Analyzing Role Model Influence on Young Adults in India

This case study explores the influence of role models, both direct (parents, peers) and vicarious (celebrities), on the purchasing behavior of young adults in the Indian market. It highlights the significance of understanding this influence for multinational companies seeking to expand in India, given its large youth population and cultural diversity. The research aims to analyze how these role models impact the purchasing decisions of young adults aged 18-21 and 22-25. It addresses key research questions regarding the concept of role models, their types, and their influence on purchasing behavior, while adhering to research ethics through informed consent and confidentiality. The study builds on existing literature, utilizes both primary (questionnaires) and secondary data sources, and aims to provide timely and relevant insights into the evolving consumer behavior of young Indians. Desklib provides access to this and similar studies for students.

Role Model Influence

Table of Contents
Topic: “To study the influence of role models on young adults' purchase behaviour”. A case
study on Indian market.....................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of research .................................................................................................................1
Significance of study...................................................................................................................1
Research Aims ...........................................................................................................................2
Research Objectives....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................3

Topic: “To study the influence of role models on young adults' purchase
behaviour”. A case study on Indian market.
INTRODUCTION
Overview of research
Role models are the individuals who influence and create impacts on other through
serving an example and are admired by persons who emulate them. Role models are having and
perceived by some good personal qualities, achievements and behaviours that inspire others to
develop and strive theses qualities without providing any direct institution. Role models are
having an astounding effect on lives of persons mainly on the young people of the society (Duan,
Liu and Che, 2018). The role models can be direct models like the Parents, friends, relatives,
peer group, etc. and the vicarious role models that mainly includes Sports celebrities, actors and
Entertainment celebrities who are having the ability to shape and guide views, actions and ideals
of the young individuals. Thus, it can be evaluated that role models lead to an impact and
influence on consumption intentions of individuals and also on purchasing behaviour and
intentions of youth.
The Indian market is characterized as one of most fastest growing and developing market
of economy and is the third largest nation of world in terms of purchasing power parity. Beside
this, around half of the population of society is between the aged group of 18-35 i.e. a large
population of youngsters is found in the society of India (Hagemann, 2018). Further, a lot of
craze about role models and celebrities is seen the markets of India together with a multicultural,
multiracial, multi religious and multilingual social catachrestic that makes it crucial and provides
a concept to conduct research to have better understanding about there perception and behaviour
of this diverse society (Ferreira, 2017). Thus, the following research is based on, “ study about
the role models influence on purchasing behaviour of young adults together with analysis of
influence created on Indian youth market that includes individuals of age group between 18-21
and 22-25.
Significance of study
This research project is based on the topic “Role models influence on young adults’
purchase behaviour” is significant and crucial for researcher as it yield an in-depth information to
researcher about the Indian Youth market and the impact lead by role models on their purchasing
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behaviours and attitude. This research project also provide a comparison about lifestyle and
purchasing attitude between the markets of UK and India with the help of Hofstede cultural
dimensions (Götz and MacFarlane, 2018). Beside this, this research wok is also beneficial for
multinational companies as it provide signifiant information regarding the purchasing behaviours
of youth of Indian market thus, facilitates an opportunity for them to have effective planning for
expansion in the market of India and can also compare the purchasing behaviour of UK and India
to have effective decisions regarding its product portfolio (Josephidou, 2019). Apart from all,
these benefits, this research project is significant for academic and educational purpose of
researchers and can also be used by other investigator and scholars to have knowledge and
information regarding the influence of role model over the purchasing behaviour of youth of
Indian market.
Research Aims
Research aim basically represent the intention and aspiration behind the research study
and basically summarise the main purpose of research in a single sentence which investigator
wants achieve at the end of project. The main aim of this research conducted on Indian market
is,“To analyse the influence of role models (direct and vicarious) on purchasing behaviour of
young adults of age group 18-21 and 22-25.”
Research Objectives
The research objectives are set to provide a guidance and direction for researcher and its
team through facilitating a base for measuring their outcomes and end results of research. The
main objectives of this research work conducted on markets of India are as follows:
 To understand the concept of role models and purchasing behaviour of customers
(Cheng, Song and Li, 2017).
 To determine the different types of role models and their influence on young adults.
 To analyse the influence of role model and celebrity on purchasing behaviour of young
adults (between age group 18-21 and 22-25) in Indian market.
 To ascertain whether young adults' purchasing behaviour and intention is influenced
more by direct or vicarious role models.
Research Questions:
 What is the concept of role models and purchasing behaviour of customers?
 What are the different types of role models and their influence on Indian young adults?
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 What is the influence of role model and celebrity on purchasing behaviour of young
adults (between age group 18-21 and 22-25) in Indian market.
 Which role model is more influential for young adults' purchasing behaviour and
intention; direct or vicarious?
Research ethics
Research ethics are basically the representatives of moral implications and principles that
must be followed by a researcher during the whole course of research. It mainly includes a
description about doing correct things at correct time with the aim of maintaining integrity and
viability of research (Marquis, 2018). A research can be conducted in an ethical way through
providing respect and due importance to feelings and emotions of all individuals who are
directly or indirectly associated with the research. It is the responsibility of researcher to keep a
check and effectively monitor that the activities and task of the researcher should not harm or
adversely affect or threaten any individuals, animal or other aspects of society neither physically
nor mentally to complete a research in an ethical way. While conducting this research due care is
provided to research ethics and a written consent from respondents and all individuals are taken
before asking or involving them in research project (Dahlvig and Longman, 2016). Consent from
all participant together with effective control measures to maintain the confidentiality and
anonymity of research work is taken by investigator during all the activities of this research
project.
C) Justification and contextualization:
Importance of Research:
This research is based on the title “Role models influence on young adults’ purchase
behaviour” This study is significant as it helps researcher in gaining in-depth knowledge about
the topic and gathering large amount of information on Indian Youth market and the influence of
role models on their purchasing intentions and behaviours. This study provides an examination
that how the directs role models like parents, relatives, peer group and friends influence the
intention and views of young individuals together with a refection about vicarious role models
that includes celebrities over behaviour and styling of young individuals. Thus, this research
project is helpful for researcher as it enhance its knowledge and information level regarding the
impact lead by role models on the views and behaviour of young. Apart from the topic, it also
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helps researcher in gaining knowledge of other areas also. Besides this, it is also helpful for
academic purpose as it helps scholars in carry out further study on topic.
Why is it important to find what you are trying to find?
The research on topic “Role models influence on young adults’ purchase behaviour” is
conduct in order to find out the way role models like parents, celebrities, sports celebrities and
friends influence purchasing behaviour and intentions of young adults. This study helps in
gathering data on Indian market of young adults of age group 18-21 and 22-25. By this research,
the researcher is trying to find out the influence of role model on buying behaviour of Indian
young adults. It is very important to find out the impact as this helps in gathering data on Indian
market and analysing the behaviour of young adults so as to draw valid conclusion on it.
Build on existing body of evidence
Use of both primary and secondary sources of data is made to collect information for this
research to build on and provide relevant evidence for the collected research data. Use of primary
sources has facilitated first hand and first time collected data to maintain the originality and
authenticity of research. Use of an questionnaire is made to collect a precise and relevant
information directly from the respondents. Beside this, secondary data collection method
facilitates a support to primary findings and lead to better application of research and also
provide evidence for collected information through making use of various articles, journals,
internet sources , website and links. Thus, to build evidence for this research use of best research
methods are made and timely recording keeping and documentation of all the research activity
and data collected is also made to ensure the relevant evidence about the findings and research.
Is it timely? Does it respond to an existing need? What makes it so?
To ensure the the timely completion of research project and to finish all activities in
systematic way and within the prescribed sequences through use of various time horizons are
made. These time horizons are basically divided into two main parts that is cross sectional and
longitudinal. Use of cross section time horizons facilitated detail regarding the time required for
completion of each activity in an effective and appropriate way thus, ensures timely start and
completion of each activity. Beside this longitudinal time horizon only provide information
about various time interval but dose not provide specific information regarding each activity,
thus, use of cross sectional time horizon has facilitated timely completion of this research
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project. This research is effectively responding on existing needs as provide all relevant
information about the influence of role model on purchasing behaviour of youngsters belongs to
age group of 18-12 and 21- 25. Use of effective research methodology together with other
statistical tool and techniques makes this research project able to meet all the existing needs.
CHAPTER 2: LITERATURE REVIEW
Literature review basically provides an in-depth discussion and critical evaluation about
the various published sources and literature that are associated and related with a particular
research topic (Xu and Jin, 2017). The main of literature review is to provide a comprehensive
summary about the various aspects and point view related with the research topic with the help
and support of various journal, articles, Ebooks, online sites and other scholarly literature to have
better understanding and perception about the research work. This part of the research is
concerned with analysing and surveying scholarly sources so that the key developments and
concepts about a research topic can be found out. This helps in critical interpretation and
evaluation of a source which gives a detailed idea about a topic which is under discussion. This
part helps in analysing the ideas of various scholars on a given topic so that the topic can be
studied under a broad spectrum. This research work is basically associated with the analysis of
impact lead by Role models in the purchasing behaviour of young individuals of society of
Indian market who basically belongs to the age group of 18-21 and 21-25. use of various online
article and scholarly sites are made to have following findings related with topic and objectives
of current research project.
To understand the concept of role models and purchasing behaviour of customers.
Role models are the person having some qualities and behaviour that have the ability to
influence other and lead to an impact over their overall personality, views and purchasing
behaviour. The individuals included in role model can be direct model like the parents, relatives
and friend circle or the vicarious role model that consists of celebrities and sports personalities
As per the view point of Martin, Craig A and Bush, Alan J, 2020, role have a significant level of
influence on the teenager's and youth's purchase intentions and behaviour as they are the
individuals who are having the capability to shape and direct the actions, views and ideas of a
young person. The youngsters starts following their role models and try to learn good values and
also started copying their dressing style or other factor for which they are the role model thus,
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lead to create an impact on views of youngsters and their purchasing behaviour (Sullivan, Childs
and Gann, 2018).
Further, as per the opinion of Shawn Grimsley, 2020, consumer buying behaviour is
basically the sum total of individuals attitudes, intentions, preferences and decisions that lead and
motivates them to make purchase of a specific thing or product. Role models are having the
direct influence over the attitudes of individuals through setting a good example and strive them
to develop similar qualities and behaviours to become successful thus, lead to impact on
individuals purchasing behaviour especially on the youngsters belonging to the age group of 18-
21 and 21-25. Role models plays an important role in life of individuals and strives to uncover
their true potentials and overcome the weakness thus, facilitates effective changes in purchasing
behaviour and lifestyle of a young individual.
To determine different types of role models and their influence on young adults
A role model is a person who can influence others in behaving in a particular manner and
changing the thinking of the person along with their perceptions regarding something. Role
models can be anyone who can mould the behaviour of another person in a specific manner and
the other person happily follows the instructions given by their role models to them. For children
their role models can be their parents, teachers, celebrities etc. who influence their way of
thinking which affect their behaviour.
As per the views of Naveed Fayyaz, 2018, during the early age of children they admire
some elder people who they look up to and copy. The role models of a child keep ion changing
as they grow old according to the change in their taste and preferences. However, it is important
to have good role models in life as they play an important role in eventually shaping the life of a
child. Individual's consumption behaviour is directly related to their learning experience which
means that they can learn as they grow and are influenced by various people who affect their
buying behaviour in market. Young adults in Indian market belonging to the age of 18-25 years
are more influenced by the behaviour of their parents as they live with them and their spending
behaviour is usually influenced by the spending behaviour of their parents. Role models can be
of different types like they can be teachers, parents, peers, celebrities, peers, historical figures
etc. who can have an impact on the overall behaviour of a person. However, now-a-days due to
the increase in social media and the increased use of marketing techniques by various companies
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the buying behaviour of young adults are greatly influenced by people who appear on TVs,
advertisements, social media etc. The companies use celebrities as their brand ambassadors so as
to increase the sales of their company as many people in India consider them as their role models
and are highly influenced by the messages they spread by the way of advertisements which
influence them into buying certain items. Due to the increased use of role models in their
advertisements, young people can be influenced in buying company items. However, the young
adults can sometimes also be falsely affected by the faulty advertisements featuring the role
models who claim that on purchasing the items of a company the buyers will be benefited which
might not be true. This can have adverse affects on their safety and health and can also lead to
drainage of their finances in purchasing certain items. Parents can play an important role in
preventing their children from getting influenced by the faulty advertisements which feature role
models of their children.
Thus it can be said that the effect of role models on the buying behaviour of young adults
is high which affect the way in which they spend their money. In Indian markets though parents
play an important role in affecting the spending pattern and choices of their children still young
adults can get influenced due role models. For example if the role model of young adults are
shown smoking or consuming alcohol then it will have a negative effect on young adults and
they will also be inclined towards smoking and drinking which may have a negative effect on
their health and also their financial sources.
To analyse the influence of role model and celebrity on purchasing behaviour of young adults in
Indian markets
Popular personalities can convert into excellent salesmen. When companies sell their
products or services in the market by using the face of a famous personality or celebrity it helps
in spreading awareness about the company's products in the fastest and safest manner. Role
models have a great influence on the buying behaviour of young adults in the Indian markets
which creates an impact on the sales of company. Marketers thus increasing use role models for
selling their products and services in the market as they create a high influence on the buying
behaviour of people. Company can attach a well known face to their products which help in
enhancing its brand image and also it helps in creating a strong image on the minds of young
purchasers which influence them to buy the company's products.
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According to the views of Kevin Stirtz, 2020, in order to improve customer service and
increase customer loyalty, the companies use various role models so as to create an influence on
their target audience which help in increasing their sales. Companies are extensively using
various role models and celebrities so as to become a renowned brand in market and also
influence customers by attracting them by using the face of a famous personality. In the Indian
market the purchases can be increased by companies by using a famous face to sell their
products. Advertisements extensively use celebrities, sports personalities and other influential
people using company products and services and praising them as to how the company has
helped in enhancing their standard of living. This helps the companies to attract young people
toward their products. Beauty products are extensively sold in Indian markets by using role
models as it is very easy to influence young people who are excessively worried about their
looks and always try to look better. Cosmetic products, soaps, shampoos, beauty creams etc. are
being sold by using role models as the brand ambassadors of company which can help in
increasing company sales. As young people are highly vulnerable to nervous breakdown due to
increased unemployment and the race of looking better it becomes easy for companies to
influence their purchasing behaviour by using role models.
Thus it can be said that the influence of role models on buying behaviour of young people
in Indian market is very high and companies are using them in order to increase their sales.
Different people have different role models depending on their characteristics which means that
one role model can only appeal to a specific group of people which means that different
company use different face so as to sell their products in market and influence the behaviour of
people. India is an emerging economy which means that companies are trying to grow and
expand their business by increasing their sales so that increasing profits can help them in
expanding globally. Hence the use of role models in advertisement is increasing so that more
number of customers can be influenced to buy company products.
To ascertain whether young adult's purchasing behaviour and intention is influenced more by
direct or vicarious role models
Direct role models are the people who influence the behaviour of others by remaining in
their vicinity so that their intentions and actions can be influenced. The direct role models
involve teachers, parents, family members, peers etc. who have a direct influence on the actions
of a person. Vicarious role models are the people who gain popularity through mediated
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communication source like TVs, social media etc. who influence the intentions and actions of
people by indirectly influencing them. Both the direct and vicarious role models can influence
the intentions and purchasing behaviour of young adults.
As per the views of Craig and Alan, 2000, to determine whether the young adults are
more influenced by direct role models like parents or they are more influenced by vicarious role
models like favourite entertainers and athletes affects the way in which companies formulate
their marketing strategies. The buying behaviour of young adults can be easily influenced as they
strive to look better in their family and friend groups which helps in influencing their
consumption and buying behaviour. The ever-increasing adolescent consumer market makes it
important for companies to understand their behaviour so that their sales can increase. As young
generation is more actively involved in the society they try to out stand in the crowd so that their
separate identity can be build. Also they are highly active on social media sites which gains their
attraction and attention and also influence their thoughts and their buying behaviour. The
influence of vicarious role models on the purchasing behaviour of young adults is more than the
direct role models. This also helps the companies to increase their sales by increasingly using
role models so as to influence more customers towards their products and services. The vicarious
role models are favourite entertainers or athletes of young adults who are shown on social media,
TVs and other advertisements using the products and services of company which influence
young people to buy company products so that they can also gain the same level of experience as
their role models.
Thus it can be seen that the vicarious role models play an important role in influencing
the consumption and spending pattern of young adults. They also impact their consumption
pattern like if their role models are shown eating a certain food or taking diet pills so as to
remain fit then the young adult can also be influenced to purchase the food and diet pills so as to
remain in figure. This might also have a negative impact on their health and safety which means
that the companies need to be careful and also make advertisements which are ethically correct.
Indian market has a large number of youth population which means that the companies need to
be careful in using role models to sell their products.
Comparison of difference in Indian and UK culture
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