This document contains a summary of consumer behavior analysis for various movies including Chak De! India, Fashion, and The Dirty Picture. Cultural reflections and marketing implications are discussed for themes in each movie. The movies showcase aspects of Indian culture like views on women's independence, adapting to new cultures, and evolving social acceptance of sensuality. Key marketing takeaways discussed are understanding cultural sensitivities, promoting diverse representation, and adapting brand messaging as cultures gradually change over time.

1. Consumer Behaviour
Assignment
Section A Group 6
Abhay Sharma
1A
Aniruddh Srivastava
9A
Devansh Doshi
16A
Manasi Jain
23A
Sachin Gupta
38A
Vidooshi Joshi
55A

2. Movie: Chak De! India
• The vice captain of India’s cricket team says to her fiancé that
even if she wins she will be identified as her wife
Cultural Reflection: In many parts of the country, a woman is
still identified by her husband. But the younger women want
to have their own individuality (the hockey player is young)
Marketing Implication: The size and accessibility of this
segment needs to be analysed before branding a product for
this segment. Dove has done this in the western countries
• The recipient equated Tamil and Telegu in front of the
Andhra Pradesh Hockey player and she grudgingly explained
the difference
Cultural Reflection: People are culturally sensitive
Marketing Implication: Reverence for culture and
ethnography are the way ahead

3. Movie: Chak De! India
• A hockey player was instructed to come back home to
attend a relatives wedding
Cultural Reflection: Hockey is not considered to be as an
important sport as cricket
Marketing Implication: For sports marketing managers
promoting sports other than cricket, there needs to be high
power advertising and PR by opinion leaders. This has been
done earlier for Hockey World Cup and Priyanka Chopra was
roped in for promoting it
• Religious undertone is acceptable part of the society and
widely practiced. No one opposes. Minorities also look for
acceptance. Marketing opportunity is to reduce this
undertone while branding like including people across
spectrum in advertisements

4. Movie: Fashion
• Meghna is a confident small town girl who wants to make it big in the fashion
world in a metro
Cultural Reflection: Youth is aspiring for better opportunities in small towns
Marketing Implication: Brands should be aspirational not it terms of pricing but
in terms of product and brand message. An example is Lux
• When Meghna shifts to Mumbai she learns(air kissing) and unlearns( pointing
to someone using fingers) many manners
Cultural Implication: When an individual shifts to a new culture, she undergoes
through a rerouting channel to mould and be successful in the new culture
Marketing Implication: A brand personality should also undergo such rerouting
to be relevant to the local population. The cost benefit should be done. An
example can be any marketing targeted towards South India.

5. Movie: The Dirty Picture
• Silk’s mother disowns her after she becomes famous after her socially
unacceptable acts
Cultural Reflection: In this culture, the Long Term Orientation dimension as per
Hofstede’s cultural dimensions theory is high. Keeping face in the society is more
important than well being in the family
Marketing Implication: Brand personality should be culturally acceptable and
association with a brand shouldn’t cause loss of face in the society
• All producers who were males replaced Silk when her behavior became retaliatory
Cultural Implication: It is a male dominant society
Marketing Implication: Brand message for products made for males should have
virility as a brand advantage

6. Movie: The Dirty Picture
• Cultural evolution as depicted in the movie
Silk received a lot of criticism for her act of sensuality. Her acts were enjoyed by the
males but they never socially accepted here. As she became more expensive and
busy, she was replaced by other girls. Later on actress of the movie did those acts.
And these acts slowly started to seep into the culture. Beyond the movie, from
1980s to today, there has been a change in perception towards sensuality. An
actress is criticised for donning a bikini, and an item song is enjoyed. All this
represents how culture evolves over a period of time
Marketing Implication: Brands need to revitalize themselves as cultures undergo
slow evolution. An example can be from standard English to SMS language and
smileys
Brands need to find opportunities as cultures evolve. An example is online lingerie
stores flourishing in India, and lingerie as a gift to ones lover