Objectives 3

To find out the effects of International celebrity(Hugh Jackman) endorsement to lure

Indian Customers towards Micromax Mobile.
Through this objective we want to know whether Advertisements featuring Hugh Jackman
lures Indian customers towards Micromax.

I will consider it as an option and compare it with other product
offerings while making a purchase

Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Strongly
Disagree
3 2.4 2.6 2.6
Disagree 18 14.2 15.4 17.9
Neutral 28 22.0 23.9 41.9
Agree 60 47.2 51.3 93.2
Strongly Agree 8 6.3 6.8 100.0
Total 117 92.1 100.0

Missing 9 10 7.9

Total 127 100.0



By analyzing this frequency chart we notice that people consider Micromax as option
while making a purchase after Hugh Jackman commercials are aired on National
Television.
We further analyze to find out whether this inclination is associated its high end status this
by using cross tabs of:
Cross Tabs
I will consider it as an option and compare it with other product offerings while making a
purchase (Likert Scale changes to 3 Points Scale)

Do you think Micromaxs association with Hugh Jackman makes you perceive it as a high-
end mobile phone?





Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent
Consider buying * Do
you think Micromaxs
association with Hugh
Jackman makes you
perceive it as a high-
end mobile phone?
104 81.9% 23 18.1% 127 100.0%


Consider buying * Do you think Micromaxs association with Hugh
Jackman makes you perceive it as a high-end mobile phone?
Crosstabulation


Do you think Micromaxs
association with Hugh
Jackman makes you
perceive it as a high-end
mobile phone?
Total

No Yes
Consider buying Low Inclination 16 3 19
Medium
Inclination
16 10 26
High Inclination 25 34 59
Total 57 47 104


Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 10.790
a
2 .005
Likelihood Ratio 11.578 2 .003
Linear-by-Linear
Association
10.665 1 .001
N of Valid Cases 104


Chi-Square Test
We can see here that (1) = 10.790, p = 0.005. This tells us that there is statistically
significant association between buying inclination and high status of Micromax mobiles
because of presence of Hugh Jackman.


Symmetric Measures

Value
Asymp. Std.
Error
a
Approx. T
b
Approx. Sig.
Interval by
Interval
Pearson's R
.322 .085 3.432 .001
c

Ordinal by
Ordinal
Spearman
Correlation
.316 .088 3.359 .001
c

N of Valid Cases 104


Total respondents for this question are 104. Out of which 47 will perceive it as high end
brands after advertisements are aired featuring Jackman, while 57 respondents have not
favored it.
34 people have who perceive Micromax as high end brand is inclined towards Micromax.
They will take Micromax as one option while taking a new cell.
Spearman
we can see that Spearman's correlation coefficient, r
s
, is .316, and that this is statistically
significant (p = 0.001).
There is Moderate, positive correlation between buying inclination and people perceive
Micromax as high mobiles