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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

  1. 1. RESEARCH METHODOLOGY CELEBRITY BRAND ENDORSEMENT INFLUENCES CONSUMER PREFERENCE
  2. 2. contents • Introduction • Celebrity brand endorsement • Objectives • Methodology • Questionnaire • Findings • Analysis • Celebrity interview • Conclusion
  3. 3. Introduction • use of celebrity for advertising in companies has become a trend . • 'celebrity endorsement' has attracted immense debate. • Indian advertisement has been placing a vital amount of importance • can create a positive and favourable image of the company and helps in building brand image
  4. 4. The celeb power Who is a celebrity • A person who does not require any introduction, whose recognition is widespread and gets regular attention of media as well as people and always remain in headlines. Need for celeb endorsement • Act as best spokesperson for the products and making it a brand
  5. 5. OBJECTIVES OFTHE RESEARCH • To understand the impact of celebrity brand endorsement on buyers purchasing decision • To understand the various celebrity types and means of advertisement affecting consumers. • To understand the various age groups and their relation with brand endorsement
  6. 6. RESEARCH METHODOOGY • Sample design • A primary research was conducted by communicating with 100 respondents through a self designed questionnaire • Sample Size- A sample size of 100 respondents, both male and female in the age group between 18-60 years belonging to different occupations was taken from different parts of Mumbai city. • QUESTIONNAIRE
  7. 7. FINDINGS GENDER
  8. 8. Do the celebs actually use the product they endorse?
  9. 9. Hypothesis • H₀ = Both the variables i.e. Age and buying a product due to a celebrity using are independent of each other.
  10. 10. Chi-square test Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 7.095a 12 .851 Likelihood Ratio 7.957 12 .788 N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is 2.56.
  11. 11. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.851 P value > Alpha value Hence, we accept the null hypothesis and conclude that Age and buying a product due to a celebrity using are independent of each other.
  12. 12. Chi-square test • H₀ = Both the variables i.e. Gender and products endorsed by celebrities are of good quality are independent to each other.
  13. 13. Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 4.271a 8 .832 Likelihood Ratio 4.453 8 .814 N of Valid Cases 100
  14. 14. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.832 P value > Alpha value Hence, we accept the null hypothesis and conclude that Gender and products endorsed by celebrities are independent of each other.
  15. 15. Chi-square test • H₀ = Both the variables i.e. Age group & brand recognition are independent to each other.
  16. 16. Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 52.727a 12 .000 Likelihood Ratio 66.029 12 .000 Linear-by-Linear Association .452 1 .501 N of Valid Cases 100
  17. 17. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.000 P value < Alpha value Hence, we reject the null hypothesis and conclude that purchase intent depends on variable age
  18. 18. PAIRED T TEST • Ho- there is no significant difference in the mean ratings towards the perception of the brand before and after the celebrity endorsing a product has been involved in a scandal
  19. 19. PAIRED T TEST Paired Samples Test Paired Differences t df Sig. (2- tailed) Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper P ai r 1 Q2 - Q3 -.08000 2.03842 .20384 -.48447 .32447 -.392 99 .696
  20. 20. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.696 P value > Alpha value Hence, we accept the null hypothesis that there is no significant difference in the mean ratings towards the perception of the brand before and after the celebrity endorsing a product has been involved in a scandal
  21. 21. FACTORIAL DESIGN WITH TWO OR MORE FACTORS • H₀ = Different types of celebrity endorsement does not create a significant difference in brand recognition. • H₁ = Different means of advertisement does not create a significant difference in brand recognition. • H₂ = Combination of different types of celebrity endorsement and advertisement does not create any significant difference in brand recognition.
  22. 22. FACTORIAL DESIGN OUTPUT Between-Subjects Factors Value Label N Q8 1.00 filmstar 55 2.00 politician 10 3.00 cricketer 15 4.00 famous personality 20 Q10 1.00 television 20 2.00 radio 25 3.00 magazine 15 4.00 newspaper 30 5.00 internet 10
  23. 23. FACTORIAL DESIGN OUTPUT Tests of Between-Subjects Effects Dependent Variable: Q1 Source Type III Sum of Squares df Mean Square F Sig. Intercept Hypothesis 231.746 1 231.746 58.485 .005 Error 11.802 2.978 3.963a Q8 Hypothesis 38.911 3 12.970 2.652 .157 Error 25.161 5.145 4.890b Q10 Hypothesis 20.334 4 5.084 .807 .573 Error 29.435 4.675 6.297c Q8 * Q10 Hypothesis 26.168 5 5.234 5.939 .000 Error 76.667 87 .881d
  24. 24. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.157 P value > Alpha value Hence, we accept the null hypothesis that Different types of celebrity endorsement does not create a significant difference in brand recognition
  25. 25. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.573 P value > Alpha value Hence, we accept the null hypothesis that different means of advertisement does not create a significant difference in brand recognition.
  26. 26. INTERPRETATION At 5% level of significance Alpha value = 0.05 P value = 0.000 P value < Alpha value Hence, we reject the null hypothesis that combination of different types of celebrity endorsement and advertisement does not create any significant difference in brand recognition.
  27. 27. CONCLUSION • From the above analysis we conclude that celebrity brand endorsements does not have an impact on consumer preference • It is irrespective of what the medium of ad is and the type of celebrity

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