Coolbuy.com’s Cool Business Model: Marketing Research Design Conundrum

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This caselet introduces the participants to the importance and process of formulating a Marketing Research Design. CoolBuy is an online market place player catering to the requirements of students living in hostels/apartments, with four product offerings. Coolbuy.com, with its unique business model, clocked in good revenues through the first 3 quarters after the website went live on April 26th 2014. The fourth quarter's sales fell considerably setting on the alarm bells in CoolBuy's business camp. Satish Kaul, the Founder-CEO of CoolBuy, took advice from his faculty-mentor and was looking forward to a detailed Marketing Research Design that can probably provide insights into the reasons for the decreased sales and offer appropriate suggestions to increase the sales from the first quarter of 2015.

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