Influence of celebrity brand endorsement on buying behavior of the indian soft drink consumers Acknowledgment


CHAPTER 4: DATA ANALYSIS AND FINDINGS



Download 1.11 Mb.
Page16/30
Date26.10.2016
Size1.11 Mb.
1   ...   12   13   14   15   16   17   18   19   ...   30

CHAPTER 4: DATA ANALYSIS AND FINDINGS


Data are collected through questionnaires. The questionnaire is divided into five sections comprising of 16 closed ended questions. Here those collected data are analyzed section wise. For data analysis, simple Microsoft Excel tools are used.

Demographic Information

Demographic information consists of numeric facts or statistics concerning groups of populace. Demographic information would include information like age, profession, income, inhabitance etc. A purpose for collecting demographic information is to understand the respondent group’s characteristics and its probability of being a replica of the population.



Demographic information related to our study is the age group and the profession of the respondents plus their genders. Below table shows the demographics of our respondent group.

 

STUDENT

SERVICE AND BUSINESS MANS

HOUSE WIFE

 Total

13-19 YEARS

8

0

0

8

20-30 YEARS

13

26

4

43

30-40 YEARS

3

27

3

33

40-50 YEARS

0

6

2

8

TOTAL

24

59

9

92


Our sample consists of students, Service man & businessmen and housewives. All the three, in total, reflects the soft drink consumer group. In the sample, 64% respondents are businessmen and service personales, 26% are students and 10% are housewives.



The sample includes respondents of all age groups starting from 13 years to 50 years individuals. Majority of soft drink consumers lie in this age section only. In our sample 47% respondents are youngsters belonging to age group of 20-30 years. 36% respondents belongs to 30-40 year age group. Whereas teenagers and the oldies, belonging to 13-19 years and 40-50 years age, are 8% and 9% respectively.





Share with your friends:
1   ...   12   13   14   15   16   17   18   19   ...   30


The database is protected by copyright ©sckool.org 2019
send message

    Main page