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Q1. You are planning to start an online store through
a company website and mobile app for selling organic, hand-made, fruit or
vegetable-based cosmetic products such as face wash, face creams, scrubs,
kajal, listicks, hand and body washes and lotions etc. Before launching your
product range, you want to understand the online shopping behavior of consumers
on webstores and mobile apps. What is the customer-related, website-related and
purchase order-related information that you would collect?
Answer: Web is
modifying the manner in which purchasers look for products and enterprises, and
internet shopping has quick turned into a worldwide marvel. In the Indian
situation it is likely for administrations to offer more in the web based
shopping mode when contrasted with substantial items due to the moderately
lower\
Q2. India is home to a thriving fake market — growing
20% every year — where garments, shoes, watches, cowhide merchandise and
jewellery are served as genuine products. Markets like Gandhi Nagar, Lajpat
Nagar, Sarojini Nagar and Janpath in Delhi, AC Market Ludhiana are some of the
hubs of fake merchandise. Passage of global brands, changes in inclinations
from non-branded to branded, a quickly developing economy and a substantial
youthful purchaser base in has made India a profoundly lucrative market.
Because of broad communications and web-based social networking infiltration,
the young are getting to fashion conscious. This has opened uncommon doors for
the retail showcase. Market specialists say it is exceptionally hard to
evaluate the extent of fake attire. The greatest concern is the clients’
fascination towards pilfered items is straightforwardly corresponding to the
cost of these items which are sold at least 40% less than the original. Given
this understanding, the branded apparel marketers want to conduct a consumer
research to understand the consumer psyche and counter the counterfeit market.
State the research objective(s) and propose a research design for this study.
Answer: Before
conducting a market research, your research objectives need to be defined.
Research objectives quite simply answer a simple question – Why are you
conducting this market research? At
Q3. Marketers have identified a huge opportunity for
organised players in the used car market. Currently, the pre-owned car market
is 1.2 times the new car market in India, well below the 2.5 times that is
typically found in mature markets. The organised used car sellers, which
account for merely 15% of the overall pre-owned car space, have started seeing
a dramatic rise in volumes. Mahindra & Mahindra’s First Choice and Maruti
Suzuki’s True Value, are planning big time to expand their pre-owned car
business. Despite a 15% market share in second-hand car sales, the organised
segment is the fastest growing with a 36% spike in FY2017, while the growth for
the unorganised sector remained flat in the same period. There is an
opportunity in this market which needs to be tapped; but with caution. The
unorganized sector is trying to understand what are these areas that they need
to work upon as they are facing stiff competition from the organized players.
You have been asked to conduct a research to identify the target customer and
understand the consumer needs towards pre-owned cars vs new cars & reasons,
preferences for organized vs unorganized players, reasons for preferences, the
prices that they would be willing to pay, the value-added services they would
want and so on.
a. Describe the profile of your target customer for a
pre-owned car. Will the profile of a target customer for a pre-owned car be the
same as that of a new car? Why or why not?
b. For the primary data that needs to be collected
towards this research, design a questionnaire covering all the research
objectives, that could be used towards a quantitative questionnaire-based
survey.
Answer: a) Segmentation
strategy is not a simple process. It is the result of applying a systematic and
analytical process to the crucial decisions about product market entry. After
market segments have been formed, the marketing manager analyses the segments
to understand the profile of
Complete
Assignment available for NMIMS
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can call us 87-55555-879
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1 hour will revert you by mail
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