Chapter -5 RESEARCH METHODOLOGY

Research Methodology is the specification of method of acquiring the information needed to structure or solve the problem in hand. It is not only concerned to find out the decision of the fact, but also building upto date knowledge and to discover the new facts involved through the process of dynamic change in the society. 5.1 Research Design The research design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. The present research being conducted followed both Exploratory and Descriptive Research. The research is Exploratory as it tries to find out whether the respondents can recall various brands that have been endorsed by the people and the respondents feeling about Brands. The research is Descriptive as it describes the factors that have influenced the respondents to purchase the products endorsed by the people.

5.2 Scope of the Research The research was conducted in Ludhiana city. So, scope of the research is limited to Ludhiana only. 5.3 Data collection method The data has been collected from both Primary and Secondary Sources. 5.3.1 Primary Source: The data has been collected from primary source by way of structured questionnaire which included close-ended, open-ended and multiple choice questions. These helped in identifying the respondents feeling about the branding.

5.3.2 Secondary Source: Secondary Data has been collected through Books, Journals, internet etc. (Mentioned in Bibliography) 5.4 Sampling Plan Sampling is an effective step in the collection of Primary data and has a great influence on the quality of results. It is a definite plan for obtaining a sample from a given population. The sampling plan includes population, sampling unit, sampling technique and sample size. 5.4.1 Population: All the people of the age of 18 years and above and living in Ludhiana. The population comprised of people from different walks of life. These include Business man/woman, Service man/woman, Professionals, Retired persons, Housewives or College going students. 5.4.2 Sampling unit: Each individual of 18 years and above and living in Ludhiana has been selected as respondent for the purpose of the research. 5.4.3 Sample Size: The sample size consisted of 100 people. 5.4.4 Sampling Technique: Convenience Sampling has been used to collect the sample. 5.5 Analysis & Interpretation The data collected has been analyzed through tabulation based on actual numbers. Interpretation of the collected and analyzed data has been done through presentation in the form of bar charts. 5.6 Limitations of the study The study conducted based on the questionnaires and interview has certain limitations, 1) Financial Constraints The Survey was conducted on only 100 respondents due to financial constraints. 2) Time Constraints

The survey was confined to a limited strength and a limited duration of time, as the time was a constraint. 3) Area Constraint The survey has been confined only to different parts of Ludhiana city thus it has its own area limits.