14251573-Research-Proposal-Marketing-Research.doc - 1...

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1CONTENTS1. INTRODUCTION2. OBJECTIVES3. DESK RESEARCH3.1 Purpose3.2 Procedure4. QUALITATIVE RESEARCH4.1 Purpose4.2 Population & sampling4.3 Procedure5. QUANTITATIVE RESEARCH5.1 Purpose5.2 Population & sampling5.3 Procedure6. REPORTING7. TIMINGAlliance Business SchoolResearch Proposal
21. INTRODUCTIONHindustan Lever Ltd (assumption) was established in India in 1888 and has become amarket leader in the supply of Indian FMCG market. The company is particularly strong inFrance, Austria and the UK also. It has global operations. Hair oil is valuable to the human body,both inside and out. It eases dry skin and helps to keep the dandruff level down. Majorcompetitors are coconut oil and natural seed oil; the advantage of our oil is that it has a shelf lifeof up to a year. There are many advantages that can be probed in the research.Let the working name for this oil be ‘hair-ina’ oil (assumption). The company hasexperience of this market segment in Austria and France, which may be useful for this research.Research for Success has been approached and a meeting took place in mid-April this year. Thismeeting involved a discussion of a written brief prepared by Hindustan Lever Ltd. Subsequenttelephone conversations clarified outstanding issues and the following proposal has beenprepared.2. OBJECTIVESThe overall objective is ‘to examine attitudes to the use of “Hair-ina” hair oil in the home’. Thishas been broken into the following sub-objectives:1. To examine how oils are used in various settings2. To examine purchase decision-making of consumers3. To identify brand perceptions along with reasons for preferring or not preferring the brandv vis-à-vis competitor brandsWe have detailed further areas beneath each objective.1. To examine how oils are used in various settings:This objective would seek to follow the hair oil from arrival in the home until it isconsumed or disposed of in some other way. It will establish how many households keep hair oilAlliance Business SchoolResearch Proposal
3in the home and what kinds of hair oil are usually kept. It will look at for what hair oil iscurrently used and, perhaps most importantly, it will attempt to identify what should constitutethe target audience.2. To examine purchase decision-making of consumers:We need to primarily identify the consumer behavior and also analyze the buying pattern ofconsumers of the hair oil brand. The factors may include -Fragrance Composition of the hair oilDandruff removalReducing hair-fallPriceBrand equity3.To identify brand perceptions along with reasons for preferring or not preferring the brandv vis-à-vis competitor brands:You will note that we have modified your original objective slightly. This objective

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