Consumer Perception Towards Authenticity of A Product

CONSUMER PERCEPTION TOWARDS
AUTHENTICITY OF A PRODUCT
Submitted by- Urja Suman (M1735)

Under the Guidance of
Dr. Kavita Srivastava
Independent Course of Study | Dr. Kavita Srivastava | DoMS, RGIPT 25 March 2019 1
INTRODUCTION
Aim of this study-

To examine the factors that are very important for a product or brand to be authentic.
To measure the effects of Product Authenticity on connection towards the product,
brand trust and word of mouth marketing.
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.
HIMALAYA
• The Himalaya Drug Company is a company established by M. Manal in 1930 and

based in Bangalore, India.
• It produces pharmaceutical, Animal healthcare, Baby Care and personal care
products.
• It is spread across locations in India, the United States, the Middle East, and Europe.
while its products are sold around 60 countries.
• The company has 70 researchers that study herbal and ayurvedic herbs and
minerals. The executive chairman is MR. RAVI PRASAD and PHILIPE HAYDON is the
CEO of the company
METHODOLOGY
Sample Two sections in Out of 6 factors

collection by 60 the 2 factors were Analysis of
Students of questionnaire selected to be correlation of
RGIPT with the containing 6 important to these 2 factors
help of google and 3 check with connection,
form statements Authenticity of WOM and Trust
Questionnaire respectively. Himalaya
ONE SAMPLE T TEST
These are the 6 factors and question that were asked-

• Continuity-I think Himalaya is a brand with history
• Credibility- Himalaya accomplishes its value promises
• Integrity- Himalaya cares about its customers
• Originality- I think Himalaya is Unique
• Reliability- The brand Himalaya makes reliable promises
• Naturalness- Himalaya gives the impression of being natural & Herbal
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
N Mean Std. Deviation Std. Error Mean

continuity 60 4.1167 1.65797 .21404
intigrity 60 5.4333 1.46561 .18921
originality 60 4.1833 1.50132 .19382
naturalness 60 5.3500 1.45934 .18840
credibility 60 4.1333 1.66180 .21454
reliability 60 4.2333 1.84452 .23813
ONE SAMPLE T TEST
• One-Sample Test
Test Value = 4
95% Confidence Interval of the Difference
t df Sig. (2-tailed) Mean Difference Lower Upper

continuity .545 59 .588 .11667 -.3116 .5450
intigrity 7.575 59 .000 1.43333 1.0547 1.8119
originality .946 59 .348 .18333 -.2045 .5712
naturalness 7.166 59 .000 1.35000 .9730 1.7270
credibility .621 59 .537 .13333 -.2960 .5626
reliability .980 59 .331 .23333 -.2432 .7098
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
CORRELATION BETWEEN INTEGRITY AND BRAND
CONNECTION
Correlations
intigrity Brand_connection
intigrity Pearson Correlation 1 .288*
Sig. (2-tailed) .026
N 60 60
Brand_connection Pearson Correlation .288* 1
N 60 60
*. Correlation is significant at the 0.05 level (2-tailed).
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.
CORRELATION BETWEEN INTEGRITY AND WORD OF
MOUTH
Correlations
intigrity Word_of_mouth
intigrity Pearson Correlation 1 .550**
N 60 60
Word_of_mouth Pearson Correlation .550** 1
N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
CORRELATION BETWEEN INTEGRITY AND WORD OF
MOUTH
Findings
• 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)
and that means there is correlation between Integrity and Word of Mouth. Pearson
• Findings- Students who believe that Himalaya products takes care about its customers
says that they will highly encourage people to buy these products.
CORRELATION BETWEEN INTEGRITY AND TRUST
Correlations
intigrity Trust
intigrity Pearson Correlation 1 .268*
N 60 60
Trust Pearson Correlation .268* 1
N 60 60
CORRELATION BETWEEN INTEGRITY AND TRUST

• Hc0 >0.05 (there is no relation between Integrity and Trust)
• Hc1 <0.05 (there is relation between Integrity and Trust)
and that means there is correlation between Integrity and Trust. Pearson Correlation Value
is Positive i.e., 0.268 means there is positive relation exist.
• Findings- Students who believe that Himalaya products takes care about its customers
also trust Himalaya Products.
CORRELATION BETWEEN NATURALNESS AND
BRAND CONNECTION
Correlations
naturalness Brand_connection
naturalness Pearson Correlation 1 .310*
N 60 60
Brand_connection Pearson Correlation .310* 1
N 60 60
CORRELATION BETWEEN NATURALNESS AND
BRAND CONNECTION
Findings
• Hd0 >0.05 (there is no relation between Naturalness and Brand connection)
• Hd1 <0.05 (there is relation between Naturalness and Brand connection)
and that means there is correlation between Naturalness and Brand connection. Pearson
• Findings- Students who believe that Himalaya gives the impression of being natural &
Herbal also feel personally connected with the brand.
CORRELATION BETWEEN NATURALNESS AND WORD
OF MOUTH
Correlations
naturalness Word_of_mouth
naturalness Pearson Correlation 1 .769**
N 60 60
Word_of_mouth Pearson Correlation .769** 1
N 60 60
CORRELATION BETWEEN NATURALNESS AND WORD
OF MOUTH
Findings
• 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)
and that means there is correlation between Naturalness and Word of Mouth. Pearson
Herbal also says that they will highly recommend this product and encourage people to
buy it.
CORRELATION BETWEEN NATURALNESS AND TRUST
Correlations
naturalness Trust
naturalness Pearson Correlation 1 .118
N 60 60
Trust Pearson Correlation .118 1
N 60 60
CORRELATION BETWEEN NATURALNESS AND TRUST
Findings
• 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.
Herbal do not always trust this brand.
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.
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
THANK YOU !!

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CONSUMER PERCEPTION TOWARDS

Submitted by- Urja Suman (M1735)

Aim of this study-

• The Himalaya Drug Company is a company established by M. Manal in 1930 and

Sample Two sections in Out of 6 factors

These are the 6 factors and question that were asked-

N Mean Std. Deviation Std. Error Mean

intigrity 60 5.4333 1.46561 .18921

originality 60 4.1833 1.50132 .19382

naturalness 60 5.3500 1.45934 .18840

credibility 60 4.1333 1.66180 .21454

reliability 60 4.2333 1.84452 .23813

95% Confidence Interval of the Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

intigrity 7.575 59 .000 1.43333 1.0547 1.8119

originality .946 59 .348 .18333 -.2045 .5712

naturalness 7.166 59 .000 1.35000 .9730 1.7270

credibility .621 59 .537 .13333 -.2960 .5626

reliability .980 59 .331 .23333 -.2432 .7098

Sig. (2-tailed) .026

Brand_connection Pearson Correlation .288* 1

Sig. (2-tailed) .026

*. Correlation is significant at the 0.05 level (2-tailed).

Sig. (2-tailed) .000

Word_of_mouth Pearson Correlation .550** 1

Sig. (2-tailed) .000

**. Correlation is significant at the 0.01 level (2-tailed).

Sig. (2-tailed) .039

Trust Pearson Correlation .268* 1

Sig. (2-tailed) .039

• Here we consider that

Sig. (2-tailed) .016

Brand_connection Pearson Correlation .310* 1

Sig. (2-tailed) .016

Sig. (2-tailed) .000

Word_of_mouth Pearson Correlation .769** 1

Sig. (2-tailed) .000

Sig. (2-tailed) .369

Trust Pearson Correlation .118 1

Sig. (2-tailed) .369

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