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o
= 2
Sample Standard Deviation (SD) = ( (-
o
)
2
/ n)
calculated to be = 2.493
SD calculated to be = 0.5268791
We have decided to apply the t distribution method because the population mean is unknown
H
o
(Null Hypothesis): The sample mean (Observed mean) is less than or equal to the approximate mean
of the population.
i.e. <=
o
H
1
(Alternate Hypothesis): The sample mean (Observed mean) is greater than the approximate mean of
the population.
i.e. >
o
= 1% (Type 1 Error rate)
t
obs
= (-
o
)/ (SD / n)
= 13.7837
t
= 2.326
20
We observed that t
obs
> t
and hence we reject the Null hypothesis H
o
.
From the above results we can say with 99% certainty that Dettol as an antiseptic is effective.
Hypothesis 2: Brand Image, Quality and Pricing strategy are the key factors that influence Dettols sales.
Evaluating the hypothesis by considering Brand Image, Quality and Pricing strategy to be the reasons for
consumers purchase and we are comparing it with the market share of Dettol in liquid antiseptic segment.
Sample population is considered to be the consumers who have used Dettol.
Sample population n = 217
Following are the distribution of key factors consumers chose for selecting Dettol
Price: 35
Advertisement: 44
Brand Image: 157
Effectiveness: 107
Doctor / Chemist Recommendation: 54
Overall 204 people have chosen Dettol because of any of the factors or their combination mentioned
above
Sample Proportion P = 204/217
= 0.94
Yes.Very Effective
Does its job
Not that effective
0 50 100 150
Customer Satisfaction
21
Market Share is chosen as the reference for population proportion of consumers choosing Dettol in liquid
antiseptic market.
Population Proportion P
0
= 0.85 (Market Share)
We have decided to apply the Z distribution method because we are using the population proportion.
= 1% (Type 1 Error rate)
H
o
(Null Hypothesis): The sample proportion (Observed value) is less than or equal to the population
proportion.
i.e. P <= P
o
H
1
(Alternate Hypothesis): The sample proportion (Observed value) is greater than the population
proportion.
i.e. P > P
o
Z
obs
= (P-P
o
) / (P
o
* (1 -P
o
) / n)
= 3.7129345
Z
= 2.3266
We observed that Z
obs
> Z
= 2.3266
We observed that Z
obs
> Z