Marketing Research

Q1. You are planning to start an online store through a company website and mobile app for
selling organic, hand-made, fruit or vegetable-based cosmetic products such as face wash, face
creams, scrubs, kajal, listicks, hand and body washes and lotions etc. Before launching your
product range, you want to understand the online shopping behavior of consumers on webstores
and mobile apps. What is the customer-related, website-related and purchase order-related
information that you would collect?

Q2. India is home to a thriving fake market — growing 20% every year — where garments,
shoes, watches, cowhide merchandise and jewellery are served as genuine products. Markets like
Gandhi Nagar, Lajpat Nagar, Sarojini Nagar and Janpath in Delhi, AC Market Ludhiana are
some of the hubs of fake merchandise. Passage of global brands, changes in inclinations from
non-branded to branded, a quickly developing economy and a substantial youthful purchaser
base in has made India a profoundly lucrative market. Because of broad communications and
web-based social networking infiltration, the young are getting to fashion conscious. This has
opened uncommon doors for the retail showcase. Market specialists say it is exceptionally hard
to evaluate the extent of fake attire. The greatest concern is the clients’ fascination towards
pilfered items is straightforwardly corresponding to the cost of these items which are sold at least
40% less than the original.

Given this understanding, the branded apparel marketers want to conduct a consumer research to
understand the consumer psyche and counter the counterfeit market. State the research
objective(s) and propose a research design for this study.

Q3. Marketers have identified a huge opportunity for organised players in the used car market.
Currently, the pre-owned car market is 1.2 times the new car market in India, well below the 2.5
times that is typically found in mature markets. The organised used car sellers, which account for
merely 15% of the overall pre-owned car space, have started seeing a dramatic rise in volumes.
Mahindra & Mahindra’s First Choice and Maruti Suzuki’s True Value, are planning big time to
expand their pre-owned car business. Despite a 15% market share in second-hand car sales, the
organised segment is the fastest growing with a 36% spike in FY2017, while the growth for the
unorganised sector remained flat in the same period. There is an opportunity in this market which
needs to be tapped; but with caution.

The unorganized sector is trying to understand what are these areas that they need to work upon
as they are facing stiff competition from the organized players. You have been asked to conduct
a research to identify the target customer and understand the consumer needs towards pre-owned
cars vs new cars & reasons, preferences for organized vs unorganized players, reasons for
preferences, the prices that they would be willing to pay, the value-added services they would
want and so on.
a. Describe the profile of your target customer for a pre-owned car. Will the profile of a target
customer for a pre-owned car be the same as that of a new car? Why or why not?

b. For the primary data that needs to be collected towards this research, design a questionnaire
covering all the research objectives, that could be used towards a quantitative questionnaire-
based survey.