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Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis

CASELET, MARKETING RESEARCH
ET Cases, 3 Pages

Case Preview

Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis

 

As Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, a well-known bakery in Coimbatore, decided to launch pizza variants at his bakery, he approached Muthiah Venkatesan (Muthiah), Research Manager and freelance consultant, to get details regarding the existing products in the market and identify gaps if any for his new product.

On August 13th 2016, Muthiah submitted the analysis report of existing pizza products as committed and made a small presentation.

Muthiah: Hope the project objective is met suitably.

Srinivas: Yes. Thank you. The actual scenario of the pizza products was presented intelligibly

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Teaching Note Preview

Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis

 

Preamble to this Case Analysis

This caselet series is meant to introduce the students/participants to the nuances of multidimensional scaling and conjoint analysis in marketing research context. This caselet series provides scope to discuss how to evaluate consumer perceptions on a set of products based on certain variables or product attributes. While Caselet (A) was used to provide the right perspectives on multidimensional scaling technique, Caselet (B) was used to provide the perspectives on conjoint analysis. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]..............

$3.66
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Product code: MR-2-0022(b), MR-2-0022A

Abstract

This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the conjoint analysis through the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. After two decades of its inception, the Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, decided to launch pizza variants at his bakery after evaluating consumer perceptions on the existing products and the important product related attributes considered while purchasing pizza. When Srinivas approached Muthiah Venkatesan (Muthiah), Research Manager and Freelance Consultant, he agreed to perform the required survey and analysis. Muthiah, assigned the responsibility to his junior Aswin to perform the analysis. Aswin was in a dilemma as the time available to perform the analysis was minimal.



Pedagogical Objectives

  • To understand the basics of conjoint analysis and its objectives
  • To comprehend the procedures for conducting conjoint analysis and applying the procedures for Ayya Bakery’s marketing research problem

Case Positioning and Setting
This caselet can be used in MBA Program/MDPs/EDPs in Marketing Research Course – To introduce the participants/students to the concept of conjoint analysis



This Case Pack Includes:
- Abstract
- Caselet
- Supplement
- Teaching Note (**ONLY for Academicians)
$3.66
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