By:Group 2 Shraddha Samant (133) Shubham Santosh (134) Kshiti Shah (140) Vivek Shah (145) Monika Shahakar

(146) Parvez Shaikh (147) Hanikshith Shetty (149)

PURPOSE STATEMENT
To find out which celebrity has the highest credibility

index w.r.t a particular brand.

To find out for which brand, a celebrity has the highest

credibility index.

RESEARCH OBJECTIVE
To find out whether there is any significant difference

between credibility index of Salman Khan for the 3 brands- Thumps-up, Revital, Dixcy Scott.
To find out whether there is any significant difference

between credibility index of Katrina Kaif, Aishwariya

Rai, Sharukh Khan for LUX.

Reason
The 3 brands Thumps-up, Revital, Dixcy Scott for

Salman Khan and the 3 celebrities Katrina Kaif, Aishwariya Rai, Sharukh Khan for LUX were chosen on the basis of simple random sampling.

HYPOTHESIS
H01 : There is no significant difference between credibility index among the

three brands for Salman Khan at 5% level of significance of the hypothesis test. TU = DS = R at 5% LOS

HA1 : There is a significant difference between credibility index among the

three brands for Salman Khan at 5% level of significance of the hypothesis test. Not all are equal (TU, DS, R )5% LOS

Hypothetical Conclusions
In case of Salman

p< . H01 is rejected. Therefore HA1 is accepted. This means there is a significant difference between credibility index among the three brands for Salman Khan at 5% level of significance of the hypothesis test. So we can say that with different brands the credibility index changes for Salman Khan and also the brand equity overshadows the credibility of Salman Khan. So he should very carefully choose his brands that he is endorsing.
1.

2. p> . H01 is accepted. This means there is no significant difference between credibility index among the three brands for Salman Khan at 5% level of significance of the hypothesis test. So we can say that be any brand Salman Khan can be hooked for endorsing it. His credibility is more than the brand in itself.

HYPOTHESIS
H02 : There is no significant difference between credibility index among the

three celebrities for LUX at 5% level of significance of the hypothesis test. K = A = S at 5% LOS

HA2 : There is a significant difference between credibility index among the

three celebrities for LUX at 5% level of significance of the hypothesis test. Not all are equal (K, A, S ) at 5% LOS

 In case of LUX 1. p< . H02 is rejected. Therefore HA2 is accepted. This means there is a significant difference between credibility index among the three celebrities for LUX at 5% level of significance of the hypothesis test.

So we can say that with different celebrities the credibility index changes for LUX and therefore LUX as a brand need to choose their brand ambassadors very carefully. Here the credibility of the celebrity overshadows the brand equity. Also it can be a celebrity brand mis-fit. 2. p> . H01 is accepted. This means there is no significant difference between credibility index among the three celebrities
for LUX at 5% level of significance of the hypothesis test. So we can say that any celebrity taken by LUX will work for the brand because of its brand name and also that the 3 celebrities taken by LUX is a good decision.

PILOT STUDY
4 item scales.
Scale: - 1-5 35 respondents. Validity test (correlation) Item scales 2 and 4 were rejected Reliability test for item scales 1 and 3

Sample Frame
Target group : Youth of age 20-25 in a metro

city like Mumbai.

Itemscales:
S1: - I believe that the celebrity uses the product he/she endorses. S2: - In spite of the negative influence of the celebrity I would still

consider the product he/she endorses .

S3: - I believe the celebrity is endorsing the product NOT JUST

because he/she is paid for it.

S4: - I feel a celebrity would not endorse for a product which could

be harmful for us in any way

Data Analysis
Validity test

1,2: - 0.0636 1,3: - 0.7916 1,4:- 0.9963 2,3: - 0.9214 2,4: - 0.1055 3,4: - 0.1193
Reliability

1,1: - 0.98397 3,3: -0.97327

RESEARCH DESIGN
NOR - Causal
RM - Quantitative DCT Questionnaire (Item scale Statistics) Data Primary Data

Sampling Design
Sampling Methodology Convenience sampling
Sampling Size - 104

Salman Khan

Thumps-up

Dixcy Scott

Revital

3.00
s.d.= 1.42

1.88
s.d.=1.01

2.50
s.d.=1.44

LUX

Katrina Kaif 1.56 s.d.=0.75

Aishwariya Rai 1.53 s.d.=0.70

Shahrukh Khan 1.80 s.d.= 1.12

DATA ANALYSIS
Case1: LUX (Katrina, SRK)
2 sample t-test (Independent test)

Case 2: LUX (Aishwariya, SRK)

2 sample t-test (Independent test)

Case 3: LUX (Katrina, Aishwariya, SRK)

One-way ANOVA

Case 4:Salman Khan(Thumps-up, Revital, Dixcy Scott)

One-way ANOVA