Professional Documents
Culture Documents
Exploring The Factors Which Impact The Purchasing Patterns and Creating Positive Word of Mouth Towards Hyundai Elantra'
Exploring The Factors Which Impact The Purchasing Patterns and Creating Positive Word of Mouth Towards Hyundai Elantra'
BEHAVIORAL
Occassion
Benefits Sought Status Symbol
GEOGRAPHIC
Country Pakistan
City Karachi
Language Urdu, English
Climate Hot & Humid
PSYCHOGRAPHIC
Personality Flaunt
Social Class A+(determined through SEC Grid)
Interests and Opinions Social Media
Data collection method and Instrument
Method
• IDIs – 20 mins each
Instrument
• Discussion Guideline
Sampling Technique
• non probability convenience sampling
Sample Split Table
Area Owners of Elantra Owners of Civic Owners of Altis Owners of Grande
North Nazimabad 2 2
Gulshan 1 1
Clifton 2
DHA 2 2 2
Total
Timeline
Week
Activities
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Selection/Approval of Research topic
Collection of background Information
Collection of Industry Review
Proposal writing
Mid Term-review
Discussion Guideline development
Pilot testing
Field work ( conducting IDI's)
Transcript Editing
Data Analysis
Report writing and Presentation
Budget
Particulars Cost