A French company Jeanne Arches Perfumes has introduced a perfume under the brand name SK, named after the charismatic celebrity Shah Rukh Khan. The perfume is available in two variants, SK Silver for men and SK Gold for Women. The perfumes are priced at Rs.500 for a 100ml pump spray bottle. The strategy may be to capture a large number of consumers who are oriented towards film celebrities. Advertising is planned through television satellite channels and magazines. You are required to :

(a) Analyse the decision to make a perfume after a cinema star from the view point of " reference group" behaviour.

(b) Examine the risks associated with this kind of decision.