Consumer Behaviour Project Final Presentation


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Resea rch Probl em

To assess the brand association characteristics in theIndian context for professional team sport such asIndian Premie r Leag ue


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O bje ctives

To demonstrate the dimensions of the brand associations in the context ofIPL

To assess the impact of various dimensions of brand association indetermining Patronizing Behavior

To assess the difference in the relevance of dimensions, between theWestern context and Indian context

1

3

2


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K e lle rs Conceptu a liza tion of Br and Equ ity

customer-based brand equity occurs when theconsumer is familiar with the brand and holds somefavorable, strong and unique brand associations in

memory

Two components for customer-based brand equityBrand Awareness

Brand Associations, which means,

other informational nodes linked to the brand in memory

and contain the meaning of the brand for the consumers


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K e lle rs Classi fica tion

A ttribut es Features of a particular brand

A ttitu des Overall evaluation of the brand

Bene fits Meaning and Value consumers attach to a particular brand


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Team Ass oc ia tion Mode l

A ttribut es A ttitudesBene fits

Star Player

Head Coach

Management

Product Delivery

Stadium

Team Success

Tradition

Logo Design

Pride in Place

Peer Group Acceptance

Nostalgia

Escape

Identification

Affect

Knowledge

Relevance


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Pa tro nizing Be havi or in IPL Con tex t

Regular purchasing behaviour of merchandise of favourite IPL team

Strong intention to buy merchandise of favourite IPL team

Strong desire to buy tickets of matches of favourite IPL team

Behaviour of never missing action of favourite IPL team on television

Active promotion of favourite IPL team among social circles

More concern for long term sustenance of favourite IPL team ratherthan short term success at the expense of long term sustenance


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Me tho d olo g y

Study Objects : 8 IPL teams

1 FGD and 3 IDIs

Refining the dimensions of brand associations for Indian context

Recognizing the relevant dimensions

S ur ve y: Direct Administration & Online

S tructur a l Mo de ling : Examining Kellers Conceptualization of brand

associations

Reg ressi on Mode ling : Assess the impact of each of the 16 dimensions on

the patronizing behavior


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F GD/ IDI F indings and S ur ve y S ta tis tics

16 Dimensions identified in Western context applicable in thecontext of IPL as well

Response from the participants indicated prospectivedifference in relevance of dimensions, w.r.t. Western context

Ma le F ema le< 21 yr s 26 6>21yr s 126 15

S ur ve y : S am ple S ize - 172


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Results: S tructur a l Equ a tion Mode ling


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a. Dependent Variable: Patronizing Behavior

Results: Reg ressi on Mode l

Model

Un-standardizedCoefficients

StandardizedCoefficients

t Sig.B Std. Error Beta10

(Constant) .404 .093 4.331 .000

Star Player .432 .026 .655 16.377 .000

Affect .175 .026 .216 6.780 .000

Identification .117 .027 .143 4.337 .000

Nostalgia .089 .028 .095 3.187 .002

Team Success .070 .027 .105 2.570 .011

Escape -.114 .025 -.147 -4.549 .000

Pride in Place .151 .034 .173 4.470 .000

Management -.131 .030 -.135 -4.371 .000

Knowledge .060 .027 .060 2.192 .030

Logo Design .058 .028 .069 2.098 .037


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Con tex t Co m pa ris on : Wes te rn vs. Indian

Dimensi ons O bse rved cons truct s Wes te rn(Reg ressi on wt)

Indian(Reg ressi on wt)

Bene fitsIdentification .84 . 32

Nostalgia .68 .63Pride in Place .64 .8 2

Escape .54 .66Peer group acceptance .23 .13

A ttitudesImportance .9 7 .68Knowledge .72 .33

Affect .56 .55

A ttribut es

Product delivery .86 .69

Star player .69 .52Logo .68 .67

Management .58 .54Head coach .54 .32

Tradition .52 .24Success .52 .53Stadium .45 .71


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Re commenda tions

F indings Im pl ica tionsStar player has highest impact onpatronizing behavior

Bid aggressively on Star playersin 3nd round of bidding

Pride in place has second highestimpact, Identification has fourthhighest impact on patronizingbehavior

Increase local flavor in brandcommunication

Team colors and uniform is havinghigh association with attributedimensions

Team uniform and color designare important in brand association

The contribution of Identificationtowards Benefits is relatively lowin Indian context

Increase identification throughheightened activities in publicforums, fan clubs, team pubs/bars

Consumer Behaviour Project Final Presentation

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Transcript of Consumer Behaviour Project Final Presentation