At a Glance-

Ms.Arpita Srivastava a Ph.D Scholar at IIM Ahemdabad conducted a resarch on the impact of brand
extension of a parent company on the
customers using Dettol company products. She used qualitative study and quantitative survey method to
conduct her empirical research. She used
50 students from IIM Ahemdabad as her sample size and found out their opinion regarding the various
products which Reckitt Benckiser India Limited
(RBIL) introduced under the brand name of Dettol. However she was not sure whether her Research
Design, Sample Size and Sample Selection were appropriate
or not.
Methods-
 Qualitative Study
• Respondents provided open ended association for parent brand and extensions.

 Quantitative Survey - Used Seven-point scale to measure variables such as-

• Quality of the parent brand
• Quality of the brand extension
• Likelihood of trying the brand extension
• The usefulness of the manufacturing skills and resources of original product in creation of new product
• Three fit dimensions ( Substitute, Complement and Transfer)
• Perceived difficulty in making product