Page 37 - IILMGSM Journal_Management Perspective
P. 37
-way ANOVA is a single-factor, fixed-effects looking at how much the observation within each
model to compare the effects of one factor (Malhotra, group varies as well as how much the group means
2007). This means that One-way ANOVA is used to varies.
determine the variability of the sample values by
Table 5: ANOVA Test
Between groups Sum of Square Df Mean Square F Sig
Within groups 30.000 2 15.000 8.812 .006
Total 22.000 12 1.8333
52.000 14
Impact of all branding variables significantly differed Most effective element of advertising in
among the five groups, F (2, 12) = 8.18, p< .01. remembrance while purchase of a FMCG product;
Advertisements have most impact on branding of the Table 6 showcases the mean scores of the parameters
products. which contribute to the strong memory of the product
in the mind of the consumer.
Table 6: Element of advertising (Mean)
Brand Logo Theme of Add Advertisement Celebrity Body Copy
Punch line
N 208 208 208 208 208
Mean
2.97 2.62 2.88 2.64 2.30
Interpretation- From the above table it is clear that Testing of Hypothesis:
out of brand logo, theme of ad, punch line, celebrity
and body copy in an advertisement, the element Hypothesis is set in order to study the relationship
which has most effect on remembrance while between the demographic characteristics of
purchasing a food & beverage product is the brand respondents with various type of advertisement
logo, whose mean accounts to 2.97, followed by the medium and their impact on its brand.
punch line of the advertisement and celebrity or the
endorser shown in the advertisement. H : Advertisement does not affect choice of Brand
0
while purchase
H : Advertisement affects choice of brand while
1
purchase.
(36)
model to compare the effects of one factor (Malhotra, group varies as well as how much the group means
2007). This means that One-way ANOVA is used to varies.
determine the variability of the sample values by
Table 5: ANOVA Test
Between groups Sum of Square Df Mean Square F Sig
Within groups 30.000 2 15.000 8.812 .006
Total 22.000 12 1.8333
52.000 14
Impact of all branding variables significantly differed Most effective element of advertising in
among the five groups, F (2, 12) = 8.18, p< .01. remembrance while purchase of a FMCG product;
Advertisements have most impact on branding of the Table 6 showcases the mean scores of the parameters
products. which contribute to the strong memory of the product
in the mind of the consumer.
Table 6: Element of advertising (Mean)
Brand Logo Theme of Add Advertisement Celebrity Body Copy
Punch line
N 208 208 208 208 208
Mean
2.97 2.62 2.88 2.64 2.30
Interpretation- From the above table it is clear that Testing of Hypothesis:
out of brand logo, theme of ad, punch line, celebrity
and body copy in an advertisement, the element Hypothesis is set in order to study the relationship
which has most effect on remembrance while between the demographic characteristics of
purchasing a food & beverage product is the brand respondents with various type of advertisement
logo, whose mean accounts to 2.97, followed by the medium and their impact on its brand.
punch line of the advertisement and celebrity or the
endorser shown in the advertisement. H : Advertisement does not affect choice of Brand
0
while purchase
H : Advertisement affects choice of brand while
1
purchase.
(36)
