Marketing Research Project

Topics: Factor analysis, Principal component analysis, Celebrity Pages: 25 (4541 words) Published: September 16, 2010
Table of Contents





Primary Objective9

Secondary Objective10


Type of Research Design10

Primary Data Sources11

Secondary Data Sources11

Scaling Techniques11

Questionnaire Development11

Sampling Techniques11

Data Collection11

Data Analysis11



Data Evaluation12

Data Analysis12

Factor Analysis12

Regression Analysis12


Focus Group Discussion12

Reliability Of The Questionnaire13

Popularity of dead celebrities14


Factor Analysis15

Total Variance Explained16

Rotated Component Matrix17

Regression Analysis18

Dependent Variable19

Independent Variables19

Colinearity Statistics19

Table 4: Colinearity statistics19

Model Summary19








Table 1: KMO and Bartlett's Test16

Table 2: Total Variance Explained17

Table 3: Rotated Component Matrix18

Table 4: Colinearity statistics19

Table 5: Model Summary20

Table 6: Coefficients20


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 advertising agencies to determine the Unique Selling Proposition (USP) of their brand and communicate it successfully in their marketing communication. The phenomenon of using celebrities in advertisements is creating a lot of noise world over and in Indian context the situation is no different. A celebrity is a person who is successful in his/her own profession, widely recognized in the society and have huge fan following and enjoy media attention. They have Demographic and Psycho graphic connect with the target audience. It can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness. Today’s celebrities in Indian context are especially from Bollywood (Hindi Film Industry in Mumbai) like Mr.Amitabh Bachchan, Mr. Shah Rukh Khan, and Mr. Aamir Khan. Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in the society to promote a product, service or charity. Celebrity branding can assume different forms like a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. At present celebrity voice-overs in advertising is an emerging trend noticed in India. Some celebrities have distinct voices which are recognizable even when they not present on-screen. Mr. Amitabh Bachchan in Indian context is one such example. This is a more subtle way to add celebrity branding to a product or service.

This study focuses on a specific aspect of celebrity attitude formation, specifically the attraction and apparent strengthening of attitudes toward a celebrity after their death. Fortune recently released its annual review of dead celebrities’ current earnings, with Elvis still the leading revenue producer 30 years after his death[1]. This study seeks to understand what factors influence such...

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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