Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand Personality of Cars

3,540 views

Published on

Brand Personality

  • Be the first to comment

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 />

×