Concept of Multidimensional Scaling Technique
 
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Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling

CASELET, MARKETING RESEARCH
ET Cases, 4 Pages

Case Preview

Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling

 

Srinivas Ayyadurai (Srinivas) was the Founder of Ayya Bakery, a reputed bakery in Coimbatore, India. After two decades of his bakery’s inception, Srinivas wanted to expand his business and join the organized sector of the industry. As part of that vision, he decided to launch a new product targeting youngsters. However, before launching a new product, Srinivas wanted to evaluate the consumer perception and preferences on existing brands/products.

Ayya Bakery: An Overview

Srinivas established Ayya Bakery in 1995 after graduating in Catering Technology. The bakery’s products ranged from varieties of cakes and bread to biscuits, puffs and burgers. Srinivas emphasized on unique taste for each of the products since the bakery’s inception. Over the years, Ayya Bakery gained popularity in Coimbatore....

Teaching Note Preview

Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling

 

Synopsis

The two caselet series (Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling and Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis) was used to introduce the participants/students to the concept of multidimensional scaling and conjoint analysis. The objectives, steps involved and application of both the concepts were discussed using the caselets with the backdrop of the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. While Caselet (A)’s facts would be used to analyze the existing scenario of pizza market and identify gaps to introduce a new product, Caselet (B)’s facts would be useful to analyze consumer perceptions on the existing products and the important related product attributes considered while purchasing a pizza.........

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Product code: MR-2-0022(a), MR-2-0022A

Abstract


This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the multidimensional scaling concept through the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. After two decades of its inception, Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, decided to launch pizza variants at his bakery. However, before going for the launch, Srinivas wanted to know about the existing products in the market and identify gaps if any for his new product. When Srinivas approached Muthiah Venkatesan, Research Manager and Freelance Consultant, he agreed to perform the required analysis and provide the report. Muthiah assigned the responsibility to his junior Aswin to perform the analysis. Although he decided to use multidimensional scaling technique, Aswin was in a dilemma regarding the application of the technique/tool.




Pedagogical Objectives


  • To understand and define the concepts of management and marketing research problem

  • To understand basics of multidimensional scaling technique

  • To understand and apply multidimensional scaling technique 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 multidimensional scaling technique




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