PROJECT TITLE

Effect of Personal Values on Consumer Attitude and Purchase Intention towards Cult-Branding
Presented By: ANUJ KAPOOR DIVYA SHUKLA
4/14/12

ALKA SINGH MAHAK ARORA SAHIL MAHAJAN

MAYANK MAHAJAN

RESEARCH MODEL
CULT AFFILIATION PERSONAL VALUES DEMOGRAPHIC S ATITUDES INTENTION

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Research Objectives

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RESEARCH METHODOLOGY
SCALES OTHER INFO USED PERSONAL INDEPENDANKAHLE 1983 5 POINT VALUES T LIKERT SCALE CULT INDEPENDAN 5 POINT AFFILIATION T LIKERT SCALE DEMOGRAPH INDEPENDEN AGE, SEX, ICS T INCOME, EDUCATIONA L QUALIFICATI ON, EDUCATIONA 4/14/12 L VARIABLES TYPE

DATA ANALYSIS TECHNIQUE USED:CHI SQUARE TEST

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Sample Design
Sampling technique Employed(NON PROBABILISTIC) 1. Judgemental Sampling 2. Snowballing Sampling Technique Distribution In all 175 responses were recorded, of which 163 were entered.(12 responses were corrupt) On the basis of Gender Click to edit Master subtitle style

Gender Male 4/14/12 Female

Respondents Percentage 90 73 55.2 44.8

On the Basis of Age

Age Bracketrespondent s Below 20 2 21-30 76 31-40 39 41-50 32 Above 50 14 percentage 1.2 46.6 23.9 19.6 8.6

qualification respondents percentage On the basis of educational qualification undergradu 6 ate graduate 86 Post 58 graduate 3.7 52.8 35.6

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On the basis of Educational Background

Background respondents percentage Science 99 Non Science 64 60.7 39.3

On the basis of Monthly Income

Income Bracket Below 10,000 10-30,000 >30,000 respondents percentage 24 59 80 14.7 35.8 49

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Hypothesis

P-value

H011: Security Dimension of Personal Values of the respondent does not have a significant impact on consumer attitude towards cultbranding

.238

Hypothesis acceptance/rejectio n Since value is more than 0.05, null hypothesis accepted

0.000
H012= Self-Respect Dimension of Personal Values of the respondent does not have a significant 4/14/12 impact on consumer

Since value is less than 0.05, null Hypothesis rejected

0.061
H013= Being WellRespected Dimension of Personal Values of the respondent does not have a significant impact on consumer attitude towards cultbranding.

Since value is more than 0.05, Hence Hypothesis accepted

H014= Self-Fulfillment 0.015 Dimension of Personal Values of the respondent does not have a significant impact on consumer attitude towards cultbranding.

Since value is less than 0.05,Hypothesis rejected

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Hypothesis based on sub-objective-4: H04= Cult affiliation of the respondent does not have a significant impact on consumer attitude towards cultbranding

0.049

Since value is less than 0.05, hypothesis rejected

Hypothesis based on sub-objective-3: H031= Age does not have a significant impact on consumer attitude towards cult-branding.

0.000

Since value is less than 0.05, hypothesis rejected

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Hypothesis based on sub-objective-3: H032= Gender of the respondent does not have a significant impact on consumer attitude towards cultbranding.

0.557

Since value is more than 0.05, Hypothesis accepted

Hypothesis based on subobjective 3: H033:Educational Qualification of the respondent does not have a significant impact on consumer attitude towards cult-branding. 4/14/12

0.082

Since value is more than 0.05, Hypothesis accepted

Hypothesis based on sub-objective 3: H034= Income of the respondent does not have a significant impact on consumer attitude towards cultbranding

0.072

Since value is more than 0.05, Hypothesis accepted

H035= Educational 0.419 Background of the respondent does not have a significant impact on consumer attitude towards cult-branding.

Since value is more than 0.05, Hypothesis accepted

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