buisness research methodology
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Respondents
Age Group A(Below 25 years) 184 35.04
Age Group B(25-35 years) 137 26.09
Age Group C(35-45 years) 163 31.05
Age Group D(45 years & above) 41 7.82
Total 525 100.0
Table C: Income-wise Distribution of Sample
Income Group No. of PercentageRespondents
Income Group A(below Rs. 1,20,000) 95 18.10
Income Group B(Rs. 120,001-240,000) 178 33.90
Income Group C(Rs. 240,001-360,000) 157 29.90
Income Group D((Rs. 360,001 & above) 95 18.10
Total 525 100.0
Data has been collected through personally administered
questionnaire directed towards the core issues to be taken up inthe study over a period of six months, in the year 2007-08.
Factors Considered while Buying the Product
The factors considered by the respondents while buying any ofthe three products namely colour television, Readymade shirt,& Bathing soap were compared on the basis of their mean scores.
As shown in table 1, Brand reputation is an importantconsideration while buying a colour Television and therefore it
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DSM Business Review Vol. 1, No. 1 (June, 2009) S.V. Pathak, Aditya P. Tripathi and Noopur Agrawal
secured the third Rank among seven factors, with a mean valueof 3.28. The importance of this factor is comparatively lesser incase of shirt. Many buyers went for unbranded or local brand ofshirt, while there were others who were Brand loyal. Hence the
factor, Brand Reputation was ranked fourth for this product,with a mean value of 3.04. People had even lesser attention tothis factor while buying bathing soap. In fact, either they werebrand loyal or they switched from one brand to another, merelyfor the sake of variety. Therefore Brand-Reputation secured
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Table 1: Factors considered while Buying the Product
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Rank Mean Rank Mean Rank
Brand 3.28 III 3.04 IV 3.07 VIReputation
Price 3.75 I 3.32 II 3.15 V
Features 3.74 II 3.73 I 3.52 II
Promotion 2.77 VII 2.54 VII 3.19 IV
Brand 3.27 IV 3.06 III 3.55 ILoyalty
Store 3.10 V 2.84 VI 2.79 VIIReputation
Store 3.00 VI 2.88 V 3.51 IILoyalty
Source: Primary Research.
the sixth Rank among the seven factors with a mean value of3.07, for this product.
People consider price as an important factor while purchasingthe product. This was particularly true in case of consumerdurables; like colour television as well as for semi-Durableproducts, like shirt. For colour television, this factor bagged the
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S V P th k Adit P T i thi d N A lDSM B i R i V l 1 N 1 (J 2009)
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For all the three products majority of the respondents believedthat the price of the brand ,they have purchased was reasonable.This variable scored an average rating for the three products.
Next, the buyers perception of product quality on the basis ofprice of the product was further studied. For this purpose thestatements related to the price of the products were selected andstandard deviation for each of the statements were computed.
The buyers believed that it would be risky to buy a low-pricedbrand, and hence, the mean computed for this variable wasreasonably high in case of all the three products. The scores were3.59, 3.58 & 3.42 respectively.
Another interesting finding was that despite the respondentsagreeing to common proposition The lower the price of the
was 3.14 & 3.11, 2.37 respectively. It can be concluded that thebuyers perceived a lesser association between the price and qualityfor the product Bathing soap in comparison to the Television &Shirt.
S.V. Pathak, Aditya P. Tripathi and Noopur AgrawalDSM Business ReviewVol. 1, No. 1 (June, 2009)
117 118
Table 3: Variables Influencing the Price Consideration
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171Mean Stan- Mean Stan- Mean Stan-
dard dard dardDevi- Devi- Devi-ation ation ation
High Price 2.94 1.12 2.96 1.12 2.77 0.98of theProduct
Value for 4.58 0.56 4.39 0.56 3.53 0.71Money
Source: Primary Research.
Table 4: Price and Quality Perception
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Stan- Mean Stan- Mean Stan-dard dard dardDevi- Devi- Devi-
ation ation ation
The higher 3.14 1.12 3.11 1.11 2.79 1.08the price ofthe product,the betterwill be itsquality.
The lower 3.32 1.11 3.27 1.16 3.06 1.12the price ofthe product,the inferiorwill be itsquality.
It is risky to 3.59 1.03 3.58 1.04 3.42 1.06buy a lowpricedproduct
Source: Primary Research.
product, the inferior will be its quality: they did not stronglybelieve that The higher the price of the product, the better
would be its quality. Therefore, while the mean scores for the
former statement was 3.23, 3.27 & 3.06 respectively. For colourtelevision, shirt & soap, the mean scores of the later statement
Brand Reputation
The major components or variables that make up the reputationof the brand were studied in detail for all the three products. Inthat regard the mean and standard deviation for those variables
were computed result of which is shown in table 5.
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S V Pathak Aditya P Tripathi and Noopur AgrawalDSM Business Review Vol 1 No 1 (June 2009)
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Factors Considered in Store Selection
As we have found a little influence of the reputation of the storeson buyers perception of product quality instead of analysingonly the variables which were the component of this factor, all
the variables considered while selecting the store were studied.The mean & standard deviation computed for these variablesare presented in Table 7.
In case of Television the buyers selected that store on which theyhave the faith that it would backup the products guarantee and
would provide good after sales service. Hence, these two variableshave scored mean of 3.87 & 3.68 respectively, before selecting
the store, they have already decided the brand. They wereintending to purchase and therefore they selected the store, that
S.V. Pathak, Aditya P. Tripathi and Noopur AgrawalDSM Business ReviewVol. 1, No. 1 (June, 2009)
121 122
Table 6: Brand Reputation and Quality Perception
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Stan- Mean Stan- Mean Stan-dard dard dardDevi- Devi- Devi-ation ation ation
The higher 3.85 0.98 3.74 1.05 3.71 0.97the Repu-tation of thebrand, thesuperior willbe its quality.
The upcom- 3.25 0.89 3.27 0.81 3.20 0.88ing brandsare of super-ior quality.
The older 3.13 0.77 3.37 0.78 3.37 0.88established
brands aremore reliableand are gen-erally ofbetter quality.
Country-of- 3.49 1.09 2.90 0.97 2.81 0.86origin of thebrand givesquality indi-cation.
Multinational 3.37 1.27 3.01 1.13 2.78 1.18brands areof superiorquality thanIndianbrands.
It is risky to 3.99 0.91 3.46 1.13 3.73 1.13
buy a littleknown brand.
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Stan- Mean Stan- Mean Stan-
dard dard dardDevi- Devi- Devi-ation ation ation
Brands which 3.66 0.79 3.48 0.87 3.56 0.89are enjoyinggreater mar-ket share,are of super-
ior quality.The larger 3.28 0.96 3.28 0.93 3.30 0.97the size ofmanufactur-ing com-pany, thebetter willbe productquality.
Source: Primary Research.
contd...
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124
Table 7: Factor Considered in Store Selection
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Stan- Mean Stan- Mean Stan-dard dard dardDevi- Devi- Devi-ation ation ation
Reputation 3.59 1.02 3.02 1.11 2.89 1.00of the store.
Nearness of 3.50 1.13q 2.86 1.01 3.71 0.89
the store.Recommen- 3.07 1.03 2.99 1.07 2.60 0.86dation ofothers.
Large size 3.16 1.06 3.38 1.08 2.85 0.96and decoreof the store.
Exclusive 3.28 1.12 3.34 1.15 - -showroomof buyerspreferredbrand.
Store was 3.63 0.96 3.49 1.04 3.09 1.02carryingbuyerspreferredbrand.
Personal 2.70 1.03 2.22 0.91 2.73 1.05acquain-tance withthe storeowner.
Store known 3.68 0.94 3.27 1.02 - -for goodafter-saleservices.
contd...
Factors Colour Readymade BathingTelevision Shirt Soap
N = 179 N=175 N=171
Mean Stan- Mean Stan- Mean Stan-
dard dard dardDevi- Devi- Devi-ation ation ation
Faith in 3.87 0.79 3.55 0.93 3.61 0.96stores abi-lity to back-up theproducts
guarantee.Belief that 2.47 0.89 2.55 1.08 2.19 0.81buying fromthis storewill projectthe buyeras a highstatusperson.
Other 2.68 0.96 2.39 0.93 2.60 0.92stores hav-ing badreputation.
The store 2.87 2.87 3.15 1.03 2.50 0.78is locatedin a poshmarket.
Good pre- 3.42 1.04 3.70 0.97 4.02 0.70vious exp-erience ofbuying fromstore.
Always buy 3.15 1.02 3.09 3.34 3.88 0.90the productfrom this
store.Source: Primary Research.
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S.V. Pathak, Aditya P. Tripathi and Noopur AgrawalDSM Business ReviewVol. 1, No. 1 (June, 2009)
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y p p g
129 130
Research
Findings
Hyp
otheses
ColourTelevision
ReadymadeShirt
BathingSoap
H1:
Thereisnosignifican
t
Significantdifferen
ce
Significantdiffere
nce
Butpeoplewou
ld
diffe
renceinthebuyers
found
found
payhighpriceifsoap
perc
eptionofqualifyof
havingsomeis
USP.
prod
uctfallingindifferent
Rejected
Rejected
Rejected
priceranges
H2:Thebuyersperceptio
n
Significantdifferen
ce
Significantdiffere
nce
Significantdiffe
rence
ofqualityofdifferentbrand
found
found
found
ofa
productisnotdifferen
t
Rejected
Rejected
Rejected
H3:
Thebuyersperceptio
n
Significantdifferen
ces
Prioritytoincome
Accepted
ofqualityofproduct
foundbutwith
andpromotionra
ther
purc
hasedfromd
ifferent
Features&Brand
store
type
sofstoresisnot
Reputation
diffe
rent
PartiallyRejected
Accepted
Accepted
Ove
rallComments
1.
Socio-economic
1.
Reputationof
1.
Price&Bran
d
variablehavea
Brandhaspo
sitive
Reputationh
asa
littleinfluenceon
impact.
positivein
fluence
Hyp
otheses
ColourTelevision
ReadymadeShirt
BathingSoap
buyersProduct
onbuyers
evaluation
perception
2.
Pricehasastrong
2.
Reputationof
2.
Features&B
rand
&positiveeffect
on
storeisnotve
ry
loyaltygreatly
buyersperception.
important
influences
the
buyerspurchase
decision.
3.
Reputationofstore
3.
HighpriceofShirt
influencesthe
hasapositive
buyersperception
influenceon
toalesserdegree
perception.
incomparison
toPrice&Brand
Reputation
Sour
ce:PrimaryResearc
h.
contd...
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