2013

Qualitative Marketing Research

Poonam Verma IIM Indore

10-Dec-13

Index
1. 2. 3. 4. 5. 6. Preface.3 Abstract...4 Research Problem4 Research Techniques.5 Respondents Profiling.5 Expectations.6

Preface
This document has been written as part of individual assignment for PGP II term V course Qualitative Marketing Research under the guidance of Prof. Saripalli Bhavani Shankar. I would like to express my sincere gratitude towards the faculty for helping in designing this research paper by providing his support and advice.

Abstract
This research paper deals with the launch of Maruti Stingray by the company in the Indian market just before the upcoming festive season during the recession. The features and the specification of the new car launched is almost similar to that of the best seller car Wagon R of the same company. Though Stingray has a better look, it is a bit more pricey in comparison to its other identical twin. This research study focuses on the pros and cons of launching a new product in a market which is already going down due to macro-economic factors and what factors would determine the success of this product if launched.

Research Problem
Determining whether there would be cannibalization of Wagon-R sales which is a best seller of the company due to the introduction of Stingray as they both have almost the same specifications and features with only marginal difference in terms of looks and price.

Research Techniques
In-depth Interviews
Collect data by conducting interviews with the respondents to know in details about their perspectives, experiences and expectations about the new product to be launched in the market.

Observations
It could help in understanding the patterns of consumer buying behavior

Focused Group Discussions

This would help in generating broader perspectives and opinions and attitudes of the respondents towards the new product

Projective Techniques
Using vague, ambiguous and unstructured objects to gain an idea of what appeals a particular customer segment; their attitudes, opinions and their personality which might help in taking marketing decisions accordingly. It may not be necessarily used for this purpose.

Respondents profiling
Key factors on which the profiling of the consumer group would be done are Age- Respondents of the age 20-25,26-30,31-35,36-40 Gender-Males and Females Salary-0-15k, 16k -20k, 21k 30k, (May not be customers) 31k- 40k, 41k and higher Educational qualifications- postgraduate, undergraduate, diploma holder, class XII and lower

Research Expectations
This research would help us in getting a better understanding of what influences the success of a new product entry in a market and whether or not the new product must be launched in the market given the economic conditions of that particular country. It would also allow us to understand how a new product would or would not be a reason for the cannibalization of an already existing product with almost similar features.

No details are provided.