BALAJI INSTUTURE OF MODERN MANAGEMENT

JUNIORS - 2022-24 BATCH

BATCH:- BIMM B
SUB: MARKETING RESEARCH
Group No. Student Name Rollno Case No.
AKASH JAIN MM2224181
GROUP1 DARVIKA PANDEY MM2224112 13
UTTARKASH UBHATE MM2224425

ADITI PANTH MM2224303

Atharv Puranik MM2224191
GROUP2 14
SAKSHI HEGISHTE MM2224261
Payal Chandrawanshi MM2224336

PRIYANSHI SINGH MM2224339

NANDINI MITTAL MM2224331
GROUP3 15
SOUMYA TIWARI MM2224353
RITIKA KUMARI MM2224147

Deepanshu Tandon MM2224377

Shreya Vishwakarma MM2224349
Group 4 1
Christopher Alapatt MM2224376
Benny Abraham MM2224384

Samanta Chahande MM2224343

Shubham Chatterjee MM2224418
Group 5 2
Pratiksha Devre MM2224141
Mayank Agrawal MM2224391

Suraj Singh MM2224253

Ankit Kumar MM2224367
Group 6 3
Anisha Singh MM2224308
Dhruv Singh Baghel MM2224201

sucheta MM2224355
shubham R MM2224445
Group 7 4
Pratik MM2224399
rishap MM2224402
 puneet Soni MM2224231
eshita MM2224317
group 8 5
prabhanshu sharma MM2224396
muskan MM2224329

shaurya paul MM2224415

Nishant MM2224274
group 9 6
Ishika MM2224320
Ajinkya MM2224434

GOVIND sakroja MM2224380

aayush Beohar MM2224358
group 10 7
harshit wani MM2224382
Akanksha diwan MM2224305

Shikhar MM2224243
supriya MM2224165
group 11 8
vijay MM2224427
Aradhya MM2224107

Varsha MM2224432
Rohan Kadam MM2224405
Group 12 9
Kashish Sharma MM2224440
Monika Pandilwar MM2224328

Krunal MM2224389
Amrit MM2224365
Group 13 Shailesh MM2224441 10
Jitesh MM2224393
Nihal nanda MM2224222

Divyank keer MM2224204

Ayush kataria MM2224373
Group 14 11
Ashi dewangan MM2224311
Pavan gandhi MM2224227

Kritika MM2224323
Simran MM2224351
Group 15 12
Mansi MM2224325
Shreya MM2224157
 MARKETING RESEARCH CASES
BOOK NAME:-
MARKETING RESEARCH SEVENTH REVISED EDITION
…………………………………….BY MALHOTRA AND DASH
Case 1:National Football League: The King of Professional Sports, page 90
Case 2: The Mayo Clinic: Staying Healthy Marketing Research, page 122
Case 3: Aflac: Marketing Research Quacks Like a Duck , page 254
Case 4: Dunkin’ Donuts: Dunking the competition, page 341
Case 5:Burke: Learning and Growing Through Marketing Research . page 28
Case 6: Accenture : The Accent is in the Name, Page 61
Case 7 : Marriott : Marketing Research Leads to Expanded Offerings, page 761
Case 8 : Baskin-Robbins: Can it Bask in the good ‘Ole Days?, page 769
Case 9: Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital,
page 772
Case 10: Teenage Shopping Behavior for Clothing Products: ,page793
Case 11 Antecedents of Trust in Online Shopping , page 799
Case 12: Cooperation – Relationship Commitment Link in International Commercial Banking
Relationships , page 817
Case 13 Antecendents and Consequences of Trust in B2C Online Shopping in the Indian
Context, page 826
 CASE 14: WHAT’S IN A CAR?

Shridhar from Bengaluru, had developed an electric car—VERVE (It is a fully automatic, no
clutch, no gears), two-door hatchback, easily seating two adults and two children with a small
turning radius of just 3.5 metres). It runs on batteries and as compared to other electric vehicles,
has an onboard charger to facilitate easy charging which can be carried out by plugging into
any 15 amp socket at home or work. A full battery charge takes less than seven hours and gives
a range of 80 km. In a quick-charge mode (two-and-a-half hours) 80 per cent charge is attained
which is good enough for 65 km. A full charge consumes just about 9 units of electricity.
Somehow the product did not take off the way he expected. He is contemplating about
repositioning the car. As he stood looking at the prototype, he knew that there were a couple
of questions to which he must find answers before he undertook the repositioning exercise.
Who should be the targeted segment—old people, young students just going to college,
housewives, or …? What should be the positioning stance? What kind of image would these
customers relate to? Was a new name or punch-line required? How should the promotions be
undertaken? Hyundai had done it with Shah Rukh Khan, should he also consider a celebrity?
If yes who?

QUESTIONS
1. What kind of research study should Shridhar undertake? Define the objectives of his
research.
2. Do the stated objectives have scope for a qualitative research?
3. Which method(s) would you recommend and why?
4. Can you construct a template for conducting the study? What element would you advice
Shridhar to keep in mind, and why?
 CASE 15: TUPPERWARE INDIA PVT. LTD.

Tupperware is the world’s largest plastic food container company. It markets its products in
over 100 countries across the globe and is today a household name in every corner of the world.
Tupperware India Pvt. Ltd. is a wholly owned subsidiary of the US-based Tupperware
Corporation, the world’s leading manufacturer of high-quality plastic food storage and serving
containers. The company started its operations in India in 1996 and the country has been
recognized as the fastest growing market by Tupperware Worldwide. Its products were
launched in Delhi (November 1996) followed by Mumbai in (April 1997) and in Bangalore
and Chennai in (October 1997). Pune, Chandigarh and Hyderabad followed in 1998.
Starting off with just 12 products, Tupperware India today sells over 70 products that meet
Tupperware’s stringent international quality standards. At present, the company sells its
products in over 35 cities through a sales network comprising over 35,000 consultants, 1500
managers and 75 distributors. Backed by a committed and dedicated staff, region offices in all
metros, Tupperware India has the pride of being the fastest set-up operation in the history of
Tupperware. The company has been growing so fast that today it is approximately three times
larger than any other company in its products’ category. The company’s turnover as of now is
over US $11.5 million.
A full-fledged manufacturing facility is today the nerve-centre of Tupperware’s Indian
operations. Located in Hyderabad, this plant employs state-of-the-art technology to
manufacture over 65 products, each of them meeting stringent quality standards laid down by
Tupperware’s international norms. Set up in a record time of three months, this facility could
soon go in for an expansion to meet the ever-increasing demand for Tupperware. The moulds
used to make Tupperware are hand-tooled stainless steel and these moulds are common for all
countries and move in different countries as per the requirements.
The company classified its products under various categories depending upon the purpose
they serve. The main product line of the company is grouped as follows:
• Dry storage – Modular mates, canisters, etc.
• Tableware – Bread server, butter dish, curry server, etc.
• Food preparation – Masala keeper, magic flow, quick shakes
• Microwave – Soup mugs, crystalwave medium
• Refrigerator – Cool n fresh series, wondlier bowls, ice trays
• Lunch and outdoors – Tumblers, lunch boxes
• Canister – Store-all-canisters, oasis jug
• Classics – Classic slim launch, tropical cups.
Tupperware India has specially designed select tailormade products for the Indian
homemaker to fulfill the unique needs of the Indian kitchen. ‘Cinnamon microwave dish’ in a
dark blue colour keeps in mind haldi stains, ‘Masala storage box’ which can store up to seven
dry spices, and a range of thalis, katoris, roti-keeper, pickle and oil containers have already
been introduced in the market. These products combine aesthetics and functionality. They are
ingeniously designed to offer versatility and convenience. Tupperware products have won
several design awards worldwide. The products are manufactured with 100 per cent food grade
virgin plastic and offer a lifetime guarantee against chipping, cracking or breaking under
normal non-commercial use. They are light, unbreakable, non-toxic and odourless. They also
have special airtight and liquid tight seals which lock in freshness and flavour. The products
are not only designed elegantly and add functionality but also add vibrancy and colour to any
kitchen and dining table. The products are available in soothing colours such as red, blue,
pastels and green to match kitchen décor and consumer preference.
 Tupperware India, at present, faces competition from stainless steel utensils and low-end
plastic products both available at retail outlets across India. However, with increasing
awareness of high-end food storage containers, the company will soon see itself up against
more intense competition. Already companies like Modicare, Cutting Edge and Real Life have
entered this segment, albeit with lower prices.
The company is growing rapidly and uses a direct selling method to reach its end customers.
An empirical study was undertaken to understand the perception of consumers and dealers
(consultant).
The study assumes significance since the outcome of this research would help Tupperware
identify the areas in which the perception is poor and would, therefore, be able to identify the
problem areas so as to take remedial action. This is necessary because Tupperware is facing
competition from Modicare, Pearl Pet and Reallife and the results of the study will help it in
consolidating its market position by identifying its strengths and weaknesses. Further, it would
indicate why and on what parameters the perception of consumers versus non-consumers is
different. This could enable the company to formulate appropriate strategy to attract the non-
consumers use its product.
The objectives of the study were:
1. To understand the perception of Tupperware product users about the company.
Specifically we want to answer the following questions:
(a) What is the profile of the users of Tupperware product?
(b) What is the awareness level (both aided and unaided recall) of the users of Tupperware
products?
(c) Is the perception different for a user belonging to a nuclear or a joint family?
(d) Does the perception vary across marital status?
(e) Does the perception vary across professions?
(f ) Does the perception vary across age groups?
(g) Does the perception vary across education levels?
(h) Does the perception vary across income groups?
(i ) What are the underlying significant factors of the perceptions of users?
2. What is the perception of the non-users of Tupperware products about the company?
Specifically, we would attempt to answer the following questions:
(a) What is the profile of the non-users of Tupperware product?
(b) What is the awareness level (both aided and unaided recall) of the non-users of
Tupperware products?
(c) Is the perception different for a non-user belonging to a nuclear or joint family?
(d) Does the perception vary across marital status?
(e) Does the perception vary across professions?
(f ) Does the perception vary across age group?
(g) Does the perception vary across education levels?
(h) Does the perception vary across income groups?
(i ) What are the underlying significant factors of the perceptions of non-users?
3. Is the overall perception different for user and non-user of the Tupperware product?
To carry out the objectives, a study was conducted. The following questionnaire was used
for the purpose.

Questionnaire for User/Non-user Research

1. What type of storage food container do you use in your kitchen? (Please tick one or more)
(a) Stainless Steel
(b) Plastic Products
(c) Glass containers
(d) Any Other (Please specify)
2. (a) In case you use plastic containers for storage, are you aware of the company/companies
manufacturing it?
Yes
No
(b) If yes, name them ___________________
___________________
___________________
___________________
3. Which of the following plastic container manufacturing companies are you aware of? (Please
tick the appropriate box, you may tick more than one.
(a) Cutting Edge
(b) Modicare
(c) Real Life
(d) Tupperware
(e) Any other (please specify)
4. In case you have ticked Tupperware, please tell us as to how did you come to know about
the product ‘Tupperware’ (Please tick the appropriate box, you may tick more than one)
(a) Advertisements
(b) Party plan
(c) Internet
(d) Women’s magazines
(e) Word of mouth
(f) Any other (please specify) ________________
5. Do you use Tupperware products?
Yes
No
(If the answer is No, you will still be having some perception about Tupperware’s products, its
quality and price. Therefore, please move to question 11 directly)
6. If answer to above question is yes, did you
(a) Buy the product
(b) Received as a gift
(c) Both
7. If you bought the product as mentioned in the question 6 above, did you buy
(a) Through party plan
(b) Telephoning the dealer
(c) Both
8. How often do you buy Tupperware products?
(a) Once a month
(b) Twice a month
(c) More than two times in a month
9. How much money do you spend in a month on the purchase of Tupperware products?
_______________
10. In your last purchase which of the following items were bought by you. (Please tick as
many as you like)
Dry storage
Tableware
Food preparation
Microwave containers
Refrigerator containers
Lunch and outdoor containers
Canister
Classics
11. Given below are some statements, you are requested to state your degree of
Agreement / disagreement on each of the statements as mentioned below on a 5-point scale.
(Completely Disagree, Disagree No Opinion, Agree, Completely Agree)

A Tupperware products are made with the state-of the-art technology

B Tupperware products are ideal for gifts
C Tupperware products are not available in different sizes
D The products are available in attractive colours
E The products do not provide good value for money
F I feel proud to serve food to my guests in Tupperware products
G My peer groups do not use Tupperware products
H The products are not easily available
I The designs of the products are such that they occupy a lot of shelf space
J The products provide a good look to the kitchen
K The spices kept in Tupperware containers retain their original flavour for long
L Tupperware products are very expensive
M Tupperware products offer a lifetime warranty without any requirement of proof of purchase
N The products go with my lifestyle
O Tupperware products are for daily use
P The products require special cleaning agent
Q Tupperware products retain stain marks (e.g., turmeric) after cleaning
R Parents feel very safe while their children handle the products
S The products usages are well demonstrated in the home party
T The company provides timely information on new products
U The products are not air/water-tight
V The products are inconvenient to use
W I have no inhibition in using products in a large gathering of guests
X Tupperware keeps adding new products to its range to suit the kitchen requirements
Y The shape of the products are very eye-catching
Z Tupperware products are quite sturdy
aa The products are non-toxic and odourless
ab The products are very heavy in weight to carry from one place to another
12. You belong to a
Nuclear family
Joint family
13. Marital status
Single
Married
Widow/divorced
14. If married, are both of you working or only one
Both
One
15. In case you are working, you are employed in
Private sector
Public sector
Self-employed
Govt. service
16. You belong to age group
20 – 30 years
31 – 40 years
41 – 50 years
51 and above
17. Your education
Less than graduation
Graduate
Postgraduate and above
18. Your monthly household income
Up to 30,000
30,001 – 60,000
60,001 – 90,000
90,001 and above
19. Do you or your spouse own the following:
(a) Credit card Yes / No
(b) Four wheeler Yes / No
(c) House Yes / No
(d) Club membership Yes / No
(e) Microwave oven Yes / No
Please note that in the question no.11 statements numbers a, b, d, f, j, k, m, n, o, r, s, t, w, x, y,
z, aa are favourable statements. The remaining are unfavourable statements.

QUESTIONS
1. Indicate the type of measurement (nominal, ordinal, interval or ratio) which is being
used in each of the above questions.
2. Identify the questions which will be relevant for each of the objectives of the study.