Академический Документы
Профессиональный Документы
Культура Документы
AUTHENTICITY OF A PRODUCT
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 1
INTRODUCTION
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 2
BRAND AUTHENTICITY
• Brand Authenticity means to uphold a certain level of integrity which includes total
honesty and transparency.
• Authenticity expresses the terms of real, true, original and accurate.
• Authenticity is defined as the quality of truth or accuracy and intimacy, but such concepts
are actually evaluated through the people who has experienced these products or
services.
• Brand Authenticity- Their Message align with their core value and action.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 3
HIMALAYA
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 4
METHODOLOGY
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 5
ONE SAMPLE T TEST
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 6
ONE SAMPLE T TEST
• H0 = The sample mean is not significantly different from the hypothesized mean
• H1 = The sample mean is significantly different from the hypothesized mean
One-Sample Statistics
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 7
ONE SAMPLE T TEST
• One-Sample Test
Test Value = 4
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 8
ONE SAMPLE T TEST
Findings
• Integrity (Himalaya cares about its customers) and Naturalness (Himalaya gives the
impression of being natural) are the two factors which affects students the most when they
talk about authenticity of Himalaya products and on the basis of these two factors they
consider Himalaya brand to be very authentic.
• On the basis of these two factors relation between authenticity and brand connection,
authenticity and word of mouth and authenticity and trust.
• Brand Connection- I feel personally connected with the brand
• Word of Mouth- I encourage people to Buy Himalaya products
• Trust- I trust this brand very Much
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 9
CORRELATION BETWEEN INTEGRITY AND BRAND
CONNECTION
Correlations
intigrity Brand_connection
intigrity Pearson Correlation 1 .288*
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 10
CORRELATION BETWEEN INTEGRITY AND BRAND
CONNECTION
Findings
• Here we consider that
• Ha0 >0.05 (there is no relation between Integrity and Brand connection)
• Ha1 <0.05 (there is relation between Integrity and Brand connection)
• So here I understand that sig. (2-tailed) value is 0.026 < 0.05 so null hypothesis is rejected
and that means there is correlation between Integrity and Brand Connection). Pearson
Correlation Value is Positive i.e., 0.288 means there is positive relation exist.
• Findings- Students who believe that Himalaya products takes care about its customers feel
personally connected with the brand.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 11
CORRELATION BETWEEN INTEGRITY AND WORD OF
MOUTH
Correlations
intigrity Word_of_mouth
intigrity Pearson Correlation 1 .550**
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 12
CORRELATION BETWEEN INTEGRITY AND WORD OF
MOUTH
Findings
• Here we consider that
• Hb0 >0.01 (there is no relation between Integrity and Word of Mouth)
• Hb1 <0.01 (there is relation between Integrity and Word of Mouth)
• So here I understand that sig. (2-tailed) value is 0.000 < 0.01 so null hypothesis is rejected
and that means there is correlation between Integrity and Word of Mouth. Pearson
Correlation Value is Positive i.e., 0.550 means there is positive relation exist.
• Findings- Students who believe that Himalaya products takes care about its customers
says that they will highly encourage people to buy these products.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 13
CORRELATION BETWEEN INTEGRITY AND TRUST
Correlations
intigrity Trust
intigrity Pearson Correlation 1 .268*
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 14
CORRELATION BETWEEN INTEGRITY AND TRUST
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 15
CORRELATION BETWEEN NATURALNESS AND
BRAND CONNECTION
Correlations
naturalness Brand_connection
naturalness Pearson Correlation 1 .310*
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 16
CORRELATION BETWEEN NATURALNESS AND
BRAND CONNECTION
Findings
• Here we consider that
• Hd0 >0.05 (there is no relation between Naturalness and Brand connection)
• Hd1 <0.05 (there is relation between Naturalness and Brand connection)
• So here I understand that sig. (2-tailed) value is 0.016 < 0.05 so null hypothesis is rejected
and that means there is correlation between Naturalness and Brand connection. Pearson
Correlation Value is Positive i.e., 0.310 means there is positive relation exist.
• Findings- Students who believe that Himalaya gives the impression of being natural &
Herbal also feel personally connected with the brand.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 17
CORRELATION BETWEEN NATURALNESS AND WORD
OF MOUTH
Correlations
naturalness Word_of_mouth
naturalness Pearson Correlation 1 .769**
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 18
CORRELATION BETWEEN NATURALNESS AND WORD
OF MOUTH
Findings
• Here we consider that
• He0 >0.01 (there is no relation between Naturalness and Word of Mouth)
• He1 <0.01 (there is relation between Naturalness and Word of Mouth)
• So here I understand that sig. (2-tailed) value is 0.000 < 0.01 so null hypothesis is rejected
and that means there is correlation between Naturalness and Word of Mouth. Pearson
Correlation Value is Positive i.e., 0.769 means there is positive relation exist.
• Findings- Students who believe that Himalaya gives the impression of being natural &
Herbal also says that they will highly recommend this product and encourage people to
buy it.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 19
CORRELATION BETWEEN NATURALNESS AND TRUST
Correlations
naturalness Trust
naturalness Pearson Correlation 1 .118
N 60 60
N 60 60
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 20
CORRELATION BETWEEN NATURALNESS AND TRUST
Findings
• Here we consider that
• He0 >0.05 (there is no relation between Naturalness and Trust)
• He1 <0.05 (there is relation between Naturalness and Trust)
• So here I understand that sig. (2-tailed) value is 0.369 > 0.05 so null hypothesis is
accepted and that means there is no correlation between Naturalness and Trust. Pearson
Correlation Value is Positive i.e., 0.118 means there is little positive relation exist.
• Findings- Students who believe that Himalaya gives the impression of being natural &
Herbal do not always trust this brand.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 21
CONCLUSION
• Two parameters or factors on the basis of which students of RGIPT considers Himalaya product to be
Authentic. First factor is integrity and another factor is Naturalness.
• There is positive correlation between Integrity with brand connection and brand trust and if there
will be integrity and they will find that the company cares about them then they will highly
recommend the product to others also.
• No correlation between naturalness and trust exist. So if they encourage people to buy it that will be
based on the connection that they feel with Himalaya product.
• So from these findings Integrity is the most important thing for consumers to consider any brand
and especially Himalaya to be Authentic.
• Himalaya brand need to do some work on its Naturalness to have good trust of Customers about
their product.
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 22
REFERENCE
• https://revelsystems.com/blog/2018/02/28/brand-authenticity-important/
• https://digitalwellbeing.org/new-brand-authenticity-scale-released-how-authentic-
are-you/
• https://www.emeraldinsight.com/doi/full/10.1108/JPBM-06-2013-0339
• https://www.researchgate.net/publication/263442915_Brand_Authenticity_Towards_
a_Deeper_Understanding_of_Its_Conceptualization_and_Measurement
• http://www.himalayawellness.com/aboutus/index.htm
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 23
THANK YOU !!
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 24