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United International University

Marketing Research (MKT 4306)

Section: B

A Study on the Motorcycle Industry in Bangladesh

Submitted To:

Muhammad Hasan Al -Mamun

Assistant lecturer

School of Business and Economics,

United International University

Submitted By:

Submission Date:

27th

April, 2016

Serial No. Name ID No.

01 Thayef Ahmed Sunny 111 121 031

02 Md.Shahaid Jurain Alam 111 121 645

03 Md.Sabbir Ahmed 111 121 229

04 Proma Rahman 111 121 069

05 Shahjadi Eva 111 121 107

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Letter of Transmittal

April 27, 2016

Muhammad Hasan Al -Mamun

Assistant lecturer,

School of Business & Economics

United International University

Subject: Submitting a report on Marketing research.

Dear Sir,

With due honor, we are wishing to inform you that it was a matter of great pleasure as well as

learning to work with such a real life issue. Actually we have enjoyed more in preparing this

assignment. Our five members have worked hard to prepare this assignment. So we would highly

oblige if the content of the assignment has been acceptable to you.

Though we have put our best efforts yet it is very likely that the assignment may have some

mistakes and omissions that are unintentional. So, we hope that the assignment will worthy of

your consideration.

Truly yours,

………………………

Thayef Ahmed Sunny

ID: 111 121 031

(On behalf of the group)

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Acknowledgement

We would like to convey our sincere thanks to ALLAH because he has given us the opportunity

to complete our report .This report is based on marketing research practices. We strongly believe

works like this one will surely help us to develop & make us better adapted as well as capable to

cope with the issues & practical exposures in this field as well as to the whole of the legislative

tools that are being extensively exploited in today‟s world.

Our next honest & heartiest gratitude goes to our honorable teacher “Muhammad Hasan Al –

Mamun” assistant lecturer, School of Business and Economics, United International University

for his sincere & utmost guidance to prepare this report & to gather huge practical and realistic

knowledge & help us to prepare this report.

We are really grateful to other resource persons and friends. They provided maximum data of

report related that helped me to know about the report and complete that report.

Moreover, we would like to thank all the personalities, whom we couldn‟t name here, who

helped for making this report.

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Table of Contents Background of the research ...................................................................................................................... 7

Statements of the research ........................................................................................................................ 7

Information needs ................................................................................................................................... 10

Data collection from primary sources ..................................................................................................... 13

Scaling technique .................................................................................................................................... 14

Data analysis: .............................................................................................................................................. 14

Methodology ........................................................................................................................................... 14

Findings ...................................................................................................................................................... 14

Co-Relation for Purchase Intention ......................................................................................................... 23

Co-Relation for Brand ............................................................................................................................. 23

Limitations .................................................................................................................................................. 24

Accenture: The Accent is in the Name ....................................................................................................... 28

Conclusions & Recommendations: ............................................................................................................. 32

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Executive Summary:

This report will give a clear idea about our assign task we conduct an academic survey over sixty

respondents to examining the impact of Comprehension and Comparative advantage on Purchase

Intention and Bonding on motorcycle industry in Bangladesh. We select four brand named

Yamaha, TVS, Runner and Walton. For measuring the impact we do One- way ANOVA, Co-

relation & Multiple Regression analysis. From the One-way ANOVA analysis we found that

Comprehension, Comparative Advantage, Purchase Intention & Bonding have effect on brand,

means there are significant relationship between brand and other four independent variables.

From the Multiple Regression Analysis we found that there is linear relationship exists among

Comprehension and Comparative advantage to the Purchase Intention and brand. And from our

Co-relation analysis we also found there is a significant relationship between Comprehension

and comparative advantage where the controlling is brand and purchase intention. So for the

betterment of the company first they have to strengthens there Brand as well as make a clear

difference with the competitor, create sustainable competitive advantage and introduce it to the

customers because they also have to give emphasis on the Comprehension, Comparative

advantage as well because those have significant relationship with Purchase Intention and

Branding.

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Introduction:

Nowadays, motorbike has become first attraction for office-goers and professionals because of

its size and affordable price in the country. The bikers include businesspeople, doctors,

journalists, lawyers and teachers, students and NGO activists. Apart from the individual transport

needs, the two-wheeler has generated commercial value in upcountry areas. Thousands of

unemployed educated and semi-educated people, mostly youths, in the rural areas chose

motorcycle for their main source of earning by commercially carrying passengers on narrow

roads from one sub-town to another and a village to another one. Because of the country's huge

population base and vibrant economic activities, global brands in the motorcycle industry got in

a rat race to enter the highly potential market with enhanced investment plans to have a good

share of the market of 160-million-strong population, businesses said. According to the market

players, motorcycles manufactured by India's Bajaj Group attained the top position on the market

over here with 53 per cent share as some 69,747 bikes of the brand had been sold in the first

seven months (till January, 2015) of the current 2014-2015 fiscal year (FY). Bajaj's popular

products are Pulsar, Discover and Avenger. TVS Auto, took the second position with 12 per cent

(15,529 bikes) market share followed by Hero Honda 9 per cent (11,493), Chinese brand Dayang

supplied by Runner Group nearly 8 per cent (10,442) and Walton 6 per cent (6,524) and the

remaining 12 per cent shared by Japanese brands Honda and Yamaha, Indian Mahindra, Chinese

Haojue and some other bikes. Some companies who are supplying such two-wheelers of global

brands have adopted long-term investment policy to set up manufacturing units in Bangladesh in

next two or three years when the current market size will double, as informed by the industry-

insiders.

At the same time, more local companies are in the queue to tie their knot with international

brands to supply the vehicle by considering it another booming business area. In that situation all

companies are trying to know about the customer insight, so that they can make necessary

changes that attract customer to buy their motorbike. This model marketing research represents

how customers make their decision in terms of their thinking. Here, we select four brand named

as Yamaha, Walton, Runner and TVS. We try to find out the purchase intention and brand may

any relationship with comprehension and comparative advantage. Also find out their correlation

and effect of four variables.

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Research:

Background of the research

We want to examine the impact of Comprehension and Comparative Advantage on Purchase

Intention and Bonding on the motorcycle industry in Bangladesh.

Statements of the research

Are Comprehension and Comparative Advantage effecting Purchase Intention and Bonding in

motorcycle Industry?

Approach to the research

We divide our analysis in three parts:

First, we want to see whether the Comprehension, Comparative Advantage, Purchase Intention

and Bonding effecting the brand or not.

For that, One-way ANOVA will be appropriate statistics because we are interested see whether

one independent non-matric variable is affecting one dependent matric variable.

Second, we want to see whether Comprehension, Comparative Advantage is affecting Purchase

Intention and Bonding or not.

For that Multiple-Regressions will be appropriate statistics because we are interested to see

whether two independent matric variables are affecting one dependent matric variable.

Third, we are mainly concern with the association between comprehension and comparative

advantage controlling for brand and purchase intentions.

For that, Co-relation will be appropriate statistics because we are interested see whether there is

any relationship between two matric variables.

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Literature Review:

Competitive Advantage: A competitive advantage is an advantage over competitors gained by

offering consumers greater value, either by means of lower prices or by providing greater

benefits and service that justifies higher prices.

Purchase Intention: A plan to purchase a particular good or service in the future.

Brand Equity: Added Value consumers see, think and feel of the brand with respect to other

brands. It is also which describes the value of having a well-known brand name. Basically brand

equity refers to the value of a brand.

Brand Awareness: The extent to which the consumers are familiar with the qualities or image

of a particular brand of goods or services. To let the target customers inform & notify about the

brand„s features, specification & distinctiveness from comparative„s comparable products.

Brand extinction: Extending different product lines of a particular brand

Brand Element: Elements used to express/represent and identify/differentiate the brand. The

consistent use of Brand Elements in all marketing programs helps communicate the Brand

Character to the marketplace. The brand name, logo, slogan, jingle, and packaging style are all

examples of Brand Elements

Brand Recall: Brand recall refers to the ability of the consumers to correctly generate and

retrieve the brand in their memory. A brand name that is well known to the great majority of

households is also called a household name.

Brand Positioning: Brand positioning refers to ―target consumer„s‖ reason to buy your brand

in preference to others. It is ensures that all brand activity has a common aim; is guided, directed

and delivered by the brand„s benefits/reasons to buy; and it focusses at all points of contact with

the consumer.

POP (Points of Parity) (Similarity): POP are not necessarily unique to the brand but may in

fact be shared with other brands.

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POD (Points of Difference): POD is attributes or benefits that consumers strongly associate

with a brand, positively evaluate, and believe that they could not find to the same extent with a

competitive brand.

Brand Leverage: Brand leverage is a strategy uses the power of an existing brand name to

support a company„s entry into a new, but related, product category.

Brand Ambassador: A personality who is endorsed by the company to promote a product of the

brand. The product image here gets associated with the image of the personality.

Research design:

3.1 Introduction: In methodology part we will discuss about in which category our research belongs. There are three

types of researches Exploratory, Descriptive and Causal. In this part of methodology we will discuss

in which category our research procedure is designed to find the desired outcomes.

3.2 Research Design: In our marketing research course we have learnt about three types of research designs. They are

Exploratory, Descriptive and Causal research designs among them our research is designed under

Descriptive research.

Our Research is Under Descriptive Research: Our research is under descriptive research design because we know that descriptive research is a set

of method and procedure which deals with marketing variables to identify the solution. Besides here

results are pretty much predicted by the researchers. In our research we are dealing with 4 variables

comprehension, comparative advantage, purchase intension and bonding. These variables are

derived from our questioners. From here we would try to identify the impact of comprehension and

comparative advantage on purchase intention and bonding. As we are dealing with different

Variables to find our desired solution, our research is definitely categorized under descriptive

research.

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Now we would like to clarify why our research is not categorized under Exploratory and causal

research

Our Research is Not Under Exploratory Research:

Exploratory research is an informal and unstructured procedure towards research. It is a

random basis information collection technique. Besides here researchers do not have any

capability to predict the outcomes. In our research as previously mentioned that we have

predicted our outcomes. Moreover our research is designed in a formal manner and it is

structured well. For that reason our research definitely not under exploratory research.

Our Research is Not Under Causal Research:

Causal research is all about experiments. In causal research researchers isolate cause and

effect. There are dependent and independent variables. In causal research researchers

examine the outcomes derives from the dependency of dependent variable to independent

variables.

Information needs

For this report we collect information based on:

This brand offers a clear advantage vs. the competition

In terms of the attribute of a motorcycle First, Non-matric variables; gender, education,

profession, average monthly family income and brand.

Second, Matric variables; comprehension, comparative advantage, purchases intention, bonding

by using 5 point likert scale. Statements are:

Comprehension:

1. I am familiar with this brand.

2. I have a detailed understanding of how this brand works.

3. I have experience of using this brand.

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Comparative advantage:

1. This brand is better than others in Bangladesh.

2. This brand offers clean advantage vs. the competition.

3. In terms of the attributes of a motorcycle, this brand is better.

Purchase intention:

1. I will always buy this brand.

2. In terms of the attributes of a motorcycle, I will always buy this brand.

Bonding:

1. I am strongly committed to this brand.

2. This brand shares my values

3. This brand has earned my confidence.

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Here we would like to provide our research questions.

An Academic Survey

(Examining the Impact of comprehension and comparative advantage on purchase intention and bonding: A study on the motorbike industry in Bangladesh)

Name (optional): Phone Number (optional): Gender: Male Female Education: SSC or below HSC Bachelor Masters or equivalent professional degree or above Profession: Student Service Holder Business Others Average Monthly Family Income: 30,000 or below 30,000—60,000 60,000—90,000 90,000 – 1, 20,000 above 1, 20, 000 Please indicate your level of agreement with the following statements. Where 1 = highly disagreed, 2 = disagreed, 3 = neutral, 4 = agreed, and 5 = highly agreed.

SN Statements 1 2 3 4 5

Comprehension

1 C1 I am familiar with Runner motorcycle

2 C1 I have a detailed understanding of how Runner motorcycle works

3 C3 I have experience of using Runner motorcycle

Comparative Advantage

4 CA1 Runner motorcycle is better than others in Bangladesh

5 CA2 This brand offers a clean advantage vs. the competition

6 CA3 In terms of the attributes of a motorbike, Runner motorcycle is better

Watch Intension

7 PI1 I will always buy Runner motorcycle

8 PI2 In terms of the attributes of a motorbike, I will always buy Runner motorcycle

Bonding

9 B1 I am strongly committed Runner motorcycle

10 B2 Runner motorcycle shares my value

11 B3 Runner motorcycle has earned my confidence

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Significance of the Study:

S/L No Article/Books/Other Resources Edition Author

01 Marketing Research

An Applied Orientation

6th Naresh K. Malhotra

Satyabhushan Dash

02 Strategic Marketing 10th David W. Cravens

Nigel F. Piercy

03 Strategic Brand Management 4th Kevin Lane Keller

04 Consumer Behavior 10th Leon G. Schiffman

S.Ramesh Kumar

Data collection from primary sources

For data collection there are two sources one is primary another is secondary. As we don‟t have

secondary sources of data so we use only primary sources of data. So our whole report based on

primary sources data. For the primary sources of data we use questionnaire survey by using 5

point likert scale.

Data Collection Procedure:

In the data collection procedure we have shown in which date answers of different questioners

are collected from different respondents. On 22nd and23rd April, 2016, Shahed, Sunny, Sabbir,

Proma and Eva visited UIU campus premises and other nearest places to conduct the survey.

Now we will provide a chart that will exhibit our contributions to collect data.

Serial Interviewers Date Number of Location

No. respondent

1 Shahed 22/4/2016 - 06 UIU Campus 1 and 2 23/4/2016 06 UIU Campus 1 and 3 2 Sunny 22/4/2016 06 UIU Campus 1 and 2

23/4/2016 06 UIU Campus 1 and 3

3 Sabbir 22/4/2016 06 Jhigatola 23/4/2016 06 UIU Car parking area

4 Proma 22/4/2016 - 06 UIU Campus 1 23/4/2016 06 UIU Campus 1

5 Eva 22/4/2016 06 UIU Campus 1 23/4/2016 06 UIU Campus 1 Total 60

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3.7 Data Analysis: We have used SPSS software to simulate and analyze data. This software is very much user friendly.

Our instructor helps us to understand the technical term. We work as a team and input 60 data in

the software. After that we analyze frequency, one way ANOVA, multiple regression analysis and

partial regression.

Scaling technique

We use 5 point likert scale under four dimensions. Those are:

Comprehension

comparative advantage

purchases intention

bonding

Data analysis:

Methodology

First we conduct a survey on 60 respondents to collect information. Than input all the data to the

SPSS software to calculate. Than we conduct One-way ANOVA, Regression & Co-relation.

Than interpret all the findings.

Findings

Is Comprehension has make any effect on Brand?

The following hypothesis can be developed here:

H0: µ1= µ2

H1: µ1≠ µ2

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The ANOVA table can be constructed for the purpose of testing the hypothesis.

ANOVA

C

Sum of Squares df Mean Square F Sig.

Between Groups 3.398 3 1.133 .898 .448

Within Groups 70.667 56 1.262

Total 74.065 59

Here, the significance value (.448) is greater than the α value (0.05) . So, H0 is accepted.

So, comprehension has no effect on Brand. It can be concluded that there is no significant

relationship between the comprehension and brand.

Is Comparative advantage has make any effect on Brand?

The following hypothesis can be developed here:

H0: µ1= µ2

H1: µ1≠ µ2

The ANOVA table can be constructed for the purpose of testing the hypothesis.

ANOVA

CA

Sum of Squares df Mean Square F Sig.

Between Groups 4.393 3 1.464 1.786 .160

Within Groups 45.911 56 .820

Total 50.304 59

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Here, the significance value (.160) is greater than the α value (0.05) . So, H0 is accepted.

So, Comparative advantage has no effect on Brand. It can be concluded that there is no

significant relationship between the comprehension and brand.

Is Purchase Intention has make any effect on Brand?

The following hypothesis can be developed here:

H0: µ1= µ2

H1: µ1≠ µ2

The ANOVA table can be constructed for the purpose of testing the hypothesis:

ANOVA

PI

Sum of Squares df Mean Square F Sig.

Between Groups 7.346 3 2.449 2.035 .119

Within Groups 67.367 56 1.203

Total 74.712 59

Here, the significance value (.119) is greater than the α value (0.05). So, H0 is accepted.

So, Purchase intention has no effect on Brand. It can be concluded that there is no significant

relationship between the comprehension and brand.

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Is bonding has make any effect on Brand?

The following hypothesis can be developed here:

H0: µ1= µ2

H1: µ1≠ µ2

The ANOVA table can be constructed for the purpose of testing the hypothesis:

ANOVA

B

Sum of Squares df Mean Square F Sig.

Between Groups 6.361 3 2.120 1.749 .167

Within Groups 67.881 56 1.212

Total 74.243 59

Here, the significance value (.167) is greater than the α value (0.05) . So, H0 is accepted.

So, bond has no effect on Brand. It can be concluded that there is no significant relationship

between the comprehension and brand.

.

Are comprehension and comparative advantages have make any effect in

purchase intention?

The following Multiple Regression analysis can be developed here: The following overall

Hypothesis can be developed hare:

H0: R2= 0

H1: R2≠ 0

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x1= Comprehension

x2=Comparative Advantage

Y = b0+b1x1+b2x2

=0.572-0.094 x1+0.819 x2

Model Summary

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .713a .509 .491 .80248

a. Predictors: (Constant), CA, C

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 38.006 2 19.003 29.510 .000a

Residual 36.706 57 .644

Total 74.712 59

a. Predictors: (Constant), CA, C

b. Dependent Variable: PI

F(29.510)

Sig(.000*)

α (0.05)

The H0 will be rejected because the value of significance (0.000*) is less than the required value

of α (0.05).

Now, it can be concluded that there is a linear relationship among the variables.

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The following partial Hypothesis can be developed here:

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) -.274 .409 -.670 .505

CA .710 .128 .584 5.538 .000

C .203 .106 .203 1.924 .059

a. Dependent Variable: B

Comprehension:

H0: B 12= 0

H1: B 12≠ 0

t= 1.924

Significance=.059

α= 0.05

So, H0 is accepted

Comparative Advantage:

H0: B 22= 0

H1: B 22≠ 0

t= 5.538

Significance=0.000

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α= 0.05

H0 is rejected.

Coefficient of Determination:

R2=0.509

=50.9%

The Variation in the dependent variable can be explained by the variation in the independent

variable by 50.9%

The relative contribution of the each independent variable can be explained by the β value.

Comprehension = .203

Competitive Advantage = 0.710

Between two independent variables Competitive Advantage is contributed more in the variation

of Purchase Intention.

Are comprehension and comparative advantages have make any effect in

Brand?

The following Multiple Regression analysis can be developed hare:

x1= Comprehension

x2=Competitive Advantage

Model Summary

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .696a .485 .467 .81895

a. Predictors: (Constant), CA, C

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ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 36.014 2 18.007 26.849 .000a

Residual 38.229 57 .671

Total 74.243 59

a. Predictors: (Constant), CA, C

b. Dependent Variable: B

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) -.274 .409 -.670 .505

CA .710 .128 .584 5.538 .000

C .203 .106 .203 1.924 .059

a. Dependent Variable: B

Y = b0+b1x1+b2x2

= -.274+0.203 x1+0.710 x2

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The following overall Hypothesis can be developed hare:

H0: R2= 0

H1: R2≠ 0

The H0 will be accepted because the value of significance (0.505) is greater than the required

value of α (0.05).

Now, it can be concluded that there is no linear relationship among the variables.

The following partial Hypothesis can be developed hare:

Comprehension:

H0: B 12= 0

H1: B 12≠ 0

T= 1.924

Significant=0.059

α= 0.05

H0 is accepted

Competitive Advantage:

H0: B 22= 0

H1: B 22≠ 0

T= 5.538

Significant=0.000

α= 0.05

H0 is rejected

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Coefficient of Determination:

R2=0.485

=48.5%

The Variation in the dependent variable can be explained by the variation in the independent

variable by 48.5%

The relative contribution of the each independent variable can be explained by the β value.

Comprehension = .203

Competitive Advantage = 0.710

Between two independent variables Competitive Advantage is contributed more in the variation

of Bonding.

Co-Relation for Purchase Intention

R= +0.201

Now it can be concluded that there is a positive relationship between comprehension and

comparative advantage controlling for purchase intention.

Co-Relation for Brand

R= +0.193

Now it can be concluded that there is a positive relationship between comprehension and

comparative advantage controlling for brand.

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Limitations

In our research the main limitation is sample size because our sample size is 60 which are

arbitrary and decided by our respected sir.

Another limitation is time limitation because we get short time for this survey.

Most concerned limitation is language barriers because our questionnaire written in

English. For that reason some time our respondent was unable to understand the question.

Respondents sometimes give wrong answer as they are not.

Last but not least limitation is some time our respondent was not friendly to co-operate

with us and don‟t take our survey seriously.

Conclusion

The market share of motorbike assembling companies is gradually being grabbed by local-made

complete build units (CBUs) and within next five years the motorcycle market is likely to be

dominated by local manufacturers. Due to the immense potentiality of the sector, large

investments are going to be made by two big local companies. According to sources, the

country's leading two conglomerates -- Pran-RFL and Jamuna groups -- are to invest millions of

takas in manufacturing motorcycles locally.

The existing Walton Hi-Tech Industries Limited and Runner Automobile Industries Limited are

jointly meeting 35 per cent demand of the motorcycle market. In the year 2010-11 the market

shares by Walton and Runner were 11 and 14 per cent respectively and during the last fiscal it

was 15 and 17 per cent respectively. In this research, we found that consumers are familiar with

our local brand but in purchase intention, they are not consider our brand in their list. The reason

behind is the comparative advantage mostly. We show the relationship and effect all the

variables over brand and purchase intention and here a clear difference between the multinational

brand and local brand. This research can helpful to the local brand to find out specific point to

recover this intention.

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Webliography:

1. http://bangladesh-tradeeconomy.blogspot.com/2013/01/local-motorcycle-manufacturing-

sector.html , accessed by 11.07 am, 27th

April, 2016

2. http://www.motorcyclevalley.com/news/market-shares-of-motorcycle-brands-in-

bangladesh/ , accessed by 11.00 am, 27th

April, 2016

3. http://print.thefinancialexpress-bd.com/2015/04/05/87646, accessed by 10.40 am, 27th

April, 2016

4. http://www.daily-sun.com/printversion/details/91276/Bangladesh-has-bright-bike-export-

prospects, accessed by 10.08 am, 27th

April, 2016

5. www.google.com, random search in several times for information

6. http://blog.hubspot.com/marketing/market-research-tools-resources, accessed by 8.10

pm, 26th

April, 2016

7. https://www.mrs.org.uk/, accessed by 7.00 pm, 26th

April, 2016.

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CASE SOLUTION:

Burke-Learning and growing through marketing research

Q-1: The evolution of marketing research and the role of marketing research changed as

the field has evolved.

Ans -The field of marketing research evolved in sophistication, scope and importance over the

year. Advance technology have improved processes and methodologies providing higher value

added services. The marketing research company helps its client to understand their business

practices and make them more efficient and solve many business problem. Marketing research

began working with customer to identify the basic decision that needed to be made and

determine what information would be required to make the decision. By using the marketing

research the management can take right decision which is impossible before. Now the marketer

can analyze the market because they hold many information about the market.

Q-2: What is the burke's view of role of marketing research:

Ans-Burke's has a strong identity and a long run legacy in market research since 1931.They are

the representative of marketing research industry. The marketing research industry started

developing process that generated information to be used as input in to management decision

making. Burke's notes that when people can respond more than one way then it is more efficient

for them also increase the chances of getting a response. Burke's think which information can

help to reduce the business risk associated with the decision making. Under the burke's

marketing research we can identify actually where the business problem is. To help client have

better decision making abilities so that the client are more valuable to their respective company.

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Q-3: Visit www.bueke's.com and write various marketing research service offered.

Ans-

brand assessment .

product/service development.

customer loyalty/employee engagement.

linking data sources.

market segmentation.

And shopper research.

Burke is also the industry leader in marketing research and consumer insights education

through the Burke Institute.

Q-4: What is burke's view of the importance of defining the marketing research problem?

Ans-Burke needs to change the scope of the problem discussion with the key decision maker

might reveal that the company has been focusing on narrow an issue. Burkes argued that the

company find out what the symptoms are and works with the client to identify the underlying

causes .The definition of marketing research problem means identify the specific components.

When one problem is defined burke develop a suitable approach. Burke's says developing

information which will help to reduce the problem and increase the efficiency. To help client

have better decision making abilities so that the client are more valuable to their respective

company. They think marketing research process is much more of a circular process. They

convert their management problem to the research problem.

Q-5: What is burke's view of marketing research process and compare it with the chapter

1?

Ans-

1.Defining the marketing research problem and develop an approach.

2.Research designe formulation.

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3. Data collection and analysis.

4. Report preparation and presentation.

Q-6: If burley's offer you a position as an account executive with the responsibility of

providing marketing research services to P&G would you accept this position? Why or

why not?

Ans-Yes i am accept this position because-

Burke's has a sampling department that consist with senior accountant.

They determine the proper sample size to use.

Target population is defined by the marketing research problem.

Buys sampling list from outside the firm that are specialized in this area.

Results are tabulated and analyze via computer.

Accenture: The Accent is in the Name

Q1. Discuss the role of marketing research In helping Andersen Consulting select a new

name (Accenture)

Answer: Q1

The role of marketing research was vital in the selection of the name new “ Accenture “ from

the name Andersen Consulting because the process of marketing research was used

appropriately to identify the problem and develop a suitable approach to finding a name. A

tremendous amount of information was gathered and different solutions were formulated and

tested. Then comes the successful conversion from Anderson Consulting to Accenture which

come from the result.

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Q2. Define Accenture’s target market. Discuss the role of marketing research in helping

Accenture understand the needs of its target customer.

Answer: Q2

Accenture‟s clients are many and span across several industries. They include 89 of the Fortune

Global 100 companies and over half of the Fortune Global 500. Therefore, Accenture‟s target

market includes the executives of most large corporations and many small ones. The use of

marketing research is important for Accenture to maintain and develop good relationships by

understanding the decision making process and the information needs of these corporations.

Q3. Accenture would like to increase preference and loyalty to its service. Describe the

management decision problem.

Answer: Q3

The management decision problem can be explained by following -

“What can Accenture do to improve preference and loyalty within its target market? “

Q4. Define a suitable marketing research program corresponding to the management

decision problem that you identified in question 3.

Answer: Q4

The marketing research problem is to determine customer preference and loyalty for consulting

companies. More specifically:

a. What criteria do companies use for evaluating consulting firms?

b. How do customers in the target market evaluate various consulting firms?

c. What is the demographic and psychographic profile of customers loyal to

Accenture?

d. What characteristics differentiate Accenture loyalists form other target

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Customers.

Q5. Define a graphical model explaining how a Fortune 500 firm would select a consulting

organization.

The following diagram is constructed for the purpose of selecting the consulting organization

Awareness of a consulting situation

Committee decision and formation of choice criteria

Information search

Evaluation of alternative consulting firms

Selection of a consulting firm

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Q6. Develop two reaches questions, each with two hypotheses based on marketing

researcher problem you defined in question 4.

Research Q1

How important is the role of price in the selection of a consulting firm?

H1 Price is not the most important factor for Fortune 500 firms when selecting a

consulting firm.

H2 Price is less important to Fortune 500 firms than it is to other firms.

Research Q2

How important is the role of reputation in the selection of a consulting firm?

H1 Reputation is the most important factor for Fortune 500 firms when selecting a

consulting firm.

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Conclusions & Recommendations:

It can be concluded that gender does not have any impact over the variables. Average monthly

family income impact on purchase intension and bonding, as well as education have an impact

on bonding. There is a linear relationship among the variables. Comparative advantage

contributed more in the variation of purchase. There is a positive relationship between perchase

intention and bonding.

Recommendations are:

1. Segmentation based on gender is not recommended because it does not affect any of the

dependent variables .income will the proper way to segmenting the market.

2. Comparative advantages alone can be the key driving force for purchase intention. Innovation,

new design, R&D is the key factors for consideration.

3. Education does affect bonding and bonding is positively related to purchase intention. There

should be special focus for this segment and relationship with this particular education segment

should be well maintained.