Marketing Research Project

Powerful Essays
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



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.

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