Statistics Paper

CLEAR SHAMPOO ENDORSEMENTS,
GENDER, AND DE LA SALLE UNIVERSITY-MANILA STUDENTS’ BUYING BEHAVIOR

In partial fulfillment of the requirements for CBESTA2 K36

Submitted to:
Mrs. Maria Angeli T. Reyes

Submitted by:
Chua, Bettina
Dela Cruz, Felicia
Enriques, Robee
Eusebio, Patrick
Garcia, Andrea
Garcia, Patrick

September 1, 2010

Table of Contents

Tables and Figures 1
Abbreviations and Acronyms 7
Executive Summary 7
Main Report Introduction (1-2pages) 8

Problem Definition (3-5pages) 10

Methodology (3-7pages) 13

Survey Results (3-7pages) 16

Statistical Analysis (3-5pages) 19

Recommendations (2-3pages) 26

Appendices 28 Appendix A: Respondent Consent Form 28

Appendix B: Survey Form 29

Bibliography 30

I. Tables and Figures

A. Figures Showing Data Tabulation

Figure A.1: Proportions of the Respondents’ Genders

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Figure A.2: Proportions of the Respondents’ Respective Colleges

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Figure A.3: Proportions of the Frequency Exposure to Clear Commercials of the Respondents

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Figure A.4: Proportions of whether Clear Endorsements Affect the Respondents’ Buying Preferences

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Figure A.5: Proportions of the Factors Which Affect the Buying Preferences of the Respondents for an Essential Product such as Shampoo

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B. Relevant Contingency Tables Between Questions

Contingency Table B.1: Gender and Frequency of Exposure to Clear Endorsements (Questions 1 & 3)

| |Always |Sometimes |Never |TOTAL |
|Male |17 (35%) |28(51%) |4 (14%) |49 |
|Female |19 (35%) |30 (55%) |2 (10%) |51

Bibliography: Busler, Michael. (2002). Product differentiation, celebrity endorsements and the consumer 's perception of quality. Retrieved April 8, 2010, from the World Wide Web: http://idea.library.drexel.edu/bitstream/1860/23/1/busler_thesis.pdf Gupta, D.K. (2007). Impact of celebrity endorsement on consumer buying behaviour and brand building. Retrieved April 8, 2010, from the World Wide Web: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1203322 Roll, Martin. (n.d.). Branding celebrities, brand endorsements, brand leadership. Retrieved April 8, 2010, from the World Wide Web: http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp Klaus, Nathan. (2008). Celebrity endorsements: an examination of gender and consumers ' attitudes. Retrieved April 8, 2010, from the World Wide Web: http://www.bsu.edu/mcobwin/majb/?p=556 Joshi, Vivek. (2008). The impact of celebrity endorsements on consumer brand preferences. Retrieved April 8, 2010, from the World Wide Web: http://www.indianmba.com/Faculty_Column/FC706/fc706.html Escalas, J.E. (2008). Celebrity endorsement, brand meaning, and self-brand connections. Retrieved April 8, 2010, from the World Wide Web: http://elab.vanderbilt.edu/research/papers/Connecting%20with%20Celebrities%20%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20SelfBrand%20Connections%20[Escalas,%20Bettman].pdf