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who the person really is.For example, a true Punekar queues for their favourite product/s. Moreover, they
must be blunt, curt and acerbic! (Disclaimer: I am a display no surprise or displeasure when the shop puts
Punekar and I have great affection for all Punekars!) up a ‘sold-out’ notice right in the middle of the day!
Therein lies its appeal.
3. Iconic authenticity: When a physical
manifestation resembles something that is indexically When consumers make product choices based on
authentic. For instance, Puneri Patya (signboards) authenticity, they may be displaying existential or
may be considered to display iconic authenticity if moral authenticity. When producers create
they truly depict the afore-mentioned traits of differenciation based on authenticity this may stem
Punekars! from type or moral authenticity. In the case of

4. Type authenticity: whether an object meets the immersive product experiences - such as in tourism,
criteria for inclusion or membership in a type or genre hospitality or entertainment - indexical, iconic or
or category. For instance, an authentic Paithani saree idiosyncratic authenticity may be relevant.
must have the peacock or parrot motif on the pallu. In today’s cynical and make-believe world,
‘authenticity’ is making a strong comeback as a factor
5. Moral authenticity: A person is said to be
morally authenticif s/hemakes explicit value-based influencing purchase behaviour. Indeed, it may be a
choices that go beyond accepting socially imposed basis for segmenting the market and positioning
norms. Likewise, an organisation may display moral brands and products. In service products authenticity
authenticity if its business dealings reflect specific may be built through service-scape elements and
beliefs and values beyond the profit motive. employee behaviours. Finally, moral authenticity may
help organisations build sustainable relationships not
6. Idiosyncratic authenticity: This refers to the
just with consumers but with other stakeholders as
symbolic or expressive interpretation of aspects of an
well.
entity’s idiosyncrasies. These idiosyncrasies are often
quirky aspects that run contrary to conventional To borrow from Polonius’ advice to his son in
practices. For instance, customers of a popular sweets Shakespeare’s Hamlet: “ This above all: to thine own
and dairy retailer from Pune are used to standing in self be true. ”

References:

1. Angus A, Westbrook G, “Top 10 Global Consumer Trends 2019”, Euromonitor International, 2019.
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clarifying dimensions of Employee Performance", Allana Journal of Management Research, 2015.

3. Carroll G R, “Authenticity: Attribution, Value and Meaning”, Emerging Trends in Social and Behavioiural
Sciences, 2015.
4. Yuan, Liu, Luo, Nguyen, Yang, “A Critical review of the literature on authenticity”, International Journal of
Services, Economics and Management, 2014.
5. Kolar T, Zabcar V, “A consumer-based model of authenticity: An oxymoron or the foundation of cultural
heritage marketing”, Tourism Management, 2009.
6. Grandey A ,et al, “Is ‘service with a smile’ enough? Authenticity of positive displays during service encounters”,
Organisation Behaviour and Human Decision Processes, 2005.
7. Grayson K, Martinec R, “Consumer Perceptions of Iconicity and
Indexicality and Their Influence on Assessments of Authentic Market Offerings”, Journal of Consumer Research,
2004.
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of Marketing, 2002.
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the influence of the service provider", International Journal of Service Industry Management,1995.
10. Bitner M J, Booms B H, Tetrault M S, “The Service Encounter: Diagnosing Favourable and Unfavourable
Incidents”, Journal of Marketing, 1990.

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