Understanding the Impact of the Variables Determining Loyalty Status of Fans Belonging to Three Psychographic Profiles : Experienced, Strugglers and Strivers w.r.t. IPL Franchises

Author: Khan Ashfaq Ahmad, Farida S. Virani

Abstract:
The current research was carried out to understand the various variables that create brand loyalty for IPL franchises and also to understand their dependence with three psychographic segments i.e. strivers, strugglers and experiencers, a focus group discussion was carried out to understand the variables which create brand loyalty, the results revealed that star players, excitement and attachment are the three variables which create fan loyalty. These variables were then cross tabulated with three psychographic segments and then hypothesis testing was carried out using a chi square test of independence. The results from the testing of the hypothesis revealed that the two variables i.e. types of segments and feel high are significantly dependent on each other and the results of second hypothesis revealed that the two variables i.e. types of segments and Merchandise association are independent of each other.

Keywords:Psychographic segmentation, Chi square test of Independence, IPL.

DOI:

International Journal of Trade & Commerce (Vol: 7 Issue:1)