Establishing Literature Review Of Military Based Products For Civilians Use; And Promote These Brands To Influence Self-Image Of Potential Candidate’s Recruitment In The Armed Forces

Abstract

In this paper, we review literature on military - societal dual use products, or military themed products to first establish its use in the civilian market and then showcase how they provide identity to the buyers. We further examine whether consumption or usage of military themed products, among non- military personnel, can influence attitudes towards military and positively influence potential candidates to consider a career in military. We further look at gaps in the recruitment campaigns of various military arms to understand if the current campaigns are adequate to address the issue of officer shortage in the Indian Military. We expect this review to be of importance to brands selling military themed products as well as to the Ministry of Defence in their recruitment campaigns to rectify employment and understaffing issues that arise from time to time.