What’s the big advantage of making a thriller film like Por Thozhilas a debutant, especially a homicide thriller? You might think it’s the heart-pounding suspense or the dark and mysterious aesthetics.
Title Card: Por Thozhil
But from a scriptwriter’s perspective, the real charm lies in its easiness. If you have a solid “whodunit” hook and a twist in the end, you need only to ensure a smooth investigation filled with a few impressive moments. For debutant directors, it’s a surefire strategy. and there you have it. A recipe for minimum an above average status.
And that’s where Por Thozhil fits in. It’s a murder mystery that plays safe, sticking to the tried-and-tested formula.
It’s thrilling, engaging and, above all, familiar. But is that necessarily a bad thing? Not at all!
Familiar Grounds, Engaging Watch
Pick any classic homicide thriller and you’ll start seeing a pattern.
The detective often wrestles with personal loss, chronic illness, or a haunting past. He then stumbles upon an extraordinary case, perhaps involving a serial killer or a brutal murder. The movie ends with a twist; the detective overcomes his struggles; sometimes, the audience sympathises with the killer. While most cases end happily, occasionally the detective loses his life or his partner. There are outstanding exceptions like Chinatown or Memories of Murder. (Read why ‘Memories Of Muder is different here.)
Por Thozhil doesn’t deviate from this blueprint. And although this might sound repetitive, the real magic happens in the journey from the start to the finish. That’s where the storyteller can truly make a mark.
From the classic ‘Silence of the Lambs’ to the recent Malayalam thriller ‘Kooman,’ the difference lies in the journey – the route it takes from the departure point to the destination.
However, Por Thozhil doesn’t break new ground. It embraces the cliched template, with several elements reminiscent of countless other detective thrillers. Nikhila Vimal’s character, buddy cop frustrations, mentor cop arrogance, serial killer, and the ending twist are all elements borrowed from a hundred other detective thrillers.
Falling Short of Convincing: The Local Flavour is Missing
One downside of Por Thozhil is that it misses out on the local flavour. The serial killer’s backstory would make more sense in countries with lower population densities( 32/sq.km), like Canada or Australia but in Tamil Nadu with 555 people in a square kilometer, it’s not that convincing.
Why are our filmmakers fixated on these Western-style plotlines?
Why not develop detective thrillers that resonate with our culture, demographics, and geography?
The last time I felt like I was watching an authentic Indian detective thriller was ‘Joseph’, not a mere adaptation of a foreign thriller. Even Ila Veezha Poonchira and Kooman were succesful in adding the local flavour and serving it as a genuine Indian Thriller.
Thrills and Chills: It’s All About the Unravelling
Another bone I have to pick with Por Thozhil is how the narrative unfolds.
It seems as if the clues chase the detective, rather than the other way around. This takes away from the excitement or “got omething new” moment that should naturally come with a thriller.
For example, when you watch the Malayalam thriller ‘Memories’, you will find many occasions where the detective brilliantly did some outside-the-box thinking without his super-computer brain, which can remember and recall everything (like in Por Thozhil).
There’s a scene towards the end where Prakash (Asok Selvan) decodes a ‘who’ in a coffee shop. For me, this was one of the most superficial decodings I’ve ever seen.
The lack of an intensive, painstaking investigative process can make the narrative feel a bit superficial and detracts from the immersive viewing experience.
Por Thozhil Cast: The Saving Grace
Despite the movie’s shortcomings, the performances shine. Sarath Kumar is spectacular as the senior cop. Ashok Selvan’s portrayal of Prakash, the rookie officer, also deserves applause.
Sarath Kumar as Loganathan
Prakash (Ashok Selvan) is a newbie, and initially, Sarath Kumar has little hope or trust in him. There’s a scene where Prakash determines the time of death by measuring the brain temperature of the dead body (If you watch thrillers, nothing new in the method). Sarath Kumar’s subtle reaction beautifully conveys a sense of pride, a kind of “Paravayilley” reaction.
Asok Selvan as Prakash
Sharath Kumar mesmerised me with his effortless acting and the subtle reactions throughout the movie.
The casting of late actor Sarath Babu is another highlight. His portrayal of the vulnerable and guilt-ridden antagonist brings a sense of realism to his character.
Nikhila Vimal, however, has room for improvement.I didn’t see the character Veena in the film; instead, I saw Nikhila Vimal playing a supporting role to Sarath Kumar.
Nikhila Vimal as Veena
There’s another character I want to mention, but that might be a spoiler. The casting could have been better there as well. It wasn’t convincing considering body language, reaction, or emotional appeal.
My Suggestion
For debutant director Vignesh Raja, Por Thozhil seems like a safe bet. His clever blend of elements works for a mainstream audience, making the movie a passable watch for fans of the genre. Despite some missteps, the film is a testament to his potential as a promising filmmaker.
It’s not groundbreaking, but it still manages to be an entertaining watch. The actors, especially Sarath Kumar and Ashok Selvan, do a fine job. If you’re in the mood for a decent detective thriller, Por Thozhil might be just the ticket.
Are you curious on what are the latest OTT releases this week? From Mollywood’s biggest blockbuster 2018 (Sony Liv) to Jio Cinema exclusive Bloody daddy, the list is long.
Set against the backdrop of the Kerala floods of 2018, “2018 – Everyone is a Hero” is a heart-rending tale of resilience and unity that emerges in times of adversity.
It recounts the story of ordinary individuals rising to become everyday heroes, driven by the collective will to survive and rebuild. It’s the highest grosser in Malayalam film industry.
Why You Should Try
The gripping narrative, interspersed with authentic performances by Kunchacko Boban, Asif Ali, Tovino Thomas, brings forth a rare portrayal of human spirit and unity. The film’s exploration of ordinary individuals’ heroism in extraordinary circumstances serves as an inspiring watch.
Why You Should Skip
If clichéd melodramas are not to your liking, you might find certain aspects of the movie predictable & cringe. A slower pace in the first half, along with some unexplored political and social aspects, could hinder your viewing experience.
Custody is a thrilling action narrative set in the 90s. The story revolves around Shiva (Naga Chaitanya), an upright police constable caught in a web of duty and dilemmas. His mission to escort a dangerous criminal, Raju (Arvind Swami), to court while dodging the corrupt police officer IG Nataraj (Sharat Kumar) and the entire state police force forms the core of the plot. Adding a twist to his life is his love interest, Revathi (Krithi Shetty), whom he plans to elope with.
Why You Should Try
Director Venkat Prabhu skillfully blends humor, thrills, and unexpected plot twists to craft an engaging cinematic ride. Strong performances by the lead cast, particularly Arvind Swami, bring depth to their characters, and the film’s ability to portray unexpected elements of humor even in tense moments makes it worth watching. The surprise star-studded cameos further add to the excitement.
Why You Should Skip
Despite its intriguing plot, the film struggles with pacing issues and a certain predictability. The attempts at exploring emotional backstories feel clichéd, and some performances, while good, lack depth. If you’re expecting a nail-biting thriller, you might be disappointed with the film’s slower pace and underwhelming action sequences.
Set against the backdrop of a typical Indian middle-class life, Kudimahaan is an intriguing and hilarious tale of a teetotaller turning into an alcoholic due to a rare medical condition. The movie focuses on the ensuing chaos and hilarity, as well as the man’s attempts to deal with this unpredictable twist in his life.
Why You Should Try
The movie offers an engaging blend of humor and genuine human emotions, brought to life by standout performances from Vijay Sivan, Chandini Tamilarasan, and Suresh Chakravarthy. It’s a light-hearted portrayal of ordinary people dealing with extraordinary circumstances. The narrative’s absurd humor and strong emotional undercurrent make it an entertaining watch. Director Prakash N manages to keep the audience engaged throughout with clever storytelling techniques and witty dialogues.
Why You Should Skip
If you are not a fan of situational comedies or prefer intense, action-packed dramas, Kudimahaan might not be your cup of tea. The film’s focus on humor, sometimes at the cost of a coherent plot, might come across as uneven for some viewers. Also, the sudden influx of new characters in the second half, and the seeming disconnect from the first half, may cause a disruption in the narrative flow.
Adai Mazhai Kaalam (Netflix)
Release Date: Jan 26, 2023 Directed by: Karthik Shamalan Language: Tamil, Malaysia Cast: Evarani, Jaykishen, Thia Lakshana
Adai Mazhai Kalam Trailer
Plot Synopsis
“Adai Mazhai Kaalam” traces the journey of Suriyan, a young man navigating the tumultuous terrain of love and relationships. The story unfolds as he embarks on a quest for unrequited love, with Chandra illuminating his path with her wisdom.
Why You Should Try
This emotional saga comes to life with noteworthy performances from Loga Varman and Thia Lakshana. The movie blends comical and emotional sequences adeptly, presenting an engaging narrative. It explores the complexities of love, self-discovery, and relationships, offering a thought-provoking perspective.
Why You Should Skip
The film might feel overwhelming if you’re not in the mood for an emotional rollercoaster. The intricate exploration of themes might require your full attention, and if you’re looking for light-hearted entertainment, this might not be your go-to choice.
UP 65 (Jio Cinema)
Release Date: Jun 8, 2023 Directed by: Gaganjeet Singh Language: Hindi Cast: Shine Pandey, Pritam Jaiswal, Rishabh Jaiswal
UP 65 Trailer
Plot Synopsis
“UP 65” is a series based on Nikhil Sachan’s hit novel, presenting a vibrant and heartwarming picture of college life at IIT Varanasi. The series follows a group of friends and their exploits during their college years, filled with friendship, romance, and the ups and downs of student life.
Why You Should Try
The series promises to take you back to the golden days of college, as the protagonists navigate through the excitement and challenges of student life. It’s a relatable and entertaining narrative, aimed at sparking nostalgia and making viewers relive their own experiences. With its setting in the lively city of Banaras, viewers will have the chance to experience a unique cultural backdrop and the local charm of the city.
Why You Should Skip
Those who do not resonate with college-themed dramas or who are looking for a more mature or serious narrative may not find this series appealing. The series seems to focus more on showcasing the lighter and fun aspects of college life, and may not delve deeper into the more emotional aspects of the transition to adulthood.
Bloody Daddy (Jio Cinema)
Release Date: Jun 8, 2023 Directed by: Ali Abbas Zafar Language: Hindi Cast: Shahid Kapoor, Amy Aela, Ankur Bhatia
Bloody Daddy Trailer
Plot Synopsis
“Bloody Daddy,” directed by Ali Abbas Zafar and starring Shahid Kapoor, follows the thrilling story of an NCB officer on a mission to save his son from a drug lord. This intense drama unfolds with unexpected turns as the officer finds himself in the midst of a web of complications.
Why You Should Try
“Bloody Daddy” promises high-stakes action and an engaging narrative as the protagonist battles against all odds to protect his son. Shahid Kapoor’s performance is highly anticipated, with a portrayal that seems to showcase his versatility as an actor. Fans of intense action thrillers, especially those with a heart-wrenching personal narrative, may find this movie particularly exciting.
Why You Should Skip
If you’re not a fan of violent action sequences or intense crime dramas, “Bloody Daddy” might not be your cup of tea. The film seems to center heavily around a cat-and-mouse chase, which could be seen as repetitive or less appealing to those seeking a more varied or intricate plot.
It’s a remake of the French film “Sleepless Nights”, which was previously made into the Tamil film Thoongaa Vanam, starring Kamal Haasan. Original is always original, try that instead.
#Mentoo (Aha)
Release Date: May 26, 2023 Directed by: Srikanth G Reddy Language: Telugu Cast: Riya Suman, Brahmaji, Naresh Agastya
#Mentoo Aha Trailer
Plot Synopsis
“Men Too”, with stars like Naresh Agastya, Kaushik Ghantasala, and Brahmaji, spins a compelling narrative about the rarely-addressed struggles men face. Aditya (Naresh Agastya), Sanju (Kaushik Ghantasala), and Munna (Mourya Siddavaram) are friends seen frequenting the ‘Stags Only’ pub. Their routine takes a turn when they encounter Rahul (Harsha Chemudu), an IT professional ousted over accusations of sexual misconduct. Rahul’s subsequent decisions shock everyone. Did Rahul really commit what he’s accused of? What unfolds next? The movie unravels these questions.
Why You Might Want to Watch
Naresh Agastya, once again, proves his versatility with his commendable portrayal of Aditya. Mourya’s portrayal of Munna, a mechanic with strong opinions about women, adds a humorous flavour. Harsha Chemudu leaves a mark with a significant role, despite limited screen time. The film’s humor, compelling dialogues, and notable visuals and music, particularly in the first half, make for an engaging watch.
Why You Might Want to Skip
If one expects an exploration of serious issues with light-hearted humor, the movie might disappoint. The director, Srikanth G Reddy, falls short of effectively showcasing men’s struggles through the lens of humour. The characters’ backstories are not particularly engaging and the motives for some actions, like the reason for Aditya and Tara’s break, appear trivial. The movie’s key theme isn’t adequately addressed in the second half and the music falls flat. Female characters seem underutilized, and some characters, like those of Brahmaji and Sudarshan, could have been fleshed out better.
Kudimahaan, now streaming on Amazon Prime, is a unique comedy-drama directed by Prakash N, who won the runner- up title for his short film Kutti Dhadha at the Naalaiya Iyakkunar Season -6 reality show. Prakash adapted his Kutty Dhadha into a fulllength feature film, and that is Kudimahaan (2023).
Based on real incidents: Kudimahaan title
Who is Kudimahaan & What’s his Story?
Kudimahaan is the story of a teetotaller middle-class family man. Whose life gets turned on its head due to an unexpected twist of fate. Mathi, our hero, works with an ATM replenishment agency. With a salary of 15,000 INR, he is leading a family of 4. He leads a simple and responsible life, fulfilling the needs of his family, including his father, who has a history of alcoholism.
But what if I told you that his life goes on a roller coaster ride, not because of any external pressure, but due to an odd medical condition?
This condition is so peculiar that it creates a role reversal, with Mathi, who has never tasted alcohol in his life, turning into a drunk, while his alcoholic father turns sober (because of a love affair 😉). Can you imagine the chaos that ensues in his life due to this?
How will Mathi manage his job while dealing with this strange disorder? How will his family react to this sudden and bizarre change in his behaviour? And importantly, how does this affect his struggle to fulfill his responsibilities towards his family? These questions form the crux of the storyline of Kudimahaan.
What happens next in Mathi’s life is something that will leave you entertained, perplexed, and curious, all at the same time. It’s this compelling thread of curiosity that weaves the story of Kudimahaan.
Why you Should Watch This Movie?
What makes Kudimahaan special is not only the story but also the freshness in casting. This movie is filled with some new faces. Their performances will definitely make you laugh. But remember that this movie is not a laughing riot; rather, it’s mostly filled with dark humour. This is my simple reason why you should give it a try.
Chandini Tamilarasan, Suresh Chakravarthy and Vijay Sivan in Kudimahaan
Vijay Sivan, who plays the lead role, does a great job showing us the life of an ordinary guy facing some crazy problems. He switches from a guy who never drinks to someone who can’t help it, and he does it really well. He keeps his acting simple and real, just like Biju Menon, using his eyes more than anything else to show us what he’s feeling.
Chandini Tamilarasan, as the dutiful wife Pavithra, stands out even in the limited scenes she’s in. She keeps her acting honest and matches up well with Vijay.
Suresh Chakravarthy gets to have all the fun playing Mathi’s dad. He’s a guy who doesn’t care what anyone thinks and just lives life his way. He keeps us laughing throughout the movie.
Namo Narayanan comes in later in the movie and adds more comedy. He’s good at making funny situations even funnier.
Last But Not Least
The director, Prakash N, has done a commendable job of keeping us invested in the movie. He told an unusual story from a new angle, using dark humour to address the serious parts. He is truly talented in getting genuine performances from his actors.
The movie is technically sound as well. Meyyandiran’s cinematography captured the subtle emotions and the everyday yet special moments of life. Shibu Neel’s editing kept the film’s pace engaging and prevented it from becoming monotonous. Tanuj Menon’s music could have been a little more impactful, but it does not detract much from the overall film.
All in all, the cast and crew of Kudimahaan have come together to create a memorable cinematic experience.
They turned an ordinary story into an extraordinary one with their combined skills and dedicated performances.
It’s actually a perfect example of collaboration, and I recommend this movie to all film aspirants.
Master of Realism: Immersing Viewers in Jithin’s Worlds
The world of cinema is often filled with spectacle and extravagance. Yet, Jithin Issac Thomas shines as a filmmaker committed to realism. He crafts narratives with a raw authenticity that sets him apart. His movies break away from common film industry cliches, and instead, paint real-world stories and characters.
Jithin Issac Thomas & Rekha Movie Poster
Look at his latest film “Rekha,“(Read Rekha review here) a movie set in the small town of Kasaragod. It’s a perfect example of how much he cares about staying true to life. Every little detail in the film, like the way people talk and the unique habits of the characters, shows just how much attention he pays to getting it right. He’s not just focused on making things look real, but also on telling stories that feel genuine.
What’s really special about Jithin Issac’s movies is how he pulls you right into the world he creates. You’re not just a passive viewer when you watch “Rekha.” Instead, you become a part of it all.
You feel like you’re actually walking the lonely streets of Kasaragod, experiencing the village’s simple charm, eavesdropping on friendly conversations, and getting a glimpse into Rekha’s life. It’s an extraordinary cinematic experience that anyone can enjoy, no matter who they are.
Jithin’s films go beyond simple storytelling; they establish a genuine connection of empathy between the viewer and the story. Try watching Rekha or Attention Please.
Jithin Issac Thomas: Breaking Stereotypes and Shaking Up Norms
Jithin Issac Thomas is not afraid to challenge societal norms and break stereotypes through his bold storytelling. His films tackle unconventional subjects and explore themes that many filmmakers shy away from. By doing so, he pushes the boundaries of cinema and opens up discussions on important social issues.
In Rekha, he used a subtle method to do this. But In “Attention Please,” he is louder about this.
Jithin is dissecting the sensitive topic of caste discrimination. The protagonist, Hari, played by Vishnu Govindan, is an aspiring screenwriter who faces ridicule and dismissal due to his caste and complexion. Jithin fearlessly exposes the deep-rooted prejudices that exist in our society, forcing the audience to confront uncomfortable truths.
It’s Jithin Issac Film, Expect Turns!
This commitment to breaking stereotypes extends beyond social themes. Jithin’s films take unexpected turns and subvert conventional storytelling norms. He keeps the audience on their toes, constantly questioning what will happen next.
In “Rekha,” what initially appears to be a simple love story takes a sharp turn towards an intense revenge thriller. This unpredictability challenges the audience’s expectations and leaves them in a state of surprise and contemplation.
In Rekha , he is trying to challenge that “I am Man!!” pride set by the conservative society with “I am a woman” pride.
By breaking stereotypes and shaking up norms, Jithin Issac Thomas encourages viewers to reflect on their own biases and preconceived notions. His films have the power to ignite conversations and spark change in society. They serve as a reminder that cinema has the potential to be a platform for social commentary and introspection.
Jithin Issac films serve as a catalyst for change and inspire audiences to think critically about the world around them.
A Voice for the Voiceless: Speaking Up Through Cinema
Jithin Issac Thomas has carved a niche for himself as a filmmaker who amplifies the voices of the marginalized and overlooked. Through his cinematic endeavors, he serves as a catalyst for change and raises awareness about pressing social issues.
Jithin’s commitment to giving a voice to the voiceless is evident in his films, which tackle a wide range of subjects with sensitivity and empathy.
Addressing Social Injustices
Jithin Issac Thomas’ films don’t just entertain; they speak. They talk about the folks we tend to forget or ignore. It’s like he hands them a microphone and says, “Here, tell your story.”
In his film “Attention Please,” he fearlessly shines a spotlight on caste discrimination. The character of Hari, an aspiring screenwriter from a Dalit background, faces ridicule and discrimination from his flatmates. Jithin’s portrayal of Hari’s struggles not only exposes the deep-rooted prejudices prevalent in society but also challenges the audience to reflect on their own biases.
Attention Please: Trailer
Another film that showcases Jithin’s dedication to addressing social issues is the anthology “Freedom Fight,” in which he directs the segment titled ‘Pra. Thoo. Mu.’
This narrative explores the themes of rebellion and resistance, encouraging viewers to question oppressive systems and stand up for justice.
Jithin’s storytelling compels the audience to confront uncomfortable realities and motivates them to take action against societal inequalities.
Amplifying Women’s Voices
In the film “Rekha,” the titular character takes center stage as a tomboyish woman who confronts an act of injustice and embarks on a path of revenge. Through Rekha’s journey, Jithin challenges gender stereotypes and highlights the strength and resilience of women in the face of adversity.
Through Rekha, Jithin gives a voice to these women. He tells us that ego, revenge, pride, all these are not just a “Man thing”. It’s challenging “I am Man!!” pride with “I am a woman” pride.
Rekha Movie Trailer
In interviews, he emphasizes the need for more representation and equal opportunities for women in the film industry. By shedding light on their stories and perspectives, he aims to create a more inclusive and equitable cinematic landscape.
Jithin doesn’t just make films. He makes statements. And those statements speak for the people who need to be heard.
The Art of Uncomfortable Conversations
In his own words, he creates “not to please or appease an audience, but to make them think, to make them uncomfortable.” This audacious approach sets him apart from many filmmakers of his generation and makes his films unique and thought-provoking.
I believe, Jithin’s ultimate goal as a filmmaker is to inspire social change and create a more inclusive and empathetic society. Through his films, he seeks to spark conversations, challenge societal norms, and encourage viewers to reevaluate their perspectives.
In an industry often driven by commercial considerations, Jithin remains unwavering in his commitment to meaningful storytelling.
Let’s say you’re about to start an email marketing campaign. Always remember, it’s your product that should do the talking. What really matters in marketing emails is your product and the image you build around it.
Here’s another key point – email marketing is the cheapest form of advertising, and advertising is all about making sales.
It is essential to acknowledge that advertising’s core purpose is to drive sales. Think of it as amplified salesmanship, where you converse with thousands instead of one. Some people spend up to $10 for each word in an ad. So, each ad should be like a super salesperson. Hence, every ad should be a super-salesman.
If a salesman’s mistake can cost a little, an advertiser’s or email marketers mistake can cost a thousand times more. So, be careful and precise. Bad salesmanship may hurt a small part of your business, but bad advertising affects all of your business.
Different Marketing Channels
Beyond Literary Skills: The Subtle Art of Selling
People often mistake email marketing or copywriting for fancy writing. But fancy writing isn’t really helpful here. Like a good salesperson, an ad needs to explain things briefly, clearly, and convincingly.
Here’s a simple way to decide on your advertising.
Ask yourself – “Will this help sell my product?”“Will this help me if I were talking to a buyer?” Honest answers to these questions can help you avoid many mistakes. But if you’re just trying to show off or do things to impress yourself, you’re probably not going to get people to spend money.
Fancy slogans or clever phrases might not work either. If you can’t imagine these impressing a customer in person, don’t rely on them to sell in printor emails.
Imagine this – “Buy my product. Give me your business. Give me your money.” Do you think that will work?
The best ads or cold emails don’t ask people to buy anything. They don’t even mention the price. They don’t say where you can buy the product. Good emails focus on how the product can help the customer. They provide useful information and highlight the benefits.
Does this all sound too cliched gyan? Let’s dig deeper then.
Some Scenarios: Build Trust
Yes, you’ve heard it all before, these are some randome advices all marketing gurus preach. Okay, let me share some examples to give you a better insight.
Imagine a manufacturer of brooms in India who deploys a force of around 2,000 salespersons door-to-door. Success seems improbable, but their approach surprises. Instead of asking for a purchase, they offer a broom, saying, “We’ve brought this for you. Please choose one from these samples.” The excitement of receiving something sparks interest, and in the process, the householder spots several brooms they wish to have. This unexpected service compels them to place an order.
How Sellers Utilizes a Mobile Business Model
Let’s take another example from India, a company distributing chai and other supplies via carts across numerous cities. A representative drops off a small pack of chai, saying, “Give our chai a try. I’ll return in a few days to see how you liked it.” When he returns, he doesn’t ask for an order. Instead, he offers a useful kitchen tool, not for free, but as a bonus that can be paid for by purchasing more chai. Service always takes the front seat.
I heard a story that a European manufacturer of electric sewing machine motors struggled with advertising. Following expert advice, they ceased direct sales attempts and offered to send a motor to tailors in Savile Row (London) via any dealer for a week’s trial. Along with the motor, a guide would demonstrate its operation. Their ad simply said, “Let us assist you for a week, without any cost or obligation.” This irresistible offer led to sales in nearly nine out of ten trials. (Maybe this won’t work in India, considering Indian civic sense and ethics 😉 )
As someone who has worked in email marketing, I can tell you that the real test of a marketer lies in selling products through cold emails. It’s a skill one must master for success because for any startup, cold emails remain the most affordable and accessible method of marketing.
However, before diving into “the techniques of email marketing”How to Draft Cold Emails”, it’s crucial to understand the psychology behind marketing. The successful marketer needs a firm grasp of human psychology. The more insights you have into this, the better your results.
Marketing and Psychology: A Powerful Combo
You need to understand that different triggers create different responses, and this knowledge is essential for effective email marketing and overall marketing success.
Like in Physics, certain effects lead to certain reactions, and use those reactions to increase results and avoid mistakes.
Just like human nature remains consistent, the basics of psychology never change. They are as valid today as they were during the times of Caesar.
For example, we’ve learned that curiosity is a powerful motivator. We make use of it whenever possible.
Consider the scenario of popcorn in a cinema, a staple in India and around the world. Initially, popcorn was just another snack.
But what made it so popular?
The curiosity sparked by seeing kernels transform into fluffy, crunchy snacks right in front of your eyes, hearing the loud “pop” sound, and the captivating aroma filling the air. “Kernels bursting into larger than life sizes,” “Sounds like tiny fireworks,” “Each kernel undergoing a mini explosion.” This sense of wonder played a significant role in making popcorn the go-to movie snack. Now it became a habit and standard at movie halls.
Stay Curious and Build Loyal Customer Base
So your headlines, should bring some curiosity. But in my experience, most services highlights the affordabaility in the headline.
Understand that low price isn’t always the best way to appeal to customers. Americans, for instance, are big spenders. They like good deals, but they don’t necessarily go for the cheapest. They take pride in affording the best. On the other hand, in India, terms like “Free,” “Cheapest,” and “Most Affordable” work better. Here, the decision-making process often begins with the price. So, tailor your approach to suit your target demographic.
The Effectiveness of “Pay After a Week” Strategy
Now, consider this. Many businesses have advertised, “Try it for a week. If you don’t like it, we’ll return your money.” Then came an innovative idea – sending products without asking for any money upfront, and saying, “Pay in a week if you like it.” This proved to be far more appealing. (Demography matters here)
As one marketing expert explained it,
“Two men came to me, each offering a horse. They both made the same claims. They were good, gentle horses, safe even for a child to drive. One man said, ‘Try the horse for a week. If my claims are not true, you can have your money back.’ The other man said, ‘Try the horse for a week,’ but he added, ‘Come and pay me then.’ Naturally, I chose the second man’s horse.“
The power of perception plays a significant role in decision-making. Imagine you have five products that are identical in every way. Now, if you ask five people to choose one, they might each pick a different one. But, here’s a twist: if you highlight certain features or qualities in one product, everyone’s attention is drawn to it.
And what happens then? All five people are likely to choose that one product. It’s all about how you present it. This is a key strategy to remember when drafting marketing emails. You have to highlight the right features to make your product stand out. There is a great deal in mental impression.
Specificity: A Key to Impressiveness
Let’s move on to the next crucial aspect – being precise and explicit.
There’s a stark contrast in the impact of two statements taking up the same space, where one is clear-cut and the other is vague. If there’s a point to be made, ensure it lands with maximum impact.
A retailer might mention, “We’ve cut down our prices,”yet it might not stir much interest. However, when they say, “We’ve slashed our prices by 25%,” the announcement hits home.
Consider a marketer selling affordable women’s wear through mail order. For years, his tagline was,“Lowest prices in India.” Competitors soon followed suit. Then he started promising to beat any other seller’s price. His competition copied this strategy too. Over time, these claims became generic, losing their allure. But with some wise guidance, he switched his approach, stating, “We only make a net profit of 3%.” This concrete statement made an impact. Given their scale of operations, it was clear their prices were rock bottom. No one could expect a business to run on less than a 3% profit. The following year, their sales surged dramatically.
The most talked-about gadget of the year
Consider the marketing of smartphones. “Fast performance,” “Long battery life” “50 MP Camera” Each brand had the same chance to win over customers. Then a new brand came along. They were up against brands that everyone already liked. They did something different though. They said, “Look at our Glyph interface, It’s unlike anything we’ve seen before (a supporting image)” “We believe in windows, look at our transparent design” “Faster than ever before. Our phone is the first in India to feature the SD 778G+ processor and cleaner Android software.” This straight-to-the-point strategy got them a lot of success quickly in this tough market.
Xiaomi’s 12 Lite is a better phone than the newly launched brand in terms of features and price. However, the new brand has been able to gain a foothold in the Indian market due to its strong marketing campaigns.
The Challenge of Changing Habits
I read somewhere we humans are slaves of our habits.
Shifting people’s habits is a tough task, and it can cost a lot. Before you jump into such an endeavour, give it a serious thought.
Consider this: to promote shaving soap among the traditionally bearded farmers of Punjab, you’d first have to change their long-standing tradition of sporting beards. The costs associated with such an effort could be sky-high. Yet, there are countless marketers who try to pull off similarly ambitious tasks. They plunge in without adequate research, tracking results haphazardly without truly understanding them.
However, let’s not conclude that altering habits and penetrating markets is an impossible task.
How Nestle got Japan to drink Coffee
I recall an intriguing tale from the book ‘Culture Code’ by Clotaire Rapaille, it talks about how Nestlé successfully made a nation of tea drinkers fall in love with coffee.
In the 1970s, they were struggling to sell instant coffee in Japan, a country with a deep-rooted tea-drinking culture.
So, what do you do when your target market doesn’t have a cultural imprint of your product? You create one.
To crack this nut, Nestlé hired a French marketing consultant named Clotaire Rapaille.
Rapaille conducted in-depth three-hour sessions with ordinary Japanese folks to try and understand their cultural relationship with coffee.
Nestlé decided to change their approach. Instead of persuading Japan to embrace coffee, they began to produce coffee-flavored (caffeine-free) desserts for children.
Kids universally adore candies and desserts, and Japanese children were no exception – there was no cultural barrier in this regard. Fast-forward fifty years, and Japan now spends $22 billion on instant coffee, more than any other country.
Let’s Wrap It: Email marketing & Psychology
From the outside, advertising might seem straightforward. Many individuals assert their expertise in it, leading to a lot of advertising work being awarded based on personal preference.
But the real experts understand that the complexities involved in advertising are as substantial as those in constructing a skyscraper. A lot of these challenges lie in laying a robust foundation.
The psychology behind marketing is full of insights, and its a foundation. Some marketers have a natural understanding of these principles. Others learn them through experience. However, the most efficient way to learn is from others. When you observe a successful strategy, make a note of it, and when the right opportunity comes, put it into action.
I have two ways to deal with it. One is to travel! Just pack your bag and go! Travel alone, experience a different culture or meet new people, and listen to some Rahat Fateh Ali Khan songs while sitting beside the window seat of a train or bus. This way, I keep my brain busy and replace the pain with new memories. It helps me relax.
The second option is to watch a movie like “Sila Nerangalil Sila Manidhargal” and cry out loud in the washroom. When I cry, I shed tears and pain, which makes me relax.
Don’t think it’s a tragedy movie—it’s not. I rarely watch tragic movies.
Yeah, I know it’s weird because it’s a thriller, right?
But Bud White (Russel Crowe) & Lynn (Kim Basinger) 🙁
Lynn Bracken: Where did this come from?
Bud White: When I was twelve, my old man went after my mother with a bottle. I got in the way.
Lynn Bracken: So you saved her.
Bud White: Not for long.
Lynn Bracken: Some men get the world. Others get ex-hookers and a trip to Arizona.
Why All This Non-Sense?
I’m saying all this because I don’t want to dissect the movie and write a report. I just want to share the feelings I experienced after watching the movie.
I found “Pachuvum Athbutha Vilakkum” clichéd script, fitting into an overused template frame (or some characters picked from different movies and filled the screen).
“Sila Nerangalil Sila Manidhargal” follows the same template: a few people whose lives become interconnected at a certain point. All of their character arcs reach a low point and then start moving upward, and in the end, everyone is happy. I’m tired of this template, but “Sila Nerangalil Sila Manidhargal” directed by Vishal Venkat made me cry and made a difference.
The story template may be clichéd, but the brilliant casting and heartfelt narration set it apart. Ashok Selvan, Manikandan K, Nassar, K S Ravikumar, Anupama Kumar, Bhanupriya, Rishikanth, Reyya, Riythvika Panneerselvam, Praveen Raja… the list is long. I don’t know the names of the other artists, except for one or two lead characters (I know their names, but I don’t want to mention them).Everyone performed brilliantly, and it felt like I was watching real life unfold.
Why Not Pachuvum Athbutha Vilakkum but Why “Sila Nerangalil Sila Manidhargal”
In “Pachuvum Athbutha Vilakkum,” except for Anjana Jayaprakash and Vineeth, I felt like all the other characters were picked from some other films. Whether it was Mukesh, Shanthi Krishna, or the unknown artists, Fahad Fazil tried the same character aura in “Njan Prakashan” and “Oru Indian Pranayakatha” with similar reactions and body language. That’s where I felt a freshness in “Sila Nerangalil Sila Manidhargal.”
Secondly, the narration in “Pachuvum Athbutha Vilakkum” felt like the director filled the script with aesthetics and overused events: Ahaana, Shruthi, locations, a few dialogues, an obsessed boyfriend, Goan events around villains. Everything felt like sudden pop-ups on the screen that came and went. Some may click, while others may find it annoying. I belong to the latter group.
In “Sila Nerangalil Sila Manidhargal,” don’t expect such pop-up melodrama events (except one around Abi Hassan). It’s a simple story, a simple event that starts in the morning and ends the next day. The brilliant performances from each and everyone I mentioned before are what make it engaging and touching.
Am I saying Sila Nerangalil Sila Manidhargal a Must Watch? No!
Is it predictable? Yes. Is it clichéd? Yes. So why should I watch it? You will witness some brilliant performances that might surprise you. The story is predictable, but the narration will engage you and help you reflect on yourself.
Haven’t you ever had that hard-working colleague who complains about “Promotion” or “Increment”?
Haven’t you ever had that friend who shouts at their parents or doesn’t know how to express love? Or someone who thinks their parents spoiled their life or doesn’t feel proud of them?
Haven’t you ever had that one friend who is so innocent and believes the world is straightforward, everything is black and white?
Haven’t you ever had that annoying uncle who always troubles you with family problems or unwanted tasks?
Have you ever felt the pain of a situation where you are not guilty of a crime, but no one believes you?
If you answered “Yes” to any of these, this movie will help you introspect.
Manikandan in Sila Nerangalil Sila Manidhargal
One last line: Manikandan is the most underrated actor in Kollywood right now.
This is not a review; it’s my personal feeling.
Now, you may not like “Sila Nerangalil Sila Manidhargal” because I’ve set high expectations already. Trust me, it’s an ordinary movie with extraordinary performances, nothing more, nothing less.
Have you ever heard the word “Somatic marker” before? Maybe No! But have you ever wondered why you choose one brand over another? Whether it’s picking a Samsung TV over a Xiaomi TV or reaching for Chocolate flavour instead of a Strawberry flavour, there’s something going on in our heads that influences our decisions.
Somatic Markers helps us making Decisions
Let’s dive into the fascinating world of our minds and explore how our brain creates somatic markers that shape our buying choices.
Connecting the Dots: Somatic Marker Hypothesis and Decision Making
Imagine you’re standing in the supermarket, eyeing two brands of cereal. They’re nearly identical in terms of ingredients and price, yet you feel a slight tug towards one. You can’t quite explain why, but you find yourself reaching for that particular box. This, in essence, is your somatic markers at work, subtly nudging your decision-making process.
Antonio Damasio, a renowned neuroscientist, proposed the somatic marker hypothesis. He suggested that our decisions aren’t just the result of rational thought, but are significantly influenced by emotional responses or “somatic markers” linked to our past experiences.
Somatic markers are like mental bookmarks or shortcuts that our brain creates based on past experiences of reward and punishment. They link together concepts, sensations, and emotions to guide us towards decisions that lead to the best outcome. For example, if you once burned your fingers touching a hot oven, your brain forms a somatic marker associating the concepts of “oven,” “hot,” and “pain.” This marker helps you avoid similar situations in the future. It’s active in virtually every choice we make.
Somatic Markers: The Invisible Puppeteers of Buying Behaviour
In the world of marketing, understanding consumer buying behavior is crucial. And here’s where the somatic marker hypothesis throws a curveball. Marketers have realized that they can no longer just focus on providing logical arguments about why their product is superior. They need to appeal to the somatic markers of their customers.
Let’s consider car sales. A marketer can talk all day about the technical specifications of a car – its mileage, horsepower, and safety features. But what if the customer had a past positive experience with a particular brand? That emotional memory, the somatic marker, might pull them towards that brand despite the logical arguments.
Let’s consider another example of shopping for a digital camera. With a sea of options, many of which have similar features, why do we tend to gravitate towards Japanese brands? our brain has formed new markers that link Japan with technological excellence. This association leads us to choose a Japanese camera, even if we can’t fully explain why.
Companies and advertisers are aware of the power of somatic markers, and they actively work to create them in our minds. Take TV commercials, for instance. Tires from different brands may seem identical, but you find yourself drawn to Michelin or MRF (Thanks to Sachin). This preference has little to do with the tires themselves. Instead, it’s the somatic markers carefully crafted by the brand.
Somatic Markers: Creating Emotional Landscapes in Marketing
Antonio Damasio’s somatic marker hypothesis has reshaped how we think about consumer decision-making processes. Businesses are now designing marketing strategies that don’t just engage the mind, but also the emotions. They strive to create positive emotional experiences that plant favorable somatic markers in the minds of consumers.
Take, for example, Coca Cola’s famous “Share a Coke” campaign. By personalizing each bottle with a name, Coca Cola didn’t just sell a beverage – they sold an experience. When a customer saw a Coke bottle with their name on it, they experienced a moment of delight that was likely to become a somatic marker, subtly influencing future buying decisions.
Advertisers can create somatic markers relatively easily and inexpensively. They aim to surprise and shock us by associating two seemingly unrelated elements. These shocking associations make a lasting impression on our brains, making the brand more memorable.
Consider the case of Andrex, a brand of British toilet paperthat outsells its rival Kleenex in the United Kingdom. Both brands have similar quality and price, and they spend the same amount on TV ads. However, Andrex’s success can be attributed to its use of a small Labrador puppy as a mascot. The puppy becomes associated with growing families and toilet training, creating a rich set of conceptual links in consumers’ minds. When faced with a choice, consumers may “feel” that Andrex is somehow better, even without consciously recalling the ads.
Let’s Wrap it: Somatic Markers
Understanding the role of somatic markers in decision making opens up a new frontier in marketing. It’s not just about appealing to logic, but about creating emotional experiences that can guide buying behavior.
As we move forward, the companies that can effectively engage with the somatic markers of their customers will have a powerful tool at their disposal. And as consumers, being aware of our own somatic markers can help us understand the mysterious forces that often guide our decisions.
Remember, the next time you feel an inexplicable pull towards a product, you might just be experiencing your somatic markers at work. Happy shopping!
Veeran is about a man named Kumaran, played by Hiphop Adhi, who gains superpowers due to a childhood incident. He has the ability to control minds for a short period and can discharge electric arcs. The movie is set in a village where a corporate body, led by a character named Sharath, plans to implement a dangerous project.
Scene from Veeran Movie
Kumaran decides to use his powers to protect his village and its people. He disguises himself as the long-forgotten guardian deity of the village, Veeran. The film’s narrative revolves around Kumaran’s journey in stopping the corporate project and how Sharath (Vinay Rai) plans to remove Veeran from their path.
The movie directed by ARK Saravan, explores themes of Myth, Massy-Superpower and village absurd comedy. Despite being a superhero movie, it tried to keep its touch with reality and village life, and these aspects make it interesting. The humor, action, and music add to the charm of the film.
It’s Not Minnal Murali, It’s a Mix-Bag
Veeran” does share some similarities with other films like Vijay’s Velayudham, Nikhil’s Karthikeya, Ram Kumar’s Mundasupatti, and Basil Joseph’s Minnal Murali. However, in the end it maintains its own identity, thanks to Da Vinci Code (Maybe an inspiration 🙂 ).
Veeran reminds us of “Velayudham” because of the dialogues, costumes, and the climax, where the protagonist assumes a guardian deity’s identity to protect his people.
The character sketch of Veeran bears a resemblance to “Karthikeya”.
The narration around the temple in “Veeran” is quite similar to “Mundasupatti”, and there is even a dialogue referencing it.
Scene from Veeran Movie
Minnal Murali seems to have inspired Veeran in its plot and acts. Even the character of Kaali Venkat in Veeran appears to be similar to Aju Varghese’s role in Minnal Murali. Both characters provide comic relief and being a detective behind the main super-heroes.
The major difference between Veeran and Minnal Murali is in the writing. Minnal Murali has a steady, well-paced character development and transformation into a superhero, whereas Veeran tends to be more sudden in these aspects because of its poor writing.
What Could Have Been Better: Writing
Firstly, the pacing in the first half of the movie could have been better. The story’s development and character introductions felt sudden and could have been more gradual to allow the audience to connect better with the characters and their transformations.
Secondly, the narrative suffers from various logical loopholes. This indicates that the script could have used a little more time and thought. A more tightly woven plot would have significantly enhanced the movie’s overall impact.
Thirdly, the utilization of the superhero aspect of Veeran could have been done more creatively. The film does not fully explore the potential of Adhi’s superpowers, especially in the confrontations.
R BADREE in Veeran
Finally, the villain characters, played by Vinay Rai & R Badree, could have been more compelling. A stronger antagonist would have added more tension to the plot, making the story more engaging for the viewers.That’s what worked best for Minnal Murali.
Why You Should Try Veeran
Unique Setting
Veeran is set in a rural backdrop, offering a fresh and inter
esting take on the usual urban-centric superhero movies. The depiction of village life and its nuances add to the film’s charm.
This week, there are two super-heroes Spiderman and Veeran, I believe children should try this different superhero. Let them get a different perspective.
Superhero Theme
For fans of superhero movies, Veeran presents a novel, desi superhero, which isn’t very common in Indian cinema, especially Tamil cinema. The unique powers of mind control and discharging electric arcs set our hero apart.Thanks to Minnal Murali for this initiative.
Hiphop Adhi as VEERAN
Performance of Hiphop Adhi, R Badree & others.
Hiphop Adhi, as the lead character, delivers a solid performance. His portrayal of the superhero character, with all its complexities, is commendable and a major reason to watch the movie. R Badree nailed his role as a villain.
Good use of Comedy & Myth
The film manages to weave in subtle-humor throughout the plot, making it entertaining. Especially, the situational comedy sequences involving R Badree is a special treat. There is a surprise comedy for you from Munshikanth and Kaali Venkat in the climax.
Kaali Venkat, Munishkanth in Veeran Movie
The way Veeran(Kumaran) uses Myth, is intriguing, it clearily shows how religious systems works, this is where I felt like Veeran is a mediocre Mundassupatti. But still it’s worth considering there are no creepy romantic track.
A scene from Veeran Movie
My Suggestion
Veeran doesn’t quite reach the heights of films like “Minnal Murali”, it still manages to entertain and engage the audience to a certain extent.People were laughing and clapping at theatre, especially children enjoyed the most, I guess.
Remember the first half is slow-paced & poorly written, but in the second half Veeran team did a better job. You may find some thrilling moments.
If you’re a fan of superhero movies and are interested in seeing a different take on the genre, Veeran could be worth a watch. But go in without high expectations, and you might find yourself enjoying the film.
If I were to paint a simple picture of what ‘Zara Hatke Zara Bachke’ is all about, it would be like this: Imagine a slice of life from a middle-class Indian home from Indore, few drama stuffed with humor and woven around the dreams of a young couple. The director, Laxman Utekar, has tried to create a lively canvas where the ordinary becomes extraordinary, much like his previous work, Mimi.
Poster Collage: Zara Hatke Zara Bachke
Story of ‘Zara Hatke Zara Bachke’
Let me introduce you to our main couple, Vicky Kaushal and Sara Ali Khan, who play everyday people just like any other middle-class urban couple. Vicky’s character, Kapil, is a yoga teacher with simple dreams and a clever way of finding shortcuts to solve big problems. On the other hand, Sara Ali Khan portrays Saumya, a spirited chemistry professor with dreams that extend far beyond her home and her lovely georgette sarees.
Their everyday life takes an interesting turn when the pressures of living with their extended family become overwhelming. They yearn for a ‘place’ they can call their ‘own’, a home where they can create their own space and cherish their dreams. And that’s when our story, ‘Zara Hatke Zara Bachke’, begins to unfold.
What follows is a delightful rollercoaster of events, ranging from comical to dramatic, all revolving around this relatable and universal desire for a home.
In a nutshell, ‘Zara Hatke Zara Bachke’ take us to witness the dreams, challenges, and hilarious complications faced by this young Indian couple. Especially, while they navigate through societal expectations, personal ambitions, and the quest for a place to call their own.
Why You Should Give A Try?
Firstly, let’s talk about the performances. Vicky Kaushal, known for his versatile acting skills, brings his A-game to the table as Kapil, the yoga teacher with a penchant for finding clever solutions. His portrayal is relatable and engaging, showcasing his ability to bring charm and authenticity to the character. Sara Ali Khan, on the other hand, captivates with her vibrant presence as Saumya, a chemistry professor who yearns for more from life. Her energy and commitment to the role shine through, adding depth to the narrative.
One of the film’s strengths lies in its ability to tackle real-life issues in a light-hearted manner. The storyline revolves around the dreams and challenges faced by a young middle-class couple, resonating with audiences who have similar aspirations and struggles. Laxman Utekar’s direction, as seen in his previous work like Mimi, ensures that the film strikes a balance between entertainment and thought-provoking storytelling.
Moreover, ‘Zara Hatke Zara Bachke’ offers a glimpse into the world of Indore, a city that adds its own flavor to the narrative. The film beautifully captures the essence of small-town life, providing a unique backdrop for the characters and their journey.
What Could Have Been Better?
In my opinion, one thing that really felt odd to me was that the chemistry between Sara Ali Khan and Vicky Kaushal. It didn’t seem to have much chemistry on-screen.
Even though they are both talented actors with their own strengths, their pairing in the movie didn’t create the desired spark.
Sara Ali Khan
I was expecting a Sara Ali Khan from Atrangi Re, unfortunately, I only got that energy from her, not the natural demeanour. If Sara – Vicky chemistry had been stronger, it would have made Kapil’s & Soumya’s journey more interesting. Here audience may feel some disconnect with the story.
Plot of ‘Zara Hatke Zara Bachke’
Another important point to consider is that the plot of the movie. I felt it was stretched out. The pacing, especially in the second half, was not well done.
If the script had been tighter and repetitive elements had been eliminated, it would have created a more focused and engaging narrative.
Originality & Freshness
The story was highly relatable, but it lacked originality and seemed similar to other films like old Dinesh Vijan films or “Dum Laga Ke Haisha” style. If the filmmakers had strived for a more unique storytelling approach, it would have made the movie stand out from its predecessors.
Chemistry between Vicky Kaushal & Sara Ali Khan
As I said before, Vicky Kaushal’ portrayal of Kapil is excellent, but I felt that Sara Ali Khan’s efforts fell short compared to Vicky. It’s important for Khan to refine her acting approach, finding a balance between being authentic and avoiding being too theatrical.
Laxman Utekar’s approach
From an audience perspective, Laxman Utekar’s approach to ‘Zara Hatke Zara Bachke’ should be criticized for lacking energy and excitement. If he had incorporated more dynamic and innovative storytelling techniques, especially during crucial moments of the film, it would have injected more vitality into the overall viewing experience
Final Verdict
In conclusion, ‘Zara Hatke Zara Bachke’ remains an opportunity to immerse oneself in a light-hearted tale that resonates with the dreams and challenges faced by many. So, if you’re willing to overlook its flaws and embrace its relatable themes, this film has the potential to provide an entertaining and thought-provoking experience.
Bookmyshow offers a Buy one Get one offer for this movie (Only for June 2 Bookings I guess) considering that, it’s worth to give a try.
I am a growth Marketer. As growth marketers, understanding consumer buying behavior is not just a requisite; it’s a cornerstone that determines our strategies’ effectiveness. It encompasses a wide spectrum, ranging from simple habitual buying to the intricacies of complex buying behavior.
Let’s delve into thismultifaceted subject and decode some prevalent models and types of consumer buying behavior that shape marketing practices today.
Observe how you react when you see such Ads, that’s a Buying Behaviour .
Consumer Buying Behavior: The Basics
Consumer buying behavior refers to the actions consumers take before, during, and after purchasing a product or service. This includes recognizing a need, searching for information, evaluating alternatives, making the purchase, and post-purchase evaluation. Numerous factors, such as cultural, social, personal, and psychological, influence this process, altering the buying behavior model at each stage.
Types of Consumer Buying Behavior
According to Philip Kotler, a pioneer in the field of marketing, there are four types of buying behaviors:
Complex Buying Behavior
This occurs when consumers are highly involved in a purchase and perceive significant differences among brands. For example, when buying a new car or a house. Here, the consumers will undertake a full information search, followed by a thorough evaluation process.
Dissonance-Reducing Buying Behavior
This happens when consumers are highly involved but see little difference among brands. This can be observed while buying products like carpeting, where the consumer might not know much about the product, but the cost of purchase is high.
Habitual Buying Behavior
Low consumer involvement and few significant perceived brand differences typify this. For example, consumers buying everyday products like salt or milk.
Variety-Seeking Buying Behavior
This is characterized by low consumer involvement but significant perceived brand differences. Consumers might switch brands for the sake of variety rather than dissatisfaction. For example Chips, Sweets or even Apparels.
Consumer Buying Behavior Models
There are various models to illustrate consumer behavior.
Nicosia model
The Nicosia Model of Consumer Behavior: Francesco Nicosia proposed this model, focusing on the relationship between the firm and its potential consumers. The model proposes a circular flow of events divided into four major fields: problem recognition, predisposition to act, evaluation of the action’s feedback, and the firm’s response.
Problem Recognition
The journey begins when the consumer realizes a need or a problem that needs to be resolved. This awareness can stem from many triggers – an empty fridge, an expired insurance policy, or a fading perfume. Once consumers acknowledge this discrepancy between their current state and their desired state, they set out on their buying journey.
Predisposition to Act
Once the need is identified, consumers proceed to the stage of predisposition to act. Here, they start gathering information about potential solutions to their problem. They may turn to various sources – search engines, social media, or word-of-mouth referrals. Based on the acquired information, consumers form attitudes and develop a predisposition towards certain products or services.
Evaluation of the Action’s Feedback
After the purchase, consumers evaluate their decision, experiencing either satisfaction if the product meets their expectations or dissatisfaction if it doesn’t. This post-purchase evaluation forms an important feedback loop in the consumer buying process. It significantly impacts their future purchasing behavior and loyalty towards the brand.
The Firm’s Response
Finally, the cycle concludes at the firm’s end. Businesses must pay heed to consumers’ reactions and feedback. Whether it’s a product review, a complaint, or a testimonial, companies need to respond effectively. This could involve improving the product, rectifying the service issues, or simply acknowledging the feedback. The firm’s response can profoundly influence the consumer’s perception and future buying behavior, thereby initiating a new cycle of the consumer buying process.
In essence, the Nicosia model provides a broad perspective on consumer behavior, emphasizing the interactive relationship between the firm and the consumer. It is a reminder that the consumer buying journey is not a one-way street but a dynamic, circular process that requires continuous engagement and adaptation from businesses.
The Kotler Model
The Kotler Model: Philip Kotler presented a model that depicts a rational buying process. This model includes five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
Problem Recognition
Similar to the Nicosia model, the journey starts with problem recognition. This is when a consumer identifies a need or recognizes a problem that needs to be solved. The need can be triggered by anything that leads to a discrepancy between the consumer’s current state and their desired state. Whether it’s a broken device, an empty pantry, or the desire to learn a new skill, the process begins with recognizing the ‘problem’.
Information Search
Once the problem or need is identified, the consumer moves to the information search stage. This involves researching different solutions to address the recognized need. Consumers may seek information from personal sources such as friends and family, commercial sources like advertisements, public sources including news reports, and experiential sources, which could be their past experiences with a product or service.
Evaluation of Alternatives
Armed with information, the consumer then evaluates the various alternatives available. They consider various factors such as price, quality, features, brand reputation, and reviews. Each consumer may evaluate these factors differently based on their individual preferences and needs.
Purchase Decision
Following the evaluation stage, the consumer is ready to make a purchase decision. They choose the product or service that best meets their needs based on the evaluation process. However, this stage can still be influenced by other factors, like unexpected situational factors, negative feedback, or a sudden change in financial situation.
Post-Purchase Behavior
The final stage is the post-purchase behavior. Once the product is used or the service is experienced, the consumer assesses their satisfaction or dissatisfaction. If the product or service meets or exceeds their expectations, they will likely become a repeat customer and might also become a brand advocate. However, if their expectations are not met, they might experience ‘post-purchase dissonance,’ leading to regret or returning the product.
The journey might not end here, as their experience and feedback could potentially start a new journey, either for themselves or for other prospective consumers.
Understanding these stages is crucial for marketers as it allows them to cater to consumers’ needs at each stage effectively, ultimately guiding the consumers towards choosing their product or service.
Buyer Behavior Analysis and Factors Influencing Consumer Behavior
Buyer behavior analysis involves the examination of the decisions and actions of buyers in the marketplace. It includes understanding what motivates consumers, what deters them, and the factors influencing their purchase decisions. Some of the major factors include cultural, social, personal, and psychological aspects.
For example, cultural factors like religion, social class, or ethnicity can influence a person’s needs and behaviors. Similarly, social factors such as reference groups, family, or roles and statuses can also affect a person’s buying decisions.
Factors Affecting and Influencing Consumer Buying Behavior
There are various factors that affect consumer buying behaviour significantly. These include psychological factors such as perception, motivation, and lifestyle; personal factors like age, occupation, and economic status; social factors such as family, social roles, and status; and cultural factors like nationality, religion, and social class.
Organisational buying behaviour, on the other hand, involves decision-making by a group or an organization. It is influenced by factors such as the size of the organization, its business nature, and the roles of the decision-makers.
Consumer Buying Behavior in Different Sectors
Taking a sector-specific view can give us more refined insights. For instance, when considering consumer buying behaviour towards insurance products, factors such as the consumer’s financial situation, perceived risk, and the complexity of the product come into play.
The Impact of Social Media on Consumer Buying Behavior
In today’s digital age, social media significantly impacts consumer buying behaviour. Platforms such as Facebook, Instagram, and Twitter provide consumers with vast information about products and services. Reviews and recommendations on social media can considerably influence a consumer’s decision to purchase a product or service.
Summary
Unraveling consumer buying behavior is akin to understanding the human psyche, shaped by myriad external and internal factors. As growth marketers, appreciating these dynamics and adapting to them can pave the way for successful marketing strategies. It’s like setting sail on a sea, the tides of which are the consumers, ever-changing, ever-evolving. To navigate it successfully, understanding and adapting to its ebb and flow are essential.
Remember, as Aristotle said, “Man is by nature a social animal,” and the marketplace is our modern-day social arena. So, let’s use these insights, understand our consumers, and build our marketing strategies to resonate with their needs, desires, and behaviors.
