How And Which Way Has Fmcg products awesomely influenced consumers Sex appeal?
Research Suggests: Consumer preferences were largely affected by age, sex, place, product, price, availability, psychological, people and brand influences.
Study revealed that the most important choice was taste motive, followed by health aspects so marketers should pay strong attention to this fact in designing their marketing channels.
It indicated that size of the family wise and education background wise that there was a significant difference in factors influencing purchase decision of FMCG products namely products factors, price factors, place factors and promotion factors.
The study concluded that consumer behaviour is largely effected by place, product, price, promotion, physiological and psychological factors. The study showed that product quality was the major influential factor in both rural and urban area, but the number of respondents varies across both the areas.
Also, price influence purchase behavior more as compared to brand name in rural area while brand name had more influence on the urban customers.
The results determined that consumers perceived that Television commercials, followed by Quality and Brand loyalty were significant factors which influences on the consumer buying behaviour. Moreover, they stated that the consumers were highly satisfied with their used brands of Hair oil. It was found that in bathing soap consumers were Low in satisfaction with their used brands of Cosmetics.
Sex Sells: But Not to Everyone and Not in Every Market
You are not what you buy. But what you buy does signal to others what you aspire to be. But what you are has been obvious to all, all along.
The Sex Appeal Supplies report by Statistify Market Research consists of all the market definitions, classifications, segments, applications, engagements, and market trends the user needs to know in order to be successful in the Sex Appeal Supplies market. The report also proves essential when it comes to explaining what the market definition, classifications, applications, and engagements are for the Sex Appeal Supplies market in the Consumer Goods industry the report also has all the company profile of the lead players and brands in the Sex Appeal Supplies market that is driving the market and are making key trends. As we know that the CAGR levels are GROWING and the Sex Appeal Supplies market is changing day by day.
Methodology
This research study involves the extensive usage of both primary and secondary data sources. The research process involves the study of various factors affecting the industry, including the government policy, market environment, competitive landscape, historical data, present trends in the market, technological innovation, upcoming technologies and the technical progress in related industry, and market risks, opportunities, market barriers and challenges. The data collection process includes gathering of data through various sources, then data analysis is done after which the data collected is synthesised and sent for data validation. The data storage phase involves collecting and collecting data through various data sources and also includes extensive research.
Sex has been used to advertise products almost from the dawn of advertising. It’s thought that an 1885 soap advert was the first to use erotic imagery in an attempt to make subliminal connections between a product and sex. Sex is now very commonly used to sell products, from intimate ones like perfume and clothing to aspirational ones such as cars. It’s also used more bafflingly to sell other types of product, from fizzy drinks to tyres.
But the advertising truism that sexually stimulating messaging wins consumer engagement doesn’t always hold up. Research suggests that the relationship between sexually-charged ads and consumer attention is less straightforward than first thought. For brands trying to win customers in new markets, different cultural attitudes toward sex can compromise the intended messaging. All in all, things are more complex than you might think.
Changing gender roles
The increasing economic empowerment and the changing role of women in society have led to a key change in the use of sex in advertising.
For a long time, men tended to be the intended targets of advertising for products including jewellery, cars and vacuum cleaners – or at least advertisers assumed they were. Women are now increasingly making these purchases and advertisers are slowly starting to recognise they are key decision makers for many purchases.
Research at the Carlson School indicates that it’s not as simple as updating sexually appealing messaging in advertising to account for female buyers. Women tend to react badly to gratuitous sexual imagery in advertising – particularly if the products are cheap.
They tend to be more accepting of sexy advertising when the products were higher ticket items but seem to favour advertising where sex is shown in the context of a broader committed relationship. By contrast, male viewers aren’t affected by the relationship context sex is depicted in. Research in China also suggests that men and women need to be targeted differently by ads based on sexually appealing messages.
As more women purchase items marketed for men, advertisements should alter their strategy to reflect the differences in consumer values. Women tend to disapprove of overly-sexual marketing and want to be sold more on the products’ quality.
Although men may respond to sexual images, that doesn’t mean sex can be used to sell them anything – there does need to be some link to the product. Research by Ohio State University found that using too much sex (or violence) in ads actually diminishes advertising effectiveness. That’s because viewers overlook the advertising message because they’re distracted by what they’re seeing.
The generation gap
Sex is also a generational concern. Younger generations of consumers seem to want a personal connection with a brand more than they value sex appeal. Modern consumers seem to be able to see through advertising claims that products will increase their sexual appeal to assess whether a brand can add value to their lives or not.
The bar for what’s considered notably sexually engaging or erotically noteworthy is also set much higher than it has been in the past.
Availability of sexual imaging means ads that would have been considered provocative a few decades ago now barely raise an eyebrow. That 1885 soap ad showing the bare shoulders of actresses seems laughably prim to 21st-century audiences.
Modern audiences are also increasingly intolerant of ads that resort to stereotyping and sexism to make a point.
There’s a risk of a backlash but it’s more likely that audiences will just see brands using these dated tactics as outdated and irrelevant to their lives. Consumers expect brands to stand for something these days. Being sexy is not, by itself, enough.
RELATED: Diversity Marketing: Who’s Doing It?
It’s a problem encountered by Victoria’s Secret, the lingerie brand that’s historically marketed itself using supermodels and glitzy catwalk events. With attention now focused on a much curvier aesthetic that’s more body positive, Victoria’s Secret’s use of conventionally attractive models is starting to look pretty outdated.
By contrast, singer Rihanna’s much-celebrated Fenty brand has taken a highly inclusive approach right from launch, using a much wider range of body shapes and ethnicities. The brand fares extremely well with young audiences, particularly among non-white groups.
Brands such as Victoria’s Secret face challenges as traditional ideas of what is desirable contrast the changing style of advertising with an emphasis on diversity in body type and skin colour. Editorial credit: FashionStock.com / Shutterstock.com
America’s annual Superbowl sports event tends to be a key focus of advertising efforts as a large audience focuses on a single broadcast. Traditionally this has always consisted of pushing the envelope increasingly towards more suggestive sexual ads as society relaxes its mores. But in 2017, some commentators noted that ad themes for the event had shifted away from sexual messaging to instead dwell on more provocative themes – such as political activism.
In modern America, hot topic issues such as race are more provocative and engaging than sex.
It’s not just the West that’s wrestling with how it feels about sex in advertising. The major emerging markets of China and India are in many ways more conservative than the US or Europe, with a lower tolerance for what’s shown on TV. If you’re trying to take an ad campaign to these audiences, it’s not just the language you’ll be translating but also adapting into an entirely different culture of sexual identity.
RELATED: Cultural Sensitivity: How to Market Your Brand to Other Cultures
Sex can be used to sell very effectively in some markets. As society evolves, public tolerance for sexually appealing messaging and images continue to relax. But it’s not easy for those pushing the envelope to gauge what they can get away with.
Chinese censors are often inconsistent and it’s hard to predict which ads they will allow. Indian ad directors don’t seem to be able to sell sex in a way that makes it seem at all appealing. It seems there’s no market in the world where using sex in advertising is a straightforward matter making cultural sensitivity checks a critical part of any ad campaign that uses either sex or topics such as race or political activism to advertise products.
Cosmetic choices are much less culturally arbitrary than they appear at girst glance…Ancient Egyptians may have used kohl rather than liquid eyeliner to increase apparent eye size, red ochre rather than blush to increase cheek redness….sought to increase rather than decrease the facial cues of estrogenization, yougthful sexual maturity and fertility.
Fashion moves from physical display to personality display
Sex appeal: Marketers flirt with bold messages
Fast Moving Consumer Goods Sector in India is one of the largest sectors in Indian economy has faced strong competition among themselves over the
years which is continuously growing. This is due to the increase in per capita income among consumers and also various developments in rural economy.
FMCG products includes wide range of frequently purchased consumer products such as cosmetics,processed foods, beverages, toiletries, etc. while FMCG also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper and chocolate bars.
The FMCG sector has reformed its strategies and has chosen for a more well-planned advertising of the products to enter both the rural and urban markets. It is creating plenty opportunity for investment in rural sector.
Now, consumers are becoming more conscious regarding brand to elevate their social status, they are ready to experiment new brands of this products. The FMCG companies are signing more and more people which has led to an increase in the job forecasts in this sector. Bombay Shaving Company differentiating products by gender.
Thus, FMCG sector is generating massive employment with good career prospects. Marketing, retail, sales, services and supply are the key areas which generates maximum career scopes in FMCG Industry in India.
Abercrombie
Even the most conservative of companies rely on sex to sell their products. It plays into one of our deepest human desires.
“Sexual information does grab attention,” says University of Georgia’s Tom Reichert.
“As long as people desire to be attractive to others, and as long as people desire romance, intimacy, and love, and all the wonderful feelings they involve,” he says, “advertisers can show how their products help meet those needs and desires. Whether we like it or not, products play a role in society’s intimacy equation.”
But since it saturates the market, this means of selling a product doesn’t always work. Just look at American Apparel and Abercrombie & Fitch, which have long relied on sex as a key selling point — now they’re struggling to differentiate their brands.
American Apparel is constantly pushing the boundaries with its sex-infused ads.
When the clothing company ran a billboard on Houston Street showing a woman wearing leggings and nothing else while bending over, people got angry.
The brand has been running racy campaigns since at least 1995, with a 2000 underwear ad taking the cake. The advertisement shows a woman wearing the clothing line’s underwear, and nothing else.
But American Apparel has been struggling for years and is trying to turn around its operations.
Flickr
Clothing maker Abercrombie & Fitch has always pushed the envelope when it comes to advertisements.
But the A&F Quarterly takes the cake. The quarterly, which made its initial run in the late 1990s, is infused with nudity and sexuality. In 2003, thousands of Americans threatened to boycott the store, causing it to stop selling the cataloge for a time.
The quarterly came back on the scene in 2008, but was only launched in European markets. Tom Lennox, the brand’s vice president of corporate communications, said he thought the quarterly would appeal to the “British open-minded approach to culture and creativity.”
Like American Apparel, the brand has been performing below expectations, as it’s facing increased competition from other clothing brands targeting young consumers.
PETA’s ads are so offensive, major news networks even turn their backs against the organization.
For example, in 2009, PETA wanted to run a pro-vegetarian ad campaign during the Superbowl that showed models licking eggplants and pumpkins, among other things. NBC wouldn’t hop on board though, saying the ad “depicts a level of sexuality exceeding our standards.”
The animal-rights group pushed the envelope even further in August 2011, announcing it would roll out a softcore porn website, with spokeswoman Ashley Byrne telling the Herald Sun, “Our racier actions are sometimes a way to get people to sit up and pay attention to the plight of animals.”
AXE began its quest to help men score women in 2003. But not everyone appreciated this initiative.
The Campaign for a Commercial-Free Childhood claimed Axe “epitomizes the sexist and degrading marketing that can undermine girls’ healthy development.” The company’s racy ads show woman tackling, licking, and chasing men once they douse themselves with AXE.
The Atlantic even questions the strategy — but for a different reason. “The problem was, the ads had worked too well in persuading the Insecure Novices and Enthusiastic Novices to buy the product,” The Atlantic writes. “Geeks and dorks everywhere were now buying Axe by the caseload, and it was hurting the brand’s image.”
The company recently announced it was rolling out products targeting a new demographic: women.
Kim Kardashian famously helped Skechers sell Shapeups. Her 2011 Super Bowl commercial got tons of publicity. “The moral of the spot? Apparently, Skechers ShapeUps will make you ditch your (smoking hot) trainer, because as Kim put it, it’ll be ‘bye-bye trainer, hello Shape-Ups,” says Celebuzz.
But now that her contract with the company is over, don’t expect to see her in this year’s Super Bowl ad.
The burger chain that once used a commercial of Paris Hilton washing a car turned in 2011 to Hamblor, a half-naked god who assembles his burger from the heavens.
AdWeek calls the campaign a “ridiculous new David & Goliath spot.” The advertising site also ridicules Hamblor’s “concubine of tasting goddesses doing their best food-porny Padma Lakshmi impressions.”
Dita Von Teese douses herself in Perrier in this popular ad. “Just when we thought the burlesque beauty could out-sex herself no further, Dita manages to turn up the raunchy even more in a sexy new viral advertising campaign for Perrier,” the Daily Mail said of the ad.
Brandchannel.com called the ad “a tad risque,” and cautioned potential viewers the scenes aren’t suitable for work.
Designer Tom Ford’s ads for his mens’ line ooze sex. One ad, which Fourninetyone.com says exudes “hypersexuality,” shows a naked woman holding a bottle of cologne between her thighs. Another shows a naked woman combing a stylish man’s hair.
Jungle 8, a self-proclaimed socially-conscious branding site, says “sexist ads such as this one do as much harm to men as they do to women.” The blog went on to say, “Men who are put off or intimidated by the overt displays of impersonal sexuality glaring out at them from magazines are made to feel like they aren’t real men – and spend years constructing personas that mask their deep fear that their masculinity just isn’t masculine enough.”
Ford’s ads caused a splash in 2008 as well, showing a naked man holding a blindfolded naked woman while a nicely suited man stares on.
Nissan made headlines in early 2011 when commercials showed a side-by-side comparison of a Nissan Juke and a model in a bikini. The model, “Amber,” was shown performing comparison tests against the car, all while in her swimsuit. Some viewers weren’t amused, saying the ad “cuts a fine line between sexy and sexist, Ok, and disappointing.”
Did Dolce & Gabbana mean to simulate gang rape in one of their recent ads? Probably not, but that’s the way many are viewing it. The ad shows half-naked men standing around the lone woman, who’s lying on the ground in a fairly suggestive position.
Feminist blog Jezebel reports the ad was eventually canceled, but the design house justified it by saying they “were looking to recreate a game of seduction in the campaign.”
Intelligent adults eventually realize all this, at some level. They stop fooling themselves that body-display products actually increase physical attractivness, and learn instead that maintaining one’s physical appearance is an effective way to broadcasting one-s personality traits. The consistent, skillful use of cosmmetics, razors, hair products, and fashion advertises one’s intelligence, mental health, conscientiousness, and self-esteem.
Study shows,consumer behaviors were positively and significantly correlated with product, price, place, promotion, need for recognition, brand awareness, brand knowledge, brand loyalty at the time of purchase and post-purchase behaviour. This research surmised that successes of many businesses
depended on their ability to create and retaining the customers.
Survey indicates that most of the FMCG products and brands had successfully proved that their brand is not just a mere sensation to attract awareness of consumer, however a real deal product and brand that satisfied their consumer. It is evaluated that the most influencing factor affected the buying decision of the consumers was still the price, followed by quality and then easy availability. They confirmed that people still considered price as the most important factor, during the price war between the two companies Tide emerged as a leader
because of its low price. The results observed that
consumers were satisfied with green FMCG products. Also, it was noted that customers
were more focused on what they eat, how it was prepared, packaged and so on. This study
had revealed that no doubt quality and price were still the over-riding factors which impact
customer’s buying decision.
Branding for Women: 80% Plus of FMCG Buying Decisions Are Made by Women
At least 80 per cent of household buying decisions today are typically controlled by women, especially in the areas of fast moving consumer goods. The question is, are you developing and marketing your brand effectively to this dominant ‘wallet controlling’ audience? Is your brand positioning, story, values and offering resonating with their needs? Are you capturing and holding their attention or have you overlooked their buying power?
And just in case you were breathing a sigh of relief because your brand isn’t in the FMCG category, don’t get too comfortable or complacent either. US marketing expert Marti Barletta points to an old report by the Automotive Service Councils of California way back in 1999 which showed that even then, females influenced 80 per cent of all car purchases and in 95 of 100 cases had the final say when purchasing decisions were being made where couples were involved. In addition, an article in Business Week (2004) showed women bought two thirds of all cars sold and influenced 80 per cent of sales. I mention these old stats for my more sceptical readers because female purchasing power has continued to grow year on year, and even more so relative to this older research.
Surveys into consumer electronics have likewise shown that women spend just as much as men on ‘gadgets.’ However females tend to buy at a later stage in the process with the early adopters of technology being men. Women tend to buy once ‘the problems have been straightened out,’ said Barletta.
Multi-national electronics brand Nokia started marketing to women after realising more females than men were buying smartphones. The brand’s senior consumer insights manager Elizabeth Southwood told Marketing Week last month: “We were aware of technology brands alienating women with their tone and messaging but also of the fact that increasing numbers of ladies were adopting smartphones which has now overtaken men, 58 per cent to 42 per cent, as well as other tech.”
As a result the phone giant ran a female focused promotional campaign named Remarkable Women in which they gave a community of career types – and generally busy women who’d overcome a whole series of obstacles in their lives – a Nokia Lumia. The inference was how much having a phone would help make their lives so much easier. A whole community was set up around the promotion, launched earlier this year in the UK, and is continuing to gain momentum.
Image via Remarkable Women (Facebook)
Research has also shown that not only do women tend to make most of the spending decisions in the household, for both everyday and larger items such as furniture, their decision-making process as a rule tends to differ from their male counterparts. That’s because women prefer to go into secondary considerations such as other brand options as well as features, benefits and price. Men, on the other hand tend to be more focused and judge whether or not it satisfies their primary consideration i.e it plays music and looks good.
US stationary company Office Max earned themselves a precious CNN news spot when they decided (like Nokia and its smartphones) that their target market was the wrong gender emphasis. They changed from a more male to female marketing focus and stocked up on ‘prettier’ products such as coloured folders – while at the same ensuring there was more variety in most ranges (remember, women like to ‘weigh up’ the choices).
Unilever’s anti-perspirant Axe initially marketed a limited edition fragrance to young men until it discovered around one quarter (500,000) of its social media followers (Facebook and Twitter) were female. There followed a marketing push towards the fairer sex (along with a ‘refined’ product). The following are adverts for the same brand but marketed at different genders.
The brand’s target market however was still young men – they had simply expanded it to include young women. Axe’s head of strategy Jonathan Bottomley explains: “You can’t be a successful youth brand today if you’re not co-ed in your approach, this is a generation where guys and girls are friends and like to hang out in groups.”
The world-renowned brand regarded as the so-called bastion of male toughness Harley-Davidson did an ‘about turn’ several years ago when they introduced the SuperLow – a lighter bike suitable for women – in an effort to capture the market for females and first-time riders. They also held ‘women only’ in-store safety nights twice a week in 650 Harley dealerships. Today women make up around 12 per cent of sales for the Harley-Davidson company (in the past it totalled two per cent).
The above examples demonstrate that it’s essential for the majority of brands today to include women in their marketing and overall brand strategies. Not only do women make up 50 per cent of the population but, in most cases, they are also the gender with the greatest influence in consumer purchasing decisions.
Brands need to ensure they are gender balanced at the very least, and not alienating women, at the expense of men and vice versa.
Tail piece
CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.
According to a study by John Wirtz, an advertising professor at the University of Illinois, the inclusion of “sex appeal” in an ad’s creative did not make participants more likely to remember a brand name or purchase a product.
Consumers were actually more likely to view a brand negatively if sex appeal was used to market the product, Discover Magazine reported.
“We found literally zero effect on participants’ intention to buy products in ads with a sexual appeal,” Wirtz told the publication.
“This assumption that sex sells – well, no, according to our study, it doesn’t. There’s no indication that there’s a positive effect.”
Wirtz’s findings were based on a meta-analysis of 78 peer-reviewed studies investigating the effectiveness of sex appeals in ads. The study was recently published in the International Journal of Advertising.
The study hypothesized that consumers had been so inundated with these tactics that they had simply become desensitized.
At a time when diversity, representation of women in media and sexism in the advertising industry are major talking points, many brands are moving away from racy ads.
Just over half of the panel found the ad offensive (52%) or irritating and annoying (51%), and almost one third (32%) said they felt worse about Carl’s Jr. after seeing the ad.
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