Group Assignment Guidelines

Step 1: Search articles from financial newspaper, periodicals and related sources to understand the sector/industry. The outcome will be comprehending various segments of the sector/industry. You have to select one segment. You have to provide reasons for selecting one segment and not considering other segments. Also select a Brand and SKU to be focussed for further study with reasons for the same.

Step 2: Study beliefs about features considered critical for acceptance of the brand / SKU in the segment of the industry/ sector. Also study other beliefs related to the Brand and SKU, segment and industry / sector. You can employ qualitative research methods like laddering technique, observation and other related techniques in this step.

Why people buy the product/ brand / SKU?

Step 3: Conduct survey research correlating background of respondents with key reasons for purchase of the product / Brand / SKU in question.

This is a general guideline on the group assignment. Due credit will be given for creativity in bringing out the relevant issues related to the consumer behaviour for the product / Brand /SKU selected for the study.