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



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Interpretation- In views of the respondents, increasing sales and profit plus creating brand image are the two main motives of the marketers behind celebrity endorsement. In total 73% responses are in favor of the above statement.

Section 5

Aim of this section is to measure the consumer’s attitude for different brand endorsers and different products of Coca-Cola. For this, two questions are designed. In these questions, the respondent was asked to provide ranks to the options. (Likert five point scale) (1 = poor; 2 = Fair; 3 = Good; 4 = Very good; 5 = Excellent)



Q. 15. Rank the following endorsers of Coca-Cola on five point scale:

Responses-




Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Amir

21

15

28

5

23

Aishwariya

6

21

17

29

19

Hritik

9

15

26

28

14

Imran

9

38

32

8

5

Karina

13

16

25

18

20

Akshay

10

27

22

22

11

Sachin

18

18

15

17

24

Asim

14

9

23

24

22



Interpretation- For mapping attitudes of consumer’s towards different brand endorsers of Coca-Cola’s products, this question is framed. According to the responses, following can be inferred:

  • Ashwarya, Hritik and Asim are the most loved endorsers by the consumer group.

  • Imran Kan is the least appreciated endorser of Coca-Cola.

Q. 16. Please rank the following soft drinks as per your preference on a five point scale:



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