Research Methodology, in Brand Loyalty

Methodology:

Introduction:

            This section will explain and discuss the research methodology. The sampling method, including the population and the study sample, the research instrument, data gathering procedures and sample questions that will be asked in the instrument that will measure the dependent variable, brand loyalty, will be discussed.

            This part of the proposal is further divided into the following main sections:

·         Sampling method

·         Procedures

·         Instrumentation

·         Sample questions

·         Summary

Sampling method

The descriptive survey design is chosen for the current study, as it will be the most reliable for testing the hypothesis. The study will be a correlational study designed to test the hypothesis that was developed in part I to verify the effect of price of a product and quality of a product on brand loyalty. The research instrument should measure the dependent variable, brand loyalty, using the chosen sample and the analysis of the collected data should assist in accepting or rejecting the hypothesis.

H0: There is no significant relationship between the quality and / or price of a product as it relates to brand loyalty.

This null hypothesis is based on the assumption that there is no relationship between the variables, price of a product, quality of a product, and brand loyalty, if the null hypothesis is accepted, the alternative hypothesis will be rejected.

H1: There is a significant relationship between the quality and / or price of products as it relates to brand loyalty.

This alternate hypothesis is based on the assumption that the independent variables, price of a product and quality of a product, have an effect on the dependent variable, brand loyalty. If the alternate hypothesis is accepted, the null hypothesis will be rejected.

The population is defined as customers who frequent mass retail stores like CVS, Walgreen etc. for groceries. The sample for the current study is indentified as a cross-section of customers and managers of the defined, mass retail stores that offer both store level and national level products targeting all income level customers. Three mass retail stores will be chosen for the study, all of three are in United States of America.

            The sampling technique for the current study will be random sampling of patrons of each retail store whereby they will be selected on the basis of their knowledge of and familiarity with the particular retail store. This study is considered as a cross sectional study since data from the identified sample would be collected on one time within a four week period.

            The sample is restricted to mass retail stores. The reason is that customers of these retail stores would be from all income level groups and these retail stores carry both store level and national level brand for those customers.

            The reason for choosing mass retail stores in the United States of America is that, mass retail stores of America is very famous in the world, for example, Wal-Mart is very famous all around the world. Only regular customers of the mass retail stores who visit often visit the store would be included in the study, since they will have a better knowledge of products and would be most likely to answer the survey questions accurately. Managers of these stores are also part of the target sample as their perceptions are also being measured.

Procedures

The current study will be a field study conducted in the three mass retail establishments selected. This non-contrived approach to collecting data will be completed in the natural environment. The unit of analysis will be store customers participating in the survey who will be given a questionnaire to measure their pr