Consumer Behavior

Group Project

Submitted by- Group 8, CB -B Section, Batch (2021-2023)

Name Enrolment number

Naveen Satish 21A3HP622

Lisa 21A3HP630
Shone Padinjakara 21A3HP627
Parul Prasad 21A3HP617
Sanjana R 21A3HP631
Shivam Sharma 21A3HP618

Submitted to-
Prof. (Dr.) Nitin Gupta
Introduction
Consumer behaviour is about understanding the consumer mindset at a particular time and
providing the product or service according to their needs. Advertisements are a smart way to
communicate what the brand is offering and why is it important for the consumers to consume
them. They are curated creatively and catchy enough for the information to reach the audience's
mind. At the end of the day wanting brand awareness and brand resonance.
5 Star has a strong brand recall due to the efforts of its parent company. The corporation has
placed adverts in newspapers, television, and billboards to raise knowledge of the product and
encourage people to buy it. Since the product was first introduced in India in 1969, the message
or content has continually changed. Youth has always been its primary target. 5 Star constantly
pushed itself when positioning and repositioning. At the same time, it has made sure that
consumers think about the brand whenever a new campaign has introduced. The journey map of
positioning 5 Star began with you being "Deliciously Rich that You Would Hate to Share It." It
moved on to signify togetherness, give an immediate energy boost, make appealing, soft chew,
and finally make you "Lost in Taste." The business successfully positioned the goods in
consumers' thoughts without endorsing celebrities. In a brilliant move, the corporation used the
two eccentric characters, Ramesh and Suresh, in the commercials—once for Cadbury 5 Star and
again for Cadbury 5 Star 3D. For a while, they developed into the chocolate brand's symbols,
significantly improving the product's brand memory.

Advertisements chosen
5-star, chocolate from Mondelez India has hired Ogilvy the well-known ad agency to do the ad
campaign and they have always come up with amusing and funny ads that easily catch a wide
range of audience’s attention leading to more brand visibility.
Advertisement 1: Pitaji Ki Patloon – Jo Khaaye, Kho jaaye

(2012). YouTube. Retrieved September 1, 2022, from https://youtu.be/ffvPTzSLMAo.

Advertisement 2: Grandmom and boy – Do Nothing

(2019). YouTube. Retrieved September 1, 2022, from https://youtu.be/WdYDUuvROEU.

Advertisement 3: Valentine’s Day – Do Nothing

(2022). YouTube. Retrieved September 1, 2022, from https://youtu.be/rqsfJ2ybNpQ.

Need and Motivation Concept

Advertisement 1 - Pitaji ki patloon 
It was launched in Dec 2013.In the ad, As the tailor adjusted the pants, Ramesh and Suresh
passed the time by eating 5-star chocolate. 5-star chocolate is a psychogenic need aroused by
social factors which are cognitive. According to Murray, engaging in novel activities, such as
indulging in five-star chocolate, can help you escape regular situations when you need to seek
out novel experiences and avoid routine.
Chocolates come under social needs in Maslow’s hierarchy of needs hence ads were directed to
youngsters who are target customers and who can project themselves as characters in the ads.
The hints in the phrase "Khaiye aur kho jaiye" were intended to stimulate customer interest.
Ramesh was annoyed that the pant was getting too short, but as soon as he took a bite of the
5star, his irritation vanished, and he forgot about it. Providing details, such as every mouthful
had chocolate, caramel, and nougat for a great experience.
Advertisement 2 - Do Nothing
It was launched on March 12, 2021. Prioritize your job when you have to and take the time to
relax and unwind in the age of hustle and bustle. This ad is directed toward youngsters who have
a hectic schedule and need time for themselves. This promotes self-actualisation.
"Kabhi Kuch Na Kar Ke Bhi Dekho" means doing what you want to accomplish without putting
too much focus on multitasking.
Advertisement 3 - Valentine’s Day
It was launched in Jan 31st, 2022, Created a necessity for any bachelor who feels excluded on
Valentine's Day. Given the name Valentine's Day alibi. When a person is single, Valentine's Day
motif all around them may annoy them. Social need and relevance would generate the need
among viewers. Taking pleasure in my alone time and chocolate throughout my break. This ad
promotes safety needs and gives a sense of security to all the single people who might have felt
left out during valentines because of which they could strong resonate with the ad
"Eat 5 star, do nothing," and "Escape cheese presents" are two of Cadbury's advertisements for
singles, whereas the silk advertisement promotes relationship ambitions. Valentine's Day free
trip to enjoy the single life

Personality Concepts (1st and 2nd Advertisement)

The first advertisement (Pitaji ki Patloon) with the tagline “jo khaaye Kho Jaye” and the second
advertisement (boy and grandma) with the tagline “Eat 5star, Do Nothing” as mentioned earlier
basically focus on the same dimension of the indulgence in the taste of caramel and chocolate. It
is so indulging that they are not focusing or else ready to focus on any other work.

The brand personifies itself as someone full of EXCITEMENT since it shows carefree, spirited
(indulging) and youthful (the characters in the ad) characteristics. According to Neo Freudian
theory, the ad caters to detached individuals who are self-sufficient and are enjoying their lives
irrespective of whatever is been happening around them.

Consumers who are Innovators would like to try out this brand due to the extent of indulgence
shown and to test the exaggeration level of the ads. The ad is focusing on the hedonic factor
which is an indulgence which means pleasure.

Consumers who are low on Dogmatism are more likely to resonate with this ad. Because
according to the ad, it violates traditional values such as responsibility when assigned a task,
especially by elders and the helping mentality of the young generation, especially to old people.

Consumers who are mostly inner-directed would be a right fit as target groups since the play or
plot of the ad although comical would not provide social and moral acceptance in reality.

Consumers who have high OSL levels, high sensation and high Novelty seeking customers
would be interested in seeing these ads since the unusual content and ideas of the ads according
to the chocolate industry would help trigger such customers to try out this brand.
Customers low on Need for cognition (NFC) and Visualizers would be interested as the ads
focus on the plot rather than text. Also, ad recall for these ads would happen by the characters
and the plot and not by the tagline.

The ad shows the protagonist as someone who is seeking a fulfilling experience and enjoying
their life in their comfort. This personality trait would be of a consumer low on materialism.
Indulgence in caramel and chocolate can show a bit of addiction which would imply compulsive
consumers.

Consumers who are high on ethnocentrism would be not interested because of 2 reasons. Firstly,
the parent brand of 5star which is Mondelez International is not an Indian company. Secondly,
such unconventional ads would not be acceptable to consumers who are highly concerned about
their culture and values.

The Golden yellow colour used in the packaging, as well as the background in the ad
psychologically, signifies it as fast food and inexpensive product, thereby not giving a classy
touch.

The protagonists played in the ads are male adults, hence the ad caters more to males than young
adults between the age of 18-25yrs.

Self-Image (1st and 2nd Advertisement)

The brand is trying to target those consumers who not only are carefree and get indulged in their
own work (here having chocolate) but also the ones who try to show themselves to society that
they are helpful enough to get the job done. The extended self is about symbolically feeling
better off after indulging in 5star.

Personality Concept (3rd Advertisement)

The third ad focuses on how singles can enjoy Valentine’s Day with a 5star which would help
singles create a disconnect from the entire world of couples enjoying Valentine’s Day. Here the
abstract message the ad is pointing toward is the carefree attitude towards the entire world.
In this ad, the brand again personifies itself as a personality full of EXCITEMENT which has
quite a modern (Valentine’s Day theme), Imaginative (Go on for a vacation fully disconnected
from the world as humanly as possible) and innovative (I am going to my cousin’s wedding).

According to Freudian theory, the protagonist thrives for love (id). Even after seeing so many
couples and the questioning from another character “what plans for Valentine’s Day” he kept his
calm and relaxed (ego). To satisfy his needs for love and enjoyment he rather chose the option of
disconnecting from the world which he could attain after consuming the brand (superego).

According to Neo-Freudian theory, the protagonist at the start was a compliant individual who
wanted to be loved but then his circumstances made him a detached individual by becomes self-
reliant. This situation happens to many people around the world, so the brand tried to capture and
target those emotions of the consumers.

According to this ad, consumers who are Innovators would try out this brand because love is
something which most people are desperate for. On Valentine’s Day, by looking at others, the
desperation increases. So, consumers’ intensity to try out something innovative that could make
them relieved would be higher. This innovativeness tends to cater to hedonic factors.

Consumers who are less dogmatic would be interested in this brand because people high on
dogmatism would have a defensive approach towards the idea of Valentine’s Day and hence,
they are not someone who would be influenced by this ad.

Consumers who are mostly other directed would be interested in this ad as the ad features a plot
which is socially acceptable and relatable. Also, consumers would love to wish if they were in
the shoes of the protagonist so that could also enjoy their lives better as shown in the ad.

Consumers would find this ad unique if after consuming the brand they feel relieved since the
plot is highly relatable. Consumers low on OSL level, and high on sensation seeking and novelty
seeking would enjoy this brand because the protagonist feels overwhelmed after seeing the
couples and from the question “what’s the plan on Valentine’s Day”. Now he wants to get relax
and rejuvenate rather than take risks.
Customers low on Need for cognition (NFC) and Visualizers would be interested as the ads
focus on the plot rather than text. Also, ad recall for these ads would happen by the plot and its
relatability to the consumers and not by the tagline.

The ad shows the protagonist as someone who is seeking a fulfilling experience to enjoy their
life in their comfort after much disappointment. This personality trait would be of a consumer
low on materialism.

Consumers who are high on ethnocentrism would be not interested because of both the plot’s
root (Valentine’s Day) and the parent company of the brand (Mondelez International) which are
foreign.

Males usually suffer or are more desperate on these occasions, hence the ad correctly uses a male
personality as the protagonist.

Self-Image (3rd Advertisement)

This brand is for those consumers who feel they are happy with their lives staying single, but
they want to be happy being in a relationship. They feel that others see them as someone who is
sad and frustrated of their life since they have no one to love but they want them to see that they
are completely fine with it and have other means to enjoy life.

The protagonist shows that he is cool as he visited a place where many couples are celebrating
Valentine’s Day, but then he feels that he could have also been with a girl and enjoyed the
moment in the same way as others do. But after a moment when he was asked “what’s the plan
for Valentine’s Day”, he felt like he is being seen as someone who is not in a relationship yet
wandering around in such places and has no plans as such other than remorseful feelings. So, he
thought about why he can’t go on a vacation isolated from the world where he could enjoy his
own company and create an ideal social self-image that he is happy with his own company.

Perception Concept

Advertisement 1 - Pitaji ki patloon 

The whimsical characters from the 5-star ad, Ramesh-Suresh, represent the feeling of getting lost
in the taste of Cadbury 5 Star's advertising campaign, "Jo khaaye, Kho jaaye." The idea of
cutting the pants by "1 bilant" was that the family member receives a pair of pants one inch
shorter since there was no proper communication leading to considerably smaller pants.
Similarly, the advertisement also demonstrated how Ramesh and Suresh, who had become
enchanted with the Cadbury 5 Star, would ask their tailor to adjust their pants each time they
came. The tailor, engrossed with chats on the phone, misses that he is mindlessly following
directions. 
5-star wanted to give a feeling where you can have your own time, where you forget all your
problems and focuses only on one thing. In the busy schedule of life, people forget to enjoy
small things. 5star wanted to give time to their consumer where they could enjoy every single
bite of the chocolate and forget all their worries. The concept of intrinsic cues is employed here
showing the temptation of 5 star being tasty chocolate.

Advertisement 2 - Do Nothing
After Ramesh and Suresh's characters, Cadbury 5 star wanted to revive itself with the new age
and modern-day characters. They created a new ad portraying an incident between an old lady
and a young man with the message "do nothing." People are so busy in their lives and always
busy with something. Cadbury 5-star wanted to create a perspective by endorsing the "Netflix
and relax" mentality of the millennial generation and using it as the basis for a plot. It appears
that the intention behind the notion was to appease the younger generation. They wanted to
portray the message that sometimes, doing nothing can lead to a positive outcome in our life. 

Advertisement 3 - Valentine's Day Alibi ad

5-star launched this ad when Valentine’s Day was around the corner. This ad started with
Valentine’s Day scene. The video showed all the cheesy, and flowery stuff and asked a question
about the plans for Valentine’s Day to the single people. when asked this question on V-day, and
if we didn't have any plans, lame excuses like "I'm going somewhere" Is given Some of us don't
admit that we don't have any plans, and some of us find this cliche. Many of us would like to
escape the chaos leading up to Valentine's Day by fleeing to a far-off and returning after it gets
finished. Cadbury 5 Star came up with an idea for all who want to occupy an isolated island
close to Karnataka to escape the scent of romance in the air! This island, known as "My Cousin's
Wedding," was the perfect heaven for anybody wishing to escape Valentine's Day! Imagine
answering someone's question about your plans for Valentine's Day by simply saying, "I'm
attending my cousin's wedding!" Technically, it's not a lie.
My Cousin's wedding island, the Cadbury 5 Star, was far from the throngs and mayhem of
Valentine's Day. It has been created to make it easier for you to spend Valentine's Day doing
whatever it is that you would choose to do. Spend the whole day relaxing on the island,
indulging in limitless free 5 Star meals, and doing nothing in contrast to the sentimental V-Day
celebrations everywhere in the globe. That's an intriguing and unique approach to expanding the
brand's Valentine's Day philosophy of "Do Nothing." Bringing back the Cadbury 5 Star promise
with humour and eccentricity intact. Cadbury 5 star wanted to dedicate its Valentine's Day
promotion to singles to assist them in avoiding embarrassing inquiries and provide them with an
experience to sit back and do nothing. The company wanted to create a safe place for single, so
they don't miss out on valentine's day, can embrace self-love, and enjoy their own company. 

Consumer learning Concepts

Consumer learning is a process that evolves and changes as consumers acquire knowledge from
experience, observation, and interaction with others.

Advertisement 1 - Pitaji ki patloon 

In the first advertisement, which is probably one of the most successful ads for confectionary in
the Indian market, in which the protagonists who are named “Ramesh and Suresh” are
supposedly brothers who have come to ask the masterji (Tailor) to get their father’s pants
shortened from the bottom by an inch. The masterji seems extremely busy on a call about some
marriage alliance and doesn’t seem to pay much attention, after taking a bite of Cadbury Five
Star, both Ramesh and Suresh forget that they have already asked him to cut off an inch, and ask
Masterji again to cut it off for one more inch. This happens 2-3 times and the pants have now
become shorts.

The tagline – “5star Khaao Kho jaao” sends the message that with every bite you will forget
about the world and everything you are supposed to do and then once you have consumed the
bite you will come back to reality.
The (positive) reinforcement in this is humour, any strata of society would know that when they
eat 5star, they will not forget about everything but because they tickled their audiences’ funny
bone and generated a lot of interest in the product and hence it became a national joke and a pop
culture item.

They have also established brand differentiation with this ad, since it became extremely
popular people could differentiate 5star by its “Ramesh Suresh” duo and its tagline.

Advertisement 2 - Do Nothing
In the second advertisement, “Do Nothing” is shown and the idea of Cadbury was that the youth
of India is always hustling and struggling, doing nothing helps them take a break from all the
worldly things. However, this ad was not perceived in a good stride and received some backlash
on it due to the nature of the young boy not helping the elderly woman look a bit tone deaf to
many viewers. In the case of Ramesh-Suresh, the brand had made them out to be comically inept
people. But when a "youth," who represents other youths in the target audience, performs it, it
seems extremely awkward, especially in terms of timing.

The consumer learning intended was through positive reinforcement by showing that not doing
anything sometimes is also rewarding but it backfired as most of the viewers did not resonate
with it. The youth generation might find it funny, and the intention of the creative team
was just that, speaking from an audience perspective. It may not resonate with people
from a certain age group, but it did not impact much on the sales of five star..

Advertisement 3 - Valentine's Day

In the third advertisement, they used disruptive marketing which entails employing
novel strategies that go against the status quo. When other confectionary brands were
doing ads for valentines where on one hand Cadbury Dairy Milk was advertising “How
far would you go for love?” whereas, on the other hand, Cadbury Five Star was doing an
anti-Valentine ad for singles.

What do you do if you're the only single person on a day filled with couples is the human
strain. The promise of a getaway to an island with the ideal alibi eases that anxiety. A
compelling offer is made by combining tension, the solution, and the alibi, and the
comedy makes it very talkable. It's a promotion that's social by design since it implicitly
encourages individuals to share with single friends without even having to ask them to do
so.

This established Brand Differentiation which they had previously established with their
iconic “Ramesh-Suresh” ads since it resonated with a lot of the young viewers. It was a
highly risky advertisement campaign, but it was very well received by the viewers. To
some degree, it helped the brand gain its original viewing back after the backlash from its
“Do nothing” ad campaign.

Overall, the result of consumer learning is a very high level of brand recall and awareness for
Cadbury Five Star. Cadbury Five Star is a brand with an extremely high aided recall value since
the advertisements became a part of the culture and were talked about so much, whether it was
positive or negative.

Consumer Attitude Concepts

Advertisement 1 - Pitaji ki patloon 

In the first Ad, Cadbury used the Tri-Component Attitude Model to influence the customer's
attitude to affect their behaviour.

Cognitive Component – By listing the product's ingredients—chocolate, caramel, and nougat—

5 Star is attempting to represent the product's qualities through the advertisement. Using the
slogan "Jo khaaye, Kho Jaye," they also attempt to convey to consumers how excellent the
product is by demonstrating how, after just one bite, a person would become engrossed in its
flavour.

Conative Component - The advertisement is attempting to convince viewers that 5 Star would
let them escape from reality through their taste, and by doing so, it is pleading with them to
purchase 5 Star so that they may overcome their issues and stress.

Advertisement 2 - Do Nothing
Attitude Towards Behaviour – In this Ad, Cadbury is trying to say that sometimes, doing
nothing is also a good thing, so have a 5 star and do nothing. Trying to depict that sometimes
doing nothing is also rewarding.
Attitude towards Ad – A good portion of the audience found the advertisement offensive
because they thought it was trying to mislead the youth by telling them that even if you do
nothing, you will be rewarded, even though some people took the advertisement positively and
understood what 5 Star was trying to convey. Others believed it gave an incorrect impression of
the nation's young.

Ego-defensive – Through a subliminal message that it is acceptable to do nothing, 5 Star has

taken an ego-defensive tack in trying to shape the mindset of its customers. The advertisement
may draw in idle people.

Advertisement 3 - Valentine's Day

Affective Component – By telling consumers who don't have a Valentine to join them in
celebrating Valentine's Day that the company will do it with them, 5 Star has successfully
evoked an emotional response in their target audience and captured their attention.

Conative Component – Giving the incentive to spend a day on an island in contrast to the
customary Valentine's Day celebrations encourages consumers to purchase the product.

Attitude towards Ad – Positive and negative attitudes have been spread throughout the crowd
by the advertisement. Since the advertisement mainly appealed to consumers who are single, it
was warmly received by this demographic; nevertheless, the other parts of the crowd would find
it difficult to relate to.

Theory of Reasoned Action – The Ad could influence friends’ group to discuss amongst
themselves and motivate each other to buy the product.

Trying to consume model – The advertisement seeks to instil a sense of optimism in customers
who may be feeling lonely and depressed since they don't have a Valentine by offering
incentives like the opportunity to celebrate with others who share your interests on an island.

Changing consumer attitude concept

Advertisement 1 - Pitaji ki patloon 

In the ad of 5-star pitaji ki patlun the ad tries to convey the message Jo khaye kho jaye
They have come up with this concept after researching that most people tend to sit alone and
enjoy their chocolate because it tends to remain their guilty pleasure.
In this ad where Ramesh and Suresh, the fictional characters tend to have a busy day trying to
complete the work allotted by their father, they get so lost in their own world while eating 5 star
because every bite they take is so magical and tasty that makes them go bonkers.
The brand is trying to change the consumer attitude by telling that they should have time for
themselves which they should enjoy by having 5 star because every bite they take in their
valuable time is going to them such an amazing experience.
Advertisement 2 - Do Nothing
The next ad where 5-star acts as a valentine’s day alibi to all the singles out there who are
frustrated seeing the couples around having a good time and getting bombarded by the question
what is your plan? 5star here has purchased an island named Cousin’s wedding which is an
actual place and singles when asked, can reply they are going to Cousin’s wedding. This place
does not have a tower or any means of reaching people and vice versa. So, this allows the singles
to go to the island and have their time by enjoying a 5-star without the societal pressure of
having to be with a loved one when you can love yourself. This ad is trying to change the
consumer attitude that it does not necessarily mean that valentine’s day is meant to be spent with
a partner, but it is a day to spend with yourself with a 5 star.
Advertisement 3 - Valentine's Day

In the next ad where the youth enjoy a 5-star while grandma asks for help. The youth says yes
and stands there without helping the grandma as he is eating a 5 star, so the grandma gets
frustrated and reaches out to do the work herself, fortunately when she is getting up to do the
work, a heavy object falls in the place she was sitting for which Grandma feels lucky that she got
up to do the work and she was saved from a mishap.
This 5star is trying to convey that sometimes it is good to do nothing, and it can benefit both the
person who is doing nothing and others.
This ad is trying to convey that in today’s world where people have a hectic schedule running
here and there and trying to be present everywhere sometimes it is important to do nothing and
take a break and have time for themselves
Though this ad faced backlashes after it was streamed, there were many people who found it
funny and liked the ad.
In the end, 5star has always tried to reach out to the youth generation telling them that they
should have a break where they enjoy their time with 5 star which makes people lose themselves
and go bonkers because of its caramel and soft and sweet taste.

Conclusion
5 star has understood the broad range of its consumer mindset and has always shot its ads
uniquely to communicate why it stands unique among other competitors.