Marketing research

Presented Byo Aswin Joseph Christieo Nishant Khatwannio Rakesh Gakareo Saranya Royo Siddhartha Goutam

Management Decision ProblemThe choice of a Yehi hai right Yeh dil maangenew generation choice baby Aha more (1999) (1990) (1992) Yeh hai Oye ??? youngistaan Bubbly(2006) meri jaan (2010) 4/12/2012 2

Marketing Research Problem Who Who are the What makes influences Youth? a Youth? the Youth? How does the youth perceive themselves in the world? 4/12/2012 3

Research Design The phases of the research Measurement and scaling proceduresThe information required Characteristics Exploratory Likert Scale Lifestyle Qualitative Rank Order Age group Quantitative Interval Scale Stereotyping Product expectation Symbology 4/12/2012 4

Research Design Questionnaire Plan of data analysisPreparing the questionnaire Prepared on Sample Size: 80 checking Editing Sample size and sampling the basis of the Convenience data collected Sampling Data cleaning from qualitative Statistical research adjustment of data Data analysis strategy as per method the Questionnaire 4/12/2012 5

Phases of researchExploratory phase Qualitative phase Quantitative phase 4/12/2012 6

Phases of research Sample size: 10 Information collated forExploratory phase qualitative phase Qualitative phase Quantitative phase 4/12/2012 7

Phases of research Sample size: 30Exploratory phase Rotter Incomplete Sentence Blank Test Qualitative phase Quantitative phase 4/12/2012 8

Phases of researchExploratory phase Sample size: 80 Questionnaire developed Qualitative phase as per the data collated from the qualitative phase Quantitative phase 4/12/2012 9

HypothesisHo: Age defines youthH1: Age doesn’t define youth 4/12/2012 10

Marketing Research Analysis Do you consider yourself a youth? 14% YES NO 86% 4/12/2012 11

Marketing Research Analysis70 6060 Cross tabulation of Q1 and Q95040302010 7 4 5 1 1 1 1 0No. of "18-27" "28-37" "38-47" "48-57"respon Age Band YES NOdents 4/12/2012 12

Marketing Research Analysis5040 Age defines youth 383020 1610 0 0 strongly disagree disagree neutral agree strongly agree-10 -16-20 -22-30 4/12/2012 13

Marketing Research AnalysisRate the following on the basis of their importance to you(5 being the most important and 1 being the least important) 4.375 4.4 4.2375 4.3 4.2 4.1 4.1 4.1 4 3.8625 3.9 3.8 3.7 3.6 Independence Power Knowledge Money IntegrityRating 4/12/2012 14

Marketing Research Analysis Rate the following on a scale of 5-1 (5 being your biggest worry and 1 being the least) 4.3625 4.1875 4.5 3.7625 4 3.05 3.15 3.5 3 2.5 2 1.5 1 0.5 0 Failure Loss of loved one losing my identity Social disapointment Dependence onRating somebody 4/12/2012 15

Marketing Research AnalysisRate the following past times on a scale of 1 to 5.(5 being the your most favorite and 1 being the least favorite) 3.95 4 3.6 3.3625 3.175 3.5 2.825 3 2.5 2 1.5 1 0.5 0 Watchin TV Watching Movies Surfing the internet Online Gaming SportRating 4/12/2012 16

Marketing Research AnalysisRank the following on the basis of their influence on you 4/12/2012 17

Marketing Research AnalysisIn your opinion................................ The endorser sells the product The product sells itself 32% 68% Take away: 4/12/2012 18

Marketing Research AnalysisYouth Icons lose their influence with age No 34% yes 66% Take away: 4/12/2012 19

Net Take AwayHypothesis proved(Chi-square test): Age defines youthMost important attribute: IndependenceBiggest worry: Loss of identityFavorite pass time: Surfing the netBiggest influence: Peers followed closely by role modelA product sells itself rather than an endorser selling itYouth icons lose their influence with age 4/12/2012 20

RecommendationCommunication channel: InternetCommunication concept: Negative aspect-Loss of identity Positive aspect-Independence Environment- Amongst peersEndorser: Not needed If used then should be a youth icon who is chronologically young 4/12/2012 21

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Marketing research

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