Synopsis - Pinki

8/13/2019 Synopsis - Pinki

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SYNOPSIS

ON

A COMPARATIVE STUDY ON CONSUMERSATTITUDE TOWARDS PRIVATE LABELS

Submitted for partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

(MBA 2011-2013)

UNDER THE SUPERVISION OF

Ms. Amardeep Kaur

Assistant Professor

SUBMITTED BY:

Pinki Dhasmana(14019103911)

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

(Affiliated to Guru Gobind Singh Indraprastha University)

Rohini, New Delhi-110085

(2011-2013)


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To find out and compare the overall customers attitude towards PLs vs.NBs across different attributes and different categories.

1.4 RESEARCH METHODOLOGY

Table 1.1 Research Methodology Framework

1.4.1Research Design:

Research Design employed for the study shall be descriptive in nature. Descriptive

research describes the characteristics of the variables which are chosen for the

research and helps in inference building about population parameters and the

relationship among two or more variables (quality, price, risk, packaging and

image) across two product categories (consumer durables and personal care

products).

1.4.2Sample1.4.2.1 Sample Size:

A sample size of 100 individuals is taken by un-aided judgement technique of

sample size determination. Due to time constraint sample taken is small.

Research Design Descriptive

Population/ Universe Individuals Residing in Delhi

Sample Size 100

Sampling Technique Convenience

Project Approach Survey Method

Instrument Used Structured Questionnaire

Data Type Primary and SecondaryStatistical Tools Employed Adequacy importance model &

Anova

Tools SPSS, Microsoft Excel


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1.4.2.2 Sampling technique:

Convenience sampling is done to select the respondents due to time constraint andease of the study.

1.4.3Data sources1.4.3.1Primary DataA structured questionnaire made by Amit R Pandaya and Monarch A Joshi which

they used in their research A comparative study on consumers attitude towards

private labels: a focus on Gujratwill be used to gather the data. It consist of 30

questions, out of which nine questions were framed to gather demographic as well

as personal profile of the respondent, while one question was framed to rate

individual brand attribute on Likert scale, 20 questions were framed to rate and

compare different attributes across two different categories viz. consumer durables

and personal care products on Likert scale.

1.4.3.2 Secondary Data

The secondary data will be collected from Journals, Research Papers, Books,

magazines and databases like EBSCO, JGATE, DELNET, Euro monitor, JSTOR.

1.4.4Statistical Tools EmployedAdequacy importance model and ANOVA will be used to study the relationship

between different attributes (quality, price, risk, packaging and image) across two

product categories (consumer durables and personal care products).

1.4.4.1Adequacy importance modelFor data analysis adequacy importance model will be used, in which five

attributes identified will be framed in the model and the importance will be

measured on a scale of 1 = least significant to 7 = most significant across different


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product categories.adequacy importance model happens to be one of the most

widely used models appearing in consumer behavior research. Model can be

described as:

A=P*D

Where,

A= An individuals attitude towardthe brands;

P = Importance of attribute (dimension) for the person;

D= Individuals evaluation of brands.

1.4.4.2ANOVAThe interpretation of respondents attitude with respect to mean (attitude) will be

calculated in ANOVA.

1.5 References

Journals

Ashok kumar S and Gopal S (2009),Diffusion of Innovation in PrivateLabels in Food Products, The IUP Journal of Brand Management, Vol.

6,No. 1, pp. 35-56.

Amit R Pandaya and Monarch A Joshi, A Comparative Study onConsumersAttitude Towards Private Labels: A Focus on GujaratJournal

of Product and Brand Management,Vol. 6, No. 5, pp. 315-324.

Sites

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