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In microbiome data analysis, the interest is to infer the relationship among response, covariates and a large number of microbiomes. To model the larger number of microbiomes, we treat them as functional data, and use a semiparametric regression model for their relationship with the response, in which the effects of the covariates are specified as regression coefficients, and that of the microbiome is specified as a functional parameter, via the B-spline, and a logistic link for the outcome. We also infer the correlations among some selected microbiomes. Simulation study is conducted to evaluate the performance of the method, and the model is applied to analyze a real operational taxonomic microbiome data.

KEYWORDS: Microbime, binary outcome, semiparametric regression, B-spline, correlation.

Advertisement is a method used to attract people’s attention. Advertising plays a great role in marketing. The amount of money spent globally on promoting goods, services, concepts, ideas, and personalities makes one realize the importance of advertising. It is arguable how much advertising draws in customers. Advertisement is necessity in this competition- driven market. Understanding how advertisements affect consumer behavior will help firms to build a better ad that addresses each factor. To be a successful entrepreneur, one should understand the buying behavior and also the factors which influences the consumer to buy the product. The
objective of this paper is to find out how much advertisement brings effect on the consumer’s buying behavior with reference to Soft Drinks. By using 5-point Likert scale with cross sectional data, 609 questionnaires were distributed in Indore District as a sample, and received 600 complete questionnaires from respondents after field survey. With the help of Kirkpatrick model that contain one dependent and two independent variables, a conceptual framework was developed. Data was examined by using different statistical techniques such as Descriptive statistic, Correlation analysis, and Regression analysis. Results of our study are strong because the evidences show that advertisements have significant impact on consumers buying behavior and their choices.

KEYWORDS: Advertising, Consumer behavior, Soft drinks, Consumer preferences.