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MARKETING RESEARCH
MARKETING RESEARCH
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K-beauty in India: Gaining Consumer Insights through Marketing Research
AUTHOR(S) : Dr. Madhu Mandal, Assistant Professor, Marketing & Strategy Area, Indian Institute of Management (IIM) Rohtak, IndiaPUBLISHED DATE: 25/07/2021PUBLISHER: ET CASESCATEGORY: MARKETING RESEARCHPRODUCT: CASE STUDYCASE ID: MR-1-0026; MR-1-0026ACASE LENGTH: 10DESCRIPTION:The craze for Korean beauty (K-beauty) products is increasing among Indian consumers in recent times. This trend projects a huge market opportunity to be tapped. But before taking any business decisions, detailed consumer insights should be gained through marketing research to avoid business failures. The case discusses the importance of the marketing research process to aid sound decision-making for venturing into new business avenues. The case brings out the emerging nuances of Korean cosmetics ...read moreSHOW DETAILS -
Finding Customers for a Digital Platform Startup: Case of Easy Travel
AUTHOR(S) : Chavi Asrani, Ph.D. Student of Economics, Dept. of Humanities and Social Sciences, and P. Vigneswara Ilavarasan, Associate Professor, Dept. of Management Studies - Indian Institute of Technology - DelhiPUBLISHED DATE: 07/09/2018PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASE STUDYCASE ID: MR-1-0025, MR-1-0025ACASE LENGTH: 22 PagesDESCRIPTION:The case aims to facilitate the students to understand the role and use of secondary data in business research or marketing research. Easy Travel, an e-commerce startup is looking for potential customers for its market expansion but has limited resources for primary research. The firm learns about the secondary data on domestic tourism industry released by Government of India. The secondary data offers a viable, cost-effective solution to find the potential customers. The questionnaire used for the ...read moreSHOW DETAILS -
Vidita Cleaning Products vs Rainbow Market Research Services
AUTHOR(S) : Prof. Jayasankar Ramanathan - IIM Indore, Prof. Keyoor Purani, IIM KozhikodePUBLISHED DATE: 01/12/2016PUBLISHER: Indian Institute of Management KozhikodeCATEGORY: MARKETING RESEARCHPRODUCT: CASE STUDYCASE ID: MR-1-0024, MR-1-0024ACASE LENGTH: 9 PagesDESCRIPTION:read more
Malini Ahuja (Malini), Partner and Marketing Manager at Vidita Cleaning Products (Vidita), was mulling the launch of a new product for which she needed to find the pulse of consumers to decide further. She designed a survey for collecting data from people in Mumbai and engaged the services of Rainbow Market Research Services for executing the fieldwork. However, she found the agency to be non-cooperative and found the data supplied to be fudged. The case describes the legal battle between Vidita ...SHOW DETAILS -
Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/11/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0022(a), MR-2-0022ACASE LENGTH: 4 PagesDESCRIPTION:read more
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. ...SHOW DETAILS -
Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/11/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0022(b), MR-2-0022ACASE LENGTH: 3 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Annapurani Vegetarian Restaurant (C): International Marketing Research
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/11/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0023(c), MR-2-0023ACASE LENGTH: 2 PagesDESCRIPTION:This caselet, third in this series, provides scope to discuss and understand the framework for international marketing research. Senthil Kumar (Senthil), the Founder of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai, wanted to increase the number of repeat customers and new customers and to know the potential for opening the restaurant business overseas. When he decided to approach a consultant, his son, Arun Kumar (Arun) intervened and convinced Senthil that he would ...read moreSHOW DETAILS -
Annapurani Vegetarian Restaurant (B): Report Writing
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/11/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0023(b), MR-2-0023ACASE LENGTH: 2 PagesDESCRIPTION:read more
This caselet, second in this series of caselets, provides scope to discuss and understand the importance and process of report writing in the backdrop of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and model showing relationship between them. Arun Kumar (Arun), Senthil’s son took up this project along with his friends – Rajesh Kumar (Rajesh) ...SHOW DETAILS -
Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/11/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0023(a), MR-2-0023ACASE LENGTH: 4 PagesDESCRIPTION:read more
This caselet provides scope to discuss, understand and perform structural equation Modelling in the backdrop of the dilemma faced by Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and a statistical model showing the relationship between them. Senthil plans to increase the number of repeat customers and new customers. He also planned to open restaurant ...SHOW DETAILS -
Aruna Beauty Salons: Identifying Loyal Customers through Discriminant Analysis
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 05/08/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0018, MR-2-0018ACASE LENGTH: 5 PagesDESCRIPTION:This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the Discriminant Analysis concept through the dilemma faced by Aruna Kumari (Aruna), the Founder of Aruna Beauty Salons (ABS), a beauty care salon. To promote her company further, Aruna had decided to introduce a loyalty program by distributing privilege cards to her loyal customers. Based on her experience, she classified sample of customers into loyal and disloyal based on the amount of purchase ...read moreSHOW DETAILS -
Varun Supermarket Retail (P) Ltd.’s Marketing Research (B): Analysing the Profile of Target Customers through Cluster Analysis
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 05/08/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0020, MR-2-0020ACASE LENGTH: 3 PagesDESCRIPTION:Second in the two-caselet series, this caselet provides scope to discuss, understand and perform cluster analysis in the backdrop of Varun Supermarket Retail (P) Ltd. (VSRPL)’s problem of sudden decrease in sales and repeat customers. As suggested by his uncle Vijay Kumar (Vijay), Varun Kumar (Varun), the Founder of VSRPL took help of two students – Mercy Mathews (Mercy) and Priyanka M (Priyanka) and assigned a project to help solve the problem. Meanwhile, when Vijay called Varun ...read moreSHOW DETAILS -
Regression Analysis for Expansion at Stop’N’Shop
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 05/08/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0021, MR-2-0021ACASE LENGTH: 4 PagesDESCRIPTION:This caselet can be used to introduce the students/participants to the concepts of correlation and regression in marketing research. It highlights the quandary faced by Ramesh Goud (Ramesh), Founder and CEO of Stop’N’Shop, a Bangalore-based retail chain, how to identify the relationship between the number of stores, average store size and the total revenues. Ramesh called his ex-colleague, President, Marketing, Ritesh Gupta to identify if at all there was any model to identify ...read moreSHOW DETAILS -
Varun Supermarket Retail (P) Ltd.’s Marketing Research (A): Analysing Store Image through Factor Analysis
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 05/08/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0019, MR-2-0019ACASE LENGTH: 4 PagesDESCRIPTION:Although Varun Supermarket Retail (P) Ltd. (VSRPL) is positioned in the prime area in the city where many educational institutions (colleges and schools), shopping complexes, independent shops, chain stores, restaurants, etc., are located, it witnessed a decreasing sales trend for the past year. Moreover, the Founder, Varun Kumar (Varun), observed a decrease in repeat customers in the last few months. When Varun approached his mentor for a solution, he was suggested that he should get ...read moreSHOW DETAILS -
John Paul Publishers: Analyzing Effectiveness of Training Methods using Analysis of Variance
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 11/07/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0017, MR-2-0017ACASE LENGTH: 4 PagesDESCRIPTION:This caselet can be used to introduce the concept of Analysis of Variance (ANOVA). It helps understand the basics of ANOVA and Covariance using the backdrop of John Paul Publishers’ (JPP) Marketing Research problem. As part of expansion strategy, Dr. John Paul (John), the Founder of JPP decided to recruit marketing teams and provide training to them. When approached a training consultancy, John observed that there were two different training methods. Apart from the consultancy training, few ...read moreSHOW DETAILS -
Rural Care Foundation: Data Preparation
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary, ET CASESPUBLISHED DATE: 14/04/2016PUBLISHER: ET CasesCATEGORY: MARKETING RESEARCHPRODUCT: CASE STUDYCASE ID: MR-1-0015, MR-1-0015ACASE LENGTH: 9 PagesDESCRIPTION:The case study can be used to introduce the participants/students to the concept of data preparation in marketing research. This case study helps understand the steps involved in the data preparation process at the backdrop of New NGO’s Marketing Research. Two childhood friends, Meenu Rakesh (Meenu) and Ganesh Chandran (Ganesh), aspired to start a NGO with an aim to improve the socio economic status of rural people. When the duo approached a corporate donor, they were suggested to prepare a ...read moreSHOW DETAILS -
Opinion Polls: Complexities and Errors*
AUTHOR(S) : Krishna Akalamkam, Associate Professor, Birla Institute of Management Technology, Greater NoidaPUBLISHED DATE: 14/04/2016PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING RESEARCHPRODUCT: CASELETCASE ID: MR-2-0002, MR-2-0002ACASE LENGTH: 6 PagesDESCRIPTION:Elections for State Legislative Assemblies of Uttar Pradesh, Uttarakhand, Manipur, Goa and Punjab were held between February 4th and March 3rd 2012. Polling was held for a total of 690 assembly seats, 403 in U.P, 117 in Punjab, 70 in Uttarakhand, 60 in Manipur and 40 in Goa. Involving a massive number of over 150 million electors across five states, these elections were seen as precursor to the General elections (Lok Sabha Polls) in 2014 and considered to be very important to all political parties. ...read moreSHOW DETAILS