Research Project on Imapct of celebrity on brands.
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Transcript of Research Project on Imapct of celebrity on brands.
EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER BASED
BRAND EQUITY: TOOTHPASTE INDUSTRY
ATTRACTIVENES
EXPERTISE
TRUSTWORTHINESS
BRAND TRUST
CELEBRITYENDORSEMENT
CONSUMER BASEDBRAND EQUITY
BRAND LOYALTY
PRECEIVED QUALITY
BRAND ASSOCIATION
THEORTICAL FRAME WORK
RESEARCH METHODOLOGY
Primary Data Collection Method
Random Sampling
Questionnaire
SAMPLE SIZE:100 LOCATION : MALL INTERCEPT
•To understand the consumer based brand equity with demographic aspect considering age and sex of the respondents.
•To address the attractiveness and trustworthiness of a toothpaste brand with respect to celebrity endorsement .
•To identify the relationship between celebrity endorsement and brand equity.
OBJECTIVES OF STUDY
Random Sampling Geographical Dimensions Psycographical Factors Demographical Factors Brand Switching=Brand Loyalty
LIMITATIONS OF STUDY
FINDINGS AND INTERPRETATION
Male; 68
Female; 32
DEMOGRAPHIC FINDINGS
GENDER
10-19 yrs; 28
20-39 yrs; 57
40 yrs and
above; 15
AGE CATEGORY
Qualit
y
Adve
rtise
men
t
Celeb
rity
endo
rsem
ent
Price
Prod
uct
com
pany
Purp
ose
0
20
40
60
80
40 and abv20-39 yrs10-19 yrs
RANKING ELEMENTS OF PREFERENCE
Ho: There is no significant difference given to perception of quality of toothpaste brands with respect to gender.
Ha: There is a significant difference given to
perception of quality of toothpaste brands with respect to gender.
BRAND QUALITYINDEPENDENT SAMPLE T TEST
Yes No0
10
20
30
40
50
60
FemaleMale
BRAND TRUST
HYPOTHESIS Ho: There is no significant difference in the
age groups towards celebrity endorsement making the toothpaste product more trustworthy.
Ha: There is a significant difference in at least a single age group towards celebrity endorsement making the toothpaste product more trustworthy
ONE WAY ANNOVA
Ho: There is no significant difference in the personality of the celebrity towards brand personality
Ha: There is a significant difference in the personality of the celebrity towards brand personality
BRAND ASSOCIATION
CHI SQUARE: TEST FOR INDEPENDENCE
HYPOTHESIS Ho: There is no significant difference in
creating an impact towards celebrity switching to competitors on purchase of toothpaste.
Ha: There is a significant difference in
creating an impact towards celebrity switching to competitors on purchase of toothpaste.
BRAND SWITCHING/BRAND LOYALTY
CHI SQUARE: TEST FOR INDEPENDENCE
Yes No0
10
20
30
40
50
60
70
FemaleMale
NEGATIVE IMAGE OF CELEBRITY
HYPOTHESIS Ho: There is no significant difference in the
negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.
Ha: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.
TWO WAY ANNOVA
Null Hypothesis
Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.
Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.
Null Hypothesis
Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age. Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age.
CELEBRITY EFFECT ON TOOTHPASTE SECTOR UNDER VARIOUS CIRCUMSTANCES
Promoting a new productpromoting a new brandReinforcing the brand image Changing the brand imageOthers
Image of celebrity matching the brand
Age of celebrity and target customer
Use of product by celebrity himself
Celebrity should possess white and strong teeth
Expertize of celebrityin dental care
Others
REQUIREMENTS IN A CELEBRITY
CONCLUSION….
THANK YOU!!!!