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Brand Personality of Cars


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Brand Personality

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Brand Personality of Cars

  1. 1. Market research project proposalTopic : Country of origin effect on Indian consumer’s brand Personality Perception of cars from Japan, South Korea & India<br />Amit Kumar(06), Hussein (20), Manish (87)<br />
  2. 2. Hypothesis<br />5 Dimension of Brand Personality<br />
  3. 3. Reason for selection <br />India is growing as a manufacturing hub for low-cost compact car.<br />India 4th largest car market in Asia. Domestic sale of passenger vehicles is growing at CAGR of 12.2%<br />Passenger cars accounting for 78% of total passenger vehicles in Indian market growing at CAGR 15%<br />In light of these development, it seems appropriate to investigate how consumers in India will perceive the brand personality of the cars based on their country of origin.<br />
  4. 4. Research model : pictorial depiction<br />Brand Personality<br />Responsibility<br />H2<br />Activity<br />H3<br />Country of Origin<br />H4<br />Aggressiveness<br />H5<br />Simplicity<br />H6<br />Emotionality<br />Note: Moderating factor Age (if significant sample size)<br />
  5. 5. Scale<br />Ref: <br />( A New Measure of Brand Personality, Maggie Geuens, Bert Weijters,Kristof De Wulf) Dec 2008, UNIVERSITEIT, GENT<br />
  6. 6. Questionnaire & DATA Collection<br />Web Questionnaire, Three Panels contacted separately potential buyers 150 each & received 49 , 47 & 47 for India, Korea & Japan.<br />
  7. 7.
  8. 8. Research Findings<br />Cronbach Alfa Values<br />Responsibility 0.579<br />Activity 0.865<br />Aggressiveness 0.810<br />Simplicity 0.740<br />Emotionality 0.694<br />
  9. 9. Research objective<br />To assess the country of origin (COO) effect on Indian consumer’s brand personality perception of cars from Japan, South Korea & India<br />
  10. 10. Brand personality Scale<br />David Aaker’s multi-dimensional Brand Personality scale. Responses will be captured using 5-point Likert scale<br />
  11. 11. Research model : pictorial depiction<br />Brand Personality<br />Sincerity<br />H2<br />Excitement<br />H3<br />Country of Origin<br />Purchase Intention<br />H4<br />Competence<br />H5<br />Sophistication<br />H6<br />Ruggedness<br />Note: Moderating factor Age (if significant sample size)<br />
  12. 12. Research design<br />Research Instrument: Self administered Structured questionnaire. <br />Research Methodology: 3 experimental panel groups <br /><ul><li>Each panel will be randomly assigned to one panel group
  13. 13. Respondents in each panel will be exposed to a car with similar feature. The only difference being the country of origin: India, South Korea, Japan
  14. 14. The subject will be administered the Brand personality scale</li></li></ul><li>Data Collection<br />Sample size – Total 150 (50 respondents per panel X 3 panel)<br />Respondent Profile: <br /><ul><li> Prospective buyer (within next 6 months)
  15. 15. Decision makers on purchase of cars
  16. 16. Age group : 25-40 yrs
  17. 17. SEC A,B</li></ul>Centre of study: Primarily Jamshedpur (Web or Face-to-Face questionnaire)<br />
  18. 18. Analytical tools<br />Differences in consumer perception will be analyzed by country of origin of the automobile using a multivariate analysis of variance (MANOVA).<br />The dependent variables will be the five brand personality dimensions.<br />
  19. 19. Limitations<br />Representative sample – The sampling is not strictly random.<br />Due to small sample size, the results there might be a few inconsistencies<br />Geography bias since the respondents are concentrated mainly in Jamshedpur.<br />Respondent profile differences across the 3 panels could influence the findings.<br />
  20. 20. Implications<br />Marketers : <br />Car companies might consider product repositioning strategies that attempt to change consumer brand perception to be more on personality scale. Ex: Like suppose Indian cars are perceived as less intelligent, successful & upper class than Japanese, Indian companies may wish to develop marketing strategies that attempt to address & change the perceptions.<br /> Advertisers<br />Tailor communication to alter perception<br />
  21. 21. Thank You<br />Amit Kumar (06)<br />Hussein H. Rassiwalla (20 )<br />Manish Kumar (87) <br />