Title: “Consumer Preference Towards Popular Indian cricketers.”
Author: Ria Suresh Chaurasiya
Introduction:
Cricket is one of the most popular sports in India and holds a special place in the hearts of millions of people. Over the years, Indian cricketers have gained immense fame and recognition due to their outstanding performances and achievements. With the rise of media, social platforms, and international tournaments, the popularity of cricketers has increased significantly. Fans often develop strong preferences for their favourite players based on their skills, personality, and consistency. This growing admiration makes cricketers not just sports personalities but also role models for many individuals. Therefore, understanding consumer preference towards popular Indian cricketers has become an interesting area of study.
Objective: To study consumer preference towards popular Indian cricketers.
Literature Review:
1.A study by De Araujo et al. (2024) examined how sports influencers affect consumer behaviour and preferences. The research by De Araujo et al. (2024) found that the characteristics of sports personalities, such as their attractiveness, credibility, and popularity, significantly influence consumer choices. It also highlighted that people tend to imitate the preferences and behaviours of their favourite sports figures, especially through social media platforms. This phenomenon, known as consumer mimicry, shows that individuals often develop preferences based on the influence of well-known athletes.
2. Babu and Vineeth (2018) conducted a study on consumer perception towards celebrity endorsements by sportspersons in India. The study by Babu and Vineeth (2018) found that factors such as trustworthiness, attractiveness, and expertise of sports celebrities significantly influence consumer preferences and attitudes. It also concluded that people tend to develop a favourable perception towards personalities they admire, which directly affects their choices and preferences.
Data Collection:
The data for cricketers like Sachin Tendulkar, MS Dhoni, Virat Kolhi and Rohit Sharma was collected through a structured questionnaire from 25 respondents. The respondents were asked to rate the Indian cricketers on a scale of 0–10 based on their preference. The ratings given by respondents were compiled in Microsoft Excel. The ratings ofSachin Tendulkar, MS Dhoni, Virat Kolhi and Rohit Sharma were taken as four different groups and ANOVA: Single Factor method was applied to analyse the differences among the Indian popular cricketers.
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Data Analysis: |
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Anova: Single Factor |
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SUMMARY |
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Groups |
Count |
Sum |
Average |
Variance |
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Sachin Tendulkar |
24 |
193 |
8.04167 |
6.12862 |
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Ms Dhoni |
24 |
161 |
6.70833 |
7.1721 |
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Virat Kolhi |
24 |
182 |
7.58333 |
6.94928 |
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Rohit Sharma |
24 |
200 |
8.33333 |
4.84058 |
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ANOVA |
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Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
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Between Groups |
36.25 |
3 |
12.0833 |
1.92635 |
0.13078 |
2.70359 |
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Within Groups |
577.083 |
92 |
6.27264 |
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Total |
613.333 |
95 |
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The one-way ANOVA results suggest that there is no statistically significant difference among the mean values of the four groups—Sachin Tendulkar, MS Dhoni, Virat Kohli, and Rohit Sharma. The group means are relatively close: Rohit Sharma has the highest mean (8.33), followed by Sachin Tendulkar (8.04), Virat Kohli (7.58), and MS Dhoni (6.71), with variances ranging from 4.84 to 7.17, indicating moderate dispersion within each group. The between-group variability (SS = 36.25, df = 3, MS = 12.08) is only slightly larger than the within-group variability (SS = 577.08, df = 92, MS = 6.27), leading to an F-statistic of 1.93. Since this F-value is less than the critical value of 2.70 and the p-value (0.1308) is greater than the 0.05 significance level, the null hypothesis of equal means cannot be rejected. This indicates that any observed differences in group means are likely due to random variation rather than statistically significant effects.
Conclusion:
People like Sachin Tendulkar, MS Dhoni, Virat kolhi and Rohit Sharma equally as there is no significant difference in their preference ratings.
References:
1.Babu, M. N., & Vineeth, V. (2018). Consumer perception towards celebrity endorsement in FMCG products: A study with special reference to endorsements by sportspersons. Research Review Journals, 6(2), 45–52.
2. de Araujo, C. M., de Almeida, S. O., & Coelho, P. S. (2024). The influence of sports influencers on consumer behaviour: The role of credibility, attractiveness, and consumer mimicry. Cogent Business & Management, 11(1), 2432539.