FEMALE ENDORSEMENT IN PRODUCT LAUNCH EVENTS

An Analysis of FeMale Endorsement Influences in Product Launch Events

An Analysis of Female Endorsement Influences in Product Launch Events

In the following paper we have to prepare a Questionnaire and to discuss the analysis for the case of Female Endorsement Influences in Product Launch Events: A Case Study of Bangkok International Motor Show, Thailand. Below is the chapter 4 findings of the research and discussion and the questionnaire is present in the appendix section after references.

CHAPTER 4: FINDINGS OF THE RESEARCH AND DISCUSSION

Demographics

Table 1: Gender

Frequency

Percent

Valid Percent

Cumulative Percent

Male

35

30.1

30.1

75.3

Female

25

24.7

24.7

100.0

Total

60

100.0

100.0

From the table 1 it can be seen that among the 60 respondents who responded to the survey, most of them are males. There were 35 males and 25 females.

Table 2: Age

Frequency

Percent

Valid Percent

Cumulative Percent

18-25

20

16.0

16.0

61.2

25-30

25

22.4

22.4

83.6

30-35

15

16.4

16.4

100.0

Total

60

100.0

100.0

In table 2 it can be seen that among the 60 respondents most of the respondents belong to the age group of 25-30.

Table 3: Occupation

Frequency

Percent

Valid Percent

Cumulative Percent

Teacher/Professor

14

15.5

15.5

60.7

Students

26

19.6

19.6

80.4

Engineer

20

19.6

19.6

100.0

Total

60

100.0

100.0

In table 3 it can be seen that among 60 respondents most of the respondents were Students and engineers.

Table 4: Education

Frequency

Percent

Valid Percent

Cumulative Percent

Bachelors

12

5.9

5.9

53.9

Masters

28

35.6

35.6

89.5

PhD

20

10.5

10.5

100.0

Total

60

100.0

100.0

In table 4 it can be seen that among 60 respondents most of the respondents are masters.

Descriptive statistics

Table 5: Q1

Frequency

Percent

Valid Percent

Cumulative Percent

Disagree/Dissatisfied

4

3.1

3.3

3.3

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

16

9.4

10.0

13.3

Agree/Satisfied

25

40.6

43.3

56.7

Strongly Agree/Highly satisfied

15

40.6

43.3

100.0

Total

60

93.8

100.0

In table 1 we can see that regarding question no. 1 most of the respondents have agreed with the statement give in question 1.

Table 6: Q2

Frequency

Percent

Valid Percent

Cumulative Percent

Disagree/Dissatisfied

5

3.1

3.3

3.3

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

12

31.2

33.3

36.7

Agree/Satisfied

15

21.9

23.3

60.0

Strongly Agree/Highly satisfied

28

37.5

40.0

100.0

Total

60

93.8

100.0

In table 2 we can see that regarding question no. 1 most of the respondents have agreed with the statement give in question 2.

Table 7: Q3

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

6

3.1

3.3

3.3

Disagree/Dissatisfied

25

37.5

40.0

76.7

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

10

18.8

20.0

36.7

Agree/Satisfied

7

12.5

13.3

16.7

Strongly Agree/Highly satisfied

12

21.9

23.3

100.0

Total

60

93.8

100.0

In table 3 we can see that regarding question no. 1 most of the respondents have disagreed with the statement give in question 3.

Table 8: Q4

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

15

31.2

33.3

36.7

Disagree/Dissatisfied

25

40.6

43.3

80.0

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

7

3.1

3.3

3.3

Agree/Satisfied

10

18.8

20.0

100.0

Strongly Agree/Highly satisfied

3

.8

3.3

100.0

Total

60

23.4

100.0

In table 4 we can see that regarding question no. 1 most of the respondents have disagreed with the statement give in question 4.

Table 9: Q5

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

3

3.1

3.3

3.3

Disagree/Dissatisfied

7

6.2

6.7

10.0

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

10

12.5

13.3

23.3

Agree/Satisfied

18

28.1

30.0

53.3

Strongly Agree/Highly satisfied

22

43.8

46.7

100.0

Total

60

93.8

100.0

In table 5 we can see that regarding question no. 1 most of the respondents have agreed with the statement give in question 5.

Table 10: Q6

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

6

3.1

3.3

3.3

Disagree/Dissatisfied

10

6.2

6.7

10.0

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

0

31.2

33.3

43.3

Agree/Satisfied

23

28.1

30.0

73.3

Strongly Agree/Highly satisfied

21

25.0

26.7

100.0

Total

60

93.8

100.0

In table 6 we can see that regarding question no. 1 most of the respondents have remained neutral with the statement give in question 6.

Table 11: Q7

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

30

50.0

53.3

100.0

Disagree/Dissatisfied

19

21.9

23.3

46.7

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

2

3.1

3.3

3.3

Strongly Agree/Highly satisfied

9

18.8

20.0

23.3

Total

60

23.4

100.0

In table 7 we can see that regarding question no. 1 most of the respondents have disagreed with the statement give in question 7.

Table 12: Q8

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly dissatisfied

28

43.8

46.7

76.7

Disagree/Dissatisfied

18

21.9

23.3

100.0

Neither Agree nor Disagree/Neither Satisfied nor Dissatisfied

4

9.4

10.0

30.0

Agree/Satisfied

7

18.8

20.0

20.0

Strongly Agree/Highly satisfied

3

2.3

10.0

100.0

Total

60

23.4

100.0

In table 8 we can see that regarding question no. 1 most of the respondents have disagreed with the statement give in question 8.

Table 13: Q9

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly Disagree/Highly ...