Marketing Research Presented By o Aswin Joseph Christie o Nishant Khatwanni o Rakesh Gakare o Saranya Roy o Siddhartha Goutam
Marketing Research
Presented Byo Aswin Joseph Christieo Nishant Khatwannio Rakesh Gakareo Saranya Royo Siddhartha Goutam
Management Decision Problem
04/13/2023 2
The choice of a new generation
(1990)
Yehi hai right choice baby Aha
(1992)
Yeh dil maange more (1999)
Oye Bubbly(2006)
Yeh hai youngistaan meri
jaan (2010)???
Marketing Research Problem
04/13/2023 3
Who are the Youth?
What makes a Youth?
Who influences the Youth?
How does the youth perceive themselves in the world?
Research Design
04/13/2023 4
The information required The phases of the research Measurement and scaling procedures
Characteristics Lifestyle Age group Stereotyping Product
expectation Symbology
Exploratory Qualitative Quantitative
Likert Scale Rank Order Interval Scale
Research Design
04/13/2023 5
Preparing the questionnaire Sample size and sampling method
Plan of data analysis Prepared on
the basis of the data collected from qualitative research
Sample Size: 80Convenience
Sampling
Questionnaire checking
Editing Data cleaning Statistical
adjustment of data
Data analysis strategy as per the Questionnaire
Phases of research
04/13/2023 6
Exploratory phase
Qualitative phase
Quantitative phase
Phases of research
04/13/2023 7
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 10Information collated for
qualitative phase
Phases of research
04/13/2023 8
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 30Rotter
Incomplete Sentence Blank
Test
Phases of research
04/13/2023 9
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 80Questionnaire developed as per the data collated
from the qualitative phase
Hypothesis
04/13/2023 10
Ho: Age defines youth
H1: Age doesn’t define youth
Marketing Research Analysis
04/13/2023 11
86%
14%
YES NO
Do you consider yourself a youth?
Marketing Research Analysis
04/13/2023 12
"18-27" "28-37" "38-47" "48-57"0
10
20
30
40
50
60
70
60
7
1 14
1
5
1
YES NO
Cross tabulation of Q1 and Q9
Age BandNo. of respondents
Marketing Research Analysis
04/13/2023 13
strongly disagree disagree neutral agree strongly agree
-30
-20
-10
0
10
20
30
40
50
-22
-16
0
16
38Age defines youth
Marketing Research Analysis
04/13/2023 14
Rate the following on the basis of their importance to you(5 being the most important and 1 being the least important)
Independence Power Knowledge Money Integrity3.6
3.7
3.8
3.9
4
4.1
4.2
4.3
4.44.375
4.2375
4.1
3.8625
4.1
Rating
Marketing Research Analysis
04/13/2023 15
Rate the following on a scale of 5-1(5 being your biggest worry and 1 being the least)
Failure Loss of loved one losing my identity Social disapointment Dependence on somebody0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
3.7625
4.18754.3625
3.05 3.15
Rating
Marketing Research Analysis
04/13/2023 16
Rate the following past times on a scale of 1 to 5. (5 being the your most favorite and 1 being the least favorite)
Watchin TV Watching Movies Surfing the internet Online Gaming Sport0
0.5
1
1.5
2
2.5
3
3.5
4
3.175
3.6
3.95
2.825
3.3625
Rating
Marketing Research Analysis
04/13/2023 17
Rank the following on the basis of their influence on you
Marketing Research Analysis
04/13/2023 18
In your opinion................................
Take away:
33%
68%
The endorser sells the product The product sells itself
Marketing Research Analysis
04/13/2023 19
Youth Icons lose their influence with age
Take away:
No34%
yes66%
Net Take Away
04/13/2023 20
Hypothesis proved(Chi-square test): Age defines youth Most important attribute: Independence Biggest worry: Loss of identity Favorite pass time: Surfing the net Biggest influence: Peers followed closely by role model A product sells itself rather than an endorser selling it Youth icons lose their influence with age
Recommendation
04/13/2023 21
Communication channel: Internet Communication concept:
Negative aspect-Loss of identity Positive aspect-Independence Environment- Amongst peers
Endorser: Not needed If used then should be a youth icon who is chronologically young
Thank You