Question 1:

Shodh understood that its client wanted to enter the economy

housing sector and due to lack of access to area of pilot project the
research project in Bengaluru was given to them. The first step
Shodh did was to figure out the management decision problems:
1. Potential of the Segment- As the market of economy housing
was still growing and many competitors were entering in the
segment, there was no previous data to collect the inference as
how the segment will perform also with the increasing
opportunity – the risk was equally high.
2. Identifying Target Market- One of the main concerns was to
identify the right segment of people to target. The focus was to
attract the middle-class segment (i.e., people classified under
B1, B2 and C in SEC segment).
3. Location Area- Finding a good location in Bengaluru which
would be preferred by customers was also an important
decision to be made. A site from where all the basic amenities
was easily available, land wasn’t expensive, developed
infrastructure, not far from the main city were few points while
searching for a location.
4. Lack of clarity in Consumer Expectations- An important factor
was to understand the actual demand and preferences of
consumers and how much they would be ready to spend to
develop product profile. Shodh decided to study geographic,
demographic, psychographic segments of potential target
market.