Beruflich Dokumente
Kultur Dokumente
GROUP: 5
Anirudh Gadey
Mamsha Rath
Md Ali Tabish
Shubhi Gupta
Spandan Mishra
U113128
U113149
U113151
U113171
U113232
Table of Contents
Introduction .................................................................................................................................................. 3
Literature Review .......................................................................................................................................... 4
Objectives of the Project............................................................................................................................... 5
Methodology................................................................................................................................................. 6
Qualitative Research ..................................................................................................................................... 7
Focused Group Discussion ............................................................................................................................ 7
FGD Group 1.................................................................................................................................................. 7
Understanding Consumer Behavior: ......................................................................................................... 8
Inference: The importance of brand ambassadors for endorsing a product ........................................... 8
Inference: Choice of Brand Ambassador according to the product ......................................................... 8
Inference: Impact of Brand Ambassador on Specific Age Groups ............................................................ 9
Inference: Change in peoples perception by changing brand ambassador............................................. 9
FGD Group 2.................................................................................................................................................. 9
Inference: The importance of brand ambassadors for endorsing a product ......................................... 10
Inference: Celebrity Endorsement specified by products ...................................................................... 10
Inference: Choice of Brand Ambassador according to the product ....................................................... 11
Inference: Negative impact of brand ambassadors ................................................................................ 11
Inference: Change in peoples perception by changing brand ambassador........................................... 11
In Depth Interviews..................................................................................................................................... 12
Inferences: .................................................................................................................................................. 14
Quantitative Research ................................................................................................................................ 16
Research findings .................................................................................................................................... 20
Inference ................................................................................................................................................... 233
Conclusion ................................................................................................................................................. 244
References ................................................................................................................................................ 255
Annexure A (FGD): .................................................................................................................................... 255
Discussion Guide ................................................................................................................................... 255
Annexure B (In-depth Interviews):............................................................................................................ 266
Interview Guide:.................................................................................................................................... 266
Annexure C (Quantitative Research) ........................................................................................................ 266
Analysis ................................................................................................................................................. 333
Introduction
Every day consumers are uncovered to thousands of voices, images and videos in magazines,
newspapers, internet, and social media and on billboards, radio and television. Every brand
wants to be noticed at least for a fraction of a persons second to highlight the amazing
attributes of the product at hand. The task of the marketer is to find a catch that will hold
customers attention. Heres comes the important role of celebrity endorser who helps in the
marketing strategy. In this era, people generally ignore all TV and magazines Ads. But even
then, the appeal of a celebrity rarely goes unobserved. Thus, star endorsement in commercials
and its impact on the overall brand value is of great implication. In this process, the firms
appoint celebrities from a particular field to feature in its advertisement campaigns.
The idea of Brand Ambassadors or the concept of Celebrity Endorsement is a very popular topic
among marketers to study as it gives a different perspective about brand promotion, brand
recall and brand awareness. One of the prominent views says that If the product is good, you
dont have to be a very good marketer. But that view is being vehemently opposed by those
who point out that unless there is an effective channel to make the product desirable to the
consumers, the products quality is of secondary nature. Celebrity Endorsement therefore can
be defined as one of the most widely popular marketing mantra to reach out to each segment
of the consumers.
By definition Brand Ambassadors are persons who are employed to promote the products or
services by different branding techniques. Mostly brand ambassadors are chosen that are corelated with the corporate identity of the company. In selection of the brand ambassadors,
marketers look for a right person for right product at right place in order to magnify the
products competencies and maintain stability in the competitive market. Not only does it
enhance the brand name but also people start associating their status symbol to the product
and the celebrity endorsing it.
Humans have a psychological quotient to go with the brands that are known to them, reluctant
to experiment with the new choices. We usually take opinions from our friends &relatives who
have prior experience of using the brand. This is where the role of brand ambassadors comes in
to the picture. They are employed to promote the product in such lustrous manner that the
customers drop any inhibition and find the product suitable. Earlier research have proved that
not only those companies which are starting a fresh use the concept of brand ambassadors to
create a brand recall but also those companies which are already market leaders and still want
to boost up their market share using celebrities.
But Marketers and Advertisers still have contrasting view about the effectiveness of the
concept of celebrity endorsement. Sometimes the line blurs between the brand ambassador
and the product they are endorsing. Some examples in the past have reflected that a single
negative effect/publicity caused may overshadow the product value, thereby hampering the
brand image of the company. Thus it is important to study the different aspects of celebrity
endorsements in different media channels.
Literature Review
A celebrity is known to be an individual who is known to the public for areas other than
that of the product endorsed. In the pro-motion of products high in psychological
and/or social risk, use of a celebrity endorser would lead to greater believability, a more
favorable evaluation of the product and advertisement, and a significantly more positive
purchase intention than advertisements using an "expert" or "typical consumer"
endorser. Identification is related to likableness and attractiveness, and thus may be the
process underlying persuasion by a celebrity endorser (Freidman- Freidman,1979)
The changes in markets and consumer lifestyle are driving marketers to focus on more
persuasive ways of promoting their products. In today's media driven markets, creative
television advertising can promote not only products, but also attractive lifestyles and
dreams that are highly valued by consumers (Alsmadi, 2005)
There are several reasons why a well-known endorser may be influential. First, such a
spokesperson attracts attention to the advertisement in the cluttered stream of
messages. In addition, celebrities are traditionally viewed as being highly dynamic
individuals with attractive and likeable qualities. Their credibility and believability,
however, remain in question. The effectiveness of advertisements using celebrity
endorsers is strongly linked to the identification process of social influence through the
dimension of likeability of the personality. (Kamins, Brand, Hoeke and Moe, 1989)
Several studies have tried to establish the profitability of the entire venture and the
economic value of the strategic marketing decision such as product innovation,
research, development expenditures, advertisement expenditures and consumer
satisfaction on firm profitability (Capon, Farley, and Hoenig 1990; Szymanski, Bharadwaj,
and Varadarajan 1993).
ad than simply having knowledge that a celebrity endorses multiple products. ( Carolyn
Tripp, Thomas D. Jensen and Les Carlson, 1994)
Firms invest huge amounts as advertising expenditure for hiring the right celebrity.
Consumers perceive the brand as having superior quality because it has been endorsed
by a credible source. Brand awareness and brand recall can be effectively established by
good advertisements only. And if brand ambassadors can help to do those, then it can
be inferred that brand ambassadors indirectly help in creating good brand awareness
and brand recall. But, actually a consumer will recommend a brand only if he thinks that
he is satisfied from the brand and that the brand is worth recommending. (D.Goutam,
2013)
Use of super stars in advertising generates a lot of publicity and attention from the
public. Celebrity endorsement advertising strategies can under the right circumstances
indeed justify the high costs associated with this form of advertising. With celebrity
spokespersons representing a diverse mix of type, gender, and age, they can effectively
be used to endorse brand lines. (Christina Schlecht, 2003)
Signing up stars for endorsements is a time-tested strategy and has been effectively
used by some of the top brands in the world. Marketers believe that star endorsements
have several benefits, key among them being building credibility, fostering trust and
drawing attention or any or all of which can translate into higher brand sales.( Jyoti
Kassan and Naveen Choudhary, 2014)
To study the consumer perception of the celebrities associated with different brands.
To find out the relationship among celebrity endorsement, brand recall and brand
awareness.
Methodology
Research Methodology is the systematic way to approach any problem in hand which not only
discusses the methods but also talks about the logic on which the said methods are applied.
The objective of the methodology documentation is important to the project as it gives the
researcher a proper way to analyze the issue and later review the process by which conclusions
and suggestions are given.
Research Problem: In this project we are dealing with consumer buying decisions that are
affected by brand ambassadors and celebrity endorsement. Therefore a primary research will
give us an accurate view of the public perception and the influencing factors if any, because of
usage of brand ambassadors.
Research Methodology: In this project we will be using the Exploratory Method. As the name
suggests, this method only tries to explore the research in question and avoids giving concrete
answers to on hand problems. The basic need of applying this method is to find out the nature
of problem and have a better understanding of all the facets of the issue. It differs from
Conclusive method as it studies the basis of the research question and discusses causes, effects
and alternative options towards a converging conclusion.
Primary Data Collection Methods
Questionnaire: A set of pre-defined questions will be prepared by us who will look into
different aspects of consumer buying behavior. The primary questions we will be asking
revolve around the premise that whether consumers alter their decisions because of
celebrities. We will be floating questionnaire surveys online to attain a significant
number of sample sizes which can properly help us to enhance our knowledge about the
research problem. The online surveys will be done in social media sites, mailers and via
dedicated links. We hope to achieve a holistic nature of correspondents varying in age
and geographical locations via online medium. It will give us a larger scale to work on
and to give a more accurate description of the problem in hand.
Interviews: We will also be conducting in depth interviews to get a close and personal
view about our research topic from our respondents. The interview will give us options
to dig more than the online method as we can explore more than the fixed set of
questions. The respondents will be chosen as per different financial status, educational
background and accessibility to advertising mediums.
Focus Group Discussions (FGD): We will also be conducting FGDs to discuss the topic in
question in detail. The discussions will be moderated by our group and we will give the
members a chance to interpret and explore the topic as much as they can. This will be
very insightful for our project as we may be listening to contrasting opinions to get to a
better understanding about consumer nature. The members will most probably be
chosen from similar backgrounds and experiences to attain uniformity. We are using this
method to explore the qualitative aspect of our project in addition to statistical aspect
arrived at by surveys.
Tools to be used
1. SPSS This tool will be used for the data analytics of the responses recorded by the
questionnaire that would be floated through a survey. It will provide a qualitative as
well as quantitative measure of the effect of Brand endorsement on the consumers.
2. Qualtrics This is the tool that will be used to make the survey to record various
responses.
3. MS Excel This will be used to save the responses in a systematic order and analyze the
demographics.
Qualitative Research
Focused Group Discussion
We conducted 2 Focus group discussions so as to observe the consumers reaction to products
endorsed by brand ambassadors. In the beginning of our FGD we showed the group two
advertisements one with a brand ambassador and the other without one. After that we asked them
to discuss which had influenced them more. Questions were asked to the group in the course of the
discussion.
Group Size: 8 and 5
Group Composition: Homogenous, Prescreened, Relaxed, Informal setting
Time Duration: 15-20 Minutes
Recording: Video Recording
Moderator: Observational; Adds pointers to further the discussion.
FGD Group 1
We have a group of 8 people from the age group of 21-27 yrs. for a focused discussion to find
whether their buying pattern is affected by brand ambassadors. These people are young college
students with or without work experience in the range of 1-4 years and belong to the middle class
7
and upper middle class of the society. Most of them are well versed with social media and digital
media.
Well give them an introduction to the discussion and take down their point of views. The
discussion would go forward according to the points put up by the participants. The moderator
would keep the scope of the discussion limited to the objective of the project so that there would be
minimum deviance in the panel.
company decided to go with Aamir Khan, who is widely regarded as a reliable actor and a sentient
human being. Thus, connect established with the population was much deeper than ever before.
Another factor which was raised by the group was the cost of the product. If the product is a high
value product, then the amount of thought given to the decision increases a lot. However, if its a
low value product, then the decision can be based on the trust quotient of the celebrity. The
competition between brands was also raised by stating that when Nike roped in Ronaldo for
endorsements, Adidas had to rope in Messi.
FGD Group 2
We have a group of 5 people from the age group of 21-27 yrs. for a focused discussion to find
whether their buying pattern is affected by brand ambassadors. These people are young college
students with or without work experience in the range of 1-4 years and belong to the middle class
and upper middle class of the society. Most of them are well versed with social media and digital
media.
Well give them an introduction to the discussion and take down their point of views. The
discussion would go forward according to the points put up by the participants. The moderator
would keep the scope of the discussion limited to the objective of the project so that there would be
minimum deviance in the panel.
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hampered Pepsis image as its former brand ambassador Amitabh Bachchan recently issued some
negative statements about Pepsi that corroded its value. So sometimes what matters is the current
brand image of the product to sign a particular celebrity. Selection of a celebrity may change public
viewpoint towards the brand.
In Depth Interviews
An in-depth interview was one-on-one interview that probes and elicits detailed answers to
questions, sometimes using non-directive techniques. It was unstructured done on a one to one
basis.
Total Interviews: 6 (Male and Female Combined)
Individuals: Aged between 15-36 years, young, both high and low purchase power individuals
Recording: Textual
Interviewer: Highly prepared; observational; skilled in why-why technique.
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5. But he may still notice the product that has one of his known celebrities endorsing it but
that will not make him buy the product.
6. More familiar with regional ads and knows the local celebrities better.
7. Has some favourite celebrity but doesnt remember the exact product she endorses.
Inferences:
The interviees suggested various factors in relation to seeing brand ambassadors associated with
products. The entire set of factors that we could infer from their interviews has been can be
tabulated as below.
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15
Quantitative Research
We floated a survey questionnaire (attached in annexure) and were able to get 124 responses.
Following are the findings and analysis for the same.
Demographics:
Female
35%
Male
65%
25-30
18%
18-25
82%
It is evident that survey was floated to a young age group with full access to all the digital media
solutions. The respondents are knowledgeable about local and international celebrities and their
brand associations. Also we know from the survey that 98% of the respondents are students which
mean they are more in sync with modern marketing techniques. The buying pattern of our survey
shows an interesting trend. Traditionally it is known that females are more frequent buyers of
lifestyle products but out survey shows that the division is almost equal with percentages ranging
from 41-44%.
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This shows that when it comes to a purchase decision, the consumer is not affected by the celebrity
endorsing a product. Brand name (49%) and Price (37%) are the major influencers when it comes
to buying a product.
33%
Yes
No
52%
Maybe
15%
The factors here are trending towards an as of now undecided perception of how to garner
responses. If the celebrities endorse products during the peak of an event or show, then consumers
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might perceive it to be a nuisance since the primary focus would be on the show. Also, if the product
endorsed is not relevant to the viewer they would have been non-committal in their response.
Therefore the major responses come from the people who are as yet undecided due to lack of more
relevant data and information about the celebrity as well as the endorsement being referred to
here.
This shows that 60% of our respondents feel that celebrity endorsements can persuade people to
buy a product. But this does not conclude whether a person himself gets persuaded to by the
product. We calculated that 61 % of male respondents would consider celebrity endorsement as a
persuasive tool whereas an equitable percentage of female respondents feel the same. This shows
that a majority of respondents from both the genders believe that endorsements by celebrities help
in building a better perception of the product.
Would you buy a product without getting more information if it is endorsed by your
favorite celebrity?
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We see that there is a clear trend of getting information before buying any product and not going by
what the celebrity is saying about the product. This has become more prominent in the age of
digital media and social networking. People are getting more and more inquisitive about their
investments and there is less reliability of what a certain celebrity is saying about the product.
However, the limitations in this survey are that the respondents are all sentient and knowledgeable
students at a premier business school and hence their answers are in no way an extension of the
common population.
If no, then for what type of products do you seek more information?
The survey is in sync with our FGD results and the interview answers. The respondents are more
likely to research about electronic goods and high expenditure products. Products such as cars
come under this category and it is nave to think that anyone would go and buy a product like it just
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because his/her favorite celebrity is endorsing it. It the case of electronic goods, the online media is
filled with all kind of review and comparing sites which are better suited to tell the consumer about
the specifications and full details than a statement from a known face.
If your favorite celebrity stops endorsing a product would you stop using it?
20%
40%
60%
80%
The results fall in line with the analysis portrayed above as well as with the FGDs and interviews
taken. A huge number of respondents are in fact saying that their buying behavior would not
change if a certain celebrity has stopped endorsing a product. However, a small minority of the
respondents chose to try other products if the former celebrity ambassador are vocal against the
product after their parting.
Research findings
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Consumer believes the celebrity makes the ad interesting. This is demonstrated from the
findings in the first question. The mean value of 3.5 shows that the respondents are more
favorable towards agreeing with the premise that celebrities add more charm to an ad and
make it more interesting.
Celebrities need not believe in the products they endorse.
If a famous celebrity acts in that ad, consumer definitely watches the ad.
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Based on a few major categories of consumer products, we asked our respondents to filter and
place celebrities they associated with a particular vertical or product. The celebrities chosen were
based on the number of products they endorse and the quality of products being taken into
consideration. On the basis of the responses we got, we came to the conclusion that consumers
associate with the celebrities based on the cost of the products. If its a high value product, the
association with celebrities is weakened. However, low value products like beauty creams and soft
drinks are easily associated with celebrities and their advertisements.
Amitabh Bachchan- We see that even though he endorses a multitude of brands, his image as a
stalwart of the film industry as well as his raised voice for social causes has associated him being
perceived with social causes more than with any other product that he endorses.
Shahrukh Khan- Although he endorses across all the domains we questioned, yet the number and
frequency of endorsements he does for the beauty segment is far higher than for anything else. The
high frequency of ads which run on the slotted times make him quite a well-known endorser for
beauty products.
Aamir Khan- With the advent of his famous TV show, Satymev Jayate, he is associated far and wide
with his social activities.
Deepika Padukone- Similar to the case of Shahrukh Khan, her high number of endorsements of
beauty products make her perception easily associated with the same.
Sachin Tendulkar- Being a sportsman of acclaim, he is associated easily with social causes the
maximum. However, we believe that were he to endorse sporting events, his value of perception
would yield to be the highest.
Parineeti Chopra- Similar to other actors of recent age, her endorsements of beauty products and
rise to fame in recent critically acclaimed movies help her to be easily associated with beauty
products.
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Mahendra Singh Dhoni- Being a vehicle aficionado, his endorsements of the same are highly
perceived by the respondents.
Priyanka Chopra- Her natural beauty and endorsements of products for beautifications have led her
to be associated with beauty products.
Ranbir Kapoor- His deal with Pepsi and the ad runs he has had with them make it easy to associate
him with Soft Drinks
Virat Kohli- Due to his recent advertisements for mens fairness creams, he is well known for the
beauty products over everything else.
Inference
People like to see celebrities endorsing the product. Brand ambassadors make the
advertisements more interesting for the consumers.
Indian consumers were quite positive about most of the aspects of this vibrant issue in
advertising and campaigning strategy. It is evident from the analysis that Indian consumers were
captivated by the pictorial appeal of advertising messages, which picked celebrities to charm the
target audience. In their view, celebrities succeed in making the advertisements more attractive
thereby captivating attention to view the ad campaign at least once. Most of them believed that
the popularity that the celebrities hold with their personality adds to the brand of the product.
Difference in opinion stood at the factor of age where children of 13 or less years of age are
fascinated by seeing their favorite celebs in vision no matter what the product is; while the
other segment understands the relation between the celebrity and endorsed product and
appreciate the linkage.
Having a brand ambassador doesnt ensure that the consumers perceive the product as reliable
In the era of social and digital media where information flows viral in a split of second; people
have grown knowledgeable enough to judge the reliability of the product according to the
features and qualities promised by the brand rather than blindly going for the favorite
personality endorsement without actually looking in the insight of the product. Thus, having a
celebrity ambassador for a brand doesnt always certify the viability of the product. There were
certain examples given where a product is a leading brand in its product line without actually
being endorsed by a celebrity; on a contrary by the common people to highlight its common
man effects. Thus, celebrity endorsement is an important aspect in the marketing strategy to
highlight the brand image and value but not the only trait to feature the product.
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People generally tend to see/remember ambassadors endorsing lifestyle products and not
electronics or other bulky products.
The consumers are more inclined towards a lifestyle product celebrity combination than any
other one. One reason that we came across while completing this project is the reliability factor
that consumers link the celebrities with lifestyle products and not with electronic goods or any
other product segment. Consumers have a vague idea that the celebrities that are endorsing a
Lux or a Garnier may actually be using that. That belief is not present when they are using a
Micromax or a Samsung phone. The other reason for the above mentioned linkage is that
consumers tend to believe experts and tech-specialists more when buying electronic goods or
high expenditure products like cars and lesser on what their favorite celebrity is saying about
that product. Hence it would be suitable to say that people will listen more to Rajeev Makhani
than Ranbeer Kapoor when they want to buy a mobile phone.
Brand recall may be better when you use a celebrity as people generally tend to see hoardings
or advertisements when that feature a celebrity especially one that they like
Celebrities are a symbol of popularity. To endorse a brand through a celebrity is a typical
marketing strategy to highlight the name of the brand so that people remember the item. It
helps in capturing the eye of the consumer towards the advertisement especially when they are
a huge fan of that particular celebrity. It increases the brand recall as the customer can associate
their favorite personality with the product through the glimpse on the billboard/hoarding. The
idea is to connect the popularity of the star to the product and promote it with a big name
supplemented to it. For instance, when we asked the question in the survey as to which
celebrity can you recall doing the advertisement for, most of them were able to recall the
product even though they might not use/like the product.
There may be one celebrity endorsing multiple categories of products, but consumers relate to
those with low expenditure.
Products with low expenditure are generally daily consumable products such as snacks items,
cold drinks or may be cosmetics etc. Consumers have tendency to try and test different variety
in low expenditure range products, the decision for which sometime depends on the influence
by friends/family or their favorite celebrity endorsing it. This is the reason they tend to recall
brand ambassadors for such kind of products rather than the high end products; the decision for
which majorly depends on the features and quality of the good which is not effected by the
celebrity associated to it.
Conclusion
One of the most popular marketing approach to get a product noticed by most of the existing
as well as potential customers is Celebrity Endorsement. Though this method has its own
substantial cost attached to it but has a major impact in creating brand awareness and a huge
brand recall in the consumers which might prove profitable for the company on a longer run.
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Consequently, it is worth a while examining its influence in the buying behavior of the
customers. The companies understand that celebrities can catalyze brand acceptance and can
provide a huge momentum to the brand development. It gives new opportunities to the brand
to target even those segments which are influenced by a big star name. India is a country with
a strong celebrity culture. People are generally very infatuated with celebrities like
sportspersons and movie stars. There is a latent emotional connection with the celebrities and
the general people and companies tend to capture the essence to market their products to
their advantage. As discussed above, hiring of celebrities does not guarantee a successful
marketing campaign or even high revenues but the visibility of products and brand awareness is
much higher in case of a celebrity endorsed campaign. This visibility gives the edge that is
required in this age of cut throat competition and shorter attention span of consumers. Also, a
number of factors affect the overall success of celebrity endorsement. These factors range from
effectiveness of celebrity, credibility of the celebrity, celebrity-product linkage and consumer
preferences towards the celebrity.
All the above points finally conclude that celebrity endorsement is an effective tool to market
products but the effectiveness of conversion from visibility to actual sale also depends upon
other factors. But these brand ambassadors have a tremendous responsibility on their heads as
millions of people listen and believe them when making important buying decisions .Hence, the
bottom line says that a brand should be aware of the facts that how a particular celebrity is
affecting their product. In this age of social media, this form of marketing has taken a new form
and consumers are now more able to decide and direct the general buying behavior.
References
Annexure A (FGD):
Discussion Guide
Rapport Building:
25
26
27
28
29
30
31
32
Analysis
Gender
Would you
buy
a
product
without
getting more
information
if
it
is
endorsed by
your
favourite
ce...?
If no, then
for
what
type
of
products do
you
seek
more
information
?
Age
Occupation
Male
Femal
e
Belo
w 18
1825
2530
Abov
e 30
Employe
d
Selfemploye
d
Studen
t
Yes
Maybe
17
20
24
No
60
36
79
17
95
Mean
2.69
1
81
2.837
2.754
2.72
7
22
43
2.74
5
102
122
Lifestyle
products
10
11
Consumer
Goods
10
Beauty and
Health Care
17
16
17
Electronic
goods
40
13
42
11
53
Products
with higher
expenditur
e
20
21
26
Mean
3.357
3.624
3.76
2
21
42
3.56
1
98
Total
3.72
7
77
117
Yes
No
64
28
74
18
91
Maybe
11
12
Yes
but
only
if
he/she
speaks
against it
12
13
Total
33
Mean
Do you like
to see any
celebrity
endorsing
the
brand
on
television?
Male
endorser is
more
effective as
compared to
female
endorser.
Gender
Age
Occupation
How
often
8.286
8.32
Total
8.27
8
79
8.283
100
8.09
5
21
42
120
Yes
19
22
Maybe
45
19
37
40
50
14
63
No
17
15
19
Mean
1.97
5
81
1.535
1.828
43
1.78
4
102
22
122
Strongly
Agree
Agree
14
10
15
Neither
Agree nor
Disagree
33
21
41
13
54
Disagree
20
16
34
35
Strongly
Disagree
10
11
Mean
3.05
3.581
3.248
80
43
2.86
4
22
Total
3.31
7
101
121
Male
81
66
15
80
Female
43
36
42
Mean
1.344
81
43
1.31
8
22
Total
1.35
3
102
122
Below 18
18-25
66
36
102
101
25-30
15
22
21
Above 30
Mean
2.163
2.172
Total
2.18
5
81
43
102
22
122
Employed
Selfemployed
Student
80
42
101
21
122
Mean
2.977
2.99
43
102
2.90
9
22
Total
2.97
5
81
122
Never
Total
34
do
you
purchase
lifestyle
products
Less than
Once
a
Month
16
19
22
Once
Month
35
17
41
11
51
2-3 Times a
Month
21
13
27
34
Once
Week
2-3 Times a
Week
Daily
Mean
3.22
5
80
3.256
3.248
3.13
6
22
43
3.25
7
101
121
Total
35