2. Question 1-
Comment on Vaseem's understanding of the
client's management decision problem, market
research problems, and information needs.
3. Client’s Management Decision Problem
Estimate demand potential
Evaluate the attractiveness of economic housing concept (in selected areas of
Bangalore)
Understand consumer behaviour
Ascertain the feature and prices that consumer are looking for
Competitor analysis
4. Market Research Problem
Identification of critical success factors, growth drivers.
Identification of geographic, demographic and psychographic segments
Identify target segments, motivations, deterrents and inhibiters of economic
housing process
Price perception, optimal price structure, price sensitivity and feature
preference
Product profile, right positioning strategy and marketing mix
5. Information Needs
Location within Bangalore where economy housing was likely to succeed
Project an apartment feature desired by a consumer
Prices that consumer are willing to pay
Profile of target consumers
Description of key variables of consumer behaviour
6. Question 2-
How should Shodh collect information on competitor
activity and plan?
Primary Source
Experts interview
10 senior executives and salesmen of rival firm
Interviews with foreign players and experts in the market
Growth patterns of rivals, consumer insights, product offerings, Salesforce strength
and competency
Information from brokerage firm
Consumer interview
Structured quantitative questionnaire about the offering
Current practices of house space usage
Land prices in urban and sub-urban areas
Information available in public domain about the competitor’s current & upcoming
projects ex. Prestige's group prestige tranquillity project.
Competitor’s bidding Information obtained from government websites for different
projects
7. Question 3-
How can Shodh estimate estimate demand for
economy housing in Bangaluru?
There are 4 stages in estimating estimate demand- Primary, Qualitative,
secondary and main customer interview
Identify the target group of consumers
Geographic
Demographic
Psychographic
Pricing methods to gauge price perception and optimal price structure of
home/flat
Extend of land area, build area offered and overall size of unit offered
Factor motivating purchase process, incentives and conviction process
Product mix decisions, positioning of client products and selling proposition
Identify profile of competitors in terms of pricing strategy, positioning
strategy and selling proposition
8. Question 4-
Are the research designs proposed by Shodh
appropriate for this type of project?
Yes.
Reliability of competitor research.
Heterogeneous nature of sample group.
