain almost the same throughout his or her life. We often hear older people commenting "He has been of the same nature "very quiet" since the time I have known him". Such statements support the contention that personality is both consistent and enduring.

• Personality can change: Certain specific events can bring about a change in the individual's personality, for example- marriage, birth of a child, a significant career 'promotion etc.'

Theories Of Personality 

We will briefly discuss three major theories of personality: (1) Trait theory (2) Psychoanalytic theory (Freudian theory) and (3) Neo-Freudian theory.

Trait Theory 

The trait theory is primarily quantitative in nature and focuses on the measurement of certain specific characteristics or traits. A trait is defined as "any distinguishing, relatively enduring way in which one individual differs from another" (J.P.Guilford, 1959).

Trait theorists advocated that personality tests will indicate the individual differences in terms of specific traits.

Trait theorists would make up personality inventories and ask those included in the sample to give their response to many terms, which could take the form of:

• agreeing or disagreeing to certain statements or

• indicating a liking or disliking for particular situations or certain types of people. Thereafter, these items are statistically tested and analysed and worked out to indicate few personality dimensions.

Marketers can use personality traits to segment different markets. For example, there are some personality tests based on a single trait personality (which measures only one trait - say self confidence) being specifically used to analyse consumer behaviour. Such tailor made personality tests are specifically used to measure consumer traits like:

• Consumer innovativeness (to what extent a person is receptive to a new experience) buying

• Consumer susceptibility to interpersonal influence (SUSCEP) (To understand how consumers will respond to social influences).

• Consumer materialism (To ascertain the extent to which consumer's are attached to worldly 'material' possessions).

• Consumer ethnocentrism (CETSCALE) (The likelihood of consumer accepting or rejecting foreign-made products).

Psychoanalytic Theory Or Freudian Theory

Psychoanalytic Theory goes beyond studying the traits of groups of people. This theory is based on indepth study of individual personalities. Psychoanalytic theory developed by Sigmund Freud at the beginning of the twentieth century has been a major contribution to psychological thought especially on the term 'Personality'. This theory has been developed on the premise that unconscious (biological) needs or drives are all root forces determining human motivation and personality.

The psychoanalytic theory of Freud emphasises on the fact that human personality is made up of three main interdependent forces - the Id, the Ego and the Superego. And human behaviour is dependent on the interaction of these three systems.

Id: The id is referred to as the source of all its driving psychic energy (the libido). All the instinctive carvings, needs, desires which demand immediate gratification - all have their origin in id. The human being will seek immediate satisfaction without much concern for the specific means of satisfaction. However, it is not possible for man to express his basic impulses or animalistic nature in society because then it would mean going against rules, mores and values. Thus this makes it necessary to have a second system of personality.

Super Ego: It is the internal representative of the traditional values and the ideals of society. The function of the super ego is to restrict those impulses (which are condemned by the society) of the id. The super ego can be conceptualised as the moral arm of the personality. The super ego's role is to ensure that the individual satisfies his needs in a manner which is acceptable to the society.

Ego: There could be conflict between 'id' and 'Super ego'. Ego is the individual's conscious control. It will act as an internal force to control and re-direct the id-impulses and the sociocultural restraints exercised by the super ego.  Following figure shows the inter-relationship between the Id, Super ego and Ego.

Freudian Theory And Consumer Behaviour

Going by the premise that human drives are largely unconscious and usually consumers are unaware of the true reason for buying various goods and services, researchers are applying Freud's psychoanalytic theory to the consumer purchases or consumption situations by considering them as an extension of the consumers' own personality.

Brand Positioning and Brand Personality

The concept of product positioning was introduced to the marketing world around four decades ago. But it has come a long way and today it is used to emphasise 'brands' and brand differentiation. Positioning is adopted by marketers so as to carve out a distinct and valued slot in the consumer's mind, for their brand. Marketers will try to match the attributes of their brand with the consumer's needs.

Consumers have a tendency to assign certain psychological and symbolic values to the brand. They prefer to look beyond the functional value and performance and look at 'it' with human description. Marketers have often used 'brand personality' as a metaphor to convey the emotional relationship that exists between a consumer and a brand.

Marketers are using psychographic base to describe the personality traits of the target market. A well known example can be of the Garden Vareli dress material for women. The Vareligirl was projected as a younger woman, whose personality was different from the usual Indian women (who preferred wearing a saree). Vareli was targeted at women whose aspirations ran high. She had a unique combination of being universal and yet unpredictable. The Garden Vareli girl was keen to venture and explore new territories and also do exotic things. Thus "Garden Vareli' was given a feminine persona to match the consumers' view at the market place.

Consumers may not only assign personality traits to products and services but they also tend to associate personality factors with specific colours. Union Carbide has associated its Red Eveready Batteries - with red colour, which connotes excitement ("Give me Red"). In the detergents market, 'White or Blue' - is associated with superior quality. Rin Shakti, Surf Excel Blue, Ariel or Tide. Pearl, Silver, Gold colours suggest something with premium price or royal, wealthy-like 'Nakshtra/DTC' Diamond, Tanishq watches and so on. Green colour signifies close association with nature 'Hamam soap', Nirma lime, Vim lime bar soap, Dabur Vatika, Brahmi oil etc.

To gain a better insight into consumer acceptance, researchers use a variety of qualitative research measurement techniques observation, depth interviews, projective techniques and so on.

Marketing applications of psychoanalytic theory is known as motivational research techniques.

It is believed that the deep rooted purchasing motives can be understood in an indirect manner by researching a small number of consumers in motivational research. The two most frequently used techniques in marketing - depth interviews and projective techniques is discussed here.

Depth and Focus Group Interviews: The foremost proponent of depth and focus group interviews was Earnest-Diether, the father of motivational research.

Through depth interviews, individual consumers are encouraged to talk freely in an unstructured interview and their responses are interpreted carefully so as to reveal motives and the likely purchase inhibitions. An offshoot of the depth interview is the focus group interview, wherein 8 to 10 consumers are, under the guidance of a moderator, brought together in order to discuss issues which may reveal the unconscious or deep rooted motives. A big advantage of this focus groups is that the group context is likely to prompt open discussion and also convey individual consumer's thoughts and motives which the depth interview may not do so.

Projective Techniques Projective techniques, like depth interviews are designed to determine motives which are difficult to identify. Say, sometimes consumers may not be aware of their motives for buying, then researchers cannot ask direct questions which the consumers may not be able to answer. So, to tackle this problem, consumers are given a situation, a cartoon or a set of words and asked to respond. It is seen that they will project or convey their feelings and concerns about products when the situation is found to be less threatening o involving.

Other projective techniques may take the form of:

• Asking consumers to complete sentences "Someone who buys Brand A is.... 

• Father talking to his son on the play ground with a bubble over the head (to complete the bubble) indicates he is saying something.

• Personify brands (Horlicks-helps to fight Exam ghosts, Tiger biscuits gives the strength of a tiger).

In each of the above cases, the consumer is projecting his or her feelings about a product or situation without a direct question being asked.

Neo Freudian Personality Theory

There were several Freud's colleagues who disagreed with his rigid adherence to consider only the basic biological or instinctive traits as determinants of personality. According to these neo-Freudian's, social relationships played a vital role in the formation and development of personality. Alfred Adler, for instance, was of the opinion that the basic drive of man is to Strive for Superiority. So all efforts of the individual will be aimed at perfecting one self and to overcome the feelings of inferiority. A unique aspect of personality is that each child is born in a different world and hence will learn and adopt different behaviour patterns for striving.

Eric Fromm another neo-Fredian speaks on man's goal to escape from his bonds (loneliness) and seek, love, brotherliness and security. Yet another Neo Fredian, Harry Stack Sullivan was the one to stress on man's need for inter-relationships with other men. He opined that people continuously looked for establishing significant and rewarding relationships with others. He gave a lot of emphasis on the individual's efforts to reduce tensions, such as anxiety.

Another social theorist, Karen Horney also felt that the main drive of man was to cope with anxiety. She gave importance to the parent-child relationships on how an individual's personality can develop life long patterns of behaviour as he learns to cope with his anxieties and strives to reduce them.

Horney's views have been expressed well in a research project by Joel Cohen. Horney had proposed to classify three personality groups of individuals, in coping with anxiety:

• Compliant type of individuals. (C)

• Aggressive individuals. (A)

• Detached persons. (D)

• The compliant individuals are those who desire to be included in activities of groups. They desire to be loved, want appreciation and want to experience the feeling of being needed.

• The aggressive individuals seek to cope with anxiety by going against others. They try to achieve success, prestige and administration. They desire to excel and see others as competitors.

• The detached persons attempt to put emotional distance between themselves and others. They prefer to have independence, self reliance, self sufficiency and to be free from obligations.

Although the Neo Freudians did not have influence in the field of marketing, many of the advertisements indicate that marketers have been using neo Freudian theory intuitively. Ads depicting products or services which provide an opportunity to belong, be appreciated by others or social group setting are being potrayed as compliant individuals.

For example, advertisements of Close-up confidence, Rexona deodorant, Fair & Lovely Cream, Denim after shave, Old Spice deodorant, Axe, Garnier Colour Naturals etc, help in creating self confidence or in reducing anxiety.

A personality test based on Horney's theory known as CAD (mentioned above) has been developed and tested to study consumer behaviour. It helped to uncover a number of tentative relationships between college students and their products and brand usage patterns.

Jung's Personality Types

Carl Jung of Zurich was a contemporary and colleague of Freud. He had said "Personality is the supreme realisation of the innate individuality of a particular living being" (Kanuk & Schiffman, 6th Edn., PHI, p. 113). He had undertaken systematic investigations of the unconscious dynamics with the association test. He had given more attention to the question of personality type in the association test. And based on the typology of the personality, he had grouped them into two fundamental types.

1. Extrovert

2. Introvert.

The Extrovert was very much interested in building a social relationship. While the introvert was found to be pre-occupied with his own inner world of fantasy and body activity and was relatively incapable of outgoing social interactions. This conception was further elaborated by going for a sub division of the mental operation into four fundamental activities :

• Sensing

• Feeling

• Thinking

• Intuiting.

These four psychological functions of grouping personality are very often used for gathering and evaluating information. According to Jung, individuals are strong either in 'sensation' or 'intuition' when gathering information, and while evaluating the information they are strong either in 'thinking' or 'feeling'.

Carl Jung's theories and personality types are very relevant to consumer behaviour. Marketers are benefited by using Myers-Briggs type Indicators that measure the following pairs of psychological dimensions:

• Sensing - Intuiting

• Thinking - Feeling

• Extroversion - Introversion.

• Judging - Perceiving.

Each of the above four pairs show two distinct different personality characteristics which offer a picture of how consumers respond to the world around them. In order to avoid complexities with too many combinations of personality types, a consumer researcher suggested to investigate consumption relevance with two pairs of dimensions.

• Sensing Intuiting

• Thinking - Feeling.

As mentioned above, sensation and intuiting will help consumers to obtain and find out about things and products. Whereas, the thinking and feeling dimensions can be related to the decision styles adopted by the consumers. Such psychological inventory indicators will help in learning about the four personality types impact on consumer information processing, their decision making process and other consumption related issues that will enable marketers to satisfy consumer needs in a better manner.

For instance, we presume four individuals were faced with a situation when they had to take decision regarding whether and how much of, to purchase new public issue shares. Both the Sensing-Thinking (ST) and Sensing-Feeling (SF) types will try to gather all information related to the company coming out with the new issue, read magazines such as “Data Quest” etc. and secure all the relevant facts. Though, the ST types may arrive at their own decision and purchase the new shares directly from the market. As against this, the SF prospective investor is likely to include the recommendations of others before finally purchasing the new issue shares through a full service broker. The intuitive thinking (IT) and intuitive - feeling (IF) consumers are likely to purchase the shares using their gut feeling or hunch. The IT consumers would rely on their imaginations and carefully think over the option. Although IF would also rely on their imagination while making a choice, their ultimate decision can be influenced by the information received from other people such as comments expressed in a social gathering and so on. -

Some of the advertisements have been communicating consumer targeted messages. which may be said to be of the Jungian personality types say HDFC Post Retirement (schemes).

A Business Today-Synovate Study (Bt-Synovate)

A BT-Synovate study was carried out by Business Today (with the help of Market Research firm Synovate) in order-to understand how many different kinds of tweens are there in India. The study was conducted (involving both quantitative and qualitative exercises) across six cities namely-Delhi, Mumbai, Chennai, Kolkata, Hyderabad and Bangalore. The target audience were 8-12 year olds who belonged to households in the higher socio-economic classification Sec- A and Sec-B. The study was carried out in two stages. In the first stage 563 respondents across the six cities were administered an in-depth questionnaire in order to understand their lifestyle, aspirations and influences, attitudes and values, involvement in purchase decisions, media habits and consumption pattern.

In the second stage, focus groups were conducted to understand attitudinal and behavioural facets of tweens, which would not be possible to obtain through quantitative exercises. Based on both sets of findings, the study arrived at a conclusion that there are four tween segments, although each segment is unique in some ways and the same in some others. These segments include:

1. Tween Type I - The All Indian Jock / Cheerleader (15.2 percent of tweens) 

who I can be described as brash, spoilt not academically oriented and prone to tantrums. This type of tweens receive the most pocket money and freedom of space from their parents. However, they are not involved with big-priced purchases as expected. They receive an average pocket money of Rs. 421.86 per month.

2. Tween Type II - The Traditional Reticent (11.8 percent of the tweens) 

can be described as quiet, ambivalent to most things and a traditionalist at heart. These tweens do not really seem to care about most things, nor do their parents have high expectations of them.

It was also found that this segment has the least influence, when it comes to big or high priced product decisions at home. This segment on an average receives Rs. 287.69 per month.

3. Tween Type III - The Dependent Diffident (25.38 percent of the tween population) 

can be described as toeing the parental line and still clutching on to the apron strings. This segment of tweens tend to be highly involved in the purchase of high priced products for home. Although this segment of the respondents expressed views of their parents, they received the least pocket money (Average being Rs 192.18 per month), probably because they get their parents to buy almost everything for them and so do not feel the need to have money of their own.

4. Tween Type IV - The Righteous Angel (47.51 per cent of the tween population) 

can be described as home birds with an active outside life, good at school and with a strong value system ingrained in them.

The tweens from this segment have an inherent goodness and never push for anything. For instance, they do not mind missing out on fun and games if it means securing the top rank in an examination. However, they feel that the system has too many exams for their liking and also do not like being pushed. They receive on an average pocket money of Rs 245.09 per month.

The researching teams concluded that children in the 8-12 years age group, although from similar backgrounds tend to think and behave alike sometimes and very differently at some other times.

Since the study covered only the metros and two major cities, it cannot be said to be conclusive and a representative of the entire country. Nevertheless, since these children (in the age group of 8-12 years) are more aware of lifestyle changes due to media exposure, marketers could try out unique ways to communicate their product offerings and through interactive ways get them more involved in purchase decisions.

Personality Influences And Consumer Behaviour

  Marketers are interested in knowing how personality can influence consumption behaviour. Availability of this information will enable them to go for suitable market segmentation and then target these consumers with appropriate communication programmes. There are certain specific personality traits which influence consumer acceptance of new products and services.

Especially while trying to analyse the likely market response for new innovations, marketers are interested in knowing the personality traits which can be useful in differentiating between consumer innovators and non innovators. Schiffman and Kanuk (Consumer Behavior, PHI, 2005, pp. 126-131) 'have referred to the personality traits (behaviour) as:

• Consumer innovativeness.

• Dogmatism.

• Social character.

• Need for uniqueness

• Optimum stimulation level.

• Variety - novelty seeking.

Consumer Innovativeness

Innovation always has an element of risk, because there will be easy accepters of the new products and services only if both the marketers and consumers are to equally gain from the right innovation. Consumer researchers have developed various measurement instruments to understand the level of consumer innovativeness, specifically the personality trait which provide insights into the nature and boundaries of a consumer's willingness to innovate.

Recent researches have indicated about the positive relationship that exist between purchasers of online products and the innovative use of the internet. The personality of internet users can be described as people who are confident about themselves and in their ability to control their own future and in using the internet to seek out information, enjoy change and are not afraid of uncertainty.

Gray and Starke have identified sixteen source personality traits, which are presented below in table 

Dogmatism

Dogmatism is the personality trait which will indicate the degree of rigidity individuals display when confronted with something which is unfamiliar to them or towards information which is contrary to their own established beliefs. The person who is high on dogmatism will approach the unfamiliar defensively and decide on the worthiness of the products or services. On the other hand, those who are low on dogmatism will willingly consider unfamiliar or opposing beliefs.

Consumers with low dogmatism (open minded) display more acceptance of innovative products than to established or traditional alternatives. Whereas, highly dogmatic (close-minded) consumers display preference for established rather than innovative product alternatives.

Optimum Stimulation Level

Consumer researchers have examined the relationship between personality traits and differences in the stimulation which, in turn, may be related to consumer behaviour. Researches have indicated high optimum stimulation levels (OSLS) with consumers who display more willingness to take risks, try new products, be innovative etc.

It is also suggested OSL reflects a person's desire for the level of lifestyle stimulation. Accordingly, if consumer's actual lifestyles are equivalent to their OSL scores, then they are likely to be quite satisfied. Whereas if their OSL is more than their current reality, they are likely to be restless or bored, while if their (lifestyles) or OSL is below their current reality, they are likely to seek relief. This conveys that consumers will make their choice of products or services depending on the OSL. An over stimulated person is likely to seek for rest in a quiet, isolated place or holiday (Examples can be of various Resorts/Vacation halts etc. which seem to be invitations for over stimulated persons).

For instance, S Kumar's Nation Wide (SKNL) has used cine star Sushmita Sen to endorse its new brand Carmichael House. This brand offers total solutions in the home textile segment including bed linen, table linen, kitchen linen, curtains and upholstery. The brand offers unique and latest trends for the home and the personality of the brand endorser (Sushmita Sen.) as an icon, stands for international styling. Research had indicated that women, who will be the primary market segment look up to her on style issues. While men, who comprise the secondary audience admire her style. Thus, the brand is trying to appeal to customers whose lifestyles will match their OSL scores.

Variety or Novelty Seeking: 

As the term itself indicates there are certain types of customers seeking variety or novelty in their consumption behaviour. This variety seeking behaviour can be:

• Exploratory purchase behaviour (exploring newer brands).

• Vicarious exploration (consumer obtains information about new alternatives and contemplates about the new option) with caution and reservation. 

• Use innovativeness (Already using a product in a new or novel way)

The use innovativeness trait is more relevant to products which are technological or electronic products such as home appliances (home stereo system, washing machine etc.) In case of such products there could be certain product models with additional functions or features while some other models with only the essential features. Consumers who are high on variety seeking are more likely to be attracted to product brands which offer novel features or have multiple applications, unlike consumers who score low on variety seeking, who may not do so.

Social Character

The personality trait depicting social character is closely related to socio-cultural environment or sociological research. Here the reference is of two types of personality traits -inner directedness (consumers who rely on their 'own' intuition or standards or values while evaluating new products) and other directedness (These are consumers who look to others for directions or guidance, especially in case of new products). The former category of consumers are more likely to be innovators.

The inner-directed consumers have a preference for ads which stress product features and personal benefits thus enabling them to self evaluate and use the product in an innovative or novel way. Whereas, other directed people prefer ads which convey social acceptance and this can influence their purchase decisions.

Need for Uniqueness

One must have come across people who seek to be unique. Such people do not like to be in conformity to other's expectations or standards either in appearance or in terms of possessions. In a study undertaken to explore the circumstances under which persons who are high on the Need For Uniqueness make (or do not make) unconventional choices, it was revealed that these individuals were more open to making unique choices when they were not concerned about being criticized. (L.G.Schiffman, L.L. Kanuk, Consumer Behavior, 8th Edn., PHI, 2005, pp. 129). So, it would help marketers to carry out researches to measure this trait in the context of consumer behaviour, while introducing new products in the market.

Thus having knowledge of various personality traits and differences is essential for the marketer to design suitable market segmentation and other promotional strategies for their product or service.

Cognitive Personality Traits

Consumer researchers are also keen to understand the role played by cognitive personality factors in influencing various aspects of consumer behaviour. Here the discussion will be related to two cognitive personality traits.

• Visualizers Versus Verbalizers

• Need for cognition.

Visualizers vs Verbalizers: Cognitive personality researchers have classified consumers into visualizers and verbalizers. Visualizers - who stress on the visual information and visual products, for example membership of a CD/DVD cassette shop. Verbalizers - are those(consumers) who prefer verbal information on products. For example membership in books or magazines shop. The privilege card issued by Sapna Book House (Bangalore) is a written information. Thus marketers try to attract their target market by categorising them as above.

The ad (A) Cancer patients aid association speaks on a unique and refreshing way of looking at it for smokers. In ad (B) for The Indian Association for promotion of Adoption and Child Welfare the transparent sheet in the middle with the child's picture was conveying about how changing some one's life could be as easy as turning a page. Both these ads communicate a lot visually and makes one think hard as the truth jolts you.

(A) (B) These ads (A) related to antismoking and (B) adopting some one makes one think really hard and help in acting as visualisers

In case of the Cadbury Dairy Milk, it works as a verbalizer because the central idea of the ad revolved around 'Celebrate the joy of Pappu passing the exams with a Dairy Milk. This message was further, appropriated at the precise moment when Pappu passed and he was given a congratulatory message from Cadbury Dairy Milk. In fact, this message was flashed out 39 million times in a span of three months and was also well received by the target audience.

Need for Cognition: Need for cognition (NC) is another cognitive personality characteristic which is related to the individual's thinking process and measures a person's craving for something. The information on consumers' need for cognition will enable the advertiser to decide on the creation of advertising messages with the right combination of colour mix.

Researches have shown that consumers who are high on the 'need for cognition' will be more receptive to an ad giving, such rich product related information. While those consumers seeking less need for cognition will be more attracted to the peripheral background or model or the celebrity endorsing the product in the advertisement.

Long back the ad of Maruti 1000 cc car had evoked some strange and yet irresistible attraction, echoes of which linger in the haunting melody of Monalisa. The ad had show a car with a celestial aura with a heading "The lady with the mystic smile". This ad is an example of an appeal to those consumers who are less on the need for cognition.

A similar intriguing charm was built up in the series of ads for the 'Taj' group of hotels and is an example of an ad which will appeal to consumers who are high on need for cognition. The setting of the ad (both in print as well as on television) takes the form of a lady moving about ethereally and purposefully in a grand manner. When the commercial was first revealed it had an element of mystery evolved around it with the viewer puzzled as to what the advertiser had in mind. The voice over could be heard saying things like. "She plays a host to celebrities. She receives you just as graciously. She is not your business manager, your secretary, your this and that...... but she values efficiency".

The puzzle is solved when it is announced "She is the Taj", she runs luxury hotels that has epitomize, elegance and a whole lot virtues. The closing line says "Nobody cares so much". Sony Entertainment Television (SET) had before the launch of its popular serial 'Jassi Jaissi Koi Nahin' tried to create hype and a need for cognition among the target audience about its launch.

The primary objective was to fuel curiosity about Jassi and build endearment for her as a character by giving the TV viewers different facets of personality-all without revealing her. During the pre-launch period of Jassi, the consumers (audience) were fed pieces of (bits of) information on Jassi's persona even allowing the viewer to create a personal image such that this character (Jassi) sounded real and identifiable.

The campaign messages and various elements were used so as to fuel the curiosity around and after the launch. The media mix included host of unconventional media vehicles such as sms, flash mobs, airport placards, leaflets designed specially for traffic junctions, shop trains. etc., apart from the conventional T.V radio, outdoor and print media. At the media launch, SET presented the entire cast of the show (except Jassi) further increasing the curiosity and intrigue among the media.

The communication strategy started with building attributes which personified Jassi. The next step involved anonymous people talking about Jassi, then the campaign moved on to characters from the show talking about Jassi (her parents, her boss and her peers) in their inimitable ways. Once sufficient momentum was generated and the initial feedback from critics, media and viewers was very positive, the next place of communication the Shaher Shaher Mein Charcha campaign was launched, which had people from all walks of life voicing their opinion about Jassi. This move continued to fuel the buzz on T.V and billboards, when the channel embarked on another unusual activity-it created a Jassi's Pals Club. The purpose of the club was to help in the creation of a community of Jassi fans who would become apostles and advocates for the show. Simultaneously Jassi merchandise was now being made available-the first in a series of items to be launched was the ring tone download.

All the efforts and initiatives were taken by the channel to maintain the interest, of the audience and build viewer affinity to Jassi and the show. In the final place, since Jassi had been kept hidden all the while, it was decided that the time was right to get the viewers interact with the Jassi character and further drive up the connect and emphathy. All efforts had been made to build up the consumers' (audience) need cognition around Jassi. Finally, the channel took Jassi to Delhi where she became the talk of the town. She was interviewed live in the studios of Aaj Tak and the FM. There was a lot of excitement on seeing her, which is similar to that reserved for film personalities.

In fact, what started as a buzz turned into a roar, with the Jassimania taking the country by storm. The serial went on to command very high TPR ratings during the primary viewing time, winning many T.V awards and was even hailed by all (media, critics and audiences) as the new refreshing and popular face of Indian Television.

Certain Inter-Related Consumption And Possession Personality Traits

Consumer researchers have identified certain consumption and possession traits which influence consumer behaviour. They are as follows:

Consumer Materialism: 'Materialism' refers to the attachment people have towards (material) possessions. When considering materialism as a personality like trait, it differentiates between person's who identify themselves and others on the basis of the material goods possessed by them. As against this there are certain people for whom possession of material goods is secondary.

Researchers have made the following characteristic observation about materialistic people: 

• They give undue importance to acquiring and displaying their worldly possessions. 

• They crave for possessing 'lots of things'.

• They are usually self centered and selfish.

• They like to possess things irrespective of whether they derive greater happiness or satisfaction from possessing the same.

Fixated Consumption Behaviour: Lying between being materialistic and addictive regarding buying or possessing objects is the fixated consumption behaviour. Fixated consumers not only are interested in purchasing objects or things but also enjoy displaying them and are known for their involvement with others who share a similar interest.

The characteristics profile of fixated consumers are as follows:

• A very deep interest displayed for a particular object or a product category

• A dedicated search for additional examples of the object or the particular product category.

• Willingness to spend a considerable amount of their discretionary time and money in searching for the product or object.

Under this category, we can put the various people who are vigorously involved in collecting (or have a hobby) various objects like stamps, coins, antique articles etc. These fixated consumers become totally involved in the process of acquiring the object.

Compulsive Consumption Behaviour

Compulsive consumption is abnormal behaviour. Consumers who display this type of behaviour are sometimes said to be having abnormal behaviour. Their compulsive actions reveal an addiction, whereby their actions are out of control and could result in causing harm to themselves or to those around them. Some of the problems associated with this type of behaviour are: uncontrollable consumption of liquor, gambling, drug addiction and so on. Such problems can be handled by going for clinical therapy treatment.

Some research studies have indicated that certain actions such as self gifting, impulse buying etc. are compulsive actions adopted by few consumers to manage their moods, which may indicate "I am feeling down, so I will go and purchase something, then I will feel better".

Consumer Ethnocentrism

This term is used to measure the consumer responses to foreign made products. Under this, there can be two types of consumers consumers who are highly ethnocentric and who feel it is inappropriate to purchase foreign made goods. In India, sometimes the term 'swadeshi goods' is used. If such individuals are in reality highly ethnocentric, they would exclusively go for the purchase of 'Indian made' products - like khadi clothes etc. In contrast, those consumers who are low on ethnocentrism may have more attachment or affinity for made in U.S.A., Japan, etc., labelled products. This could probably be one of the reason's for the flourishing of the so called "Burma Bazar's, China Bazar's and so forth in many cities, where many imitation products manufacturers sell similar goods by affixing false labels like made in U.S.A., made in Taiwan etc. on them.

Self Concept Or Self Image

Individuals have a specific perception and image of themselves. These self concept or self images are closely connected to the personality of the products or services patronised by them. This means that consumers tend to purchase goods or services, which according to them have symbolic image closely related to their self image.

Multiple Selves

Researchers have proposed that instead of considering an individual as a 'single self', it would be more appropriate to think of the consumer in terms of a multiple self. This is because the behaviour of an individual at a particular time will be dependent on the person with whom he is interacting and the social setting or social role which was prominent at that time. From this the marketer must infer that they have to market their product and services to suit the context of the 'consumer's self image'.

Self Image

Each individual has an image of himself or herself as that of being a certain kind of person, with certain personality traits, habits, possessions, behaviour and so on. Each individual's self image will be a unique one based on his or her background and experience, and knowledge gained from various persons' over a period of time.

According to various researchers, an individual can possess any of these self images: 

• Actual self image (how they actually see themselves).

• Ideal self image (how they would like to see themselves).`

• Social self image (how they feel the society sees them).

• Ideal social self image (how they would like the society to see them) 

• Expected self image (Their expectation of how they see themselves at some specified future time).

All the above self images will be useful for the marketer's. But the 'ideal self image' and expected self image' will be of more relevance to the marketer. This is because consumers may be induced to purchase goods or services to improve their actual self image i.e., to reach their ideal self image'. And expected self image conveys that consumers may look out for opportunity to change their 'self. This can be used by marketers to manufacture products projecting the above opportunity for consumers.

Consumers have a preference for those products and services which match their personal images. Thus a knowledge of the various types of self images of consumers, will enable marketers, work out marketing strategy programmes. For instance, the marketer can work on market segmentation programmes on the basis of the relevant consumer self image and then position their products or services to match the consumers social status and lifestyle, in various product categories.

Extension of Self Image

Researchers are convinced of the relationship between consumers ownership of goods (or possessions) to their self images. If a young son were to receive a stylish high priced wrist watch from his father, after faring well in the examination, the gift will serve as an enrichment to the son's self image. The son will feel enriched and see himself as a more hardworking, confident and successful and 'include' the stylish wrist watch to his inventory of self enhancing possessions.

This only goes to show that human emotions are related to valued possessions. Researchers have identified possessions which can extend the self in a number of ways such as:

• Motivate the individual to do things; which otherwise would have been difficult (For example, buying a personal computer to add to the status, may force the housewife to learn to operate the PC).

• Through symbolic representation, make the person feel better and bigger. The contestant receiving cine star Shah Rukh Khan's wrist watch on not earning much on the KBC reality show.

• By conferring status or rank (For instance, M.F. Hussian being given a unique status by art lovers because of masterminding and possessing a unique masterpiece of painting.

• By bestowing upon someone close, and handing over a priced possession.

• By perceiving the receipt of a 'gift' from someone as a 'good luck charm' for you,

Altering the Self Image

Going by human psychology of wishing to change themselves to enrich oneself with an 'improved self image', marketers of various products and services are working at this. Consumers have the desire to project a new self, or maintain the present self, or extend the self- all with the intention of expressing their individualism or uniqueness. Firms marketing products or services related to clothes, cosmetics, jewellery, hair styles, membership to certain clubs, other personal care products, beauty saloons etc. are working out marketing plans so as to help the consumer gain an inflated and enhanced view of their physical appearance or self image.

Jewellery brand marketers are working at innovative ways to woo the consumers and induce them to alter their self image. Well known brands are associating themselves with Bollywood films where they are endorsed by celebrities shown using signature jewellery ranges. For instance, the audience are exposed to seeing Aishwarya Rai show off Nakshatra Diamonds in Guru, the large star cast of Salaam-e-Ishq sparkle with Ira diamond jewellery, Woh Lamhe film featured a fashion show of Orrg and in Vivah, Amrita Rao is shown wearing D'damas diamonds. Later on D'damas came out with a Vivah range of jewellery and Bollywood Gold (a range of contemporary Indian jewellery).

Keeping in mind the emergence of the new, modern, multi tasking women of today with disposable cash to indulge herself in, marketers are making attempts to come out with suitable products to match their altered self-image. For example, Electrolux came out with a premium brand range called "affirmation of the self". Idea Cellular launched the first ever women's card available on both prepaid and postpaid connections packed with value add ones such as tips on beauty, fashion, health and safety alerts to near and dear ones.