Market Research Methodology & Penetration Strategy
With an Objective of
Brand Promotion in Retail market (The
proposed steps involved in the study are diagrammatically represented)
A detailed discussion with the client will
help in understanding the client’s requirement and to firm up the sample plan,
issues, methodology etc. During this phase the objectives will be defined in clear &
concise terms.
The
exploratory study will be done as a combination of primary and secondary research. The
secondary research will involve an exhaustive scanning and collection of secondary
information. The exploratory study will help in understanding the product and the market
better thereafter a detailed primary field survey will be carried out among the following
respondent categories
(i) Manufacturers /
suppliers of survey products / substitute products
(ii) Dealers of of survey products / substitute products
(iii )Specified users / Buyers Influence factors
(iv )End users
(v) Experts
(vi) Associations
Detailed questionnaire / check list for each of the respondent categories will be
prepared. Inputs from the client will be taken for finalisation of the questionnaire. It
will be pilot tested and modifications, if any, would be incorporated before commencement
of fieldwork.
A detailed concept sheet covering details about the client’s product, specifications,
features, benefits, comparison with substitutes etc will be provided by the client in
order to understand the respondent’s perception about the client’s products,
willingness to buy / recommend etc.
