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Advertising Management and Sales Promotion Unit 10

Sikkim Manipal University Page No. 199

Unit 10 Emerging Consumer Segments

Structure:

10.1 Introduction

Objectives

10.2 Evolving Consumer Segments

The sunshine economy and Generation Me

Confident youth

Brat power

Assertive working women

DINK family

Metrosexual

Elderly population

10.3 Summary

10.4 Glossary

10.5 Terminal Questions

10.6 Answers

10.7 Case Study

10.1 Introduction

In Unit 2, we have discussed the rapid changes in the socio-economic

environment that influence marketers and advertisers. In this unit, we will

discuss the demographic and psychographic changes that are happening atthe individual level which have the capacity to influence advertising because

they are making fundamental changes in the profile of India’s target

audiences. These demographic changes are measurable and visible.

These, in turn, are changing individuals’ inside at the psychological level as

well, which influence purchase decisions and spending patterns even more.

This is the invisible part of a consumer that has to be watched keenly,

because it cannot be seen or measured, yet it is still at the core of an

advertising appeal.

More disposable income, fading differences between urban and semi-rural

areas as far as consumption is concerned, breaking down of the feudal

system where just a few persons controlled all the money and decisions of a

large extended family, small families with independent decisions even within

the family (like for a brand of soap used by each member), etc. are some of

the factors creating these changes.

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This, in turn, is creating different kinds of consumers, who have to be

approached and persuaded in different ways, because they are far moreaware of their buying power and simply demand more attention.

Here are some of the new target segments who are obviously new, –

outwardly similar people who think, feel and act differently.

Objectives:

After studying this unit, you should be able to:

explain how social changes create invisible psychological changes

assess the emerging target segments

analyse how to address each target group differently

10.2 Evolving Consumer Segments

Demographic changes are just the basic factors that influence advertising.

The influences of consumer groups or segments, the type of segments, their

behaviour, attitude changes, buying patterns, consumption style,

aspirations, the amount of disposable income in hand, their choices – all

these factors will definitely have an impact on advertising, advertising

budget, message structure, media vehicle used, etc. The example given

below illustrates that these days consumer segmentation is not only based

merely on demographic variables, but also takes into account several

psychographic and behavioural factors.

A study entitled “Mother India” was undertaken by the advertising agency

JWT in eight cities of India to understand the changing Indian mother-

child relationship. The study, conducted through group discussions and

in-depth interviews with mother-child pairs, spanned mothers in SEC AB

categories with children between 8 and 16 years. It examined the payoffs

that mothers want from their children and vice versa, which have been

uncovered through Brand Chakras by applying the 2,000-year-old Chakra

system, as laid out by Patanjali , to consumers and brands. The study

indicated that motherhood has moved beyond protection, nurturing,

compassion and selflessness. Maternal strategies instead focus on

emotional elasticity, adult-like conversations, retaining locus of control

while appearing to be democratic, tough love and the like. Children, in

return, are conscious of the contribution that their mothers make in their

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lives and look to them to give them courage and inspiration to achieve

their goals.The study categorised mothers in three main types. The Lifeline Seeker is

one who has given up hopes of the husband improving her life and does

everything for the child with a view to depend on him/her in the future. The

Coronation Seeker looks forward to her child’s achievements to revel in

their glory and use them to make a statement about herself. The

Independence Seeker strives to excel in the mother’s role in order to

foster independence and self-reliance in her child, so that she will have

the freedom and space for her own pursuits. While the study focuses on

mothers, it has revealed three types of fathers too, as sketched by the

mothers. The study implies that brands must reflect the new sets ofmotherhood values and attitudes and connect with the mother and child

both.

(Source: JWT study finds the payoffs from Mother India, www.agencyfaqs.com)

Let us see what type of newer consumer segments are evolving. These

consumer groups may go through several transition phases that involve

their psychological, behavioural, economical and environmental factors.

Again, these segments are only illustrative and not exhaustive.

10.2.1 The sunshine economy and Generation Me

In 2008 –09, Indian economy along with the rest of the world was quiet whenbuying was cautious and restrained. But this was a passing phase and did

not change the fundamental shifts in the personality and aspirations of

people in general. Ordinarily, evolution does not go backwards, only

purchases get postponed.

The last decade had seen a rapid rise in the disposable income and

relaxation of parental control over young people. Nuclear families have only

one or two kids and they are the centre of the universe for their parents. A

large percentage of Indian population like 55% is between 18 and 34, where

the highest income and consumption are. These young Indians will create

the destiny of the country for the next three decades. They are hardworking,ambitious, have global aspirations in both career and acquisitiveness and

they are going to get it.

The disposable money in the hands of high school and college students at a

certain segment is any businessman’s delight. Branded jeans like Levi

http://www.agencyfaqs.com/http://www.agencyfaqs.com/

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Strauss Signature and Newport University or Lee Cooper’s Beatles

collection of T-shirts are just ordinary wear. This generation is pro-moneyand does not care where it comes from. It is this bulging youth profile that

will set the buying pattern and volume now. They also have a great ego,

which needs to be catered to in promotional and advertising activities.

The lifestyle brand Levi’s that caters to Generation Me has identified three

popular youth sub-cultures in its market and to each sub-culture it

presents a different set of brands with specific appeal. For example, a

member of the “self -projection” sub-culture is a mountain rally biker with a

group of male-friends; who lives a rugged lifestyle; is intense, inward and

passionately pursues what he believes in. He stands more for his

personal style and doesn’t change with clothing trends. He loves Rock

and Jazz and regards the “Dark side of the moon,” a concept album by

the British rock band Pink Floyd , as a close second to any religious

literature. Levi’s offers him the Levi’s 501 Jeans, the quintessential and

original button-fly, which is ageless and timeless and appeals to each new

generation of youth belonging to this sub-culture.

On the other hand, a member of the “style and prestige” sub-culture likes

dressing up and partying, is up with the trends, knowledgeable about the

latest lifestyle happenings, an opinion-leader of sorts, in control of life and

not shy of expressing emotions in public. Lev i’s offers to this sub-culturethe Levi’s Red Loop that showcases real-time international jeans-wear

fashion. Finally, a member of the “street” sub-culture is young, out in the

open and a sports buff. Levi’s presents to him/her Levi’s Engineered

Jeans and Levi’s Sykes, which specialise in non-denim street-wear

solutions.

(Source: Chatterjee, S. (2006, October). Building brands among sub-cultures.

Pitch, pp. 83 –84.)

10.2.2 Confident youth

Advertisers must understand who makes what decisions in a family, who

buys what, how to reach each individual and how to portray each relation’s

role correctly. Aware of the decision-making power in the hands of young

people, companies and advertisers pamper them by creating commercials

directed at them. For consumer durables, ready-to-eat food items, branded

clothes, startlingly expensive electronics and entertainment equipment,

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music, computer games, etc., it is the young people who occupy the mind of

the art directors of advertising agencies.Parents now accept their children’s choice even in the products which really

have nothing much to do with children, such as cars, holidays, computers

and electronic equipment. Fathers are no longer the feared patriarchs and

feel the pressure to provide the luxuries advertised on Cartoon Networks,

even though they know that children are highly selfish, pleasure seeking,

irresponsible and inexperienced in both products or brand selection and

decision-making.

It triggers a severe imbalance in family equations and sociologists feel it is

creating a whole generation of selfish kids who will become equally selfish

adults. But this social development is here to stay now and advertising has

adjusted to it rapidly.

10.2.3 Brat power

Kids are now the new-age customers, and they are conscious of their

pestering power over their parents. They have perfected the art of shopping

and know all about branded products. Since 30% of Indian kids are below

15, these cartoon-loving kids are now the target of marketers and

advertisers. From Walt Disney to Cartoon Network, everybody is doing

brand extension to cover footwear, eyewear watches, etc. Pogo Wheels of

Cartoon Networks plans apparel. Gifts, novelties, etc. are designedexclusively for rich kids worldwide, including India. The use of

spokespersons and celebrities, cartoons, premiums, collectibles, games,

contests, etc. has increased manifold to attract this young target. Even

moviemakers are running after this age group, knowing their money clout.

Koi Mil Gaya, Krishh, Hanuman, Chhota Bheem, etc., were specifically

made for young children, even though they delighted adults as well.

Several studies done to gauge children’s influence in family decision -making

concluded that:

Children’s involvement is primarily at the first stage of buying, that is, the

initiation stage. This means that, often, they initiate potential purchases. Children tend to suggest buying the product category, brand and model

more often with regard to products typically aimed at children (e.g., juice,

soft drinks, cereals) than product categories aimed at the family in

general (vitamin pills, shampoo and toothpaste). For durables, parents

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perceive their children to exert most influence on decisions related to

mobile phones and vacations and least influence on decisions related tocars and computer equipment. Thus, children exercise less influence on

expensive and durable consumer goods and other products for which

the financial risk is high (TV, cars, computer equipment, etc.) than on

non-durables.

Children exercise greater active influence on selecting a product

category than on a particular brand or model, for most product

categories.

A survey by Walt Disney Co. and a media investment management group in

2006 found that kids under 12 now influence purchasing decisions of cars

which they cannot drive or pay for and computers they only dimlyunderstand. With parents increasingly indulgent of their precious one or two

kids allowing them to make their purchasing decisions, brat power can only

grow.

Various surveys show that even small children understand when they are

being bluffed, teased or talked down to and see through false advertising

claims quickly. As always, advertising should, not only show due respect to

its target, but also be responsible and ethical. Children are easily swayed,

incapable of seeing the difference between fantasy, imagination and reality.

Manipulating, twisting or teasing a small child’s emotions is not only

irresponsible, but also immoral and distasteful.

“Papa, I won’t kiss you (if you do not buy brand X)” – this is a real ad

headline – is not exactly the best way to sell an adult product.

10.2.4 Assertive working women

The Indian woman’s influence on buying decisions has increased in the last

few years owing to rising literacy levels, increased penetration of satellite

and cable television and increase in economic independence among other

causes. A joint study in 2008 by Nasscom and Mercer found that 30 –35% of

Indian workforce is women, among the highest in the world. Only 20% of

them are in urban areas. There are more women engineers, doctors, pilotsand professionals now. They earn well, retain at least partial control over

their personal income and take their own decisions about savings,

investments and financial planning. The “working women – unhappy home”

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cliché is fading and they are a social and economic force in their own right.

They now have the freedom to succeed and spend.This is the glamorous side. Majority of Indian women are still economically

dependent, socially inferior and controlled by the family. Yet, even at that

level, rebellion is in action and they are being increasingly assertive, with

which comes independent and assertive buyers.

Many earn more than their husbands. According to an IMRB survey, the

urban Indian woman who earned Rs 4,492 per month in 2001 was taking

home as much as Rs 9,457 as of 2010.1 They control the purchase of family

necessities as well as luxuries like cars, insurance, retirement plans,

expensive holidays and properties. More and more young women stay

single longer.

Not only are women increasingly influencing buying decisions, but they are

also turning out to be one of the fastest growing consumer categories.

Hence, marketers are creating special products for women of independent

means and doing highly focused and narrow-targeted advertising. The

percentage of women who really want to remain homemakers is falling

rapidly.

All this translates into huge disposable money in the hands of women, a

much desired state for the advertising industry. Surveys carried out all over

India from 2005 –2010 show: 7 –10% growth in beauty care products

Hair care market is over Rs. 1,500 crore

Women’s apparel market is Rs. 29,000 crore

30% Reebok revenue comes from women’s products such as track

pants, workout gear

The woman’s income now pays for vacations, higher education, better

house, retirement plans, etc.

Women hire housekeepers, full-time maids, child-minders, cleaners,

cooks, drivers, gardeners, all the way down to dog walkers because they

are not at home. This pushes in new money into the system, whichsupports many more people

1 Source: Sharma, S., & Singh, N. (2011, June 26). In 10 years, urban Indian

women's average income doubles. The Times of India.

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Women are getting disabled by their jobs just like men. That means they

buy accident and health insurance, better quality medical care, etc. All these are advertised products and services. Today’s women are also

strong confident people who can take their own decisions, pay for their

purchases and expect to be kept informed correctly by advertising and

promotions.

Attitudes are changing too. A study of 3,400 women in 9 cities surveyed by

EvesDropping study of Trikaya Grey found that 51% wanted to live for today

– gone are the days when even working women lived for their family and

spent every rupee of their earnings on them, leaving nothing for themselves,

their image or future. A growing number of women put themselves first now.

Over 60% women held money as critical to show success.

10.2.5 DINK family

DINK refers to “Double Income No Kids” family pattern that is slowly

emerging and even seen in Indian scenario. DINK couples are able to afford

a slightly more expensive lifestyle than those with families. Hence, DINKs

are often the target of marketing efforts for luxury items such

as expensive cars and vacations. Here, husbands and wives earn, spend

and save without having to worry about raising kids. They adopt a lifestyle of

being without children and basically look after each other or their parents. In

the age of globalisation, where husband may work for an MNC and wife mayhave to constantly travel on work, there is little time left for them to stay at

home or even raise kids. Besides, the cost of living and expenditures may

lead to couples voluntarily deciding not to have kids. The post-2000

economic crises have made this social pattern more permanent as more

couples wait longer than ever to have kids and one in five people choose

not to have them at all.2

A 2008 survey by the Associated Chamber of Commerce & Industry of India

(ASSOCHAM) on “Changing Consumption Patterns of Delhi” revealed that

DINKs are high spenders. The survey of around 1500 couples showed that

75% DINK couples spend rupees 20,000 per month on entertainment,fitness, eating out and shopping for branded wear. The survey also revealed

the following:

2 Source: www.wikipedia.org

http://www.wikipedia.org/http://www.wikipedia.org/

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35% of couples (in metropolitan cities like Delhi, Mumbai, Bangalore,

etc.) spend more than half a lakh on travel and travel-related expensesevery year.

45% use a substantial part of their income for loan repayment like EMIs

which can add up to over Rs 20,000 a month.

45% spend about Rs 5,000 –10,000 on non-essential items.3

Table 10.1 depicts the spending pattern of various income groups.

Table 10.1: Spending Pattern of Various Income Groups

DINK is sometimes also used to refer to gay and lesbian couples who are

childless.4 Even live-in relationships constitute the need for sharing

expenses and household chores but ideally they cannot be termed asfamily. Socially, it would be considered as an adjustment without much

commitment.

It should be remembered that DINK family style may not include those

married couples who would like to have kids but due to certain reasons

cannot bear children.

10.2.6 Metrosexual

A new consumer group created entirely by media hype is the metrosexual –

3

Source:

(2008, March). Reality check: The DINK way. http://www.shaaditimes.com4 Source: Chasin, A. (2000). Selling Out: The Gay and Lesbian Movement Goes toMarket. New York: Palgrave.Fejes, F. Advertising and the Political Economy of Lesbian/Gay Identity. E. R.Meehan & E. Riordan (eds.), (2002).Sex & Money: Feminism and Political Economy in the Media. Minneapolis:University of Minnesota Press.

http://www.shaaditimes.com/http://www.shaaditimes.com/

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men living in cosmopolitan metro cities who are in touch with their feminine

sides. A metrosexual has thus been defined as a heterosexual, usuallyurban male, who pays much attention to his personal looks and has an

upscale lifestyle. He loves to shop, he may wear jewellery and his bathroom

counter is most likely filled with male-targeted grooming products, including

moisturisers (and perhaps even a little makeup).

Curiosity about metrosexuals climbed considerably in June when the

agency Euro RSCG Worldwide explored the changing face of American

males in a report entitled The Future of Men: USA. As part of this research,

men aged 21 to 48 throughout the U.S. were surveyed on masculinity-

related issues. According to the report, there is “an emerging wave of men

who chafe against the restrictions” of traditional male roles and who “dowhat they want, buy what they want, enjoy what they want – regardless of

whether some people might consider these things unmanly.” The most

important shift in masculinity is that there is less avoidance of femininity and

the “emergence of a segment of men who have embraced customs and

attitudes once deemed the province of women.” Thus, the metrosexual male

is also more sensitive and emotionally expressive than his father was.

This emerging metrosexuality can be partly attributed to a new breed of

male-oriented magazines such as Maxim, fashion and film world and a

growing acceptance of homosexuals. Another prominent reason is that

women are now shopping less than earlier for men’s products, thus

propelling men into stores and changing their shopping habits. According to

a 2005 article published by The New York Times, “In 1985 only 25% of all

men's apparel was bought by men; 75% was bought by women for men. By

1998 men were buying 52% of apparel; in 2004 that number grew to 69%

and shows no sign of slowing.” One result of this shift is that men have

started caring more about how they look than the women shopping for them

did.5

Along with male metrosexuality, female metrosexuality can also be

observed. Now many women dress more like men – well-cut, excellentquality, stylish but comfortable and unfussy clothes and little make-up or

jewellery. Whereas men are taking to self-adornment and fashion –

5 Source: David, C. (2005, June 19). Gay or Straight? Hard to Tell. The New York

Times.

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manicured hands, blow-dried designer haircut, gold and silver jewellery and

ornate clothes. It is not shameful for women to show strength and dresspractically and for men to show feelings and enjoy beautiful clothes. These

are human qualities and not gender-linked.

What has this social development got to do with advertising? Many

marketers and advertisers are also evolving to take advantage of

metrosexuality. Ergo the increase in men’s grooming products such as

fairness creams and face washes and even household products targeted to

men. It is also this emerging metrosexuality that led Lux to portray Shah

Rukh Khan in its commercial as depicted in Figure 10.1 commemorating 75

years of its existence.

Fig. 10.1: Lux Commercial Commemorating 75 Years of Its Existence

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When we have a relevant product, such as party/evening/wedding wear for

men or a slim cigarette, light motorbike or a special insurance productdesigned for women, how do we position them? What kind of model to

choose, what sets and script, what mood to create? Strong men do not

relate with what they consider a feminine image. A strong woman does not

like to be patronised or talked down to. Yet they both will buy wedding

clothes and handy motorbikes. Now men take paternity leaves and women

pilots fly Air Force cargo planes to combat areas. Great caution has to be

taken to create the right image, so as not to alienate either group.

A survey of 2,000 men in 13 countries found that 60% of men see

themselves either as power seekers who crave professional advancement

or family patriarchs who believe ruling a family is the most important thing.The remaining 40% are busy in the metrosexual debate.

Marlborough Man, the ultimate symbol of a macho cowboy created by Leo

Burnett Advertising Agency, is having a severe identity crisis. Recently the

same Leo Burnett ran a worldwide survey. Results say that half the men in

most parts of the world do not know what is expected of them and ¾ of them

think images of them created in advertising is way out of touch with reality.

Image creation is a delicate business. It is confusing at times, not just for

men, but for marketers and advertising professionals too. The ultimate

decision and thus image building will depend on the product and the marketsegment chosen. And, as always, should be done with responsibility and

sensitivity. A super sweet cloying image built for male targets in the name of

“metrosexuals” can actually turn a man off the brand for life.

10.2.7 Elderly population

In 1950, 5.6% of India’s population was above 60. According to the

Registrar General of India's latest data from the Sample Registration

System (SRS) 2010, nearly 7.5% of India's population (out of 1.21 billion) is

aged 60 years and above. In rural India, 7.5% of the population is above 60

and the corresponding figure is 7% urban areas. The SRS report says, "On

account of better education, health facilities and increase in life expectancy,the percentage of elderly population (60+) has gone up from 6% to 7%.” It

also estimates that the elderly population will increase to 12% of the total

population by 2025 and India will soon become home to the second largest

number of older people in the world.

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In tradition-bound India, old people are not considered a commercially high

priority target, but it will be foolish to ignore this segment. Largely due tobreak up of joint families where adult children have moved away quite far or

due to the end of the times when extended families lived in separate homes

but close to one another, older parents now often live on their own. The

current old generation has finished paying for their homes and child rearing

and they have planned and saved for an independent old age. They are in

control of their lives and money. And they do not plan to leave their life’s

savings for their children only.

Grandmas do not sit in rocking chairs and knit sweaters which nobody ever

wears and grandpas do not doze and cough in a sunny veranda corner.

They take Tai Chi lessons, practise sudarshankriyas, go to gym, wearexpensive clothes and new jewellery, swim, party and go for international

holidays and cruises. Retirement is not a withdrawal from life, but merely

starting another phase of life. It is a complicated series of social, economic

and cultural demographic shift that has changed the way we must look at

older people, because they demand so. This group now has considerable

economic power and they know it, just like the very young. Besides, the

ageing population also puts an increasing demand on healthcare products

and services.

What does advertising do with this new phenomenon? Plenty. The elderly

comprise a great market with rising consumption and pay exactly the same

price as the young do, but they make full down payments and are not into

hire-purchase or consumer loans. This segment just has to be cultivated

differently.

In April 2006, a survey carried out to choose India’s sexiest man listed John

Abraham as number one, followed by Amitabh Bachhan, then 63. Clearly

something strange is happening and marketers better take note.

Self Assessment Questions

1. Indian women now earn more, but have no freedom to spend.

(True/False)2. Today, there is more acceptance of men who use fairness creams or

express their emotions in public. (True/False)

3. Older people now live a more active life of high consumption.

(True/False)

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4. What is DINK?

5. Which consumer group is considered to occupy the mind of the artdirectors of advertising agencies?

6. Nuclear families have a maximum of ________ children.

7. Match the following groups of consumers with appropriate words:

Set I

i. Kids or Brats

ii. ii Assertive working women

iii. Metrosexual

Set II

a. Freedom to succeed and spend

b. Media hyped

c. Easily swayed

10.3 Summary

Let us recapitulate the important concepts discussed in this Unit:

The whole world as well as India have changed and progressed more in

the last 60 –70 years than in the previous several centuries put together.

The rapid advance in technology creates a gain in the earning power

which, in turn, triggers massive social and psychological changes.

Indian society is going through cataclysmic changes at all levels –

economic, social, psychological, behavioural and spiritual. It is as if a

repressed nation that had been under colonial rule for over thousand

years, is suddenly set free and catching up with itself. Just as society

and people are changing, products and services are evolving to cater to

them too. And the way to sell these also has to interface sensitively with

their chosen target segments.

We have listed only some of the areas where there are well established

signals for the marketing and advertising professionals to adjust to. This

is by no means an exhaustive list but just an indicator of how fast and in

how many directions the target group profile is changing and how

difficult it is now to draw a correct picture of the person to whom the

advertising campaign wishes to talk to. Not only society, people and

economy are changing, the personality and aspirations of the target

itself does not stay in one place, but keeps changing. If this factor is not

kept in mind constantly, majority of the advertising budget will be wasted

or even alienate the target as being over the top or too old fashioned.

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10.4 Glossary

Globalisation: Elimination of barriers to trade and increasing theconnectivity and interdependence of the world's markets and businesses

Nuclear families: a family group that consists only of father, mother, and

one or two children

Assertive: being self-confident and positive

10.5 Terminal Questions

1. Illustrate with an example how the present generation and youngsters

are influencing the advertising activities.

2. Explain how children exercise influence on purchasing a particular

product or service thereby influencing in family decision-making.

3. Discuss how the Indian woman’s influence on buying decisions has

increased in the last few years.

4. Write a brief note on DINK family and its impact on spending.

10.6 Answers

Self Assessment Questions

1. False

2. True

3. True4. Double Income No Kids

5. Youth or the young people

6. Two

7. i-c; ii-a; iii-b

Terminal Questions

1. The present young generation has relatively more disposable income

than before. They have different aspirations and ambitions. This kind of

generations have definitely influenced advertisements. In addition,

advertisers and companies aware of the decision-making power in the

hands of young people, and hence they pamper the youngsters by

creating commercials directed at them. Refer section 10.2.1 and 10.2.2

for more details.

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2. Kids are now the new-age customers. Several studies have been

conducted to gauge children’s influence in family decision-making. Refersection 10.2.3 for more details.

3. Rising literacy levels, increased penetration of satellite and cable

television and increase in economic independence are some of the

causes for the increase in the Indian woman’s influence on buying

decisions. Refer section 10.2.4 for more details.

4. DINK couples are able to afford a slightly more expensive lifestyle than

other families. Hence, they are often the target of marketing efforts for

luxury items. Refer section 10.2.5 for more details.

10.7 Case Study

Preethi Meets Venkat through Shaadi.Com

“I didn’t want to fall into the traps of a typical Indian arranged marr iage;

I believe it doesn’t give you the required time and opportunity to know and

understand your would-be partner, especially with families breathing down

your necks while calling for a decision,” said Preethi. “And I always wanted

to choose my life partner myself,” concurred Venkat, adding, “That’s why

Shaadi.com worked for both of us.” Preethi and Venkat are among the 48%

of Internet users who surf matrimonial sites for alliances. While traditionally

the activity of matchmaking was left to the elderly aunts of the family,

marriage bureaus, and newspaper matrimonials, with the advent of Internet

and a change in youngsters’ preferences, online alliance search has taken

off with a frenzy, especially with 60% of the online population in India being

below the age of 25.6 With 12 million urban Indians undertaking online

matchmaking, it is the 13th most popular online activity among Indian

surfers.7 Although online dating is ahead of matrimonial searches as the 10 th

most popular online activity, it does not enjoy the high user loyalty and

brand premium of matrimonial websites. This is because Indian culture has

yet not fully accepted the concept of dating before marriage and people do

not register on a dating site for finding a life partner. There is also a huge

6 Source: Sapna Agarwal, “Matrimonial websites losing out to dating websites,”

Business Standard, August 07, 2007, www.agencyfaqs.com

7 Source: “Matrimony sites tie Indian surfers in a knot,” Business Standard ,

September 24, 2007, www.agencyfaqs.com

http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/

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overlap between the two activities suggesting that people who date are also

looking for a mate.

8

Owing to the close-knit social structure of India, families and friends still

have an important role to play in online matchmaking. Often parents are

seen posting their children’s profiles, and while the final choice may be the

children’s, parents extensively carry out activities like gathering information,

filtering profiles, matching horoscopes, etc. Experiences of friends also

guide in the decision-making. Advertising and communication by

matrimonial websites are also key in decision-making. Online advertising as

well as conventional television and print advertising are popular media

choices for most portals. Advertising seems to be harping on factors like

wide profile choices, relevant matches, and a joint selection process thatsatisfies the entire family.

One such piece of communication triggered the dormant desire of finding a

life partner for Venkat. While watching the film Metro, Venkat was exposed

to Shaadi.com. The movie depicted actors Konkana Sen Sharma and Irrfan

Khan getting older and feeling the need to find a life partner, and then

turning to Shaadi.com for help. Sen Sharma was shown logging on to the

website, and there were mentions of Shaadi.com in her conversations with

Khan and even comical scenes in which the protagonists viewed some

funny profiles on the site and enjoyed a good laugh.9 The movie propelled

Venkat into online matchmaking. He believed that the biggest advantage of

online matrimonial sites was their massive database, which offered people a

wide choice of matches across both objective and subjective evaluation

criteria such as education and career, religion, family background, location,

personal preferences, personality, etc. He zeroed in on Shaadi.com after a

little search, most importantly because the name had created a distinct

impression in his mind through the movie. One of prospects he emailed was

Preethi; the two of them hit it off and decided to marry. Preethi had chosen

Shaadi.com as she was particularly impressed with its strict profile

screening system, and the simplified search technology that increased the

8 Source: Sapna Agarwal, “Matrimonial websites losing out to dating websites,”

Business Standard, August 07, 2007, www.agencyfaqs.com

9 Source: Devina Joshi, “Slice of life branding opportunities galore in this city,”

May 9, 2007, www.agencyfaqs.com

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relevance of the matches. She also appreciated the portal’s attention to

details through features like password-protected photographs that allowedmembers to maintain secrecy.

Their choice was much like the rest of the consumers’; Shaadi.com and

Bharatmatrimony.com were the two biggest websites in the online

matrimonial space, each with 33% user preference.10 Another study by

JuxtConsult pegged the websites’ shares at 28% and 29% respectively as

on April 2007.11 A study by AdMomentux measuring ‘audience mindshare’

for television commercials, based on parameters like top-of-the-mind recall;

appeal, likeability, relevance and comprehensibility of the ad; brand

differentiation and preference created by the ad; etc. also showed similar

results. Bharatmatrimony.com’s television commercial depicting how amodern boy and girl followed traditional rituals when it came to marriage,

was the most effective, with 43.8% audience mindshare. The television

commercial of Shaadi.com showing the photographs of its various members

received 36.1% audience mindshare. Jeevansathi’s commercial came in

third with 18.4% audience mindshare.12 Yet another study marked

Shaadi.com as the leader with 987,000 unique visitors in July’07.13

Convinced of Shaadi.com’s effectiveness after a month-long free

registration, Preethi and Venkat had signed up for a 6-month premium

membership. When they found each other and finally decided to marry in a

year, they posted their success story like many others who had also found

the right partners through Shaadi.com.

Discussion Questions:

1. Based on the case, write a brief description of the profile of new-age

eligible bachelors and spinsters.

10 Source: “Yahoo!, Naukri, Bharatmatrimony among best recalled Net brands,”

August 29, 2006, www.agencyfaqs.com

11 Source: “20 mn active net users, Google most used brand: Juxt survey,” June 12,2007, www.agencyfaqs.com

12 Source: Kapil Ohri, “Is TV advertising working for online players?,” October 24,

2007, www.agencyfaqs.com13 Source: Kapil Ohri & Tarana Khan, “Exclusive: comScore data on online jobs,

matrimony, realty, auto,” September 24, 2007, www.agencyfaqs.com

http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/http://www.agencyfaqs.com/

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2. Why does most communication for online matrimonial portals harp on

joint family decision-making? Do you see any attitude change strategiesadopted by any of the websites in their communication? Explain.

3. Describe how matrimonial services have evolved their advertising

strategies to cater to the new generation.

(Courtesy: Shah & D’Souza, 2008)

References:

Chasin, A. (2000). Selling Out: The Gay and Lesbian Movement Goes to

Market. New York: Palgrave.

Chatterjee, S. (2006, October). Building brands among sub-cultures.

Pitch, pp. 83 –84. David, C. (2005, June 19). Gay or Straight? Hard to Tell. The New York

Times.

Fejes, F. Advertising and the Political Economy of Lesbian/Gay Identity.

E. R. Meehan & E. Riordan (eds.)

Sharma, S. & Singh, N. (2011, June 26). In 10 years, urban Indian

women's average income doubles. The Times of India.

(2002). Sex & Money: Feminism and Political Economy in the Media.

Minneapolis: University of Minnesota Press.

E-References:

http://www.agencyfaqs.com. JWT study finds the payoffs from Mother

India, Retrieved on 5th November 2007

http://www.shaaditimes.com. Reality check: The DINK way, Retrieved on

March 2008

www.wikipedia.org
http://www.agencyfaqs.com/http://www.agencyfaqs.com/

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