Diwali, Marketers, Consumption & More ...

The Diwali Season is ON and the marketers are the ones who are not relaxing at all.

It is the few seasons in India which is a barometer to consumer sentiment. If consumers let go some moolah from their pockets, it would result in a rejoice of Marketers and a cheer for future consumption. If consumers resist, the doom might just be laying in the corner. And, believe me, it is one of those Diwali seasons which comes in a decade or probably more, that the 'Business is Down'. Credos to the Global Crisis, Exchange4Media reports, "Assocham data shows a 25 per cent drop in spendings, while according to ZenithOptimedia, ad spends in the festive season has gone down by 40.9 per cent. A recent R3 research also shows a 20-plus per cent cut down on marketing ad spends by top 100 Asian brands from the initial FY09 budget".

Remember, Advertising in these recessionary times should be focussed on Consumer Engagement and NOT on Awareness and Trial. The Engagement now would result in a sale in the future, this is what is deemed to happen with most consumers adopting a ‘wait and watch’ policy.

Coming back to the main question, i.e. Why Consumers splurge during Festive seasons ? I tell you, it is because Festival times are a perfect fertile base for consumers sentiment. Companies also enforce the same, explains Outlook-India, "It takes two to tango as far as shaping consumption behaviour is concerned. Brightly lit seductive displays, lots of festival offers and discounts, heavy advertising—all work together with the consumer’s desire and habitual plan to spend at this time and reinforce each other. It’s hard not to feel the electricity in the air, and it’s hard not to give in to a little bit of indulgence, whichever way you choose to define it".

And, then these are times to when Corporate Gifting is at its peak. The reasons of which are attributed to -

1. Expressing gratitude and appreciation.
2. Building Relationship.
3. Strengthening Goodwill.
4. Perfect way to keep in touch.

Now, you understand why we buy and why are there so many marketing efforts during the Diwali seasons.

I say, You better Note.

Wishing you all readers a Happy & Safe Diwali. Cheers !!
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