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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?

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Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N PercentConsider 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?

TotalNo Yes

Consider buying Low Inclination 16 3 19

Medium

Inclination16 10 26

High Inclination 25 34 59

Total 57 47 104

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 10.790a 2 .005

Likelihood Ratio 11.578 2 .003

Linear-by-Linear

Association10.665 1 .001

N of Valid Cases 104

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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.

Errora Approx. T

b Approx. Sig.

Interval by

Interval

Pearson's R.322 .085 3.432 .001

c

Ordinal byOrdinal

SpearmanCorrelation

.316 .088 3.359 .001c

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, rs, 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