3.4 Research Hypothesis

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3.4 Research Hypothesis

H1: Emotional response has a positive impact on the consumer buying behavior.

H2: Environmental response has a positive impact on the consumer buying behavior.

H3: Celebrity Endorsement can influence the consumer buying behavior positively.

H4: Advertising has a positive impact on smartphones consumer buying behavior.

H5: Emotional Response has positive correlation with Consumer Buying Behavior.

H6: Celebrity endorsement has positive correlation with Consumer Buying Behavior.

H7: There is a difference between the male and female responses to consumer buying behavior.

H8: There is a difference between different education group responses to Celebrity endorsement.

H9: There is a difference between income groups'
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This was necessary to get a specific type of response format that will easy for analysis. Before distribution of the questionnaire to respondents, a pilot test having sample of 30 respondents was held to check the accuracy and reliability of the questionnaire. After the successful pilot test, Questionnaires were distributed to the public for data collection.

3.5.2 Questionnaire details

The formation of the questionnaire is divided into 4 different parts to achieve needed information form the respondent. These information includes such type of responses from respondents which will help in checking the influence of emotional & environmental response and celebrity endorsement on the buying behavior of the consumer. These information will also explore the difference of demographic information towards the variable such as gender response difference towards variable or other demographic information such as age, income, location difference toward the variables.

28 3.5.2.1 Part First (Emotional response “independent” & Buying Behavior “Dependent”

The questions for the both variable, one independent “Emotional

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