The influence of brand placement in Bollywood on the Indian consumer.

摘要

Brand placement in Bollywood is becoming increasingly common, yet little is known about its effectiveness. A review of the main areas of research undertaken to date reveals that researchers have focused on a few central themes: consumer/viewer attitude toward product placement, recognition and recall of brands and the effects of brand placement on consumer behavior. Researchers have largely ignored assessments of the impact of brand placement on brand sales. This thesis examines the effectiveness of product placement by measuring its impact on purchase decisions. Results indicate that brand placement has little or no influence on a consumer's decision to purchase brands and that brand sales are not a successful measure of effective placement. Brand placements lead to awareness and recall but do not necessarily translate to sales; hence, brand placements cannot be a stand-alone strategy. To achieve the desired outcome of improved brand awareness, enhanced brand recall and increased sales, product placement has to be integrated with other established marketing tools. Even when integrated in a larger media plan, product placement has to have a keen focus on consumers, characters and film category.