{"id":25290,"date":"2026-03-28T23:10:11","date_gmt":"2026-03-28T17:40:11","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=25290"},"modified":"2026-03-28T23:10:11","modified_gmt":"2026-03-28T17:40:11","slug":"consumer-preference-towards-popular-indian-cricketers","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=25290","title":{"rendered":"Consumer preference towards popular Indian Cricketers"},"content":{"rendered":"

Title: \u201cConsumer Preference Towards Popular Indian cricketers.\u201d<\/span><\/span><\/p>\n

Author:<\/span><\/span>\u00a0Ria Suresh Chaurasiya\u00a0<\/span><\/span><\/p>\n

Introduction:<\/span><\/span><\/p>\n

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 favo<\/span><\/span>u<\/span><\/span>rite 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.<\/span><\/span><\/p>\n

Objective<\/span><\/span>: To study consumer preference towards popular Indian cricketers.<\/span><\/span><\/p>\n

Literature Review:\u00a0<\/span><\/span><\/p>\n

1.A study by De Araujo et al. (2024) examined how sports influencers affect consumer behavio<\/span><\/span>u<\/span><\/span>r and preferences. The resear<\/span><\/span>ch by De Araujo et al. (2024)<\/span><\/span>\u00a0found 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 behavio<\/span><\/span>u<\/span><\/span>rs of their favo<\/span><\/span>u<\/span><\/span>rite 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.\u00a0<\/span><\/span><\/p>\n

2. \u00a0<\/span><\/span>Babu and Vineeth (2018)\u00a0<\/span><\/span>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\u00a0<\/span><\/span>trustworthiness, attractiveness, and expertise<\/span><\/span>\u00a0of sports celebrities significantly influence consumer preferences and attitudes. It also concluded that people tend to develop a favo<\/span><\/span>u<\/span><\/span>rable perception towards personalities they admire, which directly affects their choices and preferences.<\/span><\/span><\/p>\n

\u00a0<\/span><\/p>\n

Data Collection:<\/span><\/span><\/p>\n

The data for cricketers like Sachin Tendulkar, MS Dhoni, Virat\u00a0<\/span><\/span>Kolhi<\/span><\/span>\u00a0and 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\u201310 based on their preference. The ratings given by respondents were compiled in\u00a0<\/span><\/span>Microsoft Excel. The ratings of<\/span><\/span>Sachin Tendulkar, MS Dhoni, Virat\u00a0<\/span><\/span>Kolhi<\/span><\/span>\u00a0and Rohit Sharma were taken as four different groups and ANOVA: Single Factor method was applied to analyse the differences among the Indian popular cricketers.<\/span><\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
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Data Analysis:<\/span><\/p>\n<\/div>\n<\/td>\n

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Anova: Single Factor<\/span><\/p>\n<\/div>\n<\/td>\n

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SUMMARY<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Groups<\/span><\/p>\n<\/div>\n<\/td>\n

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Count<\/span><\/p>\n<\/div>\n<\/td>\n

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Sum<\/span><\/p>\n<\/div>\n<\/td>\n

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Average<\/span><\/p>\n<\/div>\n<\/td>\n

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Variance<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Sachin Tendulkar<\/span><\/p>\n<\/div>\n<\/td>\n

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24<\/span><\/p>\n<\/div>\n<\/td>\n

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193<\/span><\/p>\n<\/div>\n<\/td>\n

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8.04167<\/span><\/p>\n<\/div>\n<\/td>\n

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6.12862<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Ms Dhoni<\/span><\/p>\n<\/div>\n<\/td>\n

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24<\/span><\/p>\n<\/div>\n<\/td>\n

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161<\/span><\/p>\n<\/div>\n<\/td>\n

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6.70833<\/span><\/p>\n<\/div>\n<\/td>\n

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7.1721<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Virat\u00a0<\/span>Kolhi<\/span><\/p>\n<\/div>\n<\/td>\n

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24<\/span><\/p>\n<\/div>\n<\/td>\n

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182<\/span><\/p>\n<\/div>\n<\/td>\n

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7.58333<\/span><\/p>\n<\/div>\n<\/td>\n

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6.94928<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Rohit Sharma<\/span><\/p>\n<\/div>\n<\/td>\n

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24<\/span><\/p>\n<\/div>\n<\/td>\n

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200<\/span><\/p>\n<\/div>\n<\/td>\n

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8.33333<\/span><\/p>\n<\/div>\n<\/td>\n

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4.84058<\/span><\/p>\n<\/div>\n<\/td>\n

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ANOVA<\/span><\/p>\n<\/div>\n<\/td>\n

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Source of Variation<\/span><\/p>\n<\/div>\n<\/td>\n

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SS<\/span><\/p>\n<\/div>\n<\/td>\n

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df<\/span><\/p>\n<\/div>\n<\/td>\n

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MS<\/span><\/p>\n<\/div>\n<\/td>\n

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F<\/span><\/p>\n<\/div>\n<\/td>\n

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P-value<\/span><\/p>\n<\/div>\n<\/td>\n

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F crit<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Between Groups<\/span><\/p>\n<\/div>\n<\/td>\n

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36.25<\/span><\/p>\n<\/div>\n<\/td>\n

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3<\/span><\/p>\n<\/div>\n<\/td>\n

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12.0833<\/span><\/p>\n<\/div>\n<\/td>\n

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1.92635<\/span><\/p>\n<\/div>\n<\/td>\n

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0.13078<\/span><\/p>\n<\/div>\n<\/td>\n

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2.70359<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n

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Within Groups<\/span><\/p>\n<\/div>\n<\/td>\n

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577.083<\/span><\/p>\n<\/div>\n<\/td>\n

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92<\/span><\/p>\n<\/div>\n<\/td>\n

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6.27264<\/span><\/p>\n<\/div>\n<\/td>\n

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Total<\/span><\/p>\n<\/div>\n<\/td>\n

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613.333<\/span><\/p>\n<\/div>\n<\/td>\n

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95<\/span><\/p>\n<\/div>\n<\/td>\n

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\u00a0<\/span><\/p>\n

The one-way ANOVA results suggest that there is\u00a0<\/span><\/span>no statistically significant difference<\/span><\/span>\u00a0among the mean values of the four groups\u2014Sachin<\/span><\/span>\u00a0Tendulkar<\/span><\/span>, MS Dhoni, Virat Kohli, and Rohit<\/span><\/span>\u00a0Sharma<\/span><\/span>. The group means are relatively close: Rohit<\/span><\/span>\u00a0Sharma<\/span><\/span>\u00a0has the highest mean (8.33), followed by Sachin<\/span><\/span>\u00a0Tendulkar<\/span><\/span>\u00a0(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,\u00a0<\/span><\/span>df<\/span><\/span>\u00a0= 3, MS = 12.08) is only slightly larger than the within-group variability (SS = 577.08,\u00a0<\/span><\/span>df<\/span><\/span>\u00a0= 92, MS = 6.27), leading to an F-statistic of 1.93. Since this F-value is\u00a0<\/span><\/span>less than the critical value<\/span><\/span>\u00a0of 2.70 and the p-value (0.1308) is\u00a0<\/span><\/span>greater\u00a0<\/span><\/span>than the 0.05 significance level<\/span><\/span>, 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.<\/span><\/span><\/p>\n

\u00a0<\/span><\/p>\n

Conclusion:<\/span><\/span><\/p>\n

People like Sachin Tendulkar, MS Dhoni, Virat\u00a0<\/span><\/span>kolhi<\/span><\/span>\u00a0and Rohit Sharma equally as there is no significant difference in their preference ratings.<\/span><\/span><\/p>\n

References:<\/span><\/span><\/p>\n

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\u201352.<\/span><\/span><\/p>\n

2.<\/span><\/span>\u00a0de Araujo, C. M., de Almeida, S. O., & Coelho, P. S. (2024). The influence of sports influencers on consumer behavio<\/span><\/span>u<\/span><\/span>r: The role of credibility, attractiveness, and consumer mimicry.\u00a0<\/span><\/span>Cogent Business & Management<\/span><\/span>, 11(1), 2432539.<\/span><\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Title: \u201cConsumer Preference Towards Popular Indian cricketers.\u201d Author:\u00a0Ria Suresh Chaurasiya\u00a0 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… Continue reading Consumer preference towards popular Indian Cricketers<\/span><\/a><\/p>\n","protected":false},"author":140141,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-25290","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/25290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/140141"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=25290"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/25290\/revisions"}],"predecessor-version":[{"id":25291,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/25290\/revisions\/25291"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=25290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=25290"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=25290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}