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  • Shodh Marketresearchforeconomyhousing 171207061406

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    Ritika Sharma
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    The research designs proposed by Shodh are appropriate for this type of project for the following reasons: 1. Shodh proposes collecting both primary and secondary data to estimate demand. Primary data through interviews with experts, consumers and competitors will provide reliable insights directly from key stakeholders. Secondary data can supplement and validate primary findings. 2. Both qualitative and quantitative research methods are proposed. Qualitative methods like interviews will provide an in-depth understanding of consumer and competitor behaviors, motivations and needs. Quantitative methods like surveys can then quantify findings for demand estimation. 3. The sampling approach considers the heterogeneous nature of the target group by segmenting consumers geographically, demographically and psychographically. This will ensure insights are collected from relevant

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    The research designs proposed by Shodh are appropriate for this type of project for the following reasons: 1. Shodh proposes collecting both primary and secondary data to estimate demand. Primary data through interviews with experts, consumers and competitors will provide reliable insights directly from key stakeholders. Secondary data can supplement and validate primary findings. 2. Both qualitative and quantitative research methods are proposed. Qualitative methods like interviews will provide an in-depth understanding of consumer and competitor behaviors, motivations and needs. Quantitative methods like surveys can then quantify findings for demand estimation. 3. The sampling approach considers the heterogeneous nature of the target group by segmenting consumers geographically, demographically and psychographically. This will ensure insights are collected from relevant

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    © All Rights Reserved
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    247 views8 pages

    Shodh Marketresearchforeconomyhousing 171207061406

    Uploaded by

    Ritika Sharma
    The research designs proposed by Shodh are appropriate for this type of project for the following reasons: 1. Shodh proposes collecting both primary and secondary data to estimate demand. Primary data through interviews with experts, consumers and competitors will provide reliable insights directly from key stakeholders. Secondary data can supplement and validate primary findings. 2. Both qualitative and quantitative research methods are proposed. Qualitative methods like interviews will provide an in-depth understanding of consumer and competitor behaviors, motivations and needs. Quantitative methods like surveys can then quantify findings for demand estimation. 3. The sampling approach considers the heterogeneous nature of the target group by segmenting consumers geographically, demographically and psychographically. This will ensure insights are collected from relevant

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    of 8

    Shodh- Market Research

    for Economy Housing


    Presented by:- Arpit Sharma
    Akash Ojha
    Akash Kumar Shukla
    Girish Kumar Singh
    Nikhil Khariya
    Rohit Rupani
    Dushyant Bhauryal
    Utkarsh Shivam
    Question 1-
    Comment on Vaseem's understanding of the
    client's management decision problem, market
    research problems, and information needs.
    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
    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
    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
    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
    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
    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.

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