Business Research Methods

Name
Rajat Jhingan

02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

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 3

HYPOTHESIS
Relational Hypothesis
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 140 countries and has worldwide contract manufacturing relationships.

02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

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.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 6

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 Rahul Dravid and now Neil Nitin Mukesh. Taglines Connecting with the youth feelings: I am what I am.
02 Feb 2009

Tomorrow is mine. By: Research Methods(Hypothesis)

Rajat Jhingan

The Endorsements:
Cricket: Chennai Super Kings

Rajasthan Royals
Bangalore Royal Challengers Kolkata Knight Riders

Football
Kingfisher East Bengal FC Mohun Bagan
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 8

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.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 9

HYPOTHESIS
Hypothesis 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.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 10

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..
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 11

HYPOTHESIS
Conclusion (C ontd. ):
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.
Research Methods(Hypothesis) By: Rajat Jhingan

02 Feb 2009

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02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

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