ATHARVA INSTITUTE OF MANAGEMENT STUDIES

RESEARCH METHODOLOGY
CHANGE IN PROMOTIONAL STRATEGIES WILL LEAD TO CHANGE IN BUYING BEHAVIOUR OF RURAL PEOPLE

RAVI PAPNOI PRIYANKA UCHIL NIHARIKA MAZUMDAR KAVITA RAUL

(44) (56) (29) (42)

 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

Positive Negative Neutral Value Points (Agree) (Disagree) (Undecided)

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

STND-V STANDARD VALUE VPAVALUE POINT AGGREGATE

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

VALIDATION STRENGTH A) FULL VALIDATION= 75-100 B) NEAR VALIDATION=65-74 C) NULL VALIDATION=55-63

 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.