A STUDY ON CONSUMERS BEHAVIOUR TOWARDS PLACEMENT OF PRODUCT IN MOVIES/TV

Abstract

In an industry where billions of dollars are being spent to allow other industries to reach their customers, it is extremely important to understand the effectiveness of the methods being used. Online content streaming services and the binge-watching mentality has made it increasingly difficult for advertisers to reach their target customers. It is important to understand how a consumer will feel about the product placement in order to determine what his next steps might be. This research tries to gauge consumers behaviour towards   product placement in different media. The research paper also attempts to analysed placement of products in a specific genre of movie and its impact on viewers’ attention. The present study has conducted survey of 540 respondents from city of Mumbai. Descriptive statistics like frequency, percentage and chi-square test have been used in this study. The results of the study shows that product placements in a movie or television show can benefit both the producer and the consumer only if the placement is done in an appropriate manner which attracts the consumers’ attention and manages to develop a positive attitude for the product in the viewer’s mind. Further Study found that when the presence of a brand is consistent with the context in which it is placed, it would evoke more positive attitudes and behaviour than an in-congruent placement