Marketing Research Project
Table of Contents
INTRODUCTION 5
LITERATURE REVIEW 7
PURPOSE, SCOPE AND LIMITATIONS 8
RESEARCH OBJECTIVE 9
Primary Objective 9
Secondary Objective 10
METHODOLOGY 10
Type of Research Design 10
Primary Data Sources 11
Secondary Data Sources 11
Scaling Techniques 11
Questionnaire Development 11
Sampling Techniques 11
Data Collection 11
Data Analysis 11
Methodology 11
Tools 11
Data Evaluation 12
Data Analysis 12
Factor Analysis 12
Regression Analysis 12
RESULTS 12
Focus Group Discussion 12
Reliability Of The Questionnaire 13
Popularity of dead celebrities 14
PRODUCTS THAT CAN BE ENDORSSED: 14
Factor Analysis 15
Total Variance Explained 16
Rotated Component Matrix 17
Regression Analysis 18
Dependent Variable 19
Independent Variables 19
Colinearity Statistics 19
Table 4: Colinearity statistics 19
Model Summary 19
Coefficients 20
CONCLUSIONS AND RECOMMENDATIONS 20
RECOMMENDATIONS 21
ANNEXURE 1(QUESTIONNAIRE) 22
ANNEXURE 2(SCREE PLOT) 25
REFERENCES 26
LIST OF TABLES
Table 1: KMO and Bartlett 's Test 16
Table 2: Total Variance Explained 17
Table 3: Rotated Component Matrix 18
Table 4: Colinearity statistics 19
Table 5: Model Summary 20
Table 6: Coefficients 20
INTRODUCTION
In today’s dynamic and intense competitive market situation survival for the fittest is the new mantra. There has been a shift from the traditional concept of “Seller’s market” to the new and emerging concept of “Buyer’s market”. The customer is the king in today’s context. In India both the MNC’s and the domestic players are leaving no stone unturned to connect their brand with their target audience. There has been a radical shift from the traditional promotional mix elements to a new and emerging Integrated Marketing Communication concept. With brands becoming me-too in terms of feature and quality, it became all the more important for advertiser and their
INTRODUCTION 5
LITERATURE REVIEW 7
PURPOSE, SCOPE AND LIMITATIONS 8
RESEARCH OBJECTIVE 9
Primary Objective 9
Secondary Objective 10
METHODOLOGY 10
Type of Research Design 10
Primary Data Sources 11
Secondary Data Sources 11
Scaling Techniques 11
Questionnaire Development 11
Sampling Techniques 11
Data Collection 11
Data Analysis 11
Methodology 11
Tools 11
Data Evaluation 12
Data Analysis 12
Factor Analysis 12
Regression Analysis 12
RESULTS 12
Focus Group Discussion 12
Reliability Of The Questionnaire 13
Popularity of dead celebrities 14
PRODUCTS THAT CAN BE ENDORSSED: 14
Factor Analysis 15
Total Variance Explained 16
Rotated Component Matrix 17
Regression Analysis 18
Dependent Variable 19
Independent Variables 19
Colinearity Statistics 19
Table 4: Colinearity statistics 19
Model Summary 19
Coefficients 20
CONCLUSIONS AND RECOMMENDATIONS 20
RECOMMENDATIONS 21
ANNEXURE 1(QUESTIONNAIRE) 22
ANNEXURE 2(SCREE PLOT) 25
REFERENCES 26
LIST OF TABLES
Table 1: KMO and Bartlett 's Test 16
Table 2: Total Variance Explained 17
Table 3: Rotated Component Matrix 18
Table 4: Colinearity statistics 19
Table 5: Model Summary 20
Table 6: Coefficients 20
INTRODUCTION
In today’s dynamic and intense competitive market situation survival for the fittest is the new mantra. There has been a shift from the traditional concept of “Seller’s market” to the new and emerging concept of “Buyer’s market”. The customer is the king in today’s context. In India both the MNC’s and the domestic players are leaving no stone unturned to connect their brand with their target audience. There has been a radical shift from the traditional promotional mix elements to a new and emerging Integrated Marketing Communication concept. With brands becoming me-too in terms of feature and quality, it became all the more important for advertiser and their
References: 1. Ross D. Patty et al(2009), The use of dead celebrity in advertisement and marketing, Journal of Advertising; Winter 2009; 38, 4; ABI/INFORM Global, pg. 37. 2. Robert D. Evans, Jr et al (2009), Elvis: Dead and Loving It - The Influence of Attraction, Nostalgia, and Risk in Dead Celebrity Attitude Formation, Journal of Management and Marketing Research. 3. Robert E Carr(1997), Why are dead athletes better than live ones?, Sporting Goods Business; Mar 24, 1997; 30, 5; ABI/INFORM Global, pg. 66. 4. McCracken, G. (1989), who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, December 1989, 310-32. 5. McGuire, William J. (1985) Attitudes and Attitude changes, Handbook of Social Psychology, Eds.Gardner Linzey and Elliot Aronson, vol. 2, NY: Random House, pp. 233-346. 6. Roozen et al(2009), The Relative Effectiveness of Celebrity Endorsement for Beauty, High- and Low Involvement Product Print Advertisements. 7. Supriyo Patra (2009), Celebrity Endorsement in India–Emerging Trends and Challenges, Journal of Marketing & Communication. 8. Susan MacDougall(2005), Hobbies, Obsessions And Dead Celebrity Worship.