Study Of Impact Assessment Of Products Placed In Bollywood Movies On Consumer’s Buying Behavior With Special Reference To Maharashtra Region Of India
Purpose: Now a day, Bollywood is attracting a large number of audiences as a viewer hence the present study highlights the increasing importance of Bollywood movies for product placement. The study also illustrates the relationship between products placed in Bollywood movies on consumer buying behavior.
The impact assessment of products placed in Bollywood movies on consumer buying behavior is also studied by considering various dependent and independent variables.
Methodology: A well-designed questionnaire was adapted for data collection. Non-probability and convenient sampling methods were adopted for collecting the designed sample elements. A sample size of 970 Bollywood movie viewers was taken into consideration for data collection and testing of results. Statistical tools such as cross-tabulations, reliability statistics, ANOVA, descriptive statistics, correlations, regression, coefficients, etc. were used for data analysis and hypothesis testing.
Findings: Correlation between product recognition, recall, promotion, and awareness had a significant positive correlation on buying intention after watching Bollywood movies.
Regression analysis and multiple regression state that product recall is the most contributing factor to buying intention than product promotion, recognition, and awareness.
Originality/Value: The research study has measured the impact assessment of product placements in Bollywood movies on consumers’ buying behavior. Product placements in Bollywood movies play a significant role in the Bollywood industry which affect and influence youngsters and their buying behavior. This strategy also leads to successful product advertising and brand enrichment.
- 2022-11-24 (2)
- 2022-11-24 (1)