Rule 1 describe themselves as being “Athletes, Bodybuilders, Crossfitters & Powerlifters. Guys who've lifted a few million lbs & downed a few thousand scoops of protein. We're also supplement pros who've done this before. Guys who know the difference between the good stuff & the over-hyped wannabes. Creating and delivering the best protein powders and nutritional supplements in the world; that’s our mission. It’s an ongoing quest. Being good is never good enough. We wake up every morning thinking about ways to improve our products and processes. To be the best, you never stop striving”.
Rule 1 is looking to adopt a celebrity to endorse Rule 1 proteins and are in discussions with Chris Hemsworth and Channing Tatum. Before making their decision, Rule 1’s in house marketing research team conducted a mixed method study utilising projective techniques and a quantitative survey to investigate consumer associations with the two celebrities, and other consumer judgements such as familiarity and attitudes towards the celebrities.
You will need to analyse both sources of data to test the research objectives below. You will then be required to effectively communicate the findings to Rule 1 management, interpret the findings and make sound and logical recommendations to inform Rule 1’s decision to adopt either Chris Hemsworth or Channing Tatum as their celebrity endorser.
Initial Research Question - Decision Maker’s Purpose
Should Rule 1 sign Chris Hemsworth or Channing Tatum to endorse Rule 1 proteins?
Redefined Research Questions
1. What associations do consumers hold with Chris Hemsworth and Channing Tatum?
2. What are consumer attitudes towards Rule 1 Proteins?
3. Which celebrity is more familiar?
4. Does consumer purchase intention differ depending if Chris Hemsworth or Channing Tatum is endorsing the brand?
5. Which celebrity do consumers perceive to be a better fit with Rule 1 products?
6. How does perceptions of ‘celebrity to product fit’ influence consumer intention to purchase Rule 1 proteins?
7. How do consumer attitudes and behaviours differ depending on a consumer’s demographic and psychographic profile?
Research Objectives
1. To identify the associations that consumers have with Chris Hemsworth.
2. To identify the associations that consumers have with Channing Tatum.
3. To compare and contrast consumer associations between Chris Hemsworth and Channing Tatum.
4. To determine if consumers overall attitude toward Rule 1 Proteins is negative or positive (significantly different to a mean rating of 3 on a seven point scale).
5. To compare consumer familiarity of Chris Hemsworth against familiarity of Channing Tatum.
6. To determine if consumer purchase intention differs depending if Chris Hemsworth or Channing Tatum was featured in the advertisement.
7. To compare consumer perceptions of celebrity to product fit between Chris Hemsworth and Channing Tatum.
8. To determine the relationship between consumers perceptions of ‘celebrity to product fit’ and purchase intention.
9. To determine the relationship between age (age groups 18-35 and 36+ years) and Protein use (light, medium, heavy).
10. To compare attitudes towards Rule 1 Proteins between light, medium, and heavy protein users. Rule 1 have provid
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