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With a deep sense of gratitude we acknowledge our obligations to Dr. Subhadip Roy, Faculty
(IBS, Hyderabad) who has been source of constant inspiration to us with his perpetual, planned
and careful guidance.
We are highly indebted to him for imparting invaluable advice and guidance, thus enabling us to
comprehend all aspects of the problem and clarifying our doubts during the course of the project
and have played a major role in the formulation and accomplishment of this project.
1 | P a g e
Abstract
Product placement is now a common concept for the marketers to promote their product in
Hollywood as well as Bollywood movies. The term ‘Product Placement’ (PPL) has moved from
just being a concept to become all the more a practice of including a brand name product in Hindi
movies. Using movies as a media of indirect advertising is now much more popular than what it
was decades ago. From Dilwale Dulhaniya Le Jayenge (Stroh’s beer) to Badmaash Company
(Reebok), the trend of placing products in Hindi movies has increased tremendously. The project
gives an insight into the effectiveness of such product placement in Bollywood movies in terms of
brand recall.
Sample of movies have been carefully selected based upon their box office report (popular as well
as unpopular) and a movie clip of approximately 10 minutes is made to administer aided and
unaided recall test on a predefined sample. Brand recall in studied in terms of overall aided and
unaided brand recall, brand recall with respect to popularity of movies and also combination of
movie-brand recall.
The analysis brings forth the importance of PPL in Bollywood movies and how it acts as effective
advertising tool in case the movie becomes a hit, in the other case the marketer needs to plan
additional promotional activities to make the product top-of-the-mind recall for the consumer.
Thus this study can be made useful in understanding PPL and positioning products in movies and
thus in the minds of the consumers.
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Table of Contents
Acknowledgement ........................................................................................................................................... 1
Abstract ............................................................................................................................................................ 2
Table of Contents ............................................................................................................................................. 3
Introduction ..................................................................................................................................................... 4
Research Objective .......................................................................................................................................... 5
Methodology .................................................................................................................................................... 6
Data Collection ................................................................................................................................................. 7
Limitations ....................................................................................................................................................... 8
Literature Review ............................................................................................................................................. 9
Frequency Distribution Analysis .................................................................................................................... 11
Study 1: Overall Brand Recall ..................................................................................................................... 11
1.1 Overall Aided Brand Recall Frequency Analysis ............................................................................... 11
1.2 Overall Un‐aided Brand Recall Frequency Analysis ......................................................................... 14
1.3 Comparative Analysis of Overall Aided & Un‐aided Brand Recall Frequency .................................. 16
Study 2: Movie‐Brand Combination ........................................................................................................... 17
2.1 Aided Movie‐ Brand Combination Recall Frequency Analysis ......................................................... 17
2.2 Un‐aided Movie‐Brand Combination Recall Frequency Analysis ..................................................... 18
2.3 Comparative Analysis of Aided & Un‐aided Movie‐Brand Combination Recall Frequency ............. 19
Statistical Analysis .......................................................................................................................................... 20
Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies ........................... 20
Study 2: Impact of time frame on Movie‐Brand Combination Recall ........................................................ 23
Study 3: Impact of time frame on brand recall of products placed in popular vs. unpopular movies ...... 26
3.1 Impact of time frame on Brand recall from popular movies ........................................................... 26
3.2 Impact of time frame on Brand recall from Un‐popular movies ..................................................... 28
Factor Analysis ............................................................................................................................................... 31
Appendix‐I ...................................................................................................................................................... 36
Appendix‐II ..................................................................................................................................................... 37
Appendix‐III .................................................................................................................................................... 40
References ..................................................................................................................................................... 45
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Introduction
Product placement refers to the practice of including a brand name product, package, signage or
other trademark merchandise within a motion picture, television or other media vehicles for
increasing the memorability of the brand and for instant recognition at the point of purchase.
Product placements are commercial insertions within a particular media program intended to
heighten the visibility of a brand, type of product or service. These insertions are not meant to be
commercial break ups rather an integral part of the medium so that the visibility of the brand
increases.
Researchers have shown that viewers like product placements (unless there are too many) because
they enhance realism, aid in character development, create historical subtext, and provide a sense
of familiarity. For marketers, the availability of a captive audience with greater reach than
traditional advertisements, and the advantage of showing brands in their natural environment
provide motivation for product placements. Brand placements are frequently used in Hollywood
films and have subtly, of late entered in to Indian films.
This project aims at understanding and analyzing the concept of Product Placement in Bollywood
movies. Effectiveness of product placement is studied in terms of brand recall for products
endorsed in popular as well as un-popular movies. The study is carried out in two phases. In the
first phase, brand recall is studied in terms of remembrance of products/brands placed in the movies. In
the second phase, study is done to find out factors influencing the customers’ perception regarding product
placement in movies.
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Research Objective
The objective of the research is to understand product placement in Bollywood movies and thereby
analyze its effectiveness as a tool of advertising in terms of brand recall.
The broad research questions this project tries to delineate are as follows:
1. To study the impact of stimuli on overall brand recall i.e. overall aided vs. unaided brand recall
from PPL in Bollywood movies.
2. To study the impact of stimuli on movie-brand combination recall i.e. aided vs. unaided
combination recall from PPL in Bollywood movies
3. To study the impact of stimuli on overall brand recall in popular and unpopular movies i.e.
overall brand recall in popular vs. unpopular movies
4. To study the impact of stimuli on brand recall from popular and unpopular movies i.e. aided vs.
unaided recall in popular movies and unpopular movies
5. Identify and classify factors having an impact on consumers’ perception towards product
placement in Bollywood movies.
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Methodology
The study evaluates the effectiveness of product placements in Bollywood movies on the basis of
brand recognition and recall. Methodology adopted can be enumerated in the following way-
• 10 Bollywood movies with product placement (6 unpopular and 4 popular) were selected,
on basis of Indian Box-office verdict. (Appendix-I)
• Short clips from each movie were split and collated into an approximately 10 minutes
video.
• Apart from the ten movies with product placement, clips from 4 filler-movies with no
product placement were inserted in the video.
• A structured questionnaire was designed to incorporate questions on overall brand recall,
movie-brand combination recall and lastly general perception regarding PPL. (Appendix-
II)
• Responses were taken for both aided and unaided recall.
o Aided Recall: Movie clip was shown to a set of respondents and the responses
were taken just after giving the stimuli.
o Un-aided Recall: Movie clip was shown to a set of respondents and responses were
collected after a time gap of 3 days.
• The responses collected were coded in Ms-Excel.
• Two-fold analysis was carried using frequency analysis and factor analysis.
• Frequency analysis results were substantiated using the statistical z-test of difference in
proportions. (Appendix-III)
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Data Collection
Procedure
Data was collected by administering questionnaire survey on the 1st year MBA students of IBS
Hyderabad. The movie clips so selected were combination of two kinds of placements i.e. implicit
& explicit-integrated. Respondents were shown a video clip of 10 minutes duration which had 10
movies with product placement. Also in the video were added a few fake movies to disturb any
early pattern if can be identified.
Sample size
Sample comprised 182 1st year MBA students of IBS Hyderabad.
Method of sampling
The method of sampling used was, “Non Probability Convenience Sampling “. It is the sampling
procedure used to obtain those units or people which are most conveniently available.
Questionnaire Design
• Sixteen variables were taken on a 5-point Likert scale (‘Strongly Agree’ to ‘Strongly
Disagree’ with strongly agree having the highest rating of 5 and strongly disagree having
the lowest rating of 1) to measure the attitude of consumers towards product placement in
Bollywood movies.
• Ten questions were designed to get the responses on the basis of correct product recall in
the movies.
• Four questions were designed on the basis of Movie-product combination.(Appendix-II)
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Limitations
• Time was one of the major constraints due to which our sample size was restricted to 182
respondents only.
• Majority of the data was collected from the students of IBS Hyderabad by the way of
convenience sampling. Hence the data collected may not be a representative of the entire
population.
• Certain values in the filled questionnaires were missing and to account for those missing
values the mean of all the entries of that variable were taken.
• While filing up the questionnaires for un-aided responses, many respondents didn’t turn up.
8 | P a g e
Literature Review
1. Title: Effectiveness of Product Placements in Indian Films and Its effects on Brand
Memory and Attitude with Special Reference to Hindi Films.
Author: Prof Tapan K Panda, IIM-K
Abstract: The article gives insight on the concept of product placements in movies and the
different types of product placements that exists. The author has also given information
about the effect of sponsorship on brands.
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4. Title: Recognition and Recall of Product Placements in Movies and Broadcast
Programmes
Author: D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27, Year: 2008
Abstract: The purpose of this article is to investigate recognition and recall of brand names
via product placements in movies and broadcast programmes. The sample consists of
undergraduates male and females aged to 18-24 attending a territory level institution in
Pretoria, South Africa. The results shows that though there is no perfectly positive
relationship between prominence and recognition product placed in films, someone
watching a movie is more likely to recall the brand being shown(if it is used audio-visually
than it is shown only audibly or visually). Therefore if a product is prominently placed in a
movie, the recognition will be higher.
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Freq
quenccy Disstribu
ution A
Analy
ysis
The firstt measure ad
dopted was frequency distribution
d analysis so as to examiine brand reecall in
Bollywoood movies. With the heelp of frequeency distribuution, one can visually interpret thee result
i.e. correct brand recaall in the moovies.
Study 1
1: Overalll Brand R
Recall
1.1 Ove
erall Aided
d Brand Re
ecall Frequ
uency Ana
alysis
Q5
Q Q6 Q7 Q8 Q9 Q10 Q11 Q122 Q13 Q14
Optio
on 1 90
9 6 9 3 23 5 1 89 12 5
Optio
on 2 11
1 6 10 7 62 4 12 11 73 87
Optio
on 3 6 3 83 94 4 98 85 4 16 8
Optio
on 4 1 93 6 4 19 1 10 4 7 8
Total Responses 108
1 108 108 1
108 108 108 108 108
8 108 108
: Correcct answers fo
or the particuular questionn
: Correcct answer an
nd the maxim
mum numberr of respondeents answereed that questtion
11 | P a g e
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QUESTION NUMBER % OF CORRECT ANSWER GIVEN
Question 5 83.33 %
Question 6 86.11 %
Question 7 76.85 %
Question 8 87.03 %
Question 9 57.40 %
Question 10 90.74 %
Question 11 78.70 %
Question 12 90.74 %
Question 13 67.59 %
Question 14 80.55 %
The above table shows that the aided brand recall was maximum for Question.10 (Health care
category: Fortis) and minimum for Question.9 (Automobile category: Porsche). It can be inferred
from this that people tend to recall more brands from popular movies since Question.10 was from
all time block-buster Bollywood movie 3-Idiots. Whereas brand in Question.9 was placed in an
unpopular movie, Wake Up Sid. Also, it can be inferred that the respondents were moreover able to
recall the brands correctly to a significant level as for most of the questions percentage of correct
answer given is more than 70%.
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1.2 Ove
erall Unaiided Brand
d Recall Frrequency A
Analysis
Q5
Q Q6 Q7 Q8 Q9 Q10 Q11 Q122 Q13 Q14
1 44
4 19 17 5 9 7 6 40 1 4
2 15
1 7 15 10 54 3 16 23 50 50
3 9 13 39 51 4 62 42 5 19 11
4 6 35 3 8 7 2 10 6 4 9
74
7 74 74 74 74 74 74 74 74 74
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QUESTION
N NUMBER % OFF CORRECT AN
NSWER GIVEN
N
Questtion 5 59.45 %
Questtion 6 47.29 %
Questtion 7 52.70 %
Questtion 8 71.62 %
Questtion 9 87.83 %
Question 10 86.48 %
Question 11 56.75 %
Question 12 54.05 %
Question 13 67.56 %
Question 14 70.27 %
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1.3 Comparative Analysis of Overall Aided & Unaided Brand Recall Frequency
From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was more in aided brand recall than the un-aided brand recall except for the
automobile category: Porsche. It implies that the time frame impacts the remembrance of a
particular brand in the movie. Also, for Question.9 it was found that the in both aided and un-aided
categories, percentage of correct answers given was significantly higher than other product
categories. The reason for this could be attributed to the movie 3-Idiots, wherein respondents are
able to recall more the product placed in all time block-buster hit.
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Study 2
2: MovieB
Brand Co
ombinatio
on
2.1 Aide
ed Movie Brand Co
ombination
n Recall Frrequency A
Analysis
Q15
Q Q16 Q17 Q18
Q
Optioon 1 9
91 2 4 5
Optioon 2 8 10 7 4
Optioon 3 1 87 6 93
Optioon 4 8 9 91 6
Total Ressponses 1
108 108 108 1
108
: Correect answer an
nd the maxim
mum numberr of responddents answered that questtion
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QUESTION
N NUMBER % OFF CORRECT AN
NSWER GIVEN
N
Question 15 84.25 %
Question 16 80.55 %
Question 17 84.25 %
Question 18 86.11 %
The abovee table showss that the aideed brand recalll was maxim
mum for Questtion.18 (Welll Done Abba: Nokia)
and slighttly low for Qu
uestion.16 (W
Wake up Sid: Porsche). Alsso, it can be inferred
i that the
t respondennts were
moreover able to recall the brands correctly
c to a significant leevel as for moost of the questions; percenntage of
correct annswer given iss more than 80%.
2.2 Unaided Mov
vieBrand Combinattion Recalll Frequen
ncy Analysiis
Q15
Q Q16 Q17 Q18
Q
Optioon 1 5
53 1 4 6
Optioon 2 1
12 5 6 6
Optioon 3 5 66 4 44
Optioon 4 4 2 60 18
Total Ressponses 7
74 74 74 74
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QUESTION NUMBER % OF CORRECT ANSWER GIVEN
Question 15 71.62 %
Question 16 89.18 %
Question 17 81.08 %
Question 18 59.45 %
The above table shows that the aided brand recall was maximum for Question.16 (Wake up Sid: Porsche)
and minimum for Question.18 (Well Done Abba: Nokia). Also, it can be inferred that the respondents were
moreover able to recall the brands correctly to a significant level as for most of the questions; percentage of
correct answer given is more than 70%.
2.3 Comparative Analysis of Aided & Unaided MovieBrand Combination Recall
Frequency
From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was slightly more in aided brand recall than the un-aided brand recall except for
the Q 18: Well Done Abba- Nokia combination, where the difference is comparatively high. Low
differences in the both column values imply that the time frame does not have much impact on
remembrance of a particular brand in the movie. Also, for Question.18 where the difference is
found to be high between the aided and un-aided Brand-Movie combination recall, it may be
inferred that as the popularity of the actor endorsing the product is low as compared to the other
actors present in these combinations. The unaided recall is not effective as compared to aided
recall, as a respondent tends to remember the celebrity not the new comer and ultimately the
product used.
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Statistical Analysis
Study 1: Impact of time frame on Overall Brand Recall from PPL in
Bollywood movies
To study the impact of time frame on the correct brand recall from the product placement in
movies i.e. to see whether the correct brand recall is same for aided and un-aided categories of
respondents.
Observations
OVERALL AIDED OVERALL UN‐AIDED
BRAND RECALL BRAND RECALL
TOTAL TOTAL
21% CORRECT CORRECT
35%
RESPONSES RESPONSES
TOAL TOTAL
INCORRECT 65% INCORRECT
79%
RESPONSES RESPONSES
Inference
Above Pie-charts show that the aided brand recall was more effective than the un-aided brand
recall. It implies that the time frame has an impact on a respondents’ recall behavior wherein
respondents are able to recall the brands more just after watching the movie and as the time passes
they tend to forget the brand placed in a particular movie.
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Analysis
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied.
Null HypothesisÆH0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall);
Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Rejection Region
Zcritical =‐ 1.96 Zcritical = + 1.96
Zcalculated = + 2.007
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Here, the calculated Z value lies outside the acceptance region, therefore rejecting the null
hypothesis; thus, aided and un-aided brand recall are not same and therefore it suggests that time
frame has an impact on the respondents’ brand recall behavior.
Suggestions
Since, it was found out that time frame has an impact on the brand recall behavior, movie
promoters or the marketers should continuously promote their brand by giving regular stimuli to
the customers at different places and at different time. It would enhance the visibility and the
remembrance capability of the customers and thus leading to the desired results as expected by the
marketers.
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Study 2: Impact of time frame on MovieBrand Combination Recall
To study the impact of time frame on the correct brand-movie combination recall from the
product placement in movies i.e. to see whether the correct brand-movie combination recall is
similar for aided and un-aided categories of respondents. The question number 15- 18 ask the
respondent to identify the correct combination of a Brand seen in the Clip with the Movie name.
For respondents help we have mentioned the movie’s name in the subtitles for the respective part
shown in the clip.
Observations
OVERALL AIDED OVERALL UN‐AIDED
BRAND RECALL BRAND RECALL
TOTAL TOTAL
17.6% CORRECT CORRECT
RESPONSES 24.66% RESPONSES
TOAL 75.33% TOTAL
82.4% INCORRECT INCORRECT
RESPONSES RESPONSES
Inference
Above Pie-charts show that there is not much difference between the aided brand-movie
combination recall and unaided brand – movie combination recall. It implies that the time frame
does not have a significant impact on a respondents’ recall behavior wherein respondents are able
to recall the brands even after 3 days. This shows that respondents tends to associate a movie with
a brand more effectively or vice versa. This can also be interpreted as there is high tendency of
23 | P a g e
people to relate a movie with a brand if they get some hint for example a brand-combination is
been recalled easily by unaided respondents whereas in the previous study of brand recall, there is
high difference in the no. of correct responses in aided and unaided recall.
Analysis
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-
Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)
Conclusion
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Rejection Region
Zcritical =‐ 1.96 Zcritical = + 1.96
Zcalculated = + 1.611
24 | P a g e
Here, the calculated Z value lies inside the acceptance region, therefore we cannot reject the null
hypothesis; thus, aided and un-aided brand-movie combination recall are similar and therefore it
suggests that time frame does not have an impact on the respondents’ recall behavior.
Suggestions
Since, it was found out that time frame does not have a significant impact on the brand recall
behavior if asked with the combination of movie name. The point to be noted here is that in all the
four combinations asked in the questionnaire, the product placed mixes well with the story line and
also the products are visible adequately. This itself can act as a stimuli for the audience as the
brand placed is been used by the actor/actresses in the movie and the audience tends to relate the
product with the movie or celebrity. Thus movie promoters or the marketers should place their
products in coherence with the story line and image of the movie as well as celebrity. It would
enhance the visibility and the remembrance capability of the customers and thus leading to the
desired results as expected by the marketers.
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Study 3: Impacct of time frame on brand recall of produ
ucts place
ed in
populaar vs. unpopular m movies
The objeective here iss to study thhe impact off time fram
me on the corrrect brand-rrecall from PPL in
popular as
a compared
d to PPL in unpopular
u movies. In othher words, thhe objective is to find ouut if the
popularitty of a mov
vie has posittive associattion with brrand recall. Further
F it trries to find out the
relation between
b aideed and unaidded brand reccall in popullar as compaared to unpoppular movies.
3.1 Imp
pact of tim
me frame on Brand re
ecall from
m popular m
movies
Observattions
Movie Type
T Category Nu
umber of Total Correct Total Incorrect
Respondents Respponses Responnses
Aided 108 3
347 85
Popullar
Un-aided 74 2
206 90
Aided 108 5
504 1444
Un-poppular
Un-aided 74 2
278 1666
Inferencce
26 | P a g e
movie with a brand more effectively or vice versa. This can also be interpreted as there is high
tendency of people to relate a brand with a popular movie irrespective of the elapsed time frame.
Analysis
To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)
Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Rejection Region
Z critical = ‐ 1.96 Z critical = + 1.96
Z calculated = ‐ 1.66
27 | P a g e
Here, thee calculated Z value lies within the acceptance
a r
region, therefore the nulll hypothesis cannot
be rejecteed; thus, aid
ded and un-aaided brand recall
r have no
n impact onn the responndents’ brandd recall
behavior in case of PPL
P in popullar movies.
Suggestions
PPL in popular
p moviies acts morre like an addvertising toool. Moreoveer people tennd to remem
mber the
brands placed
p in popular
p movvies and thhus marketeers need not incur fuurther prom
motional
expendituure on the prroducts/brannds already placed
p in thee popular moovies.
3.2 Imp
pact of tim
me frame on Brand re
ecall from
m Unpopullar moviess
Observattions
Movie Type
T Category Nu
umber of Total Correct Total Incorrect
Respondents Respponses Responnses
Aided 108 3
347 85
Popullar
Un-aided 74 2
206 90
Aided 108 5
504 1444
Un-poppular
Un-aided 74 2
278 1666
Inferencce
Above Pie-charts
P sh
how that there is a signiificant difference betweeen the aideed brand reccall and
unaided brand
b recalll from PPL in un-popular movies. It
I implies thhat the time frame does have a
significannt impact on
n a respondeents’ recall behavior
b wheerein responndents are noot able to reccall the
28 | P a g e
brands effectively after 3 days. This shows that respondents cannot correctly associate a brand with
an unpopular movie if there is a significant time lag between the exposure to stimuli and response
taken. This can be interpreted in a way that there is a high tendency of people to un-correctly relate
a brand with an un-popular movie.
Analysis
To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)
Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)
Where,
Z calculated: -2.2288
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Rejection Region
Z critical = ‐ 1.96 Z critical = + 1.96
Z calculated = ‐ 2.2288
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Here, the calculated Z value lies outside the acceptance region, therefore the null hypothesis is
rejected; thus, aid or stimuli has an impact on the respondents’ brand recall behavior in case of
PPL in unpopular movies.
Suggestions
PPL in unpopular movies has high dependence on the time frame. Thus, marketers have to
constantly give stimuli over an extended period of time in the form of different promotional
activities so that consumer is able to recall the brand for a long time.
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Factor Analysis
Factor Analysis was run to find out factors influencing consumer perception of PPL in Bollywood
movies. It would help in reducing total 16 independent variables into a smaller set of uncorrelated
factors.
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KMO and Bartlett’s test of Sphericity
Generally, a KMO value which is greater than 0.5 is desirable. The value in the analysis is 0.723.
Therefore factor analysis is suitable for this study. Bartlett test of sphericity having a value less
than 0.000 shows that it is significant.
Communalities
Here the variables having communalities more than 0.4 were considered to be significant for the
study. In this analysis, the initial communalities showed the variables Pleasant, Dynamism,
Amusement and Agreeableness having communality lower than 0.4, therefore these variable were
removed. All the other variables were significantly explained by the factors.
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Total Variance Explained
It was found that four factors have Eigen values (a measure of explained variance) greater than or
very much closer to 1.0 which is a common criterion for a factor to be useful. Here the first factor
shows the highest variance i.e. it explained 26.793 % of the total variance explained. Taking the
four factors, it explained 59.724 % of the total variance, which is reasonably significant for the
study.
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Scree Plot
It can be inferred from the plot that after component number 4, the Eigen values go below 1 and
there is a gradual trailing off in the plot. So, only four factors will be considered for the study.
Rotated Component Matrix
The Rotated Factor Matrix table contains the factor loadings which is a key for understanding the
results of the analysis. Here, the software has sorted the 12 variables into four factors wherein each
factor consists of those variables which have a loading of 0.50 or higher.
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Critical Factors
Usage of only necessary brands going with the Product Aptness with the story
story line
The variables have been appropriately loaded into respective factors. Factor 1 has variables which
cover ethicality issues, factor 2 has variables which describe how they appeal the viewers and how
the viewers perceive them, factor 3 has variables which are related to using of real brands and
finally factor 4 has only one variable which relates to the product aptness with the story-line of the
movie.
Surprisingly, it is seen that the variable ‘Relevance’ under factor 1 which means the same thing as
the variable ‘use only necessary brands according to story line’ under factor 4, have fallen under
different factors. The reason for this can be attributed to the fact that the respondents might have
perceived the two variables to be different in meaning.
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Appendix‐I
Table1: Bollywood Movie details
Table2: Classification of movies according to Boxoffice verdict
Popular Movies Unpopular Movies
(Hit, Super Hit, Blockbuster) (Flop, Below Average, Average,
Above Average)
OUATIM Rann
Jaane Tu Ya Jaane Na Well Done Abba
3 Idiots Badmaash Company
Namaste London Wake Up Sid
Jannat Karthik Calling Karthik
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Appendix‐II
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Appendix‐III
Working1
Null HypothesisÆH0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall)
Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)
Where,
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Calculations
= (1-0.787) = 0.212
= (1-0.654) = 0.345
p^ = = {[ (108 * 0.78) + (74 * 0.65)] / (108+74)}= 0.733
q^ = = {[(108 * 0.21) + (74 * 0.34)] / (108+74)} = 0.266
Also, q^ = (1 – p^)
[(p^ * q^)/n1] + [(p^ * q^)/n2]
σ^ =
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Workings2
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-
Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)
Where,
Calculations:
q1 = (1-0.824) = 0.175
q2 = (1-0.753) = 0.246
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Workings3
To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)
Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)
Where,
σ^ = 0.6448
Z calculated: -1.6638
Workings4
To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)
Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)
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Confidence Level Æ 95% (α = 0.05)
Where,
σ^ = 0.06804
Z calculated: -2.2288
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References
1. Prof Tapan K Panda, ‘Effectiveness Of Product Placements In Indian Films And Its Effects
On Brand Memory And Attitude With Special Reference To Hindi Films’, IIM-K
2. Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, (2008) ‘Product Placement in Bollywood
Movies’, IBS Hyderabad
3. Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera, Marketing Bulletin,
(2004), ‘Product Placement In Movies: An Australian Consumer Perspective On Their
Ethicality And Acceptability’. Article 1
4. D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, (2008), ‘Recognition and Recall of
Product Placements in Movies and Broadcast Programmes’, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27.
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