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Impact of Sponsorship on Youth Perception

The document discusses two hypotheses regarding Micromax's marketing strategies to change urban youth's perception of their brand. The first hypothesis examines how sponsoring youth events impacts perception, with the type and positioning of marketing instruments as moderating variables and brand awareness as the intervening variable. The second hypothesis examines how celebrity brand ambassadors impact changing perception from low to mid-segment customers, with the celebrity's recognition, commercial timing and income as moderating variables and brand awareness as intervening. Key dependent and independent variables are also identified for both hypotheses.

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Shadab Ashfaq
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100 views3 pages

Impact of Sponsorship on Youth Perception

The document discusses two hypotheses regarding Micromax's marketing strategies to change urban youth's perception of their brand. The first hypothesis examines how sponsoring youth events impacts perception, with the type and positioning of marketing instruments as moderating variables and brand awareness as the intervening variable. The second hypothesis examines how celebrity brand ambassadors impact changing perception from low to mid-segment customers, with the celebrity's recognition, commercial timing and income as moderating variables and brand awareness as intervening. Key dependent and independent variables are also identified for both hypotheses.

Uploaded by

Shadab Ashfaq
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Variables Hypothesis It is bi-directional Hypothesis

H0: Sponsoring Youth events has no impact on urban youth perception about Micromax. H1: Sponsoring Youth events has changed urban youth perception about Micromax.
Dependent Variable: Perception We need to find out perception about Micromax mobiles in urban youth. Independent Variable: Sponsoring Events This perception builds on the basis of Events which Micromax Sponsor. Moderating Variable: 1. Type of Event It depends on Type of Events i.e. college fest or International Music events. 2. Positioning of Micromax Marketing Instruments Brand awareness depends through the positioning of Marketing Instruments. Their Location, tone and message content Intervening Variable: Brand Awareness These events will increase awareness about Micromax and perception about brand cannot be form until people are aware of the brand. So Brand Awareness is our Intervening Variable.

Hypothesis Null: Changing Customer Perception (Low End to Mid Segment) is not dependent on celebrity brand ambassadors. Alternate: Changing Customer Perception (Low End to Mid Segment) is dependent on celebrity brand ambassadors.
Dependent Variable: Perception We need to find out perception about Micromax mobiles in urban youth. Independent Variable: Celebrity Brand Ambassador This perception builds on the basis of Events which Micromax Sponsor. Moderating Variable: 1. Recognition of Celebrity Do customers/potential customer recognize Celebrity, do they have any connect with celebrity. 2. Timing and between which shows commercials are telecast It depend lot on at what time channel, at what time and between which shows commercials are telecast. 3. Income Income is an important factor in changing perception of Customer Intervening Variable: Brand Awareness These events will increase awareness about Micromax and perception about brand cannot be form until people are aware of the brand. So Brand Awareness is our Intervening Variable.

Glossary: Marketing Instruments: Posters , Hoarding

Youth events: Gareth Emerys India Tour, Sunburn Celebrity Brand Ambassadors: Hugh Jackman Low End: Low cost handset Mid End: Medium Cost

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