Chapter 3 RESEARCH METHODOLOGY - Shodhgangashodhganga.inflibnet.ac.in/bitstream/10603/82726/10/10_chapter3.pdfBased on the research questions, the objectives of the study are stated

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Chapter 3

RESEARCH METHODOLOGY _____________________________________________________________________

3.1 Introduction: 3.1.1 Purpose:

This chapter outlines the research methodology used for this study. The purpose of

this chapter is to discuss the research philosophies and the research strategy adopted

by the researcher.

The existing literature supports the conjecture that inter-brand variant overlap is

related to customer heterogeneous preferences and the existence of brand parity.

Unavailability of preferred product variants may induce the buyers to either remain

loyal to the brand or to the variant. This study identifies the factors contributing to the

consumer choice between the variant and the brand. This study will help the

manufacturers, retailers and marketers in identifying better drivers of loyalty for

attributes that will help in designing and implementation of loyalty strategies.

3.1.2 Research Questions:

The principal question: When the desired brand and variant combination is not

available the buyer can respond mainly in two possible ways, viz.

Option one: keep the choice of brand same and accepts other variant

Option two: keep the choice of variant same and switch the brand

The principle research question is, ‘What are the factors which govern the choice of

one of the options?’

Based on the research questions, the objectives of the study are stated as:

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3.1.3 Research Objectives:

1. To study the level of product variant experiences for formula based and size

based variant

2. To investigate the level of involvement according to variants

3. To study the level of pleasure according to variants

4. To study the level of benefit convenience according to variants

5. To study the influence of product personality similarity according to variants

6. To study the level of brand loyalty according to variants

7. To study the level of variant loyalty according to variants

8. To study the level of product variant experiences amongst brand loyal and

variant loyal buyers, according to variants

9. To study the level of involvement amongst brand loyal and variant loyal

buyers, according to variants

10. To study the level of pleasure amongst brand loyal and variant loyal buyers,

according to variants

11. To study the level of product personality similarity amongst brand loyal and

variant loyal buyers, according to variants

3.2 Research Design: 3.2.1 Methodology for Research Approach:

The methodological standpoint is post positivist and methodological approach is non-

experimental. Post-positivists seek to understand causal relationships (James

Scotland, 2012). Post-positivism suggests that the social world is pattered and that

causal relationships can be discovered and tested via reliable strategies (Sharlene

Nagy Hesse-Biber and Patricia Leavy, 2010).

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3.2.2 Research Standpoint:

Type of Research Brief description Consideration for

present research

Surveys (positivist and

post positivist)

The use of structured

questionnaire, self-

administered, and

interviews to gather

sufficient amounts of data

on a topic from an

adequately large number

of people.

The study requires causal

understanding and is

interested in understanding

what, how and why of

loyalty for product

variants.

Source –Adapted from Chris Hart, 2005

3.2.3 Rational for the approach:

Since the researcher focused on identification and definition of causality, independent

and dependent variables, non-experimental post positivist approach was adopted.

There was no scope for manipulation of variables and the study was concerned with

understanding the relationships that exist between variables.

The researcher is attempting to discover relationship that exists between non-

manipulated variable. A descriptive research design was adopted (Nenty, 2009).

Cross sectional design was adopted as the present research involves collection of

information from a given sample of population elements only once. A single cross-

sectional design was adopted. In a single cross-sectional design, only one sample of

respondents is drawn from the target population, and information is obtained from this

sample only once. These designs are also called sample survey research designs

(Malhotra, 2011).

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3.3 Population of the Study:

3.3.1 Conceptual Population:

The conceptual population was the youth in the age group of 16 – 25 years of age.

The youth was identified as any individual who has done or is currently pursuing his

studies in Pune and staying in Pune.

Geographic scope

The geographic scope of the study was the Pune city.

Time span: August, 2013 to January, 2014

Scope of the study

The scope of the study was restricted to four product categories:

Toothpaste,

Ice cream,

Biscuit

Soft drink

Only formula (content) based variant and package based variant are studied.

Comparison with each sub variants with content based and packaged based variants

will have few respondents for each sub variants and number of variants and also the

large number of attributes can explode to an unmanageable size.

Product categories were chosen on the basis of variant availability (multiple

formulations, package sizes) and popularity amongst young buyers. The choice was

validated through the young buyers (business school students).

Following are illustrations of the product categories with its content and pack size

available in the market. The illustrative examples are just representation and do not

represent all the content and package size present in the market.

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Product category: Toothpaste

Content

Sensitive toothpaste

Toothpaste with salt

Herbal toothpaste

Whitening element

Size

20 gm

50 gm

80 gm

100 gm

150 gm

200 gm

Product category: Ice cream

Content

Mango

Pista

Vanila

Chocolate

Size

Cone – 120 ml, 100 ml, 80 ml, 50 ml

Cup – 125 ml, 100 ml, 80 ml, 90 ml & 40 ml

Plastic container – 1 liter, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml, & 60 ml

Stick – 70 ml, 60 ml, 40 ml

Take home – 5 liter, 4 liter, 2.2 liter, 1.5 liter, 1.25 liter, 500 ml & 250 ml

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Product category: Biscuit

Content

Cashew

Digestive

Chocolate flavor

Glucose

Salted

Vanilla

Size

50 gm

75 gm

80 gm

100 gm

133 gm

150 gm

200 gm

300 gm

Product category: Soft drink

Content

Orange flavor

Lemon flavor

Diet

Carbonated

Size

250 ml

400 ml

600 ml

1.25 liter

2 liter

2.25 liter

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Conceptual scope

The conceptual scope of study is consistent with the research objectives.

Definitions of key concepts

Products: Products are symbols by which people convey something about

themselves to themselves and to others (Holman, 1981; Solomon, 1983 cited by

Govers et al., 2004).

Product variant: “a distinct unit within a brand or product line that is

distinguishable by size, price or appearance” (Kotler, 1997, p 432 cited by Govers

et al, 2005).

Inter brand overlap: It is defined as the degree to which two brands in a product

category offer variants with the same product features (Aribarg et al 2008).

Brand Parity: Within a product category, when differentiation does not exist (i.e.,

all brands are very similar), brand parity is said to exist (Muncy, 1996).

Brand loyalty: “a deeply held commitment to re buy or re patronizes a preferred

product/service consistently in the future, causing repetitive same brand or same-

brand-set purchasing, despite situational influences and marketing efforts have the

potential to cause switching behavior.”(Oliver, 1999).

Benefit convenience: It is buyers’ perceived time and effort expenditure to

experience the product’s core benefits (Berry et al, 2002).

Product personality: It is a high level description of the product variant as a whole

and is strongly influenced by product appearance ( Govers et al., 2004)

Product Personality Similarity: When a buyer compares him/herself to the

personality that he/she ascribes to a product variant (Govers et al., 2004).

Variety seeking : ‘the desire for a new and novel stimulus’ (Hoyer and Ridgway,

1984 cited by Michaelidou, 2009)

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Summary of the method adopted

Sr. No. Method Instrument Data Type

1 Survey Structured Questionnaire Opinions

3.4 Methodology for Instrument Design & Sampling Design

3.4.1 Data:

The researcher has used primary and secondary data sources for the study. The

purpose of secondary data was to explore various dimensions of product variants and

brand loyalty. The researcher has used research journals in marketing and psychology

for collection of secondary data.

The researcher conducted one focus group discussion in an informal setting. The

discussion was recorded by the researcher and a transcription was prepared.

Detail of focus group discussion:

Facilitator – Mahesh Gadekar Number of participant 5

Venue: Café Coffee Day, City Pride, Pune Satara Road, Pune

Gender wise description: Female: 2 Male: 3

The focus group discussion was conducted for 45 minutes. The focus group

discussion helped the researcher in identifying dimensions of consumer behavior and

experiences such as involvement and pleasure.

3.4.2 Sources of secondary data:

Online databases were used for collection of secondary data: Ebscohost, Proquest and

Emerald’. The secondary data helped the researcher in identifying and adapting

variables viz, brand experience, benefit convenience and product variant differences.

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Primary data

Primary data was collected through a structured questionnaire for four different

variant types.

Sampling

The respondents for the study were youth in Pune.

Purposeful Non probability sampling plan was adopted. Purposeful non probability

sampling is undertaken in non-experimental (non-interventionist – use of random

selections) (Chris Hart, 2005). Under purposeful non probability sampling units are

hand – picked on the basis of how they represent a population or category to which

they belong.

Since respondents were youth in Pune city, there was a need to define them

operationally. All the youth shall not be part of study. The study was concerned of

geographic context; the researcher felt that the respondents should have spent sizeable

time in the geographical context. Also the time spent shall be of graduation; and as

cited by literature it is in this age group the preferences of the respondents crystallize.

Ethical issues

The researcher addressed the ethical issues by performing informed consent. Informed

consent was executed by –

Providing a brief description of the study and its procedures

“

Dear Friend,

This is a questionnaire to study the relationship between product variants and brand

loyalty amongst youth. The purpose of this research is purely academic in nature.

(PhD Research Purpose) You are requested to fill in appropriate information.

Confidentiality of information will be maintained.

Thank you for your support and cooperation,

Research Scholar

”

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Full identification of the researchers’ identity

An assurance of confidentiality

An assurance that participation is voluntary

Benefits and risks associated with participation in the study

Questionnaire development

Concepts that were identified are – product variant experience, product variant

difference, product personality similarity, involvement, inter brand variant overlap,

pleasure, and benefit convenience. Following Fader and Hardie, (1996) the researcher

identified two variant – package size and formula.

The questions in the questionnaire were structured. ‘Structured’ here refers to the

degree of standardization imposed on the data collection process. A formal

questionnaire was prepared and the questions were asked in a prearranged order.

Since the purpose of the research was disclosed to the respondents, the process was a

direct (Malhotra, 2011).

The demographic characteristics were measured through the new SEC (Social

Economic Classification) system. The new SEC is basically used to classify

households in India. The SEC was popularized by IMRB.

Questionnaire details representative wording for formula based product variant –

toothpaste

Measurement of Items wording details

Product Variant Experience 1. The content of toothpaste is very

much visually impressing

2. The content of toothpaste tempt

feelings and sentiments

3. I have strong feelings and sentiments

for the content of toothpaste.

4. The content of toothpaste tempts me

to share my experience with others.

5. The content of toothpaste helps me to

think about the task of solving my

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tooth related issues

Product Personality Similarity 1. The content of toothpaste that I prefer

is like me

Involvement 1. I have a strong interest in content of

my toothpaste

2. I would choose my content of my

toothpaste very carefully

Variant Differences 1. There are big differences between

similar contents of toothpaste amongst

different brands.

Pleasure 1. It gives me pleasure to shop for tooth

paste based on its content

2. Buying tooth paste based on its

contents feels like giving myself a gift

Benefit Convenience 1. The toothpaste based on certain

package size that I want can be

located easily in the store

2. I am able to purchase my choice of

package size in toothpaste in a

minimal time

Inter brand variant overlap 1. If the toothpaste based on certain

content that I usually purchase of

brand AAA is not available, than I

will purchase different content in the

same brand AAA.

2. If the toothpaste based on certain

content that I usually purchase of

brand AAA is not available, than I

will purchase same content from

different brand i.e. BBB or CCC.

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3.5 Methodology of Data Collection

The mode of survey questionnaire administration was through self-administered

interviews.

Use of logical setting was use during the interview to help respondents to fill in valid

response. The key concepts were described. Vignette approach, wherein short

consumption stories are narrated so as to relate with the purpose of the research, was

used. Vignette approach origins from the quantitative research tradition (Alexander

and Becker, 1978) and is used by researchers to administer the survey research and

also its variants are used in qualitative research while conducting personal interviews.

3.5.1 Pilot Research:

A pilot study is a mini-version of a full-scale study, or a trial run, done in preparation

of the main study. It is also a specific pre-testing of research instruments, including

questionnaires and interview schedules (Polit, et al & Baker, 2002:33-44).

The researcher has followed the process stated by Ajzen and Fishbein (1975 & 1980)

in the ‘theory of reasoned action’. The components of ‘Theory of Reasoned Action’

are three general constructs.

• Behavioral intentions

• Attitude

• Subjective norm

Further, the researcher listed variables by conducting interviews by asking following

questions:

1. What are the possible benefits or gains of product variants?

2. What are the possible costs or loss of product variants?

3. Which are the things that you liked about product variants?

The researcher conducted a survey on the listed variables through five points Likert

scale. Further, the constructs were identified i.e. product variant difference, product

personality similarity, involvement, inter brand variant overlap, pleasure, benefit

convenience.

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Convenience sampling technique was used as advised by Aaker, et al for pretesting a

questionnaire.

The pilot research confirmed the tool (questionnaire) developed for the study.

The researcher has identified through a theory of reasoned action, focus group

discussion and literature review, consumer experiences and behavior for variant

choice decision viz,. product variant experience, involvement, product personality

similarity, pleasure and benefit convenience.

3.6. Hypothesis:

The hypotheses proposed:

Based on the findings of the pilot study the following hypotheses were designed for

testing during the main study;

1. There is no significant difference in product variant experience, of the buyers

between pack size variant experience and formula variant experience.

2. There is no significant difference in involvement, of the buyers between pack size

variant experience and formula variant experience.

3. There is no significant difference in product personality similarity, of the buyers

between pack size variant experience and formula variant experience.

4. There is no significant difference in pleasure, of the buyers between pack size

variant experience and formula variant experience

5. There is no significant difference in benefit convenience, of the buyers between

pack size variant experience and formula variant experience

6. There is no significant difference in brand loyalty, of the buyers between pack size

variant experience and formula variant experience.

7. There is no significant difference in variant loyalty, of the buyers between pack

size variant experience and formula variant experience

8. There is no significant difference in product variant experience between those

who are brand loyal and those who are variant loyal

9. There is no significant difference in pleasure between those who are brand loyal

and those who are variant loyal

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10. There is no significant difference in involvement between those who are brand

loyal and those who are variant loyal

11. There is no significant difference in product personality similarity between those

who are brand loyal and those who are variant loyal

As stated earlier, the researcher is concerned in identifying the differences in various

dimensions of customer experiences and behavior between product variants and

brand. The variants under consideration are formula based and package size based.

3.7. Methodology for Data Management and Analysis:

A total 495 questionnaires were filled in by the respondents. It was observed by the

researcher that 20% data needed to be eliminated, as the responses were inconsistent

in that the respondents agreed on mutually exclusive options.

Using Microsoft excel ‘countifs’ function, such responses were tabulated. The 100

responses out of 495 responses needed to be scrapped. The researcher, therefore,

collected additional through supplementary survey of 100 respondents. They were

again checked for consistency. The questionnaires were also checked for serially

correlated answers as such correlation is often are a result of ‘non application of

mind’ by the respondents. Finally, the data analysis was performed on 435 valid

responses.

Product Variants

Product Category

Formula

based

variant

Package size

based variant Total

Toothpaste 40 41 81

Biscuit 36 49 85

Soft drink 72 47 119

Ice cream 71 79 150

Total 219 216 435

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Normality test

The Shapiro –Wilk test is recommended in case of small sample size and when the

researcher is not confident of visually interpreting Normal Q-Q Plots. The test was

performed on all 8 product variants.

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Tests of Normality for content variant of soft drink

Shapiro-Wilk Statistically

significant Statistic Df Sig.

The content of soft drink is very much visually

impressing

0.772 72 000 Yes

The content of soft drink tempt feelings and sentiments 0.904 72 000 Yes

I have strong feelings and sentiments for the content of

soft drink

0.916 72 000 Yes

The content of soft drink tempts me to share my

experience with others

0.859 72 000 Yes

The content of soft drink helps me to think about the

task of solving my query related to soft drink

0.907 72 000 Yes

The content of soft drink that I prefer is like me 0.916 72 000 Yes

I have a strong interest in content of my soft drink 0.902 72 000 Yes

I would choose my content of my soft drink very

carefully

0.923 72 000 Yes

There are big differences between similar contents of

soft drink amongst different brands

0.865 72 000 Yes

It gives me pleasure to shop for a soft drink based on

its content

0.868 72 000 Yes

Buying a soft drink based on its contents feels like

giving myself a gift

0.895 72 000 Yes

Brand Loyalty 0.848 72 000 Yes

Variant Loyalty 0.882 72 000 Yes

The soft drink based on certain content that I want can

be located easily in the store

0.793 72 000 Yes

I am able to purchase my choice of content in soft

drink in a minimal time

0.838 72 000 Yes

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Tests of Normality for bottle size variant of soft drink


Significant Statistic Df Sig.

The bottle size of soft drink is very much visually

impressing

0.855 47 .000 Yes

The bottle size of soft drink tempt feelings and

sentiments

0.85 47 .000 Yes

I have strong feelings and sentiments for the bottle

size of soft drink

0.886 47 .000 Yes

The bottle size of soft drink tempts me to share my


0.929 47 .007 Yes

The bottle size of soft drink helps me to think about

the task of solving my query related to soft drink

0.912 47 .002 Yes

The bottle size of soft drink that I prefer is like me 0.891 47 .000 Yes

I have a strong interest in bottle size of my soft

drink

0.894 47 .000 Yes

I would choose my bottle size of my soft drink very

carefully

0.889 47 .000 Yes

It gives me pleasure to shop for a soft drink based

on its bottle size

0.921 47 .004 Yes

Buying a soft drink based on its bottle sizes feels

like giving myself a gift

0.899 47 .001 Yes

Brand Loyalty 0.878 47 .000 Yes

Variant Loyalty 0.884 47 .000 Yes

The soft drink based on certain bottle size that I

want can be located easily in the store

0.817 47 .000 Yes

I am able to purchase my choice of bottle size in

soft drink in a minimal time

0.788 47 .000 Yes

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Tests of Normality for formula variant of ice cream



The content of ice cream is very much visually

impressing

.703 71 .000 Yes

The content of ice cream tempt feelings and

sentiments

.833 71 .000 Yes

I have strong feelings and sentiments for the

content of ice cream

.835 71 .000 Yes

The content of ice cream tempts me to share my


.839 71 .000 Yes

The content of ice cream helps me to think about

the task of solving my query related to ice cream

.907 71 .000 Yes

The content of ice cream that I prefer is like me .905 71 .000 Yes

I have a strong interest in content of my ice cream .739 71 .000 Yes

I would choose my content of my ice cream very

carefully

.781 71 .000 Yes

There are big differences between similar contents

of ice cream amongst different brands

.799 71 .000 Yes

It gives me pleasure to shop for an ice cream based

on its content

.771 71 .000 Yes

Buying an ice cream based on its contents feels like


.872 71 .000 Yes

Brand Loyalty .906 71 .000 Yes

Variant Loyalty .876 71 .000 Yes

The ice cream based on certain content that I want

can be located easily in the store

.844 71 .000 Yes

I am able to purchase my choice of content in ice

cream in a minimal time

.801 71 .000 Yes

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Tests of Normality for package size variant of ice cream



The package size of ice cream is very much visually

impressing

.761 79 .000 Yes

The package size of ice cream tempt feelings and

sentiments

.815 79 .000 Yes

I have strong feelings and sentiments for the package

size of ice cream

.921 79 .000 Yes

The package size of ice cream tempts me to share my


.907 79 .000 Yes

The package size of ice cream helps me to think about

the task of solving my query related to ice cream

.910 79 .000 Yes

The package size of ice cream that I prefer is like me .902 79 .000 Yes

I have a strong interest in package size of my ice

cream

.846 79 .000 Yes

I would choose my package size of my ice cream very

carefully

.908 79 .000 Yes

It gives me pleasure to shop for an ice cream based on

its package size

.849 79 .000 Yes

Buying an ice cream based on its package sizes feels


.912 79 .000 Yes



The ice cream based on certain package size that I


.788 79 .000 Yes

I am able to purchase my choice of package size in

ice cream in a minimal time

.846 79 .000 Yes

71

Tests of Normality for formula variant of biscuit



The content of biscuit is very much visually

impressing

.866 36 .000 Yes

The content of biscuit tempt feelings and

sentiments

.914 36 .008 Yes


content of biscuit

.879 36 .001 Yes

The content of biscuit tempts me to share my


.874 36 .001 Yes

The content of biscuit helps me to think about

the task of solving my query related to biscuit

.929 36 .023 Yes

The content of biscuit that I prefer is like me .837 36 .000 Yes

I have a strong interest in content of my biscuit .826 36 .000 Yes

I would choose my content of my biscuit very

carefully

.889 36 .002 Yes

There are big differences between similar

contents of biscuit amongst different brands

.892 36 .002 Yes

It gives me pleasure to shop for a biscuit based

on its content

.761 36 .000 Yes

Buying a biscuit based on its contents feels like


.934 36 .033 Yes



The biscuit based on certain content that I want

can be located easily in the store

.762 36 .000 Yes

I am able to purchase my choice of content in

biscuit in a minimal time

.820 36 .000 Yes

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Tests of Normality for package size variant of biscuit



The package of biscuit is very much visually

impressing

.830 49 .000 Yes

The package of biscuit tempt feelings and

sentiments

.902 49 .001 Yes


package of biscuit

.864 49 .000 Yes

The package of biscuit tempts me to share my


.905 49 .001 Yes

The package of biscuit helps me to think about

the task of solving my query related to biscuit

.926 49 .004 Yes

The package of biscuit that I prefer is like me .916 49 .002 Yes

I have a strong interest in package of my

biscuit

.935 49 .009 Yes

I would choose my package of my biscuit very

carefully

.921 49 .003 Yes


packages of biscuit amongst different brands

.937 49 .012 Yes

It gives me pleasure to shop for a biscuit based

on its package

.921 49 .003 Yes

Buying a biscuit based on its packages feels


.847 49 .000 Yes



The biscuit based on certain package that I


.855 49 .000 Yes

73

Tests of Normality for formula variant of toothpaste


significant Statisti

c

Df Sig.

The content of toothpaste is very much visually

impressing

0.778 40 .000 Yes

The content of toothpaste tempt feelings and sentiments 0.832 40 .000 Yes

I have strong feelings and sentiments for the content of

toothpaste

0.893 40 .001 Yes

The content of toothpaste tempts me to share my


0.858 40 .000 Yes

The content of toothpaste helps me to think about the

task of solving my query related to toothpaste

0.848 40 .000 Yes

The content of toothpaste that I prefer is like me 0.833 40 .000 Yes

I have a strong interest in content of my toothpaste 0.818 40 .000 Yes

I would choose my content of my toothpaste very

carefully

0.854 40 .000 Yes

There are big differences between similar contents of

toothpaste amongst different brands

0.864 40 .000 Yes

It gives me pleasure to shop for a toothpaste based on its

content

0.702 40 .000 Yes

Buying a toothpaste based on its contents feels like


0.878 40 .000 Yes



The toothpaste based on certain content that I want can

be located easily in the store

0.783 40 .000 Yes

I am able to purchase my choice of content in toothpaste

in a minimal time

0.804 40 .000 Yes

74

Tests of Normality for package size variant of toothpaste



The package of toothpaste is very much visually

impressing

0.811 41 .000 Yes

The package of toothpaste tempt feelings and

sentiments

0.884 41 .001 Yes


package of toothpaste

0.869 41 .000 Yes

The package of toothpaste tempts me to share my


0.879 41 .000 Yes

The package of toothpaste helps me to think about

the task of solving my query related to toothpaste

0.917 41 .006 Yes

The package of toothpaste that I prefer is like me 0.876 41 .000 Yes

I have a strong interest in package of my

toothpaste

0.857 41 .000 Yes

I would choose my package of my toothpaste very

carefully

0.852 41 .000 Yes


packages of toothpaste amongst different brands

0.894 41 .001 Yes

It gives me pleasure to shop for a toothpaste based

on its package

0.858 41 .000 Yes

Buying a toothpaste based on its packages feels


0.803 41 .000 Yes



The toothpaste based on certain package that I


0.592 41 .000 Yes

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The test shows that most of the responses are not normally distributed. This is because

the brand loyalty and variant loyalty amongst the respondents is rather high and the

most of respondents choose ‘Strongly Agree’ and ‘Agree’ on the 7 point Likert scale

making the distribution highly skewed to the right. The parametric tests are based on

the assumption that the data is normally distributed. As this is not the case the

researcher has used non-parametric test.

Documents

Chapter 3 RESEARCH METHODOLOGY - Shodhgangashodhganga.inflibnet.ac.in/bitstream/10603/82726/10/10_chapter3.pdfBased on the research questions, the objectives of the study are stated