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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
Shapiro-Wilk Statistically
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
experience with others
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
Shapiro-Wilk Statistically
significant Statistic Df Sig.
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
experience with others
.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
giving myself a gift
.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
Shapiro-Wilk Statistically
significant Statistic Df Sig.
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
experience with others
.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
like giving myself a gift
.912 79 .000 Yes
Brand Loyalty .872 79 .000 Yes
Variant Loyalty .899 79 .000 Yes
The ice cream based on certain package size that I
want can be located easily in the store
.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
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Tests of Normality for formula variant of biscuit
Shapiro-Wilk Statistically
significant Statistic Df Sig.
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
I have strong feelings and sentiments for the
content of biscuit
.879 36 .001 Yes
The content of biscuit tempts me to share my
experience with others
.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
giving myself a gift
.934 36 .033 Yes
Brand Loyalty .878 36 .001 Yes
Variant Loyalty .873 36 .001 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
Shapiro-Wilk Statistically
significant Statistic Df Sig.
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
I have strong feelings and sentiments for the
package of biscuit
.864 49 .000 Yes
The package of biscuit tempts me to share my
experience with others
.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
There are big differences between similar
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
like giving myself a gift
.847 49 .000 Yes
Brand Loyalty .909 49 .001 Yes
Variant Loyalty .876 49 .000 Yes
The biscuit based on certain package that I
want can be located easily in the store
.855 49 .000 Yes
73
Tests of Normality for formula variant of toothpaste
Shapiro-Wilk Statistically
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
experience with others
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
giving myself a gift
0.878 40 .000 Yes
Brand Loyalty 0.892 40 .001 Yes
Variant Loyalty 0.913 40 .005 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
Shapiro-Wilk Statistically
significant Statistic Df Sig.
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
I have strong feelings and sentiments for the
package of toothpaste
0.869 41 .000 Yes
The package of toothpaste tempts me to share my
experience with others
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
There are big differences between similar
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
like giving myself a gift
0.803 41 .000 Yes
Brand Loyalty 0.924 41 .009 Yes
Variant Loyalty 0.879 41 .000 Yes
The toothpaste based on certain package that I
want can be located easily in the store
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.