Post on 09-Apr-2018
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ASSESSING BRAND ASSOCIATIONIN INDIAN CONTEXT :
PROFESSIONAL TEAM SPORT
Vipin|Sudheesh|Joseph|Nand|Ram|Saurabh|Ashok
Consumer Behavior Project Final Presentation
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Resea rch Probl em
To assess the brand association characteristics in theIndian context for professional team sport such asIndian Premie r Leag ue
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O bje ctives
To demonstrate the dimensions of the brand associations in the context ofIPL
To assess the impact of various dimensions of brand association indetermining Patronizing Behavior
To assess the difference in the relevance of dimensions, between theWestern context and Indian context
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K e lle rs Conceptu a liza tion of Br and Equ ity
customer-based brand equity occurs when theconsumer is familiar with the brand and holds somefavorable, strong and unique brand associations in
memory
Two components for customer-based brand equityBrand Awareness
Brand Associations, which means,
other informational nodes linked to the brand in memory
and contain the meaning of the brand for the consumers
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K e lle rs Classi fica tion
A ttribut es Features of a particular brand
A ttitu des Overall evaluation of the brand
Bene fits Meaning and Value consumers attach to a particular brand
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Team Ass oc ia tion Mode l
A ttribut es A ttitudesBene fits
Star Player
Head Coach
Management
Product Delivery
Stadium
Team Success
Tradition
Logo Design
Pride in Place
Peer Group Acceptance
Nostalgia
Escape
Identification
Affect
Knowledge
Relevance
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Pa tro nizing Be havi or in IPL Con tex t
Regular purchasing behaviour of merchandise of favourite IPL team
Strong intention to buy merchandise of favourite IPL team
Strong desire to buy tickets of matches of favourite IPL team
Behaviour of never missing action of favourite IPL team on television
Active promotion of favourite IPL team among social circles
More concern for long term sustenance of favourite IPL team ratherthan short term success at the expense of long term sustenance
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Me tho d olo g y
Study Objects : 8 IPL teams
1 FGD and 3 IDIs
Refining the dimensions of brand associations for Indian context
Recognizing the relevant dimensions
S ur ve y: Direct Administration & Online
S tructur a l Mo de ling : Examining Kellers Conceptualization of brand
associations
Reg ressi on Mode ling : Assess the impact of each of the 16 dimensions on
the patronizing behavior
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F GD/ IDI F indings and S ur ve y S ta tis tics
16 Dimensions identified in Western context applicable in thecontext of IPL as well
Response from the participants indicated prospectivedifference in relevance of dimensions, w.r.t. Western context
Ma le F ema le< 21 yr s 26 6>21yr s 126 15
S ur ve y : S am ple S ize - 172
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Results: S tructur a l Equ a tion Mode ling
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a. Dependent Variable: Patronizing Behavior
Results: Reg ressi on Mode l
Model
Un-standardizedCoefficients
StandardizedCoefficients
t Sig.B Std. Error Beta10
(Constant) .404 .093 4.331 .000
Star Player .432 .026 .655 16.377 .000
Affect .175 .026 .216 6.780 .000
Identification .117 .027 .143 4.337 .000
Nostalgia .089 .028 .095 3.187 .002
Team Success .070 .027 .105 2.570 .011
Escape -.114 .025 -.147 -4.549 .000
Pride in Place .151 .034 .173 4.470 .000
Management -.131 .030 -.135 -4.371 .000
Knowledge .060 .027 .060 2.192 .030
Logo Design .058 .028 .069 2.098 .037
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Con tex t Co m pa ris on : Wes te rn vs. Indian
Dimensi ons O bse rved cons truct s Wes te rn(Reg ressi on wt)
Indian(Reg ressi on wt)
Bene fitsIdentification .84 . 32
Nostalgia .68 .63Pride in Place .64 .8 2
Escape .54 .66Peer group acceptance .23 .13
A ttitudesImportance .9 7 .68Knowledge .72 .33
Affect .56 .55
A ttribut es
Product delivery .86 .69
Star player .69 .52Logo .68 .67
Management .58 .54Head coach .54 .32
Tradition .52 .24Success .52 .53Stadium .45 .71
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Re commenda tions
F indings Im pl ica tionsStar player has highest impact onpatronizing behavior
Bid aggressively on Star playersin 3nd round of bidding
Pride in place has second highestimpact, Identification has fourthhighest impact on patronizingbehavior
Increase local flavor in brandcommunication
Team colors and uniform is havinghigh association with attributedimensions
Team uniform and color designare important in brand association
The contribution of Identificationtowards Benefits is relatively lowin Indian context
Increase identification throughheightened activities in publicforums, fan clubs, team pubs/bars