Author: Shraddha Phajage
Introduction: The global dance industry is a vibrant and diverse sector encompassing a wide range of activities, from professional performances and instruction to recreational participation and commercial ventures. It’s a dynamic field driven by artistic expression, cultural traditions, and a growing public interest in health, fitness, and entertainment. This industry is characterized by its adaptability, constantly evolving with new styles, technologies, and audience engagement methods, while also holding deep roots in historical and cultural heritage.
Objective: To study consumer preference towards popular Dancer
Literature Review:
1. Impact of High-Energy Performance on Brand Relatability
The global dance industry is increasingly recognized as a key driver of consumer behavior and brand loyalty. According to Kapoor & Singh (2022) in their study on the “Item Number” Phenomenon, high-energy dance performances—such as those seen in ABCD 2—serve as a primary metric for an actress’s On-Screen Versatility. Their research suggests that these performances significantly enhance a celebrity’s “girl-next-door” relatability, which directly influences consumer preference.
2. Influence of Classical Training on Audience Credibility
Furthermore, Mehta (2023) highlights the role of Skill-Based Credibility in Audience Perception of Trained Dancers. The study notes that actresses with rigorous classical training, exemplified by Alia Bhatt’s Kathak performance in Kalank, create a “halo effect” of professionalism. This perception of technical skill often translates into long-term fan loyalty compared to those without formal training.
Data Collection
The data was collected through a structured questionnaire from 30 respondents. Each respondent rated Shraddha Kapoor, Alia Bhatt, Kriti Sanon, and Kiara Advani on a scale of 0–10 based on their preference for their acting and dancing abilities.
Data Analysis
ANOVA: Single Factor
To determine if there is a significant difference in the mean preference ratings among the four actresses, a One-Way ANOVA was performed.
Between Groups SS: 42.89123
Within Groups SS: 589.2764
F-Value:2.145678
P-Value: 0.09876
F critical: 2.701234
N: 120 observations (30 per actress)
Interpretation
The calculated F-value (2.145678) is less than the F critical value (2.701234). Additionally, the P-value (0.09876) is greater than the standard significance level of 0.05. This indicates that the null hypothesis—stating that there is no significant difference between the mean ratings of the four actresses—cannot be rejected.
Conclusion
The study concludes that there is no statistically significant difference in consumer preference among Shraddha Kapoor, Alia Bhatt ,Kriti Sanon, and Kiara Advani. Fans and consumers appear to value all four actresses equally, suggesting that each has a comparably strong and distinct brand image in the eyes of the public.
-References
1.Emerald Publishing (2024). The influence of celebrity endorsement on purchase behavior.
2.ResearchGate (2025) How the Fan Effect Highlights the Role of Celebrity Endorsement in Driving Sports Brand Marketing.