"Youth Consumer Behavior and Its Effect on Film Product Placement in Ernakulam District, Kerala"

Abstract

Movies revolutionized and transformed the world of entertainment, offering a level of glitter, glory, and glamour that no other media form could match. Movie makers, known as dream merchants, combine artistry and business acumen to create a thriving, million-dollar industry. Consequently, films provide an excellent platform for product branding. A brand refers to a name, term, design, or other distinguishing feature that sets one seller's product apart from others. Brands play a crucial role in business, marketing, and advertising. A successful brand can be defined as "an identifiable product, service, person, or place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values that align with their needs" (DeChernatony and McDonald, 2003). Based on this definition, consumers associate products or services with their distinct features, attributes that set them apart from others in some way. Levine (2003) suggests that a brand isn't necessarily limited to a product, organization, or title; it can be anything that is identifiable.