Evaluation of the Questionnaire
The major objectives that is highlighted for the research are gaining the understanding of the consumer segments for “Toothpastes and Oral Hygiene product category”, determination of the brand preferences for the concerned segment and level of acceptance of range of premium private-label Toothpastes and Oral Hygiene products along with the determination of the brand positioning strategy that will help to get success for the selected product category.
The first question addresses the gender of the respondents; while the question for the age category is not asked in the survey. Boztepe (2012) stated that the buying attitude of the consumers varies with their age and their perception and hence question related to age should be present to fulfill the third objective that is “whether or not the consumer accepts premium private-label toothpaste and other oral hygiene products”. However, the second question is suitable for the obtaining the research objectives as the awareness of the oral hygiene among the people decides their attitude towards buying such products. Thus, question regarding the level of education the respondent have is appropriate. Dar et al. (2013) furthermore believed that oral hygiene is the most neglected aspect of human health and based on the income level, a person decides to spend for their health and hygienic products. Thus, asking question on whether or not a respondent is employed or not seems to appropriate so that their income level can be assed. This will help the organization to fix the range of the oral hygienic products. Furthermore, the next question is related to annual before tax income of the main income earner. This question however can be omitted from the survey questionnaire. The next question is related to the kind of work the respondents are associated. This question can be placed after the question for educational qualification. The prime reason for the same is that the awareness in knowledge also depends on the kind of work environment where the respondents are working. Taken for instance, a farm labor does not have the awareness regarding oral hygiene; while, an owner of a firm of professional in beauty and cosmetics or medical stream have such knowledge. Thus, this question is appropriate for obtaining the desired research objectives.
The second part of the questionnaire is about category usage for oral hygienic products. e question for how frequent does the respondents use oral products and kind of products helps to obtain the idea what products should the supermarket introduce in their oral hygienic section. Asking question for daily toothpaste usage and the timing of brushing also make the authority to learn about brand preferences and brand associations for oral hygiene product category; hence, obtaining the second research objective. The next question is related to grocery shopping for the respondent’s household. This question can be skipped from the survey questionnaire as it does not seem to be relevant. Moreover, the next question is related to the preference of branded products compared to cheap products. This question allows the supermarket authority to assess their buying attitude concerning price and quality of the oral products. The next question highlights the pricing preference of the respondents for a 100g pack of toothpaste, which will help the authorities to obtain all the four objectives. Niazi et al. (2012) depicted that people intends to pay more for a premium products and hence details about pricing and the quality that they desire is beneficial to gather. The question number 6 focuses on the dental care regime which is also beneficial for obtaining the objective of products categorization and brand positioning. However, this question can be asked before so that awareness of usage of toothpaste among respondents can be attained. Question 7 also a good question for getting the objectives of knowledge regarding the understanding the consumer segments and brand preferences and brand associations. This question also ask about preference regarding nation owned brands, flavor preferences of the toothpastes and other which will help the authorities to fulfill the last objectives that is the brand positioning. The next question highlights the brand awareness and questions like purchase of a brand’s toothpaste and mouthwash in last 3 months, whether or not is the brand their favorite one and then presents different brand’s name will be beneficial for the research to obtain the research objectives.
Data Collection Method
Wahyuni (2012) depicted that data can be collected through two methods- primary data collection and secondary data collection. In primary data collection method, the research questions are asked directly to the respondents. On the other hand, in secondary data collection, the data are collected from secondary sources like journal articles, peer research papers, newspaper statistics and authentic websites. In this case, the most recommended method for collecting data is primary data collection as in this way, accurate details can be obtained. The advantage of the primary data collection is that the research process can be controlled and it is comparatively easier and accurate without any biasness than secondary data collection process. However, the limitation of primary data collection process is that the process requires more time and budget to accomplish the objectives. Moreover, problem of unavailability of the respondents and wrong answers of the questions are some additional limitations. In addition to that, in primary data collection only an enterprise or on a single nation is considered which does not provide the general perception of the research topic that is suitable universally.
The total number of sample size that is considered in this research is 3000 words and all the respondents should be above 18 years old. Since, all the respondents are the consumers of the considered supermarket chain; the method of simple random sampling method is suitable for the research. The advantage of using the simple random sampling method is that this process is suitable for extreme larger sample size. The prime benefit of selecting simple random sampling is that it is free from any kind of biasness. However, the disadvantage of this method is all the respondents have to be present during the research. This process is not appropriate for qualitative data analysis as no interview can be conducted for such a large number of sample sizes.
The data that is collected for the research is primary data and it should be analyzed quantitatively. All the research questions have some option based on which every respondent will give their answers. The best suitable way to analyze the data is quantitatively. Bryman and Bell (2015) describes that the primary data that are analyzed through numerical values and statistical process is known as quantitative data analysis process. In order to obtain the objective 1 and 2 for the research, the process of central tendency will be appropriate. The first objective is to understand the consumer segment that will be best obtained if the central tendency through mean, median and standard deviation can be carried out. Similarly, for the second research objective that is to determine the brand preferences and brand associations for oral hygienic products. The research results obtained from the survey can be analyzed through the number of preferences given by the respondents. The research outcome can be easily assessed of the maximum number of preferences can be evaluated for each question. Thus, the process of finding mean, median and standard deviation is appropriate for obtaining the research objectives. The mean allows finding the average of the total obtained result. However, the disadvantage in this case is that exactly how many respondents prefer a particular option is not present. In other words it can be said that in mean very small and very large number get distorted which affects the overall quality of the research outcome. On the other hand, median presents the middle score for a set of data which is arranged in ascending order. The median calculation has a disadvantage that is it takes much longer time to find the central tendency of large number of data. In this way, the accurate preference of the obtained research results can be obtained. The last process that will used to calculate the central tendency is the standard deviation of the obtained result. The prime advantage of the standard deviation is that it shows how much data is clustered around a mean value and it also gives accurate idea of the distribution of the data. Unlike mean calculation, standard deviation does not affected by extreme values of the research data. Though it has a disadvantage that it only assumes a normal distribution pattern but shows effectively which option among the other is preferable by majority of the research respondents.
Recommendation for Sampling Method
The report of the questionnaire will represent the research question and the response of the respondents for the corresponding questions. A graphical interpretation should also be present so that the final result can be summaries in pictorial form. In the next section the table for statistical interpretation of the three chosen methods will be represented that is the numerical value calculated for each mean, median and standard deviation. Moreover, below the table the discussion for ‘findings and analysis’ will be presented in order to draw what conclusion is obtained through the questionnaire survey. It is also important to link one or more research objectives with the obtained result so that the appropriateness of each research question can be attained. In this way, all the research objectives can be address through the obtained research result.
2. The given phase is to discuss the given questionnaire and some suggested methods for obtaining the research objectives. Thus, it can be said that the next phase of the research project is to develop a research proposal. However, in this section, the research methodology portion is considered that will address the research objectives of the research proposals and complement the developed questionnaire. Mackey and Gass (2015) stated that research methodology offers a systematic way to complete the research by addressing all the objectives. The research methodology of a research comprises of research philosophy, approach and purpose.
Silverman (2016) depicts that research philosophy is considered in order to attain proper dimension and knowledge of the research topic. These philosophies are of three types- positivism, interpretivism and realism. Positivism research philosophy is used when the sample size is huge and quantitative data analysis is utilized. On the other hand, interpretivism is used when the investigation mostly follows the qualitative analysis. The realism research philosophy is the combination of positivism and interpretivism research philosophy. In context pt this research, the positivism research philosophy will be appropriate as there are 3000 sample size and data is analyzed through central tendency. Moreover, positivism philosophy is used because it helps in cross checking the data with the research aim and objectives.
Research approach explains the concept of the considered research with the research work developed by other scholars and is of two types- inductive and deductive research approach. Flick (2015) stated that in inductive research approach the development of new models and theories are deducted to obtain the research result. On the other hand, in deductive research approach, the previous theories and models are considered for getting the research result. In this research, the deductive research approach will be used as theories and model related to the consumer buying behavior, brand preference and brand awareness will be utilized to evaluate the obtained data from the research. The prime benefit of this research is that the support from peer journal articles can be obtained and the appropriateness of the obtained result can be judged effectively.
Data Analysis Technique
Panneerselvam (2014) stated that there are two types of research purpose- explanatory and descriptive. In explanatory research purpose, several ideas and concept related to the research is gathered that is linked with the developed literature review. On the other hand, the descriptive research purpose describes all the aspect of the research variable and allows the linkage of literature and research objectives. In this research, the descriptive research purpose will be considered so that the considered research variables can be descried with additional information on brand positioning, consumer segments, brand preferences and brand associations.
Smith (2015) stated that data can be collected through two ways- primary and secondary data collection technique. This research especially emphasizes on consumer perception towards whether they are interested to use oral hygienic products of a supermarket brand over a branded organization’s products. The research also aims to determine the perception of the brand preferences and brand association category by consumer segments. Thus, survey directly with the consumer will be best suited for this research and thus, the method of data collection appropriate is primary data collection method. However, the research can also include some marketing managers in order to enhance the research result. The managers can well explained the brand positioning strategies that they will take in future so that more customers can attracted towards their brand’s oral hygienic products.
The total number of respondents participated in the research is known as sample size and there are two ways to select the sample size for the research. These two methods are- probability and non-probability sampling technique. Baltar and Brunet (2012) explains that in a probability sampling technique all the respondents get the same chances for participating in the research; while, in the non-sampling technique, not all respondent get the equal chances for participating in the research. In previous case, when only customers are considered, the simple random sampling methods is considered which is a classification of probability sampling, where consumer above 18 years get equal chance to fill the questionnaire. The consumer’s response on the research question will be helpful to obtain the first three research objectives. However, it is recommended to use non-probability sampling technique for the selection of marketing managers out of many managers in the supermarket so that they can give interview on the strategies that they will take in future for attracting more consumers to use their oral hygienic products compared to other brands, which furthermore is beneficial for obtaining the fourth research objectives.. Thus, in this case, 5 managers will be taken, which makes the total sampling size of 3005.
Research Method for Phase 2
3. The data collection method that is recommended in the above question is primary data collection technique and the instrument that is provided was questionnaire. However, another method of data collection from the managers of the concerned supermarket is recommended where the instrument of “interview” will be used. The questionnaire covered all the required questions that will help to obtain the desired research objectives. The question is related with the education level of the respondents, working status of the respondents, their household income, and frequency of using toothpaste and oral hygienic products and other information. This information are based on the number of time each respondents use toothpaste or oral products, likeness towards branded products or value for money products irrespective of the brand name and their price preference for toothpaste and other hygienic products. As mentioned earlier, all these questions will address the objectives of consumer segments, brand preferences and brand associations and acceptance of a range of premium private-label toothpastes. Thus, it can be said that all the first, second and third research questions are fulfilled.
However, the fourth objective that is to evaluate effective brand positioning that the premium private-label range required in getting success in the Toothpastes and Oral Hygiene product category, is not addressed in the set questionnaire. Thus, in order to obtain the desired result for the fourth research objectives, the data collection instrument “interview” will be considered from marketing managers. The manager should be asked about the usual consumer perception, their brand and price preferences and branding strategies that is effective enough to attract more customers over other premium brands. Panneerselvam (2014) also depicted that interview become necessary when face- to- face interaction is required for generate ideas in a discourse that borders on mutual interest. Thus, a structured interview consist of five question will be asked from the marketing managers based on branding strategies for high sale of their toothpaste and other oral hygienic products depends on the consumer’s demand. The method for structured interview is selected so that focused answers can be recorded that will be furthermore evaluated with the obtained response from respondents so that it can be precisely evaluate whether or not the concerned supermarket will be successful to sell oral hygienic products under their brand name.
The sample of question that can be asked is given below:
Q1. How important is the role of brand positioning in the profitability of the organization?
Instrument Design for Data Collection
Q2. What according to you is the usual consumer buying behavior for purchasing a product particular for your organization?
Q3. Do you think, the different pricing preferences and brand selection put an impact on you organization’s sale?
Q4. What are the strategy that your organization has planned to succeed in the toothpastes and Oral Hygiene product category?
Q5. What are the approaches that your organization will take in order to improve the brand positioning of the toothpaste and Oral Hygiene product category?
All the questions address the initiatives and development of the strategies for effective brand positioning. The first question addresses whether or not the managers are aware of the importance of the role of brand positioning and how this effectiveness attracts more consumers for an increased profitability. The prime objective for developing the second question is to evaluate how well the managers know their customer and the reason for their retention with the brand. The answer to this question also illustrates the preference of customer to purchase other products, which will help in determining whether or not on introducing oral health care products, the sale will increase. The third question addresses the pricing preference and brand selection of the existing consumers. The marketing managers are well aware of the sale of their organization and hence give a better view whether users opt for branded products more or select products that offer value for money. After all these questions, information related to brand positioning will be asked which is based on the user’s choice of products selection. The fourth question will illustrate the strategy that the organization is going to implement for the promotion of their toothpaste and other oral healthcare products for attracting more customers. The last question is for future initiative for the improvement of the selected brand positioning strategies so that new customer can be attracted and old customer can be retained especially for their newly introduces toothpastes and oral hygiene product segment.
Thus, it can be stated that the interview question will describe the fourth research objective effectively. Moreover, the obtained answer from the interview can be cross-checked with the research response from the questionnaire survey. In this way, the organization’s attitude can be evaluated whether or not the customer will attracted towards their oral hygienic products over other brands.
A longitudinal study refers to the research study that is performed after an interval of time based on same subject or research topic (Fraley and Hudson 2014). The effectiveness of longitudinal study is that the difference in the research variable’s can be evaluated effectively that helps in improving the existing approach and procedures. Taken for instance, in the concerned research study, the longitudinal study helps in determining the chance in the consumer buying behavior related to the toothpaste and oral hygienic products. This will help the organization to improve their existing materials or introduce new products and innovative products in oral health care category. The longitudinal research study also evaluates the changes occurred in the preferences of the supermarket’s introduced products over the time starting from when research was first started. Meanwhile, the organization should also implement different communication strategy so that the user can get aware of the benefits that they can get by using their products. Tiago and Veríssimo (2014) suggested that the promotional strategy can also improve the brand awareness and the perception of the users. It can be said that of the other products of the brand have a good response then there is high probability of getting success of their oral products.
Longitudinal Research Study
The regular survey allow the marketing managers to determines how their brand is currently position themselves and they can get the data how many customers opt for their brand’s products or other brand’s products. This process also provides the opportunity t the organization’s managers to understand how their competitors place themselves in the market in the same products category. The managers can also identify their direct customers and their price preferences, which will help them to produce products range in their preferable price. Effective communication strategies like social media promotion and offering more discounts on heir brand’s products will also attract more consumers. The longitudinal research also allow them the accurate ideas whether or not they can get success if they expand their products line like more flavored toothpaste, oral health care products categories like normal and for sensitive teeth and other. The products can also develop in age group ranges so that a same customer can buy products for the entire family. However, the pricing strategy plays an important role in this case and all the premium products should also be offered at affordable rates. This will attract all income group people towards the brand and the research study provide a clear perception whether people like high priced premium brands, low-price premium brands or value for money goods and products. Lastly, it can be said that the organization can formulate an effective brand positioning statement by accurately describes its target customer, market definitions, brand promise and offer users a reason to rely on them.
The total number of respondent that are considered finally for the research is 3005 where 3000 are the customers of the concerned supermarket and 5 are the marketing managers of the same company. There are several types of longitudinal sample design but the technique of “fixed panel” is considered, where the survey data is collected from same units on multiple occasions. The condition that is applied in this case is that no respondents are added additionally. The prime reason for the same is to measure the change of buying behavior and brand preferences over the time. Zainal (2017) stated that in principle, the only loss to the eligible sample is through “deaths”.
The research can be occurred every after 6 months so that small change in buying attitude can be evaluated. In this case, after the first questionnaire survey, their contact details especially the e-mail address will be taken so that they can remain associated with the research. The questionnaire will also be kept identical for all the surveys as changing the patter of question may affect the understand ding level of the respondents which may lead to different answers. Thus similar question results in accurate answer or outcome for the research. Another recommendation for the longitudinal survey is to consider smaller than 3000 respondents as it is not necessary the total number of respondents participated in the first survey will be willful to participate in the next research surveys. Lastly, the frequency and the total number of times for which the research has been conducted should be planned. As mentioned earlier, the time gap of 6 months is taken into consideration. However, total 5 times the research can be conducted for obtaining an idea whether there is a positive change in the consumer’s buying attitude regarding the supermarket’s branded products segments. This will also evaluate the effectiveness of their promotional and brand awareness strategy. This enhancement can also be attained through the interview process that will be asked from managers. The interview question will also be remained identical for the survey.
Reference List
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