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  • CB Body Modification Assignment 2 Group5

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    Debayan Sinha
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    The document discusses the findings of a study on how people who have not undergone body modification view those who have. Interviews were conducted with a sample of 8 people. It was found that tattoos are most commonly viewed as a means of self-expression or to represent beliefs. Body cutting was seen as providing individuality or courage. Cosmetic surgery was associated with enhancing imperfections or medical reasons. Piercings were usually viewed as traditional rather than trendy. Those who undergo modifications are generally seen as more confident but not much different otherwise. The main motivations for modifications mentioned were fashion, memory, or satisfaction with oneself. Marketing implications include the need for more information and credibility around modification processes and facilitators

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    consumer perception to body modifications

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    The document discusses the findings of a study on how people who have not undergone body modification view those who have. Interviews were conducted with a sample of 8 people. It was found that tattoos are most commonly viewed as a means of self-expression or to represent beliefs. Body cutting was seen as providing individuality or courage. Cosmetic surgery was associated with enhancing imperfections or medical reasons. Piercings were usually viewed as traditional rather than trendy. Those who undergo modifications are generally seen as more confident but not much different otherwise. The main motivations for modifications mentioned were fashion, memory, or satisfaction with oneself. Marketing implications include the need for more information and credibility around modification processes and facilitators

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    98 views7 pages

    CB Body Modification Assignment 2 Group5

    Uploaded by

    Debayan Sinha
    The document discusses the findings of a study on how people who have not undergone body modification view those who have. Interviews were conducted with a sample of 8 people. It was found that tattoos are most commonly viewed as a means of self-expression or to represent beliefs. Body cutting was seen as providing individuality or courage. Cosmetic surgery was associated with enhancing imperfections or medical reasons. Piercings were usually viewed as traditional rather than trendy. Those who undergo modifications are generally seen as more confident but not much different otherwise. The main motivations for modifications mentioned were fashion, memory, or satisfaction with oneself. Marketing implications include the need for more information and credibility around modification processes and facilitators

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 7

    Consumer Behaviour Group Assignment 2

    Body modification as viewed by others

    B. Aakash
    Debayan Sinha
    Kaustubh Behere
    Bhyrav mirle
    Priya Jha
    Md Shams

    By Group 5

    FT171027
    FT171035
    FT171048
    FT171052
    FT171066
    FT174041

    Introduction:
    Body modification has been around as long as humans have lived and in almost every culture,
    there are modifications that are done purely for aesthetic reasonsadornment and
    beautification of both sexes and all genders, striving towards an accepted goal or standard of
    human perfection within their culture In the simplest terms, Body modification means to
    deliberately alter ones physical appearance and is quite a common occurrence today wherein
    in almost all of us engage in some form of body modification or other. We have broadly
    considered 4 types of Body modifications for our study:
    Tattooing
    Body Cutting
    Piercing

    Cosmetic Surgery

    Objectives of the study:

    We have tried to analyse how Body modification is viewed by those who have not engaged in
    it so far. We have tried to answer the following questions using our study:
    The reasons why do they think people engage in body modification, internal and
    external.
    How does this vary by type of body modification as listed above?
    How do people who have not engaged in body modification view people who do
    engage in body modification?

    How do they behave with people who engage in body modification, and
    How can marketing managers use your results?
    We interviewed a sample of 8 people including 3 from earlier generations to get some variation
    in opinions and their view as an outsider. Gender diversity was also maintained to know if the
    response varies as per the gender.

    Data collection:

    The sample was asked question as listed below:


    1. Do you know what body modification is? What do you think, why people go for it?
    2. What would motivate you to get a BM done?
    3. Why did you not engage in BM? (social/personal)
    4. Why do you think BM customers want to go through this process?
    5. What do you think consumers feel before and after BM?
    6. What are your views on BM customers?
    7. Do you know the process of BM? (Yes: ok/ if no: is the reservation because of your
    unawareness?
    We did a word cloud and graph analysis to interpret the mixed response.
    Below is the Word-cloud for why people go for the process of Body-Modification. We prepared
    a word-cloud for each type of body modification under consideration.

    One of the major reasons for people to opt for tattoo according to the other people is
    that it looks good and it is associated with their beliefs.
    People who do not involve in body modification feel that body-cutting gives them an
    individuality and also gives some of them a chance to display their courage.

    People usually go for Cosmetic surgery to either enhance/hide their imperfections or


    some of them may also opt for it owing medical reasons.
    People usually associate piercing as a part of tradition rather than to look cool as per
    the general perception.
    Since the sample size was very small, not much variance in the opinion according the age
    was identified. However the scepticism was observed with people with higher age group.

    Perception / View:
    Male

    Give the look of a high class society


    Professionals- music, inspirational, sports, gang (bikers)
    Very low class people for whom only looks matter.
    Traditional purposes?

    Fine

    Only if its absolutely necessary?

    Fine

    Just for additional attractiveness?

    Not Fine

    Female

    Ok with it on most occasions


    Its their choice, nothing wrong with it
    Individuality uniqueness

    Cute and beautiful-small changes are more acceptable


    Making an attempt to appear cool, stamp individuality
    Generally young, find means of expression

    Reasons for undergoing the painful Body Modification Process:


    We prepared the word cloud for the same and got the following response:

    Most of the people had a common opinion that the payoff is worth the pain they go through
    during the process. Many also believed that they become more fashionable and acceptable
    which increases their confidence thus they dont mind undergoing a temporary pain.

    Changes before and after the process:

    The response collected was changed to word-cloud to interpret the data better.

    We found that people generally do not observe a big change in the person who has
    undergone body modification process, however they generally see them a little high
    on individuality and confidence.
    Also people find the person more satisfied and content with themselves after
    undergoing the process.

    Reasons for motivation if interested to undergo the process:

    We prepared a response to know if people who have not undergone the body modification will
    be willing to go for the same and what would be the reasons behind it:
    9
    8
    7
    6
    5
    4
    3
    2
    1
    0

    Engraving

    Body cutting

    yes

    Plastic Surgery

    no

    Piercing

    We got a unanimous response on body cutting wherein no one was willing to undergo
    the process ever in the future however they do not mind working with people who have
    undergone this process.
    Plastic surgery had a mixed response where 50% were willing to undergo for minor
    corrections and medical reasons.
    Piercing also had a unanimous response as people do not want to indulge in the
    process apart from cultural/traditional reasons.
    Maximum people were willing to try tattoo in future if they get a proper motivation.

    Word-Cloud for Motivation


    The biggest motivation for people to undergo tattoo or Cosmetic surgery would be the
    associativity or something that is linked to their memory or closed ones.
    People might go for it if it becomes a part of fashion to look cool.
    We also found that people do not find enough information on body modification as
    compared to other things which are readily available. Thus their apprehensions and
    doubts related to the process dont get addressed.

    Marketing Implications:

    Masses are not well informed about the processes for Body modification. Hence the marketing
    managers can run a campaign about the body modification processes.

    The credibility of the body modification facilitators is lacking. The masses are not aware of the
    regulations and health & safety requirements which are furnished by the body modification
    facilitators.
    Out of our sample size of 8, 7 were interested in getting a tattoo in future. Hence we imply that
    there is a big untapped market for this art-form in India. These tattoo centres lack credibility
    as they are frequently associated with the gang culture. The campaigns needs to be run to
    break this perception- possibly with the help of celebrity endorsement.

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