CIS_Project_Presentation
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The document describes developing a scale to measure the personality of Indian actors. It discusses using Aaker's brand personality scale as a framework and conducting a three stage study: 1) website content analysis to understand consumer perception and identify common traits, 2) identifying specific traits for each actor from multiple sources, and 3) a survey to validate traits. Exploratory factor analysis of survey results from 82 respondents on 49 actor traits identified 8 dimensions explaining 75% of variance, which were reduced to 5 dimensions through analysis. The study was limited due to a small sample size and issues with differentiating traits for male and female actors.
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CIS_Project_Presentation
- 1. DEVELOPING A SCALE FOR MEASURING THE PERSONALITY OF INDIAN ACTORS Malay Kumar Mandi PGP13095
- 2. INTRODUCTION • Set of human-like characteristics associated with a brand • Aaker’s scale of brand personality • Utilitarian & Symbolic form • Most well-known approach – traits • Brand differentiation approach – Functional – Symbolic • Brand differentiation & Competitive advantage • Merges number of brand identity dimensions
- 3. ISSUES • Generalization of particular product • Poor fit of confirmatory factor analysis • Less proper explanation of BPS (brand personality scaling) • Exclusion of items from original scale • Lower and negative factor loading
- 4. ALTERNATIVES Approach of study follows 3 crucial stage: • Stage 1 – Website content analysis – Consumer perception – Content analysis – Sources includes – websites, newspaper, magazines, etc. • Stage 2 – Identifying items – Traits mentioned in most of the sources – Specific Traits collected should be present in more than one sources – Generalized traits should represent number of actors – Personality trait should be perceived by both fan and actors • Stage 3 – Survey research – Survey of random sample of consumer – Part I – demographic data – Part II – preferred actor and suited persona
- 6. ACTORS MALE FEMALE Amitabh Bachchan Priyanka Chopra Shahrukh Khan Katrina Kaif Salman Khan Deepika Padukone Aamir Khan Jacqueline Fernandez Hrithik Roshan Alia Bhatt Akshay Kumar Parineeti Chopra Ajay Devgan Irrfan Khan Nawazuddin Siddiqui
- 9. SURVEY RESULTS • Marketing manager @ PSU • Professional • Service sector • Service • Student • Study • Government • Consulting • Private employee • Manager • Job • Management • Banking • Housewife
- 10. SURVEY RESULTS
- 11. EXPLORATORY FACTOR ANALYSIS • Performed on 49 traits of bollywood actors • Identified 8 dimensions (eigenvalue > 1) • Accounted for 75.315% of variance in the data • Item-to-Total correlations & Item-Item correlations – reduced dimension to 5 • Items loaded to one particular factor – 0.50 component matrix value Dimensions Aesthetics Legitimacy Commendable Philanthropy Prestige
- 12. Analysis
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- 17. Analysis
- 18. KEY TAKEAWAY • Scaling of Brand can be carried out with the help of Aaker’s Brand Personality Scaling – Individual scaling via traits measuring is one of the way. • Project limited to only exploratory factor analysis – 82 responses – Demographic factor • Error in the analysis due to lack of proper response – Lot of traits – Demographic factor – Mixing up of traits for male & female actor
- 19. Thank You !