Role Model Influence on Young Adults' Purchase Behaviour

This research project aims to study the influence of role models on young adults' purchase behaviour in the Indian market. It explores the impact of role models, both direct and vicarious, on the consumption intentions and purchasing behaviour of youth aged 18-21 and 22-25. The research aims to provide insights into the role models' influence on the diverse society of India and their implications for multinational companies planning to expand in the Indian market.

Role Model Influence

Table of Contents
Topic: “To study the influence of role models on young adults' purchase behaviour”. A case
study on Indian market.....................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of research .................................................................................................................1
Significance of study...................................................................................................................1
Research Aims ...........................................................................................................................2
Research Objectives....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................3

Topic: “To study the influence of role models on young adults' purchase
behaviour”. A case study on Indian market.
INTRODUCTION
Overview of research
Role models are the individuals who influence and create impacts on other through
serving an example and are admired by persons who emulate them. Role models are having and
perceived by some good personal qualities, achievements and behaviours that inspire others to
develop and strive theses qualities without providing any direct institution. Role models are
having an astounding effect on lives of persons mainly on the young people of the society (Duan,
Liu and Che, 2018). The role models can be direct models like the Parents, friends, relatives,
peer group, etc. and the vicarious role models that mainly includes Sports celebrities, actors and
Entertainment celebrities who are having the ability to shape and guide views, actions and ideals
of the young individuals. Thus, it can be evaluated that role models lead to an impact and
influence on consumption intentions of individuals and also on purchasing behaviour and
intentions of youth.
The Indian market is characterized as one of most fastest growing and developing market
of economy and is the third largest nation of world in terms of purchasing power parity. Beside
this, around half of the population of society is between the aged group of 18-35 i.e. a large
population of youngsters is found in the society of India (Hagemann, 2018). Further, a lot of
craze about role models and celebrities is seen the markets of India together with a multicultural,
multiracial, multi religious and multilingual social catachrestic that makes it crucial and provides
a concept to conduct research to have better understanding about there perception and behaviour
of this diverse society (Ferreira, 2017). Thus, the following research is based on, “ study about
the role models influence on purchasing behaviour of young adults together with analysis of
influence created on Indian youth market that includes individuals of age group between 18-21
and 22-25.
Significance of study
This research project is based on the topic “Role models influence on young adults’
purchase behaviour” is significant and crucial for researcher as it yield an in-depth information to
researcher about the Indian Youth market and the impact lead by role models on their purchasing
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behaviours and attitude. This research project also provide a comparison about lifestyle and
purchasing attitude between the markets of UK and India with the help of Hofstede cultural
dimensions (Götz and MacFarlane, 2018). Beside this, this research wok is also beneficial for
multinational companies as it provide signifiant information regarding the purchasing behaviours
of youth of Indian market thus, facilitates an opportunity for them to have effective planning for
expansion in the market of India and can also compare the purchasing behaviour of UK and India
to have effective decisions regarding its product portfolio (Josephidou, 2019). Apart from all,
these benefits, this research project is significant for academic and educational purpose of
researchers and can also be used by other investigator and scholars to have knowledge and
information regarding the influence of role model over the purchasing behaviour of youth of
Indian market.
Research Aims
Research aim basically represent the intention and aspiration behind the research study
and basically summarise the main purpose of research in a single sentence which investigator
wants achieve at the end of project. The main aim of this research conducted on Indian market
is,“To analyse the influence of role models (direct and vicarious) on purchasing behaviour of
young adults of age group 18-21 and 22-25.”
Research Objectives
The research objectives are set to provide a guidance and direction for researcher and its
team through facilitating a base for measuring their outcomes and end results of research. The
main objectives of this research work conducted on markets of India are as follows:
 To understand the concept of role models and purchasing behaviour of customers
(Cheng, Song and Li, 2017).
 To determine the different types of role models and their influence on young adults.
 To analyse the influence of role model and celebrity on purchasing behaviour of young
adults (between age group 18-21 and 22-25) in Indian market.
 To ascertain whether young adults' purchasing behaviour and intention is influenced
more by direct or vicarious role models.
Research Questions:
 What is the concept of role models and purchasing behaviour of customers?
 What are the different types of role models and their influence on Indian young adults?
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 What is the influence of role model and celebrity on purchasing behaviour of young
adults (between age group 18-21 and 22-25) in Indian market.
 Which role model is more influential for young adults' purchasing behaviour and
intention; direct or vicarious?
Research ethics
Research ethics are basically the representatives of moral implications and principles that
must be followed by a researcher during the whole course of research. It mainly includes a
description about doing correct things at correct time with the aim of maintaining integrity and
viability of research (Marquis, 2018). A research can be conducted in an ethical way through
providing respect and due importance to feelings and emotions of all individuals who are
directly or indirectly associated with the research. It is the responsibility of researcher to keep a
check and effectively monitor that the activities and task of the researcher should not harm or
adversely affect or threaten any individuals, animal or other aspects of society neither physically
nor mentally to complete a research in an ethical way. While conducting this research due care is
provided to research ethics and a written consent from respondents and all individuals are taken
before asking or involving them in research project (Dahlvig and Longman, 2016). Consent from
all participant together with effective control measures to maintain the confidentiality and
anonymity of research work is taken by investigator during all the activities of this research
project.
C) Justification and contextualization:
Importance of Research:
This research is based on the title “Role models influence on young adults’ purchase
behaviour” This study is significant as it helps researcher in gaining in-depth knowledge about
the topic and gathering large amount of information on Indian Youth market and the influence of
role models on their purchasing intentions and behaviours. This study provides an examination
that how the directs role models like parents, relatives, peer group and friends influence the
intention and views of young individuals together with a refection about vicarious role models
that includes celebrities over behaviour and styling of young individuals. Thus, this research
project is helpful for researcher as it enhance its knowledge and information level regarding the
impact lead by role models on the views and behaviour of young. Apart from the topic, it also
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helps researcher in gaining knowledge of other areas also. Besides this, it is also helpful for
academic purpose as it helps scholars in carry out further study on topic.
Why is it important to find what you are trying to find?
The research on topic “Role models influence on young adults’ purchase behaviour” is
conduct in order to find out the way role models like parents, celebrities, sports celebrities and
friends influence purchasing behaviour and intentions of young adults. This study helps in
gathering data on Indian market of young adults of age group 18-21 and 22-25. By this research,
the researcher is trying to find out the influence of role model on buying behaviour of Indian
young adults. It is very important to find out the impact as this helps in gathering data on Indian
market and analysing the behaviour of young adults so as to draw valid conclusion on it.
Build on existing body of evidence
Use of both primary and secondary sources of data is made to collect information for this
research to build on and provide relevant evidence for the collected research data. Use of primary
sources has facilitated first hand and first time collected data to maintain the originality and
authenticity of research. Use of an questionnaire is made to collect a precise and relevant
information directly from the respondents. Beside this, secondary data collection method
facilitates a support to primary findings and lead to better application of research and also
provide evidence for collected information through making use of various articles, journals,
internet sources , website and links. Thus, to build evidence for this research use of best research
methods are made and timely recording keeping and documentation of all the research activity
and data collected is also made to ensure the relevant evidence about the findings and research.
Is it timely? Does it respond to an existing need? What makes it so?
To ensure the the timely completion of research project and to finish all activities in
systematic way and within the prescribed sequences through use of various time horizons are
made. These time horizons are basically divided into two main parts that is cross sectional and
longitudinal. Use of cross section time horizons facilitated detail regarding the time required for
completion of each activity in an effective and appropriate way thus, ensures timely start and
completion of each activity. Beside this longitudinal time horizon only provide information
about various time interval but dose not provide specific information regarding each activity,
thus, use of cross sectional time horizon has facilitated timely completion of this research
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project. This research is effectively responding on existing needs as provide all relevant
information about the influence of role model on purchasing behaviour of youngsters belongs to
age group of 18-12 and 21- 25. Use of effective research methodology together with other
statistical tool and techniques makes this research project able to meet all the existing needs.
CHAPTER 2: LITERATURE REVIEW
Literature review basically provides an in-depth discussion and critical evaluation about
the various published sources and literature that are associated and related with a particular
research topic (Xu and Jin, 2017). The main of literature review is to provide a comprehensive
summary about the various aspects and point view related with the research topic with the help
and support of various journal, articles, Ebooks, online sites and other scholarly literature to have
better understanding and perception about the research work. This part of the research is
concerned with analysing and surveying scholarly sources so that the key developments and
concepts about a research topic can be found out. This helps in critical interpretation and
evaluation of a source which gives a detailed idea about a topic which is under discussion. This
part helps in analysing the ideas of various scholars on a given topic so that the topic can be
studied under a broad spectrum. This research work is basically associated with the analysis of
impact lead by Role models in the purchasing behaviour of young individuals of society of
Indian market who basically belongs to the age group of 18-21 and 21-25. use of various online
article and scholarly sites are made to have following findings related with topic and objectives
of current research project.
To understand the concept of role models and purchasing behaviour of customers.
Role models are the person having some qualities and behaviour that have the ability to
influence other and lead to an impact over their overall personality, views and purchasing
behaviour. The individuals included in role model can be direct model like the parents, relatives
and friend circle or the vicarious role model that consists of celebrities and sports personalities
As per the view point of Martin, Craig A and Bush, Alan J, 2020, role have a significant level of
influence on the teenager's and youth's purchase intentions and behaviour as they are the
individuals who are having the capability to shape and direct the actions, views and ideas of a
young person. The youngsters starts following their role models and try to learn good values and
also started copying their dressing style or other factor for which they are the role model thus,
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lead to create an impact on views of youngsters and their purchasing behaviour (Sullivan, Childs
and Gann, 2018).
Further, as per the opinion of Shawn Grimsley, 2020, consumer buying behaviour is
basically the sum total of individuals attitudes, intentions, preferences and decisions that lead and
motivates them to make purchase of a specific thing or product. Role models are having the
direct influence over the attitudes of individuals through setting a good example and strive them
to develop similar qualities and behaviours to become successful thus, lead to impact on
individuals purchasing behaviour especially on the youngsters belonging to the age group of 18-
21 and 21-25. Role models plays an important role in life of individuals and strives to uncover
their true potentials and overcome the weakness thus, facilitates effective changes in purchasing
behaviour and lifestyle of a young individual.
To determine different types of role models and their influence on young adults
A role model is a person who can influence others in behaving in a particular manner and
changing the thinking of the person along with their perceptions regarding something. Role
models can be anyone who can mould the behaviour of another person in a specific manner and
the other person happily follows the instructions given by their role models to them. For children
their role models can be their parents, teachers, celebrities etc. who influence their way of
thinking which affect their behaviour.
As per the views of Naveed Fayyaz, 2018, during the early age of children they admire
some elder people who they look up to and copy. The role models of a child keep ion changing
as they grow old according to the change in their taste and preferences. However, it is important
to have good role models in life as they play an important role in eventually shaping the life of a
child. Individual's consumption behaviour is directly related to their learning experience which
means that they can learn as they grow and are influenced by various people who affect their
buying behaviour in market. Young adults in Indian market belonging to the age of 18-25 years
are more influenced by the behaviour of their parents as they live with them and their spending
behaviour is usually influenced by the spending behaviour of their parents. Role models can be
of different types like they can be teachers, parents, peers, celebrities, peers, historical figures
etc. who can have an impact on the overall behaviour of a person. However, now-a-days due to
the increase in social media and the increased use of marketing techniques by various companies
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the buying behaviour of young adults are greatly influenced by people who appear on TVs,
advertisements, social media etc. The companies use celebrities as their brand ambassadors so as
to increase the sales of their company as many people in India consider them as their role models
and are highly influenced by the messages they spread by the way of advertisements which
influence them into buying certain items. Due to the increased use of role models in their
advertisements, young people can be influenced in buying company items. However, the young
adults can sometimes also be falsely affected by the faulty advertisements featuring the role
models who claim that on purchasing the items of a company the buyers will be benefited which
might not be true. This can have adverse affects on their safety and health and can also lead to
drainage of their finances in purchasing certain items. Parents can play an important role in
preventing their children from getting influenced by the faulty advertisements which feature role
models of their children.
Thus it can be said that the effect of role models on the buying behaviour of young adults
is high which affect the way in which they spend their money. In Indian markets though parents
play an important role in affecting the spending pattern and choices of their children still young
adults can get influenced due role models. For example if the role model of young adults are
shown smoking or consuming alcohol then it will have a negative effect on young adults and
they will also be inclined towards smoking and drinking which may have a negative effect on
their health and also their financial sources.
To analyse the influence of role model and celebrity on purchasing behaviour of young adults in
Indian markets
Popular personalities can convert into excellent salesmen. When companies sell their
products or services in the market by using the face of a famous personality or celebrity it helps
in spreading awareness about the company's products in the fastest and safest manner. Role
models have a great influence on the buying behaviour of young adults in the Indian markets
which creates an impact on the sales of company. Marketers thus increasing use role models for
selling their products and services in the market as they create a high influence on the buying
behaviour of people. Company can attach a well known face to their products which help in
enhancing its brand image and also it helps in creating a strong image on the minds of young
purchasers which influence them to buy the company's products.
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According to the views of Kevin Stirtz, 2020, in order to improve customer service and
increase customer loyalty, the companies use various role models so as to create an influence on
their target audience which help in increasing their sales. Companies are extensively using
various role models and celebrities so as to become a renowned brand in market and also
influence customers by attracting them by using the face of a famous personality. In the Indian
market the purchases can be increased by companies by using a famous face to sell their
products. Advertisements extensively use celebrities, sports personalities and other influential
people using company products and services and praising them as to how the company has
helped in enhancing their standard of living. This helps the companies to attract young people
toward their products. Beauty products are extensively sold in Indian markets by using role
models as it is very easy to influence young people who are excessively worried about their
looks and always try to look better. Cosmetic products, soaps, shampoos, beauty creams etc. are
being sold by using role models as the brand ambassadors of company which can help in
increasing company sales. As young people are highly vulnerable to nervous breakdown due to
increased unemployment and the race of looking better it becomes easy for companies to
influence their purchasing behaviour by using role models.
Thus it can be said that the influence of role models on buying behaviour of young people
in Indian market is very high and companies are using them in order to increase their sales.
Different people have different role models depending on their characteristics which means that
one role model can only appeal to a specific group of people which means that different
company use different face so as to sell their products in market and influence the behaviour of
people. India is an emerging economy which means that companies are trying to grow and
expand their business by increasing their sales so that increasing profits can help them in
expanding globally. Hence the use of role models in advertisement is increasing so that more
number of customers can be influenced to buy company products.
To ascertain whether young adult's purchasing behaviour and intention is influenced more by
direct or vicarious role models
Direct role models are the people who influence the behaviour of others by remaining in
their vicinity so that their intentions and actions can be influenced. The direct role models
involve teachers, parents, family members, peers etc. who have a direct influence on the actions
of a person. Vicarious role models are the people who gain popularity through mediated
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communication source like TVs, social media etc. who influence the intentions and actions of
people by indirectly influencing them. Both the direct and vicarious role models can influence
the intentions and purchasing behaviour of young adults.
As per the views of Craig and Alan, 2000, to determine whether the young adults are
more influenced by direct role models like parents or they are more influenced by vicarious role
models like favourite entertainers and athletes affects the way in which companies formulate
their marketing strategies. The buying behaviour of young adults can be easily influenced as they
strive to look better in their family and friend groups which helps in influencing their
consumption and buying behaviour. The ever-increasing adolescent consumer market makes it
important for companies to understand their behaviour so that their sales can increase. As young
generation is more actively involved in the society they try to out stand in the crowd so that their
separate identity can be build. Also they are highly active on social media sites which gains their
attraction and attention and also influence their thoughts and their buying behaviour. The
influence of vicarious role models on the purchasing behaviour of young adults is more than the
direct role models. This also helps the companies to increase their sales by increasingly using
role models so as to influence more customers towards their products and services. The vicarious
role models are favourite entertainers or athletes of young adults who are shown on social media,
TVs and other advertisements using the products and services of company which influence
young people to buy company products so that they can also gain the same level of experience as
their role models.
Thus it can be seen that the vicarious role models play an important role in influencing
the consumption and spending pattern of young adults. They also impact their consumption
pattern like if their role models are shown eating a certain food or taking diet pills so as to
remain fit then the young adult can also be influenced to purchase the food and diet pills so as to
remain in figure. This might also have a negative impact on their health and safety which means
that the companies need to be careful and also make advertisements which are ethically correct.
Indian market has a large number of youth population which means that the companies need to
be careful in using role models to sell their products.
Comparison of difference in Indian and UK culture
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the difference in culture between the two nations India and UK can be done by using
Hofstede's cultural dimensions model which will help in evaluating the difference in culture
based on following six dimensions: Power Distance Index: There is a high level of PDI which means that inequality exist in
the Indian market and the people in India accept the unequal distribution of power among
them. This means that role models have a high impact on the purchasing behaviour of
young adults in India. Whereas in UK there is low level of PDI which means that people
do not accept unequal distribution of power among them thus making it difficult to
influence the behaviour of young adults through role models. Individualism vs collectivism: There exists high collectivism in Indian society which
means that people usually behave under the social framework of society. Also it means
that society has a huge impact on the behaviour of young adults. In UK on the other hand
individualism is high which means that they give more preference to personal interest and
makes it difficult to influence young adults through role models. Masculinity vs Femininity: India and UK are both considered as masculine society which
means that the impact of men in society is more which means that male role models
impact the behaviour of young adults. Uncertainty avoidance index: The UAI is high which means that people in India try to
avoid uncertainty which means that if their role models are shown using a particular
company's products then they can be influenced to purchase that product. While in UK
UAI is low which means they try products at their own risk without being influenced by
role models. Orientation: People in India have a long term orientation which means that they use
products if they trust them and role models can help in influencing them. While in UK
short term orientation is present which means that they cannot be easily influenced by
role models.
 Indulgence: In India the ability to control the desires of people is high which means they
can kill their desires and do something they do not want to do which means that role
models can influence their buying behaviour while this is not the case for UK people who
do what they want and do not kill their desires.
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CHAPTER 3 : RESEARCH METHODOLOGY
Research methodology is a theoretical framework which present detail information
regrading the type of tools or techniques that are used in order to gather, interpret and present the
information as per the objectives in more effective manner (Flick, 2015). This section will
support the investigator in making right choice in term of method to be used so that it can present
and evaluate the information in more effective manner so that appropriate outcome can be
extracted. For evaluating the most suitable tools and technique, a framework will be used within
investigation which is named as Research onion which consists of several layers that represent
about the several tools and techniques that are used within an investigation. The techniques used
by an investigator in this investigation are mentioned below:-
Research philosophy:- It is a set of belief and specific way that an investigator adopt in
order to achieve the outcome in positive manner. The research philosophy are of two type such
as Interpretivism and positivism. Among them interpretivism is a research philosophy that help
in collecting the realistic approach which affect the outcome of investigation (Gioia, Corley and
Hamilton, 2013). On other side the positivism philosophy is based over the scientific review
which is given by previous author that provide an overview according to the conclusion or
recommendation of present report. In order to perform this investigation positivism philosophy
will be taken into consideration as it help in presenting the statistical information in more
effective manner.
Research approach:- It is a process and plan that consists of step of wider assumption
for in depth data collection, interpretation and evaluation. The research approach are mainly
based on the nature as well as type of investigation. There are two type of research approach
such as inductive and deductive (Green, Camilli and Elmore, 2012). Among them the inductive
approach focuses toward shifting from one particular observation to another one by creating
several different theories in order to update the current knowledge. On the other hand, deductive
approach is one which put emphasis toward gathering the information by creating hypothesis and
testing it to prove them wrong or right. For performing this study the deductive approach would
be taken into consideration which support in evaluating the numerical data in more effective
manner.
Time horizon:- It is a most crucial factor within an investigation as it represent the
duration as well as sequence of each and every activity involve within a study to perform it in
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effective manner toward accomplishment of research aims & objectives. The time horizon are
divided into two parts such as cross sectional and longitudinal. Among them longitudinal is a
time horizon which provide several different interval without any sort of specific format to
perform research activities (Kumar, 2019). On the other side the cross sectional is one which
provide detail regarding the time required for completing each activity in effective manner so
that it become much understandable to the investigator or team to perform the activities in
effective manner. In order to perform this investigation the cross sectional time horizon would be
taken into consideration as it provide better understanding to researcher about time required for
completing each task and activities.
Research methods:- The research method for performing an investigation are consider
to be most crucial part of a research that support in conducting the investigation in more effective
manner. The research methods are of two type such as qualitative and quantitative research
methods. Among them the qualitative research method is one that gain an understanding about
the underlying opinion and reasons that help in getting insight regarding issues for uncovering
the trends in opinion and thoughts (Mackenzie and et. al., 2012). On other hand the quantitative
method used to generate hard fact and numerical data for implementing the mathematical,
statistical and logical technique in order to quantify the behaviour or opinion for generalising the
outcome from selected audience.
In order to perform this investigation the quantitative research method will be taken into
consideration as it will support in evaluating and analysing the numerical data with the help of
statistical techniques so that best possible outcome can be extract toward the accomplishment of
research aims and objectives.
Data collection methods:- This aspect is refer to the process of collecting and gartering
data or information from targeted respondents with aim of understanding the population views
and also to provide better solution for identified research questions in an effective manner. Along
with this, data collection method has been classified into two types i.e. primary and secondary
which varies from each other in terms of function or procedure is explained below: Primary data collection method:- This is concern with those process in which researcher
collects data for the first time which states that it is not attempted by any other
investigator before as it it not available within current market that shows the originality of
report. However, the core feature that primary data render to researcher is that it help
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them to acquire precise, new and relevant information related to specified topic for
developing accurate report (Mackey and Gass, 2015). Some of the types through which
primary data can gather are questionnaire, survey, observation, interview etc.
 Secondary data collection method:- Under this, researcher make use of those data or
content which is already available inside market as it is attempted by several other
scholars or publishers before. However, the benefit that researcher obtain by the
application of secondary data is that they can achieve information in a reasonable and
quicker manner that assist them to accomplish their objective in an efficacious way.
Some of the kinds to gather secondary data are articles, journals, books, internal sources
etc.
However, in regard of this research report, researcher utilises both primary and secondary
method. In perspective of primary data, investigator acquire information with the preparation of
questionnaire method as well as also obtain data from various scholars, articles, online sources ,
journals and presented in the form of literature review.
Data analysis:- In this component of research methodology, it is relate with the
procedure of analysing or evaluating the acquired data with the utilisation of accurate statistical
tool. Due to which, it enable them to improve the overall performance of report and lead them to
make best decisions (McCusker and Gunaydin, 2015). However, in data analysis, researcher
receive data from primary source with a purpose of analysing and interpreting for creating
improved level of final results. In context of this report, investigator applies thematic approach
by implying accurate graphs or chart to make report more reliable and informative to
respondents.
Research sampling:- Under this procedure, it refer to those aspect which states that
choosing a number of population from a larger amount of population. However, it is divided in
two types that are discussed beneath: Probabilistic sampling method:- This research sampling technique relate with a selection
of larger population with an aim of providing equal opportunity to each individual in
regard of sharing their opinion or views towards specified research topic.
 Non-probabilistic sampling method:- In this type of sampling method, investigator take
an initiative to select any group of individuals from wider population in an odd way. But,
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it does not render equal chance to members for expressing their ideas (Miller and et. al.,
2012).
In regard of existing research report, researcher make an attempt to apply non-
probabilistic sampling method by avoiding the fact of occurring bias behaviour in final outcome.
Moreover, random sampling method is used by researcher that lead them to choose respondents
on random basis in order to enrich the accuracy and validity investigation in an amended way.
The sample size which researcher prefer for present report is 50 respondents who are young
adults from IT profession and mainly follows different role models to make a decision regrading
purchase behaviour for particular brand.
Research ethics:- Under this concept, it is link with the practice of ethical ways or
methods during the procedure of investigation regarding any specified area and study (Quinlan
and et. al., 2019). However, the foremost benefit which investigator obtain by applying research
ethics is that it empower them to collect accurate and reliable information that drive them to
enrich report validity in an improved mode. IN relation to current research report, researcher
maintain all personal data of targeted respondents very confidential and secure in order to obtain
positive response from other scholars or researcher within the industry.
Research limitation:- This aspect of methodology is concern with those process which
impact researcher investigation in term of preparing findings and interpretation of particular
research. In context of this investigation, researcher faced issue in collecting data from
respondents as people were not much aware about this topic that only provide limited amount of
information.
Research reliability and validity:- In this determinant of methodology, it is relate with
keeping reliable content and also the practice of high level of consistency of measures during
testing instrument in an amended way such as questionnaire (Riedl, Davis and Hevner, 2014).
Along with this, it also empower researcher to put their main focus over gathering relevant and
appropriate data from suitable sources. In views of reliability of research, whole investigation
should acquire valid or suitable information as it can be derivable from various considerations.
CHAPTER 4: RESULTS AND FINDINGS
RESPONSES SUMMARY
TOTAL RESPONSES = 40
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ROLE MODEL INFLUENCE
1. Provides a good model for me to follow
15

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 0 2 0
3 5 3 15
4 24 4 96
5 13 5 65
Total 176
Mean
Average 4.4
Interpretation: From the above mentioned table it has been determined that average
weighted mean of 40 respondents (parents) to the question “Provides a good model for me to
follow” is 4.4 i.e. 4 which reflects agree.
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Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 7 2 14
3 7 3 21
4 18 4 72
5 8 5 40
Total 147
Mean
Average 3.6
Interpretation:- According to the above mentioned report it has been identified that the
weighted average mean of 40 respondents is 3.6 which stated that the majority of people are
agree that their friends are proves to be good model for them.
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Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 3 2 6
3 9 3 27
4 15 4 60
5 13 5 65
Total 158
Mean
Average 3.9
Interpretation:- From the above mentioned information within table it has been
identified that the weighted average mean for the total of 40 respondents is 3.9 which is rated as
4. This means that the 15 respondents are agree over the likert scale that the sports celebrities are
one that act as a role model for them.
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Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 4 2 8
3 9 3 27
4 18 4 72
5 9 5 45
Total 152
Mean
Average 3.8
Interpretation:- As per the above mentioned information it has identified that the
weighted average mean of the data gathered from 40 respondents is 3.8 which means that around
18 respondents rated 4. This means that these 18 respondents believe that entertainment
celebrities are one that act as a role model for several people
2. Acts as a role model for me
19

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 0 2 0
3 1 3 3
4 22 4 88
5 17 5 85
Total 176
Mean
Average 4.4
Interpretation:- According to the information which is presented within the table
regarding the question “Act as a model for me” which was asked by 40 respondents, it has been
found that the weighted average mean for this is 4.4. By this it can be identified that the 22
respondents out of 40 said that their family act as a role model for them.
20

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 8 2 16
3 8 3 24
4 19 4 76
5 5 5 25
Total 141
Mean
Average 3.5
Interpretation:- As per the data presented above it has been determined that the 40
respondents are agreed with the question which get rated as 4 over the weightage average mean
of 3.5. This state that the 19 respondents out of 40 state that their friend act as a role model for
them.
21

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 4 2 8
3 8 3 24
4 15 4 60
5 13 5 65
Total 157
Mean
Average 3.9
Interpretation:- As per the information presented within the table it has been identified
the weighted average mean over the question that Sport celebrities act as a role model is 3.9.
From this it has been found that 15 out of 40 respondents mark high over the likert scale as they
are agree that sport celebrities usually act as a role model for them.
22

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 6 2 12
3 11 3 33
4 14 4 56
5 9 5 45
Total 146
Mean
Average 3.6
Interpretation:- From the above mentioned information it has been identified that the
weighted average mean is 3.6 for the 40 respondents regarding the questions “Entertainment
Celebrities act as a role model for me”. This information depict that majority of people believe
that they consider entertainment celebrity as their role model.
3. Sets a positive example for others to follow
23

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 0 2 0
3 1 3 3
4 9 4 36
5 30 5 150
Total 189
Mean
Average 4.7
Interpretation: The above shown table is concern about creating positive response among
others with aim to make them follow. However, out of 40 respondents of average weighted
mean(parents) i. e. 4.7 in which majority of the respondents states that it is necessary for every
individual to set a positive example for others in terms of follow them back.
24

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 1 1 1
2 4 2 8
3 11 3 33
4 14 4 56
5 10 5 50
Total 148
Mean
Average 3.7
Interpretation: It has been demonstrated from the drawn table that out of 40 respondents
(friends) of weighted average mean i. e. 3.7 in which majority of the individuals says that it is
good for creating an impressive level of example over others with an intention of making them
follow.
25

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 0 2 0
3 5 3 15
4 12 4 48
5 23 5 115
Total 178
Mean
Average 4.5
Interpretation: The preceding presented table shows that out of 40 weighted average
respondents (sports celebrities) it has been identifies that major portion of personnel i. e. 5 agrees
that the idea of setting example among others is beneficial for every person as it help them to
enhance their personal identity in an impressive style.
26

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 1 1 1
2 4 2 8
3 13 3 39
4 11 4 44
5 11 5 55
Total 147
Mean
Average 3.6
Interpretation: The above given table highlights the idea of entertainment celebrities about
developing positive example among others. In this regard, out 40 weighted average responses, 5
manpower believes the fact that it is essential for every persons to build a affirmative example in
order to motive others to follow them back for enriching the identity.
4. Exhibits the kind of work ethic and behaviour i try to imitate
27

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 0 2 0
3 3 3 9
4 18 4 72
5 19 5 95
Total 176
Mean
Average 4.4
Interpretation: The shown table reflects the content regarding exhibiting such kind of work
ethic and behavior which can be imitate by others. However, out of 40 respondents of weighted
average (parents) in which 5 individuals states that a person must display a type of work ethic
and behavior which motivate others to imitate them back.
28

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 1 1 1
2 3 2 6
3 11 3 33
4 14 4 56
5 11 5 55
Total 151
Mean
Averag
e 3.7
Interpretation: The preceding displayed table demonstrates that out of 40 respondents of
weighted average (friends) i. e. 3.7 in which 4 people signifies that following a kind of work
ethic and behavior that empower others to imitate the same for improving the aspect of
personality in an attractive way.
29

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 0 1 0
2 1 2 2
3 8 3 24
4 17 4 68
5 14 5 70
Total 164
Mean
Average 4.1
Interpretation: The shown table represented the opinion of sports celebrities in terms of
applying such sort of work ethic and behavior that make differences in others in way of
imitating. Hence, out of 40 weighted average respondents i. e. 4.1 in which majority of the
personnel agrees that an individual must make an initiative to practice such kind of work ethic
and behavior which drive others to imitate the same within their personality.
30

Rating
Respondent
(A)
Weightage
(B) (A*B)
1 3 1 3
2 1 2 2
3 14 3 42
4 12 4 48
5 10 5 50
Total 145
Mean
Average 3.6
Interpretation: The preceding drawn table reflects the view of entertainment celebrities about
exhibiting a good work ethic and behavior with an aim of imitate by others. However, out of 40
weighted average respondents I. e. 3.6 in which 5 personnel agrees that adopting a type of work
ethic and behavior that motive others to simulate it into their personnel identity among others.
Purchase Intention and Behaviour
My favorite role model
Parents = 17
31

Friends = 5
Sports Celebrities = 11
Entertainment Celebrities = 7
Interpretation: The above shown pie chart highlights the idea about influencing individuals to
say positive things about certain products or services. However, in which majority of the
respondents i.e. 55% of personnel signifies that their role model empowered them to impose
positive response regarding particular products and services in an impressive style.
Interpretation: The drawn pie chart is about creating role model influence an individual to
recommend the specified brand to others who are in demand of acquiring advice. Hence, out of
32

40 respondents, majority of the manpower i.e. 50% agrees that there is a strong impact of role
model over each individual in aspect of suggesting particular brand to other specially who seeks
appropriate advice regarding buying a product or service for achieving satisfaction.
Interpretation- From the preceding mentioned pie chart, it can be analyze that among the 40
respondents majority of the people like 17.5% people of this population are strongly agreed they
encourage their friend and relatives to buy products as per their role model opinion. 55% are
viewed that they are prefer the opinions of my role model that influence me to encourage friend
or relative to purchase certain products and brands. Whereas remaining 25 % are neutral
regarding this statement because they are ready to prefer these kind of buy or they can prefer
other kind of purchasing. Remaining are disagreed because they are not influenced it and they
prefer their own buying behavior to but certain products and brands.
33

Interpretation- As per the above defined visual communication, it can be conclude that among
the population of 40 responders 20 % of the population are strongly agreed with this statements
and 37.5% people are supported to the statement that my role model influence me to purchase
less commodities from certain companies. Where as remaining 30% are neutral because they are
agreed with purchasing products from certain companies and buy goods from a specific
organization and brand. Whereas remaining representatives are disagreed with this statements
because they think that people have their own opinion in term of buying and purchasing products
from different companies and from a particular firm and brand.
Interpretation- From the mention pie chart, it can be summarise that between the population of
40 respondents 17.55 are strongly supported this statement that they are follow the opinion of
the role model in context of pay more for product. Whereas remaining 20% of the population are
agreed that they also prefer to the opinion of their role models in term of pay for the goods.
While remaining 27.5% are neutral because they pay for the commodities according to their
own.12.5% people are disagreed with this statement because they are not support to anyone else
opinion because they purchase goods according to their capability and income.
34

Interpretation- According to this statistical information, it can be find out that among the
population of 40 representatives, 30% of it is strongly agreed that they prefer certain brands to
purchase goods and services. 37.5% of this population are also supported this opinion that they
also consider their role model to in term of but the products of certain company or brand. Where
as 22.5% of this respondents are neutral because they in case of some products they prefer the
opinion of their role model but in some products, they consider their own opinion. While
remaining of this population are totally disagreed and they buy goods and services according to
them or prefer brand as per their own opinion.
35

CONCLUSION
From the above mentioned information it can be summarised that role models that an
individual follows brings up a lot of change in one's perception and manner in which they
perform a particular action. They also act as a influence over the consumption pattern or
purchasing decision of an individual. This is so because the youngsters usually start following
their role model and try to gain their good or bad deeds and at the same time try to copy their
styling, dressing patterns which in turn motivate the youngsters to go for a particular set of things
to purchase and involve it into the life to become like their role model. Therefore, the majority of
organisations use sports or entertainment celebrities as their brand ambassador in order to
promote their product or services to the target market on behalf of them. This support in
attracting larger number of customers toward the product or services offered by an organisation.
By performing investigation over this it has been identified that around 55% of the people
involve within the investigation activities get agree that the opinion of the role model plays a
significant role in influencing the perception of people toward a product or services. This is so
because the people get very much impressed and attracted toward the things that their role model
says and activities they perform. As a result of which the suggestions that the role models deliver
over a particular product influences the customers to say positive things about the brand or the
product which they are purchasing.
Despite of all this around 50% of the respondents said that when their role model suggest
them to use certain product or services then it influence them to also suggests other to go through
detail about the product and purchase it when they seeks a advice from that influencer's side. Due
to this reason organisations mainly prefer to conduct their promotional activities through the
medium of Brand Ambassador as they support up to a great extend in changing or diverting the
view point of people toward the positive side from the target market so that they get influence to
purchase it or involve that particular product in their daily life. In addition to this, the influencer
also usually convey the information that they get regarding the product or services to their close
one's whether they are their family or friend and suggest them to try that as it is suggested by
their role model and highly appreciated within the market place. From the study it has been
determined that around 55% people are agree that they usually share the opinion of their role
model which influence them to encourage their reference group such as friends or family in
order to buy a certain product from a particular brand.
36

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