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RESEARCH METHODOLOGY
CHANGE IN PROMOTIONAL STRATEGIES WILL LEAD TO CHANGE IN BUYING BEHAVIOUR OF RURAL PEOPLE
This research has been done considering HUL(Hindustan Unilever Ltd.) products. To determine various factors influencing the strategies of HUL.
HYPOTHESIS Change in promotional strategies leads to change in buying behavior of rural people.
QUESTIONS Are you aware of different products? Does brand ambassador influence your choice? Is price the main factor that influences your choice? Do advertisements appeal to your emotions? Does quantity affect your buying decision ?
NS Statements
200 1
Awareness of different products Influence of brand ambassadors Price is the main factor that influences
120
30
50
110
20
70
170
20
10
Advertisements appeal to 125 emotions If quantity affects buying 165 decisions TOTAL 690
50
25
15 135
20 175
5 5
Formulae:
HYPO-V= PR-NR PR POSITIVE RESPONSE NRNEGATIVE RESPONSE
HYPO-VHYPOTHESISED VALUE
APPROXIMATE VALUE
APROMTE.- V = HYPO-V + NTRR HYPO-VHYPOTHESISED VALUE NTRRNEUTRAL VALUE APROMTE-V APPROXIMATE VALUE
TRUE VALUE
TRUE VALUE =
APROMTE-V
STND - V
CALCULATIONS
Hypo V= PR-NR =690-135 =555 Approx-V= Hypo V+ NTRR =555+175 =730 True Value = ApproxV * VPA Standard Variation = 730*25 40 =456.25
D) NO VALIDATION= Below 55
FINDINGS Since True Value is 456 and the respondents are 200, therefore the research hypothesis is fully valid. Hence it can be said that Change in promotional strategies leads to change in buying behavior of rural people.