Buisness Research Methodology

8/3/2019 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


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


Table 4: Price and Quality Perception


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


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


121 122

Table 6: Brand Reputation and Quality Perception


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.


N = 179 N=175 N=171

Mean Stan- Mean Stan- Mean Stan-


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.


contd...

DSM Business Review Vol 1, No 1 (June, 2009) S V Pathak, Aditya P Tripathi and Noopur Agrawal


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DSM Business Review Vol. 1, No. 1 (June, 2009) S.V. Pathak, Aditya P. Tripathi and Noopur Agrawal

124

Table 7: Factor Considered in Store Selection


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...


N = 179 N=175 N=171

Mean Stan- Mean Stan- Mean Stan-


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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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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