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Chapter 2: Research Design

Title of the Project:

A Study on Consumer Satisfaction and Marketing Effectiveness of Red Bull

energy drink.

Statement of the Problem:

Customer satisfaction plays a crucial role in enabling an organization to change

and develop with customers. Keeping the existing customer contended is generally

much easier, takes less time and involves less expense. The reason for this is that it

takes more time to find new prospective customer. In this context study is

conducted with special reference to customer satisfaction.

Objectives of the Study:

y To understand the need for an Energy Drink in the market.y To have a better understanding about its features keeping in mind the

consumer needs.

y To study the level of consumer expectation.y To learn the perception of the public towards the Energy Drink relating to

various parameters. (Safety, Hygiene, Affordability, etc).

y To analyze the nearest competitors of Red Bull Energy Drink.y To ascertain the barriers faced by the Energy Drink.y To ascertain the factors that affects the choice of Red Bull as opposed to its

competitors.

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Research Methodology:

yThe research will be carried out in various phases that constitute an approach,working from whole to part. It includes subsequent phases trying to go

deeper into the consumers psyche and develop a thorough understanding of

what a consumer needs and wants in an energy drink.

yThe first phase is completely internal where it is stormed over the mosteffective route of action, considering that it is product with minimal main

stream advertising.

yThe second phase is with some respondents who will be asked to fillquestionnaires and interviewed keeping in mind the main objectives of the

survey.

Sample Size:

The size of the sample will constitute of 50 respondents, which includes collegestudents, employees in the corporate sector and the Marketing heads of Red Bull

India Pvt Ltd., who will be interviewed with the help of questionnaires and one-on-

one interviews, respectively.

Collection of Data:

The information relevant for the study will be drawn from Primary data

collected through Survey method, which alone may be not sufficient. Hence

Secondary data will be collected to conduct the study successfully.

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y Primary data-It will be collected using a questionnaire. A well laid out questionnaire will

be designed for this purpose. Also personal interviews will be conducted

with people in organization as well as consumers and prospective buyers.

y Secondary data-This information will be obtained from secondary sources which include

newspapers, magazines, reliable websites, internal reports and other

published sources.

Tools of Data collection:

Statistical tools such as tabulation, drawing of percentages and construction of

charts for analysis from the raw data is widely used.