期刊名称：Journal of the International Academy for Case Studies
印刷版ISSN：1078-4950
出版年度：2017
卷号：23
期号：4
页码：1-12
语种：English
出版社：The DreamCatchers Group, LLC
摘要：The client OBL wanted to launch an economy housing project in 10 cities across South India took help of market research company Shodh. OBL had completed several mid-range housing projects involving apartments in the price class INR 2.5 million to INR 7.5 million. The client appointed Shodh to understand about the market potential and consumer preferences in the economy segment. The company therefore decided to obtain a deeper understanding of the market in a large, metropolitan city like Bengaluru in India. It took services of market research company Shodh to assess the market size, consumer requirements and consumer preferences in the economy segment in Bengaluru, India. To address OBL’s information needs, Shodh conducted market and consumer research studies during March-May, 2015 using secondary data analysis, focus groups, expert interviews, field surveys and conjoint analysis. Since OBL wanted a presentation on the project by early-July, Vaseem had to analyse the data, prepare the demand forecasts, define the consumer segment profiles and describe the consumer preferences based on conjoint analysis and draw out the implications for the client’s marketing strategy.
