Business Research Methods - Hypothesis by Rajat Jhingan

8/4/2019 Business Research Methods - Hypothesis by Rajat Jhingan

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Business Research Methods


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02 Feb 2009 2Research Methods(Hypothesis) By: Rajat Jhingan

Name

Rajat Jhingan


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HYPOTHESIS

Research Hypothesis:

Tentative proposition whose validity

remains to be tested.

The research validates the hypothesis.

A correlation of a multiple phenomenon.

A reasoned proposition.

Presence of dependent and independent

variables.

02 Feb 2009 Research Methods(Hypothesis) By:Rajat Jhingan

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HYPOTHESISR e l a t i o n a l H y p o t h e s i s

H y p o t h e s i s Ta k e n : Promotion as one of the major factors in

marketing driving the sales volume & adjusts to the cultural factors.

R e l a t i o n a l H y p o t h e s i s: Relationship between two variables,

either negative or positive correlation or a casual relationship

S o u r c e o f H y p o t h e s i s : Theory, Observation and State of

Knowledge

F e a t u r e s : Conceptual Clarity, Testability , Objectivity and

Simplicity.


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HYPOTHESIS

Case Summary: R e e b o k

Reebok International Limited is a British producer of athletic footwear,

apparel and accessories.

Currently a Subsidiary of Adidas.

Founded: 1895, Bolton, England.

Industry: Sportswear and Sports Goods.

Has diverse product lines ranging from sports shoes to accessories.

Reebok has over 20 foreign subsidiaries, sells products in over 140countries and has worldwide contract manufacturing relationships.


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HYPOTHESIS

Case Summary: R e e b o k (Contd.) Being a multinational corporation, it functions across various continents

and many countries.

The socio-economic and demographic composition differs from one

country to another. The major competitors are : Nike and Puma.

Price and quality are now based on the conformance to international

standards. Thus these advantages are available too the competitors also.

The cultural factors also plays a major role and very challenging when it

comes to the selling of the products.

The position in the minds of the prospective buyers distinguishes one

player from another.


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Marketing Mix: Product Price Place & Promotion.

Promotion as an efficient and inevitable factor.

Brand has its own presence.Connects to the cultural factors.

Successfully adapts with fads and trends.

Now has become a part of fashion and style statements.

Brand Ambassadors ranging from Bipasha Basu to RahulDravid and now Neil Nitin Mukesh.

Taglines Connecting with the youth feelings:

I am what I am.

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Rajat Jhingan


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The Endorsements:

Cricket:

Chennai Super Kings

Rajasthan Royals

Bangalore Royal Challengers

Kolkata Knight RidersFootball

Kingfisher East Bengal FC

Mohun Bagan

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HYPOTHESIS

Observation & Findings:

The brand Reebok is now synonymous with style, fashion,

sports and youth appeal.

It is a leading sports shoes seller with 51% market share in

India.

Has penetrated the market of sports apparel and accessories too.

Brand has a very strong and positive image in the minds of the

buyers.

Brand visibility and strong brand appeal has made it most

sought after product.


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HYPOTHESIS

Hypothesi s Validated : All other brands like Nike and Puma are equally priced

and have almost same quality standards.

The are taking into account the cultural factors, for

different cultures, they have different ambassadors .

Connects to a national phenomenon.

Have their largest market share in India (51%).

Promotion provides it to generate more demand for the

product and most sought after.


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HYPOTHESIS

Conclusion: The hypothesis we selected was validated by seeing the market

share in India and their related promotional campaigns.

There is a positive correlation between the promotional campaigns

and the sales volume of a product..

The hypothesis selected was reasonable and can be tested as a

case was taken to validate it.

We had two dependent variables like promotional campaigns and

sales volume. The cultural factors was independent variable and

still had indirect relation with other parameters..


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HYPOTHESIS

Conclusion (Contd.):

It was both observed and statistically proved

that the hypothesis taken was valid and

could be tested.

The conceptual feature of a good hypothesis

was also applicable as the 4 Ps of marketing.

The research hypothesis is objective in

nature and simple to understand.


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Business Research Methods - Hypothesis by Rajat Jhingan