RMM Prefinaldraft

2010
SELF CONCEPT S AFFECT ON ADVERTISEMENT EFFECTIVENESS

RMM PROJECT WORK
SUBMITTED TODR.KAVITA SRIVASTAVA SUBMITTED BYANKIT TANEJA (M 09 01) KUMAR SIDDHARTH (M 09 13) NITIN KAPIL (M 09 19) NITIN SHARMA (M 09 20) SWATI SINGH (M 09 33)
GROUP 7 MBA,RGIPT 4/21/2010
SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS
ACKNOWLEDGEMENT
Nothing concrete can be achieved without an optimal combination of inspiration and perspiration. No work can be accomplished without taking the guidance of the import. It is only the critiques for the ingenious intellectual that helps transform a product into a quality product.
A project is a major milestone during the study period of a student. As such this project was a challenge to us and was an opportunity to prove our caliber. It would not have been possible to see through the undertaken project without the guidance of DR. Kavita Srivastava. It was purely on the basis of her experience and knowledge that we were able to clear all the theoretical and technical hurdles during the development phases of this project work. We also thank all the student of IBS ,ABS who helped us in collecting the data. We would also like to take this opportunity to thank T.Kapri, Y.Kelong for their help and support during the project.
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INDEX
CONTENT 1. Abstract 2. Introduction 3. Objective 4. Definition of concept 5. Literature Review 6. Hypothesis testing PAGE NO. 3 4 7 8 9 12
7. Research Methodology y y Research Design Sample Design
13-16 13 14 16 16 -18 19 19-26 26-32 32-39 40 42 43
y Measuring the variable 8. Reliability Test 9. Analysis and Result y y y Multiple Regressions between Brand Preference and the 5 Self Concepts Multiple Regressions between Brand Recall and the 5 Self Concepts Multiple Regressions between Purchase Intensions and the 5 Self Concepts
10. Conclusions 11. Limitations 12. Bibliography
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Annexure
ABSTRACT
This study deals with the self concept and advertising effectiveness. The self -concept is the compilation of knowledge about the self, such as beliefs regarding personality traits, physical characteristics, abilities, values, goals, and roles. One of the primary aims of any advertising is to provide an affiliation between consumers self -concepts and the representative meanings of a product s positioning. There are a variety of self- concept such as actual self concept, ideal self concept and expected self image. The objective our study is to determine whether or not advertising effectiveness is influenced by viewers self concept. Primary data was collected for this study through surveys. A questionnaire was formulated for the same as they provide concise and appropriate information The sample size taken was of 170(According to the thumb rule the sample size should be the number of questions in a questionnaire multiplied by 10).. The questionnaire had a 5 pointer scale which assessed the participant s attitude function towards their choice of apparel brand with respect to their self concept. The objective of the questionnaire studied the dependence of various attributes such as Brand preference, Brand recall and Purchase intention on self concept and the te chnique used was multiple regression analysis. For our research we conducted Cronbach s Alpha Reliability Test, for which the result came out to be 0.836. If the Cronbach Alpha Value is >0.6 then the research conducted has a significantly Reliable data. Since, The Alpha value in our research came out to be more than the benchmark value it indicates that our d ata collected is consistent. For the purpose of regression analysis the independent variables chosen were Sporty, Traditional, Formal/Executive, Fashion Conscious and Casual. Firstly we had run a correlation between the sub -components of each attribute. After identification of our dependent variables (Y i) viz. Brand preference (Y 1), Brand recall (Y 2) and purchase
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intention (Y 3) and independent variable respectively for the three above mentioned hypothesis we went ahead and did regression analysis between
y y y
Self concept & Brand Preference Self concept & Brand Recall Self concept & purchase intention
INTRODUCTION
Why does a person feel that he or she needs to wear a certain fashion brand or buy specific products in order for others to perceive them in a particular manner? Today through a venue and medium of movies, television, magazines and advertising we get to know what is socially acceptable and what will give us an identity in the crowd. Most of us want to see ourselves as acceptable not just to ourselves, but also to other people in society as well. It is this we call self-concept that induces us to fulfill this need. In order to let others kn ow what image we are portraying, we buy and use products that reflect our image. The selfconcept is the compilation of knowledge about the self, such as beliefs regarding personality traits, physical characteristics, abilities, values, goals, and roles. It is very important to note this here that the self concept is not restricted to the present. It includes past selves and future selves. Future selves or "possible selves" represent individuals' ideas of what they might become, what they would like to be come, and what they are afraid of becoming. They correspond to hopes, fears, standards, goals, and threats. Possible selves may function as incentives for future behavior and they also provide an evaluative and interpretive context for the current view of self. It starts taking shape in infancy wherein children acquire and organize information about them as a way to enable them to understand the relation between the self and their social world. This developmental process is a direct consequence of children' s emerging cognitive skills and their social relationships with both family and peers. During early childhood, children's self-concepts are less differentiated and are centered on concrete characteristics, such as physical attributes, possessions, and skills. During middle childhood, the self -
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concept becomes more integrated and differentiated as the child engages in social comparison and more clearly perceives the self as consisting of internal, psychological characteristics. Throughout later childhood and adolescence, the self-concept becomes more abstract, complex, and hierarchically organized into cognitive mental representations or self-schemas, which direct the processing of self-relevant information.
Use of Self Concept in Advertising One of the primary aims of any advertising is to provide an affiliation between consumers self-concepts and the representative meanings of a product s positioning. It is only with the help of consumers existing self-concepts that marketers decide the method to pos ition their products. Marketers extensively use self-concepts to position their products which is generally done by creating such cues or symbols which form the basis for formation of individual s private and social self-concepts. The self concept is a self map of how he/she would want to act, feel, look and think. This self concept allows the developer to know exactly the steps to take to know him/her and what distinguishes self from others. Advertising can actually convince the consumers to buy products t hat are in sync with the self-concept that they are attempting to achieve. The use of punch lines, slogans, celebrities, and brand images give consumers an insight about attributes of any product and they purchase products which facilitate them in maintain ing their actual self-concept, achieving their ideal self-concept, enhancing their private self-concept, or in creating an acceptable social self-concept. Self-concept has a significant impact on the cognitive, behavioral, and emotional systems of individu als. Consumers' images about themselves and how they desire to appear to others, as well as their aspirational needs, provide fodder for advertising and brand positioning. Why Fashion Industry
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There have been numerous studies linking the self concept of th e consumer to the marketing effectiveness, which can be parameterized along many attributes. The present study was conducted along the same lines but for a dynamic industry namely fashion industry. In the fashion industry the relationship between the depen dent variables and the independent variables could be established in a more evident manner. Our project exemplifies the relationship between the effectiveness of advertising on customer s perception of themselves. For the kind of scrutiny that this require s, we have chosen the apparel industry for our project. Choosing the apparel industry also involves the following reasons: Data shall be easily available since clothing is one of the basic necessities of mankind. With the advent of modern times, people ha ve become highly brand conscious. They have started choosing the brand to dress up in on the basis of how the advertisements portray the image of the brand and how far this image matches with the image of their own self created in their own minds. Apparel industry shows a lot of variation within a small period of time. Therefore the fluctuations in demand for a particular brand can be easily measured. Since the advertising for apparel brands is very aggressive, we can appraise the industry on the three main factors considered in the project purchase intention. It is also seen that most of the apparel brands have to modernize swiftly just in order to stay ahead of the global competition. Therefore, there is a high degree o f innovation in this industry. The manufacturing of brands and their advertising depends largely on the demand and this demand basically depends on consumer tastes which are determined by his/her self concept. Most of the brands position themselves as a br and of the higher end which creates a demand in the youth group largely based upon peer pressure. There were some repercussions of using the apparel industry which have been mentioned herewith. Social acceptability is one of the major factors influencing the respondent s decision in selecting a brand of their choice. It is difficult to measure one s perception of
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brand recall, brand preference and

oneself with just a matter of a few questions. Most of our respondents have been in the age group of 18-24 and this cannot be considered as a sam ple representing the entire population. However, this is the age group that tends to be the most conscious about how to portray themselves with the brands that they are wearing and the image that they carry amongst their peers. The recent economic downturn has affected all markets and apparel industry wasn t spared either. Since the consumer became more and more hesitant to spend, there has been an increasing tendency in the consumer to look out for discounts and sales. Apparel manufacturers, on the other h and, have had to come up with novice strategies in order to retain their consumers. Brand loyalty has been one of the factors that the apparel industry marketers have been able to bank upon to bail them out of the economic crisis. The customer s perception of himself or herself doesn t change rapidly and hence, once a customer relates to a brand and is comfortable with what the brand is providing him, then he in all probabilities stays loyal to the brand in spite of threatening competition from other brands. Marketers decide about how to advertise their brands based upon the study of the consumer s perception of self. How often does an advertisement induce a customer to go for his preferred brand? Any consumer would choose a brand related to how he discerns himself as we as the brand. And this is the area the marketers should tap on in order to effectively market their apparel brand.
OBJECTIVES
To determine whether or not advertising effectiveness is influenced by viewers self

concept.
To study the effect of Self concept on

y Brand recalling
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y y Brand attitude/preference and Buying intention
DEFINITION OF CONCEPT
The research project under taken tries to find the relation between the self concept and advertisement effectiveness. The main objective of this project is to find whether or not advertisement effectiveness is affected by the self concept. Self-concept is a multi-dimensional construct that refers to an individual's perception of "self" in relation to any number of characteristics. Self concept is composed of permanent self assessments of personality attributes, skills, job, hobby etc. In this project we t ry to assess this psychological aspect with dressing sense of an individual. Dressing sense in a way can reflect the personality attributes of an individual,whether an individual perceives himself/ herself as sporty, traditional, formal, casual or fashion conscious. Advertisement in apparels industry would surely be focusing on these attributes as some companies focuses on sporty attire, some on traditional, some specializes in formal and some for casual wear and some may be going for mix of the mentioned categories. Those individual who perceive themselves as sporty are likely to be more concerned about the absorbent fabric, sweat resistance, netted and airy fabric, and comfort level during playing the sports they like. On the other hand those individual who relate themselves to formal dressing would be more inclined towards color, matching the colors ,simplicity, neat and clean look and like factors. Those who perceive themselves as traditional would have different mind set as compared to above mentioned categories. They would go for traditional, orthodox or ethnic wear. Fashion conscious person would like to keep his wardrobe updated with whatever is current market trend and would always go for latest color, accessories fashion trend/styling. Casual mindset people would opt for comfort over any other factor. They wo uld go with whatever goes best with occasion.
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The effective of an advertisement is measured on the basis of brand memory, brand attitude and brand purchase intention. The parameter brand memory can be measured through brand recall. The brand is said to be recalled if it comes to consumers mind when its product class is mentioned.eg Bisleri in case of mineral water. The brand recall can be judged by asking question related to logo, name, brand ambassador etc. Brand attitude is measured through brand preference. The brand attitude will tell what people think about that particular brand or service, whether the product caters to need of consumer and how much is the product wanted by the consumer. The brand purchase intention can be measured by asking consumer questions regarding whether or not they would buy back the same brand or whether they would prefer some other brand of same cost or quality over their preferred brand. Purchase intention measure the likely hood that a particular individual will buy a particular brand resulting from his interaction toward that brand, attitude as well as perception towards it.
LITERATURE REVIEW
1) The self-concept and image congruence hypothesis-An empirical evaluation in the motor vehicle market (Adam P. Heath ASB Bank, Auckland, New Zealand and Don Scott Southern Cross University, Lismore, NSW, Australia) This paper evaluated self-concept and image congruence theory under actual market conditions and in relation to physically similar products with different brand images. From a marketing perspective, the study of self-concept is of particular relevance because the image that individuals associate with themselves frequently dictates specific purchase behavioral patterns. For example, consumers may buy a product because, among other factors, they feel that the product enhances their own self -image. The research was conducted in the motor vehicle market by formulating hypothesis and testing it on the population of all private motor vehicle owners who had purchased either a Mazda 323 or a Ford Laser. One of the major implications of this research for the motor industry was that no support was found for the idea that consumers of different brands of
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physically similar motor vehicles would perceive themselves to have significantly dif ferent self-concepts. This finding contradicted the underlying principles associated with image congruence theory. The research results question the generalized understanding of the self concept and image congruence theory and do not support the idea that owners of competing brands will always have significantly different self -concepts. When products are physically similar this effect would seem not to apply. 2) Journal on self concept: (By Timothy R. Graeff, Assistant Professor of Marketing at Middle Tennessee State University, Murfreesboro, Tennessee, USA) This research suggested that marketers can manage the effects of brand and self-image on consumers brand evaluations. The effects of brand image can be magnified by using promotional messages that encourage consumers to think about their own self-image while evaluating a brand. As a part of research One hundred consumers read an advertisement for Reebok athletic shoes that encouraged them to use either image or functional product quality as the primary criterion in evaluating the shoes. After reading the advertisement, these consumers indicated their attitudes toward the shoes and the ad, answered questions about the types of thoughts they formed while reading the ad, indicated their perception of the brand image of Reebok, and indicated their actual and ideal self -image.
It was found that the effect of brand image on brand evaluations was moderated by the degree to which consumers think about their own self -image and that this can be manipulated through the use of promotional messages. The results emphasized the fit between brand image and self-image can inhibit possible negative effects of poor perceived product quality on consumers attitudes. Consumers may be too busy thinking about the match between their self-image and the brand s image to consider the limited or undesirable functional features and benefits of the product. 3) Journal : The self concept revisited ; or a theory of a theory
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(By Epstein, Seymour, American Psychologist. Vol 28(5) May 1973, 404 -416) According to this journal, self concept is an attempt to integrate phenomenological theori es of the self-concept into a broader framework compatible with an objective approach. The self-concept becomes the center of one s personality if it is redefined as a "self -theory" that the individual has unwittingly constructed about himself as an exper iencing, functioning individual. An individual's self -theory consists of a hierarchical arrangement of major and minor postulates which can be operationally identified by the cognitions implied by the individual's emotional responses to events. The individ ual develops his self-theory to assist in the maintenance of a favorable pleasure-pain balance, assimilate the data of experience, and maintain self-esteem. A failure in any of these functions produces mounting stress, and ultimately collapse of the self-theory, which can be adaptive in providing an opportunity for drastic reorganization. (22 ref.) 4) Journal of Personality and Social Psychology, 35, 63 -78. (Markus, H(1977) .Self Schemata and processing information about the self.) This journal attempts to or ganize, summarize, or explain one's own behavior in a particular domain result in the formation of cognitive structures about the self or self -schemata. Selfschemata are cognitive generalizations about the self, derived from past experience, that organize and guide the processing of the self-related information contained in an individual's social experience.
HYPOTHESIS FORMULATION
While reading the following abstract This research focuses on the relationship between self concept and the personification of brand image. Advertising effectiveness is evaluated with the help of study of the attributes like brand memory, brand attitude and purchase
intentions. Brand Memory is actually a person's collected experiences of a company, product or service with a certain name. It basically talks about everything one remembers about a company through interaction, what other people say about them, advertising, using
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their products or every other interaction one has had wit h that particular brand. For the purpose of measuring the measuring the concept of Brand Memory we used the Brand Recall as the operational concept. On the other hand the Brand Attitude will tell what people think about a product or service, whether the pr oduct answers a consumer need, and just how much the product is wanted by the consumer. Knowledge of brand attitude is very helpful in when planning an advertising campaign. For the purpose of measuring the Brand Attitude we used the Brand Preference as the operational concept. Lastly the third attribute, Purchase Intention is defined as a plan to purchase a product or service in the future. The rationale of the study is to better understand the relationship between effectiveness of advertisement and the p erception of the same by the customer. Psychology & Marketing Vol. 12(1): 53 -77 (January 1995) 1995 John Wiley & Sons, Inc. CCC 0742-6046/95/010053 -25
HYPOTHESIS TESTING
The purpose of the study is to te st Null hypothesis (H0) in a naturalistic externally valid context. To do so we measured the participants attitude towards their choice of Apparel Brand and then examined the relationships with the above mentioned variables. The following is the Hypothesis for the Respective Regressions: Brand Recall: H1b: Self concept does affect the Brand Recall Brand Preference: H2b: Self concept does affect the Brand Preference. Purchase Intention: H3b: Self concept does affect the Purchase Intention.
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MODEL
Brand Recall (Brand Memory)
Self Concept
Brand Perception (Brand Attitude)
Traditional Sporty Formal Casual

Brand Purchase Intentions
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RESEARCH METHODOLOGY
RESEARCH DESIGN
For the purpose of carrying out the present study, we have taken into account the exploratory and descriptive research methods. The exploratory part of the stud y was primarily based on secondary data analysis. For this purpose various case studies, articles from various journals were reviewed. The parameters and variables considered for the present study have been derived from the findings of the literature revie w. The secondary data analysis provided valuable insights to understand the psychological construct like self concept and brand image, brand memory, brand preference, band attitude, purchase intentions. Based on the inputs from the exploratory research s tage, we went ahead with the descriptive research to show the association between the chosen parameters and variables and to quantify them. We have used single cross -sectional study design for the purpose. This design is best suited to studies aimed at fin ding out the prevalence of a phenomenon, situation, problem, attitude, or issue, by taking a cross -section of the population. They are useful in obtaining an overall picture as it stands at the time of the study. In the present study we have used this de sign because it involves only one contact with the study population and it is cheap to undertake and easy to analyze.
SAMPLE DESIGN
Sample Universe For the purpose of the study we had chosen the apparel industry. This practically brings the whole human population in the ambit of the sample universe considered for the study.
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Target Population The apparel is industry is an example of a dynamic industry, and since the advertising brands is very aggressive, we can appraise the industry on the three main factors considered in the project - brand recall, brand preference and purchase intention. Its been seen that the section of the society which clearly identifies the self concept and relates it to their buying intention, brand preference and brand attitude falls between the age group of 18-35 yrs. Hence our target population are the people(primarily students) falling in this age group. Sampling Frame In accordance with the target population selected for the study, the students from the relevant age group were primarily selected from the following B -Schools : 1. ICFAI, Hyderabad 2. Amity Business School, Noida We employed non-probabilistic sampling for the purpose of this project. Snowball sampling was used as the non-probabilistic sampling technique. It was used to obtain a large number of completed questionnaires quickly and economically.
Sampling Plan It was decided that the survey will be conducted through internet with e -mails as their was a distance constraint to conduct the study. For the same purpos e an e-questionnaire was designed. Since our group has two ex -students from Amity, their acquaintances in the Amity Business School were used to start the initial phase of the survey. At first, the questionnaire was mailed to 30 different students and they were asked to encourage their friends too for filling it. By doing so, snowball sampling was implemented successfully. It has been seen that generally the turn-out ratio of the respondents in any internet based survey comes out to be 10:1. In our study by using acquaintances in the survey we were able to bring down this ratio substantially. Sample Size Considerations Our study required Primary Data Collection Technique. We collected the first hand data through e-questionnaires. And henceforth the data was analyzed through MS-Excel spreadsheet where it was automatically updated as soon as a person responded to the questionnaire.
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As we have a set of 17 questions in our questionnaire, the sample size was taken to be 170. It was based on the thumb rule that nu mber of questions to sample size ratio should be in 1:10.
STAGES IN SELECTING A SAMPLE
Target Population age group 18 to 35, College students
Select a sampling frame
Determine if a probability of non-probability sampling method will be chosen Non probabilistic snow ball sampling
Plan Procedure for selecting sampling units, e-QUESTIONNAIR
Determine sample size, n= 170
Select actual sampling units
Conduct Fieldwork
Measuring the Variables

DATA COLLECTION INSTRUMENT: Questionnaire We have chosen Questionnaire as our data collection technique because: y y y They are structured They provide concise and appropriate information And it is easy to analyze.
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The Questionnaire consists of 17 questions which enabled us to measure how a person rates oneself on a scale of 1 to 5. The first 5 questions provides with the framework to measure what the person perceives about himself/herself. In the rest of the questions we tried to analyze people s preferences for their favorite brand, their recall behavior and buying intention on the same Likert scale. The questions were pre tested questions taken from Hand Book of Marketing Scales (William .O. Bearden and Richard .G. Netemeyer) .
RELIABILITY TEST
Reliability means consistency. It helps in measuring the degree to which an instrument will give similar results for the same individuals at different times. Reliability can take on values of 0 to 1.0, inclusive. For our research we conducted Cronb ach s Alpha Reliability Test.It is said that if the Cronbach Alpha Value is >0.6 then the research conducted has a significantly Reliable data. We have carried out the reliability test for the dependent variables to find the reliability of the scales.
y y y
Brand Preference. Brand Recall. Brand Purchase Intention.
Brand Preference The reliability of the scale measuring the variable came out to be 0.857. It is said that if the Cronbach Alpha Value is >0.6 then the research conducted has a significantly Reliable data. So in this case we can conclude that the scale for measuring the Brand Preference is highly reliable.
Case Processing Summary N %
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Cases Valid Excludeda Total 40 0 40 100.0 .0 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's Alpha Based on Cronbach's Alpha .857 Standardized Items .858 N of Items 4
Brand Recall The reliability of the scale measuring the variable came out to be 0.432. It is said that if the Cronbach Alpha Value is >0.6 then the research conducted has a significantly Reliable data. So in this case we can conclude that the scale for measuring the Brand Recall is about moderately reliable.
Brand Purchase Intention

The reliability of the scale measuring the variable came out to be 0.491. It is said that if the Cronbach Alpha Value is > 0.6 then the research conducted has a significantly Reliable data. So in this case we can conclude that the scale for measuring the Brand Recall is about moderately reliable.
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ANALYSIS AND RESULTS

As our objective is to understand the relationship between self concept and advertising effectiveness which in turn is related to three attributes viz. brand preference, brand recall and purchase intention. For this as mentioned in our methodology we prepared a questionnaire with each attribute having four variables as sub -components. To find the relationship we have done three multiple regression analysi s one for testing each of the hypothesis as stated in the methodology. This required us to have a dependent and multiple independent variables.
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Before grouping the four sub-components of each attribute by averaging; so as to find the value of our dependent variable; we had run a correlation between the sub -components of each attribute. Once we were done with identifying the values of our dependent variables (Y i) viz. Brand preference (Y1), Brand recall (Y 2) and purchase intention (Y 3), respectively for the three above mentioned hypothesis we went ahead and did regression analysis. For the purpose of doing the regression analysis our independent variables (X i) are: Self Concept 1 Sporty (X1) Self Concept 2 Self Concept 3 Self Concept 4 Traditional (X 2) Formal/Executive (X3) Fashion Conscious (X 4)
Self Concept 5 Casual (X5)
Multiple Regressions between Brand Preference and the 5 Self Concepts :

So our equation for this multiple regression is: Y1 = B0 + B1X1 + B2X2 + B3X3 + B4X4 + B5X5 For the table labeled Descriptive Statistics we may note that as expected, the analysis is based on a sample of size N (N=170). Along with this we can also find the Mean and Standard Deviation he various variables in the Descriptive Statistics Table. Descriptive Statistics Mean Brand_Preference Sporty Traditional Executive_Formal 4.0794 3.5647 2.8824 3.4941 Std. Deviation .75095 1.16097 1.14004 1.10001 N 170 170 170 170
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Fashion_Conscious Casual 3.6647 4.3059 1.07662 .91695 170 170
From the table labeled Correlations, we note that the correlations between the Dependent Variable viz. Brand Preference and the five Independent Variables viz. Sporty, Traditional, Executive/Formal, Fashion Conscious and Casual, are 0.221, -0.017, 0.076, 0.388, 0.514, respectively. Also as, p is less than 0.05, it indicates that the relationship between the dependent variable and the Independent variables viz., Sporty, Fashion conscious and Casual Independent Variables are statistically significant. Thus, we may conclude that the other two independent variables don t relate strongly to the dependent variable.
Correlations
Brand_Preference Sporty Pearson Correlation Brand_Preference Sporty Traditional Executive_Formal 1.000 .221 -.017 .076 .221 1.000 -.321 -.034 .337 .126 .002 . .000 .328 .000 .051 170 Traditional -.017 -.321 1.000 .174 -.206 -.028 .415 .000 . .012 .004 .360 170 Executive_Formal .076 -.034 .174 1.000 .231 .131 .163 .328 .012 . .001 .044 170 Fashion_Conscious Casual .388 .337 -.206 .231 1.000 .344 .000 .000 .004 .001 . .000 170 .514 .126 -.028 .131 .344 1.000 .000 .051 .360 .044 .000 . 170
Fashion_Conscious .388 Casual Sig. (1tailed) Brand_Preference Sporty Traditional Executive_Formal .514 . .002 .415 .163
Fashion_Conscious .000 Casual N Brand_Preference .000 170
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Sporty Traditional Executive_Formal 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170 170
Fashion_Conscious 170 Casual 170
We may also conclude from this table that the independent variables are not uncorrelated because there are significant values of Pearson Correlation between the independent variables as per the Correlations Table. We can also see that the highest correlation between the independent variables fashion conscious and casual self concept i.e.0.344, but highest Correlation is between the independent variable Casual Self Concept and dependent variable Brand Preference i.e.0.514. Thus we can suggest that even if there exists a problem of multi co-linearity it is very minor. According to the Model Summary R = 0.575 and R 2 =0.331; thus the five self concept variables collectively account for 33.1% of Brand Preference Variance. While the sample R 2 value is 0.331, we may note that the Adjusted R 2 value is 0.310. The small amount of shrinkage from sample to Adjusted R 2 is due to the fact that the ratio of the subjects to the independent variables exceeds 10:1. In our case this ratio is 170:5 (34:1). Model Summary
Std. Error of the Adjusted R Square Estimate .310 .62362
Model 1
R .575
a
R Square .331
a. Predictors: (Constant), Casual, Traditional, Executive_Formal, Sporty, Fashion_Conscious
As per the ANOVA table, the overall regression model with all independent variables included is statistically significant (F (5,164) = 16.212, p < 0.05). The degrees of freedom of 5 and 164 represent the number of independent variables in the equation and the sample size minus the number of independent variables minus, respectively. (N -P-1=170-5-1=164). The
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value of Sig. is 0.000 this clearly states that the variation that the model is predicting is not by chance. On the basis of this we can reject H2a or Null hypothesis is rejected, our model shows that Self concept affects Brand Preference and the model in this case can predict the variance in Brand Preference due to variance in Self concept 33.1% times. ( R square value in the model summary table). ANOVAb
Model 1 Regression Residual Sum of Squares 31.524 Df 5 Mean Square 6.305 F 16.212 Sig. .000
a
63.779
164
.389
Total
95.303
169
b. Dependent Variable: Brand_Preference
From the table labeled Coefficients, we find that the multiple regression equation for predicting brand preference from the 5 self concepts variables is as follows: Y1 = 1.651 + 0.075 X 1 + 0.058 X 2 0.030 X 3 + 0.160 X 4 +0.351 X 5 Where, Y1 = Estimated Brand Preference X1 = Sporty Self Concept X2= Traditional Self Concept X3 = Executive/Formal Self Concept X4 = Fashion Conscious Self Concept X5= Casual Self Concept We may interpret B1 = 0.075 as follows: For a specified value of Tr aditional (X 2), Executive/Formal (X3), Fashion Conscious (X 4) and Casual (X 5) Self Concepts, each unit increase in Sporty Self Concept (X 1) is associated with an average increase of 0.075 Brand
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Preference. In this sense B1 represents the net effect of X 1 on Y1 when X2, X3, X4 and X5 are constant. Similarly we may interpret B2, B3, B4 and B5.
Coefficients
Unstandardized Coefficients Standardized Coefficients
Correlations
Collinearity Statistics
Model
Std. Error
Beta
Sig. Zero-order Partial Part Tolerance
VIF
1 (Constant)
1.651
.334
4.948 .000
Sporty
.075
.046
.117
1.651 .101 .221
.128
.105 .817
1.225
Traditional
.058
.046
.088
1.261 .209 -.017
.098
.081 .846
1.181
Executive_Formal -.030
.046
-.044
-.657 .512 .076
-.051 -.042 .890
1.124
Fashion_Conscious .160
.052
.229
3.071 .002 .388
.233
.196 .732
1.366
Casual
.351
.056
.429
6.290 .000 .514
.441
.402 .877
1.140
a. Dependent Variable: Brand_Preference
Coefficientsa Unstandardized Standardized Coefficients Coefficients Correlations ZeroModel 1 (Constant) Zscore(Sporty) Zscore(Traditional) B Std. Error Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
4.079 .048 .088 .066 .053 .052 .117 .088
85.291 .000 1.651 .101 .221 .128 1.261 .209 -.017 .098 .105 .817 .081 .846 1.225 1.181
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Zscore(Executive_Formal) -.033 .051 -.044 -.657 .512 .076 -.051 .042 Zscore(Fashion_Conscious) .172 Zscore(Casual) .322 .056 .051 .229 .429 3.071 .002 .388 .233 6.290 .000 .514 .441 .196 .732 .402 .877 1.366 1.140 .890 1.124
As we know that the relative values of the B coefficients are a function of the relative values of the standard deviations of X 1, X2, X3, X4, and X 5. Accordingly, the B coefficients are not a pure measure of the relative importance of the variables in an equation and cannot be used as such. To assess the relative importance of variables in an equation, weights are usually more useful because they are based on the standardized values, with each variable having an equal standard deviation of 1. From the Second coefficients table, we may see the standardized from of coefficients. The value for the Standardized as seen from the Z
score based table and the standardized value from the previous value can seen to be the same. This is due to the fact that same rating scale was used throughout in the sur vey. The new regression equation without the Y intercept is Y1 = 0.117 X 1 + 0.088 X 2 0.044 X 3 + 0.229 X 4 +0.429 X 5 However for the analysis part we would still consider the table obtained un -standardized values. To test the partial regression coefficients for the statistical significance the T ratio is checked. This T ratio tests whether the B coefficients differ from 0. With 5 independent variables in the equation the T test has 1 70-5-1 degree of freedom. If B coefficient differ significantly from 0, the variable associated with the B contributes significantly to the prediction over and above the contribution of the other variables. We can see that the T ratio for B1 from the table of Coefficients is 1.651 and is statistically not significant (as p > 0.05) or in other words B1 is not equal to 0. Thus we conclude that Sporty Self Concept is statistically not significant predictor of the variable Brand Preference. Similarly, by analyzing the other T ratios we can conclude that Fashion Conscious Self Concept and Casual Self Concept contribute significantly to th e variable Brand Preference.
Page | 26

However as the p value for Executive Formal Self Concept and Traditional Self Concept is more than 0.05, therefore both these variables are not significantly predicting our dependent variable Brand Preference.
Collinearity Diagnosticsa Eigen Condition Model Dimension value Index 1 1 2 3 4 5 6 5.644 1.000 .171 .078 .053 .038 .016 5.744 8.532 10.321 12.197 18.766 Variance Proportions (Constant) Sporty Traditional Executive_Formal Fashion_Conscious Casual .00 .00 .00 .00 .03 .96 .00 .12 .24 .43 .01 .19 .00 .41 .19 .00 .20 .19 .34 .01 .05 .00 .01 .00 .03 .59 .03 .29 .64 .00 .00 .00 .00 .15 .44 .41
The collinearity Diagnostics table is used to predict the presence of multi -collinearity. The thumb rule is that if any two IV s have a Variance Proposition in excess of 0.9 corresponding to any row in which Condition Index is in excess of 30 there exists Multi-collinearity. In the present case there are no such indications from the table and we can safely conclude that the multiple-collinearity in this case is very minor if any. When the Collinearity Diagnostics was done on standardized scores the cumulative Condition Index came to 1.813 is under value 0f 2.0 this shows that using the standardized scores will further reduce the issue of Multi-collinearity issue.
Multiple Regressions between Brand Recall and the 5 Self Concepts :

So our equation for this m ultiple regression is: Y2 = B0 + B1X1 + B2X2 + B3X3 + B4X4 + B5X5
Page | 27

For the table labeled Descriptive Statistics we may note that as expected, the analysis is based on a sample of size N (N=170). Along with this we can also find the Mean and Standard Deviation he various variables in the Descriptive Statistics Table.
Descriptive Statistics
Mean Brand_Recall Sporty Traditional Executive_Formal Fashion_Conscious Casual 3.4721 3.5647 2.8824 3.4941 3.6647 4.3059 Std. Deviation .74849 1.16097 1.14004 1.10001 1.07662 .91695 N 170 170 170 170 170 170
From the table labeled Correlations, we note that the correlations between the Dependent Variable viz. Brand Recall and the five Independent Variables viz. Sporty, Traditional, Executive/Formal, Fashion Conscious and Casual, are 0.192, -0.068, 0.162, 0.383, 0.316, respectively. Also as, p is less than 0.05, it indicates that the relationship between the dependent variable and all the Independent variables viz., Sporty, Executive/Formal, Fashion conscious and Casual Independent Variables are statistically significant. Thus, we may conclude that the left one independent variable Traditional does not relate strongly to the dependent variable. Correlations
Brand_Recall Pearson Brand_Recall Correlatio n Sporty 1.000 .192 Sporty .192 1.000 Traditional -.068 -.321 Executive_Formal .162 -.034 Fashion_Conscious .383 .337 Casual .316 .126
Page | 28

Traditional Executive_Formal Fashion_Conscious Casual Sig. (1tailed) Brand_Recall Sporty Traditional Executive_Formal Fashion_Conscious Casual N Brand_Recall Sporty Traditional Executive_Formal Fashion_Conscious Casual -.068 .162 .383 .316 . .006 .189 .017 .000 .000 170 170 170 170 170 170 -.321 -.034 .337 .126 .006 . .000 .328 .000 .051 170 170 170 170 170 170 1.000 .174 -.206 -.028 .189 .000 . .012 .004 .360 170 170 170 170 170 170 .174 1.000 .231 .131 .017 .328 .012 . .001 .044 170 170 170 170 170 170 -.206 .231 1.000 .344 .000 .000 .004 .001 . .000 170 170 170 170 170 170 -.028 .131 .344 1.000 .000 .051 .360 .044 .000 . 170 170 170 170 170 170
We may also conclude from this table that the independent variables are not uncorrelated because there are significant values of Pearson Correlation between the independent variables as per the Correlations Table. We can also see that the highest correlation between the independent variables Fashion Conscious and Casual Self Concept i.e.0.344, but highest Correlation is between the independent variable Fashion Conscious Self Concept and dependent variable Brand Recall i.e.0.383. Th us we can suggest that even if there exists a problem of multi co-linearity it is very minor. According to the Model Summary R = 0.442 and R 2 =0.195; thus the five self concept variables collectively account for 19.5% of Brand Recall Variance. While the sa mple R2 value
Page | 29

is 0.195 we may note that the Adjusted R 2 value is 0.170. The small amount of shrinkage from sample to Adjusted R 2 is due to the fact that the ratio of the subjects to the independent variables exceeds 10:1. In our case this ratio is 170:5 (3 4:1). Model Summary
Model 1
R .442
a
R Square .195
As per the ANOVA table, the overall regression model with all independent variables included is statistically significant (F (5,164) = 7.943, p < 0.05). The degrees of freedom of 5 and 164 represent the number of independent variables in the equation and t he sample size minus the number of independent variables minus, respectively. (N -P-1=170-5-1=164). The value of Sig. is 0.000 this clearly states that the variation that the model is predicting is not by chance. On the basis of this we can reject H1a or Null hypothesis is rejected, our model shows that Self concept affects Brand Recall and the model in this case can predict the variance in Brand Recall due to variance in Self concept 19.5% times. ( R square value in the model summary table).
ANOVAb
a
76.222
164
.465
Total
94.680
169
b. Dependent Variable: Brand_Recall
Page | 30

From the table labeled Coefficients, we find that the multiple regression equation for predicting brand preference from the 5 self concepts variables is as follows: Y2 = 1.695 + 0.051 X 1 + 0.004 X 2 + 0.051 X 3 + 0.188 X 4 +0.166 X 5 Where, Y2 = Estimated Brand Recall X1 = Sporty Self Concept X2= Traditional Self Concept X3 = Executive/Formal Self Concept X4 = Fashion Conscious Self Concept X5= Casual Self Concept We may interpret B1 = 0.051 as follows: For a specified value of Traditional (X 2), Executive/Formal (X3), Fashion Conscious (X 4) and Casual (X 5) Self Concepts, each unit increase in Sporty Self Concept (X 1) is associated with an average increase of 0.051 Brand Recall. In this sense
1
represents the net effect of X 1 on Y2 when X2, X3, X4 and X5 are
constant. Similarly we may interpret B2, B3, B4 and B5.
Coefficientsa Unstandardized Coefficients Standardized Coefficients Correlations ZeroModel 1 (Constant) Sporty Traditional Executive_Formal B 1.695 .051 .004 .051 Std. Error .365 .050 .050 .051 .057 .061 .080 .006 .075 .270 .204 Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
4.648 .000 1.029 .305 .192 .074 .941 -.068 1.014 .312 .162 3.293 .001 .383 2.725 .007 .316 .080 .006 .079 .249 .208 .072 .817 .005 .846 .071 .890 .231 .732 .191 .877 1.225 1.181 1.124 1.366 1.140
Fashion_Conscious .188 Casual .166
Page | 31

Coefficientsa Unstandardized Coefficients Standardized Coefficients Correlations ZeroModel 1 (Constant) Sporty Traditional Executive_Formal B 1.695 .051 .004 .051 Std. Error .365 .050 .050 .051 .057 .061 .080 .006 .075 .270 .204 Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
4.648 .000 1.029 .305 .192 .074 .941 -.068 1.014 .312 .162 3.293 .001 .383 2.725 .007 .316 .080 .006 .079 .249 .208 .072 .817 .005 .846 .071 .890 .231 .732 .191 .877 1.225 1.181 1.124 1.366 1.140
Fashion_Conscious .188 Casual a. .166
Dependent Variable: Brand_Recall
Coefficientsa Unstandardized Coefficients Standardized Coefficients Correlations ZeroModel 1 (Constant) Zscore(Sporty) Zscore(Traditional) Zscore(Executive_Formal) B Std. Error Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
3.472 .052 .060 .004 .056 .058 .057 .056 .061 .056 .080 .006 .075 .270 .204
66.404 .000 1.029 .305 .192 .074 .941 -.068 .080 .006 .079 .249 .208 .072 .817 .005 .846 .071 .890 .231 .732 .191 .877 1.225 1.181 1.124 1.366 1.140
1.014 .312 .162 3.293 .001 .383 2.725 .007 .316
Zscore(Fashion_Conscious) .202 Zscore(Casual) .153
a. Dependent Variable: Brand_Recall
As we know that the relative values of the B coefficients are a function of the relative values of the standard deviations of X 1, X2, X3, X4, and X 5. Accordingly, the B coefficients are not a pure measure of the relative importance of the variables in an equation and cannot be used as such. To assess the relative importance of variables in an equation, weights are usually more useful because they are based on the stand ardized values, with each variable having
Page | 32

an equal standard deviation of 1. From the coefficients table, we can see the standardized from of coefficients. From the Second coefficients table, we may see the standardized from of coefficients. The value for the Standardized as seen from the Z score based
table and the standardized value from the previous value can seen to be the same. This is due to the fact that same rating scale was used throughout in the survey. The new regression equation without th e Y intercept is Y2 = .080X 1 + 0.006 X2 +0.075 X3 + 0.270 X4 +0.240 X5 However for the analysis part we would still consider the table obtained un -standardized values. To test the partial regression coefficients for the statistical significance the T ra tio is checked. This T ratio tests whether the B coefficients differ from 0. With 5 independent variables in the equation the T test has 1 70-5-1 degree of freedom. If a B coefficient differs significantly from 0, the variable associated with the B contributes significantly to the prediction over and above the contribution of the other variables. We can see that the T ratio for B1 from the table of Coefficients is 1.029 and is statistically not significant (as p > 0.05) or in other words B1 is equal to 0. Thus we conclude that Sporty Self Concept is statistically not a significant predictor of the variable Brand Recall. Similarly, by analyzing the other T ratios we can conclude that Traditional and Executive/Formal Self Concepts also do not contribute significantly to the variable Brand Recall. But as the p value for Fashion Conscious and Casual Self Concepts is less than 0.05, therefore both these variables are significantly predicting our dependent variable Brand Recall.
Collinearity Diagnosticsa Condition Model Dimension Eigenvalue Index 1 1 2 5.644 .171 1.000 5.744 Variance Proportions (Constant) Sporty Traditional Executive_Formal Fashion_Conscious Casual .00 .00 .00 .12 .00 .41 .00 .01 .00 .03 .00 .00
Page | 33

3 4 5 6 .078 .053 .038 .016 8.532 10.321 12.197 18.766 .00 .00 .03 .96 .24 .43 .01 .19 .19 .00 .20 .19 .59 .34 .01 .05 .03 .29 .64 .00 .00 .15 .44 .41
a. Dependent Variable: Brand_Recall
The collinearity Diagnostics table is used to predict the presence of multi -collinearity. The thumb rule is that if any two IV s have a Variance Proposition in excess of 0.9 corresponding to any row in which Condition In dex is in excess of 30 there exists Multi -collinearity. In the present case there are no such indications from the table and we can safely conclude that the multiple-collinearity in this case is very minor if any . When the Collinearity Diagnostics was done on standardized scores the cumulative Condition Index came to 1.813 is under value 0f 2.0 this shows that using the standardized scores will further reduce the issue of Multi-collinearity issue.
Multiple Regressions between Purchase Intention and the 5 Self Concepts:

So our equation for this multiple regression is: Y3 = B0 + B1X1 + B2X2 + B3X3 + B4X4 + B5X5 For the table labeled Descriptive Statistics we may note that as expected, the analysis is based on a sample of size N (N=170). Along with this we can also find the Mean and Standard Deviation he various variables in the Descriptive Statistics Table. Descriptive Statistics
Mean Purchase_Intention Sporty Traditional Executive_Formal 3.6309 3.5647 2.8824 3.4941 Std. Deviation .66127 1.16097 1.14004 1.10001 N 170 170 170 170
Page | 34

Fashion_Conscious Casual 3.6647 4.3059 1.07662 .91695 170 170
From the table labeled Correlations, we note that the correlations between the Dependent Variable viz. Purchase Intention and the five Independent Variables viz. Sporty, Traditional, Executive/Formal, Fashion Conscious and Casual, are 0.179, -0.125, 0.173, 0.316, 0.375, respectively. Also as, p is less than 0.05, it indicates that the relationship between the dependent variable and the Independent variables viz., Sporty, Executive/Formal, Fashion conscious and Casual Independent Variables are statistically significant. Thus, we may conclude that the left, one independent variable does not relate strongly to the dependent variable. Correlations
Purchase_Inte ntion Sporty Pearson Correlation Purchase_Intention
Traditional
Executive_Formal Fashion_Conscious
Casual
1.000
.179
-.125
.173
.316
.375
Sporty Traditional Executive_Formal Fashion_Conscious Casual Sig. (1-tailed) Purchase_Intention
.179 -.125 .173 .316 .375 . .010 .053 .012 .000
1.000 -.321 -.034 .337 .126 .010 . .000 .328 .000
-.321 1.000 .174 -.206 -.028 .053 .000 . .012 .004
-.034 .174 1.000 .231 .131 .012 .328 .012 . .001
.337 -.206 .231 1.000 .344 .000 .000 .004 .001 .
.126 -.028 .131 .344 1.000 .000 .051 .360 .044 .000
Sporty Traditional Executive_Formal Fashion_Conscious
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Casual N Purchase_Intention .000 170 170 170 170 170 170 .051 170 170 170 170 170 170 .360 170 170 170 170 170 170 .044 170 170 170 170 170 170 .000 170 170 170 170 170 170 . 170 170 170 170 170 170
Sporty Traditional Executive_Formal Fashion_Conscious Casual
We may also conclude from this table that the independent variables are not uncorrelated because there are significant values of Pearson Correlation between the independent variables as per the Correlations Table. We can also see that the highest correlation between the independent variables Fashion Conscious and Casual Self Concept i.e.0.344, but highest Correlation is between the independent variable Casual Self Concept and dependent variable Purchase Intention i.e., 0.375. Thus we can suggest that even if there exists a problem of multi co -linearity it is very minor. According to the Model Summary R = 0.448 and R 2 =0.201; thus the five self concept variables collectively account for 20.1% of Purchase Intention Variance. While the sample R 2 value is 0.201, we may note that the Adjusted R 2 value is 0.177. The small amount of shrinkage from sample to Adjusted R 2 is due to the fact that the ratio of the subjects to the independent variables exceeds 10:1. In our case this ratio is 170:5 (34:1). Model Summary
Model 1
R .448
a
R Square .201
Page | 36

As per the ANOVA table, the overall regression model with all independent variables included is statistically significant (F (5,164) = 8.255, p < 0.05). The degrees of freedom of 5 and 164 represent the number of independent variables in the equation and t he sample size minus the number of independent variables minus, respectively. (N -P-1=170-5-1=164). The value of Sig. is 0.000 this clearly states that the variation that the model is predicting is not by chance. On the basis of this we can reject H3a or Null hypothesis is rejected, our model shows that Self concept affects Brand Purchase Intention and the model in this case can predict the variance in Brand Purchase Intention due to variance in Self concept 17.7% times. ( R square value in the model summary table).
ANOVAb
a
59.042
164
.360
Total
73.900
169
b. Dependent Variable: Purchase_Intention
From the table labeled Coefficients, we find that the multiple regression equation for predicting brand preference from the 5 self concepts variables is as follows: Y3 = 2.132 + 0.039 X 1 - 0.049 X 2 0.071 X 3 + 0.089 X 4 +0.216 X 5 Where, Y3 = Estimated Purchase Intention X1 = Sporty Self Concept X2= Traditional Self Concept X3 = Executive/Formal Self Concept
Page | 37

X4 = Fashion Conscious Self Concept X5= Casual Self Concept We may interpret B1 = 0.039 as follows: For a specified value of Traditional (X 2), Executive/Formal (X3), Fashion Conscious (X 4) and Casual (X 5) Self Concepts, each unit increase in Sporty Self Concept (X 1) is associated with an average increase of 0.039 Purchase Intention. In this sense 1 represents the net effect of X 1 on Y3 when X2, X3, X4 and X 5 are constant. Similarly we may interpret B2, B3, B4 and B5.
Coefficients
Unstandardized Coefficients
Standardized Coefficients Correlations Zero-
Collinearity Statistics
Model 1 (Constant) Sporty Traditional Executive_Formal
B 2.132 .039 -.049 .071
Std. Error .321 .044 .044 .044 .050 .054
Beta
Sig. order
Partial Part Tolerance VIF
6.640 .000 .069 -.085 .118 .145 .299 .895 .372 .179 .070 .063 .817 1.225 1.181 1.124 1.366 1.140
-1.119 .265 -.125 1.589 .114 .173 1.773 .078 .316 4.011 .000 .375
-.087 -.078 .846 .123 .137 .299 .111 .890 .124 .732 .280 .877
Fashion_Conscious .089 Casual .216
Page | 38
Coefficientsa Unstandardized Coefficients Standardized Coefficients Correlations ZeroModel 1 (Constant) Sporty Traditional Executive_Formal B 2.132 .039 -.049 .071 Std. Error .321 .044 .044 .044 .050 .054 .069 -.085 .118 .145 .299 Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
6.640 .000 .895 .372 .179 .070 .063 .817 1.225 1.181 1.124 1.366 1.140
-1.119 .265 -.125 1.589 .114 .173 1.773 .078 .316 4.011 .000 .375
-.087 -.078 .846 .123 .137 .299 .111 .890 .124 .732 .280 .877
Fashion_Conscious .089 Casual a. .216
Dependent Variable: Purchase_Intention
Coefficientsa Unstandardized Standardized Coefficients Coefficients Correlations ZeroModel 1 (Constant) Zscore(Sporty) Zscore(Traditional) B Std. Error Beta t Sig. order Partial Part Tolerance VIF Collinearity Statistics
3.631 .046 .046 .051 -.056 .050 .069 -.085
78.900 .000 .895 .372 .179 .070 .063 .817 .846 1.225 1.181
-1.119 .265 -.125 -.087 .078
Zscore(Executive_Formal)
.078 .049
.118 .145 .299
1.589 .114 .173 .123 1.773 .078 .316 .137 4.011 .000 .375 .299
.111 .890 .124 .732 .280 .877
1.124 1.366 1.140
Zscore(Fashion_Conscious) .096 .054 Zscore(Casual) .198 .049
a. Dependent Variable: Purchase_Intention
Page | 39
As we know that the relative values of the B coefficients are a function of the relative values of the standard deviations of X 1, X2, X3, X4, and X 5. Accordingly, the B coefficients are not a pure measure of the relative importance of the variables in an equation and cannot be used as such. To assess the relative importance of variables in an equation, weights are usually more useful because they are based on the standardized values, with each variable having an equal standard deviation of 1. From the coefficients table, we can see the standardized from of from of coefficients. . From the Second coefficients table, we may see the standardized coefficients. The value for the Standardized as seen from the Z score based
table and the standardized value from the previous value can seen to be the same. This is due to the fact that same rating scale was used throughout in the survey. The new regression equation without the Y intercept is Y3 = .069X 1 -0.085 X2 +0.118 X3 + 0.145 X4 +0.299 X5 To test the partial regression coefficients for the statistical significance the T ratio is checked. This T ratio tests whether the B coefficients differ from 0. With 5 independent variables in the equation the T test has 1 70-5-1 degree of freedom. If a B coefficient differs significantly from 0, the variable associated with the B contributes significantly to the prediction over and above the contribution of the other variables. We can see that the T ratio for B1 from the table of Coefficients is 0.895 and is statistically not significant (as p > 0.05) or in other words B1 is equal to 0. Thus we conclude that Sporty Self Concept is statistically not a significant predictor of the variable Purchase Intention. Similarly, by analyzing the other T ratios we can conclude that Traditional, Executive/Formal and Fashion Conscious Self Concept also do not contribute significantly to the variable Purchase Intention. But as the p value for Casual Self Concept is less than 0.05, therefore this variable is significantly predicting our dependent variable Purchase Intention .
Page | 40
Collinearity Diagnostics
Condition Model Dimension Eigenvalue Index 1 1 2 3 4 5 6 5.644 .171 .078 .053 .038 .016 1.000 5.744 8.532 10.321 12.197 18.766
Variance Proportions (Constant) Sporty Traditional Executive_Formal Fashion_Conscious Casual .00 .00 .00 .00 .03 .96 .00 .12 .24 .43 .01 .19 .00 .41 .19 .00 .20 .19 .00 .01 .59 .34 .01 .05 .00 .03 .03 .29 .64 .00 .00 .00 .00 .15 .44 .41
a. Dependent Variable: Purchase_Intention
The collinearity Diagnostics table is used to predict the presence of multi -collinearity. The thumb rule is that if any two IV s have a Variance Proposition in excess of 0.9 corresponding to any row in which Condition Index is in excess of 30 there exists Multi -collinearity. In the present case there are no such indications from the table and we can safely conclude that the multiple-collinearity in this case is very minor if any . When the Collinearity Diagno stics was done on standardized scores the cumulative Condition Index came to 1.813 is under value 0f 2.0 this shows that using the standardized scores will further reduce the issue of Multi-collinearity issue.
Page | 41
CONCLUSION
Self concept, brand memory, brand purchase intention and brand preference were the three variables used with self concept working as the independent variable and the remaining three as the dependant. Our analysis report mentions that based on the values of the R square value in the Model Summary table and the significance value in Anova table we accept the alternative hypothesis. Brand Recall: H1b: Self concept does affect the Brand Recall Accepted. Our model shows that Self concept affects Brand Recall a nd the model in this case can predict the variance in Brand Recall due to variance in Self concept 19.5% times. Similarly, by analyzing the other T ratios we can conclude that Fashion Conscious Self Concept and Casual Self Concept contribute significantly to the variable Brand Recall. Brand Preference: H2b: Self concept does affect the Brand Preference Accepted. Our model shows that Self concept affects Brand Preference and the model in this case can predict the variance in Brand Preference due to variance in Self concept 33.1% times. Similarly, by analyzing the other T ratios we can conclude that Fashion Conscious Self Concept and Casual Self Concept contribute significantly to the variable Brand Preference. Purchase Intention: H3b: Self concept does affect the Purchase Intention Accepted. Our model shows that Self concept affects Brand Purchase Intention and the model in this case can predict the variance in Brand Purchase Intention due to variance in Self concept 17.7% times.
Page | 42

Similarly, by analyzing the other T ratios we can conclude that Casual Self Concept contribute significantly to th e variable Brand Purchase intention .
When a consumer see s the advertisement of his brand, he immediately tries to fit in his perception of himself with the image that the brand is portraying. If the image fits, then he goes ahead to purchase the brand. Thus we can effectively say that if a marketer bases his advertisements on the parameters mentioned above and appeals to the self concept of the consumer then he can effectively market his brand.
Page | 43

LIMITATIONS
Sample size is a major risk when interpreting research results. In our case, there were only 150 surveys administered to students, meaning the sample is not statistically representative of the student population
Most of our respondents were between the ages of 18 -24. This sample may not represent the entire population of the students. To alter this risk, most researchers increase their sample size. We were under time constraints, as well as limited resources to comply with this type of change.
Non response error was also a problem when interpreting our results. Some respondents chose not to answer some of our survey questions.
Social desirability bias is another factor influencing response error . Students seek to gain desire or prestige by falsely answering questions.
Page | 44
BIBLIOGRAPHY
y
International Education Journal, 2007, 8(2), 470-484. ISSN 1443-1475 2007 Shannon Research Press. http://iej.com.au 470 A Rasch analysis of the Academic Self-Concept Questionnaire European Journal of Marketing 32,11/12 11 10 The self-concept and image congruence hypothesis. An empirical evaluation in the motor vehicle market. Adam P. Heath ASB Bank, Auckland, New Zealand and Don Scott Southern Cross University, Lismore, NSW, Australia Psychology & Marketing Vol. 12(1): 53-77 (January 1995) 1995 John Wiley & Sons, Inc. CCC 0742-6046/95/010053-25 William .O. Bearden and Richard .G. Netemeyer (1999), Hand Book of Marketing Scales, SAGE Publications India Private Limited, New Delhi http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=Article&F ilename=/published/emeraldfulltextarticle/pdf/0070321109.pdf http://leeds2.emeraldinsight.com/Insight/ViewContentServlet;jsessionid=A500F46D1 C6DD34F626EF8AF54EE3DFD?contentType=Article&Filename=Published/Emeral dFullTextArticle/Articles/0770130301.html
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ANNEXURE QUETIONNAIRE
Age: Self concept: Rate yourself on the below mentioned characteristics
Strongly Disagree 1 1 1 1 1 Disagree Neutral 2 2 2 2 2 3 3 3 3 3 Agree 4 4 4 4 4 Strongly Agree 5 5 5 5 5
Sex:
Sporty Traditional Executive/Formal Fashion Conscious Comfortable
Brand Preference: Kindly answer the following questions with regard to the above mentioned brand
Strongly Disagree 1 1 1 1 Disagree Neutral 2 2 2 2 3 3 3 3 Agree 4 4 4 4 Strongly Agree 5 5 5 5
I will recommend the brand to my peer group It gives me value for money The brand corresponds to high quality The brand has a lot of beneficial characteristics
Brand Recall: Kindly answer the following questions with regard to the above mentioned brand
Strongly Disagree 1 Disagree Neutral 2 3 Agree 4 Strongly Agree 5
In the super market when I browse through the product I recollect their adds
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I don t think there is any difference between different brands I can easily recognize the logo of my favorite brand I can easily recall the brand ambassador for my favorite brand 1 2 3 4 5
1 1
2 2
3 3
4 4
5 5
Purchase Intention: Kindly answer the following questions with regard to the above mentioned brand
Strongly Disagree 1 1 Disagree Neutral 2 2 3 3 Agree 4 4 Strongly Agree 5 5
I would purchase the brand I would turn down the offer of other similar brands if comes to me When I see a new brand I pick it up just see what it is like In the future there is certainty or chance of your returning for the above brand
1 1
2 2
3 3
4 4
5 5
Page | 47
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2010

SELF CONCEPT S AFFECT ON ADVERTISEMENT EFFECTIVENESS

GROUP 7 MBA,RGIPT 4/21/2010

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

7. Research Methodology y y Research Design Sample Design

13-16 13 14 16 16 -18 19 19-26 26-32 32-39 40 42 43

10. Conclusions 11. Limitations 12. Bibliography

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

brand recall, brand preference and

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

 To determine whether or not advertising effectiveness is influenced by viewers self

 To study the effect of Self concept on

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Brand Perception (Brand Attitude)

Traditional Sporty Formal Casual

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

STAGES IN SELECTING A SAMPLE

Target Population age group 18 to 35, College students

Select a sampling frame

Plan Procedure for selecting sampling units, e-QUESTIONNAIR

Determine sample size, n= 170

Select actual sampling units

Measuring the Variables

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Brand Preference. Brand Recall. Brand Purchase Intention.

Case Processing Summary N %

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

a. Listwise deletion based on all variables in the procedure.

Brand Purchase Intention

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

ANALYSIS AND RESULTS

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Self Concept 5 Casual (X5)

Multiple Regressions between Brand Preference and the 5 Self Concepts :

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Fashion_Conscious .000 Casual N Brand_Preference .000 170

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Fashion_Conscious 170 Casual 170

a. Predictors: (Constant), Casual, Traditional, Executive_Formal, Sporty, Fashion_Conscious

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

a. Predictors: (Constant), Casual, Traditional, Executive_Formal, Sporty, Fashion_Conscious

b. Dependent Variable: Brand_Preference

SELF CONCEPT S AFFECT ON ADVERTISEMENT 2010 EFFECTIVENESS

Unstandardized Coefficients Standardized Coefficients

Sig. Zero-order Partial Part Tolerance

1.651 .101 .221

1.261 .209 -.017

-.657 .512 .076

-.051 -.042 .890

3.071 .002 .388

6.290 .000 .514

To determine whether or not advertising effectiveness is influenced by viewers self

To study the effect of Self concept on