Marketing Research

Presented Byo Aswin Joseph Christieo Nishant Khatwannio Rakesh Gakareo Saranya Royo Siddhartha Goutam

Management Decision Problem

04/13/2023 2

The choice of a new generation

(1990)

Yehi hai right choice baby Aha

(1992)

Yeh dil maange more (1999)

Oye Bubbly(2006)

Yeh hai youngistaan meri

jaan (2010)???

Marketing Research Problem

04/13/2023 3

Who are the Youth?

What makes a Youth?

Who influences the Youth?

How does the youth perceive themselves in the world?

Research Design

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The information required The phases of the research Measurement and scaling procedures

Characteristics Lifestyle Age group Stereotyping Product

expectation Symbology

Exploratory Qualitative Quantitative

Likert Scale Rank Order Interval Scale

Research Design

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Preparing the questionnaire Sample size and sampling method

Plan of data analysis Prepared on

the basis of the data collected from qualitative research

Sample Size: 80Convenience

Sampling

Questionnaire checking

Editing Data cleaning Statistical

adjustment of data

Data analysis strategy as per the Questionnaire

Phases of research

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Exploratory phase

Qualitative phase

Quantitative phase

Phases of research

04/13/2023 7

Exploratory phase

Qualitative phase

Quantitative phase

Sample size: 10Information collated for

qualitative phase

Phases of research

04/13/2023 8

Exploratory phase

Qualitative phase

Quantitative phase

Sample size: 30Rotter

Incomplete Sentence Blank

Test

Phases of research

04/13/2023 9

Exploratory phase

Qualitative phase

Quantitative phase

Sample size: 80Questionnaire developed as per the data collated

from the qualitative phase

Hypothesis

04/13/2023 10

Ho: Age defines youth

H1: Age doesn’t define youth

Marketing Research Analysis

04/13/2023 11

86%

14%

YES NO

Do you consider yourself a youth?

Marketing Research Analysis

04/13/2023 12

"18-27" "28-37" "38-47" "48-57"0

10

20

30

40

50

60

70

60

7

1 14

1

5

1

YES NO

Cross tabulation of Q1 and Q9

Age BandNo. of respondents

Marketing Research Analysis

04/13/2023 13

strongly disagree disagree neutral agree strongly agree

-30

-20

-10

0

10

20

30

40

50

-22

-16

0

16

38Age defines youth

Marketing Research Analysis

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Rate the following on the basis of their importance to you(5 being the most important and 1 being the least important)

Independence Power Knowledge Money Integrity3.6

3.7

3.8

3.9

4

4.1

4.2

4.3

4.44.375

4.2375

4.1

3.8625

4.1

Rating

Marketing Research Analysis

04/13/2023 15

Rate the following on a scale of 5-1(5 being your biggest worry and 1 being the least)

Failure Loss of loved one losing my identity Social disapointment Dependence on somebody0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

3.7625

4.18754.3625

3.05 3.15

Rating

Marketing Research Analysis

04/13/2023 16

Rate the following past times on a scale of 1 to 5. (5 being the your most favorite and 1 being the least favorite)

Watchin TV Watching Movies Surfing the internet Online Gaming Sport0

0.5

1

1.5

2

2.5

3

3.5

4

3.175

3.6

3.95

2.825

3.3625

Rating

Marketing Research Analysis

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Rank the following on the basis of their influence on you

Marketing Research Analysis

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In your opinion................................

Take away:

33%

68%

The endorser sells the product The product sells itself

Marketing Research Analysis

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Youth Icons lose their influence with age

Take away:

No34%

yes66%

Net Take Away

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Hypothesis proved(Chi-square test): Age defines youth Most important attribute: Independence Biggest worry: Loss of identity Favorite pass time: Surfing the net Biggest influence: Peers followed closely by role model A product sells itself rather than an endorser selling it Youth icons lose their influence with age

Recommendation

04/13/2023 21

Communication channel: Internet Communication concept:

Negative aspect-Loss of identity Positive aspect-Independence Environment- Amongst peers

Endorser: Not needed If used then should be a youth icon who is chronologically young

Thank You