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Management Decision Problem

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Marketing Research Problem

ow does the youth perceive themselvesow does the youth perceive themselvesn the world?n the world?

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Research Design

Characteristics

LifestyleAge group

StereotypingProduct

expectationSymbology

ExploratoryQualitative

Quantitative

Likert ScaleRank Order

IntervalScale

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Research Design

Prepared onthe basis of

the data collected fromqualitative

research

:Sample Size 80

Convenience

Sampling

Questionnaire checking

Editing

Data cleaningStatistical adjustment of data

Data analysis strategy as

per

theQuestionnaire

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Phases of research

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Phases of research

:Sample size 10Information collated for qualitative p

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Hypothesis

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Marketing Research Analysis

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Marketing Research Analysis

Age Band.No of

respondents

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Marketing Research Analysis

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Marketing Research AnalysisRate the following on the basis of their importance to you

( )5 being the most important and 1 being the least important

Rating

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Marketing Research Analysis

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

)least

Rating

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Marketing Research Analysis.Rate the following past times on a scale of 1 to 5

( )5 being the your most favorite and 1 being the least favorite

Rating

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Marketing Research AnalysisRank the following on the basis of their influence on

you

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Marketing Research Analysis

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

:Take away

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Net Take Away

( - ):Hypothesis proved Chi square test Age definesyouth

:Most important attribute Independence:Biggest worry Loss of identity

:Favorite pass time Surfing the net:Biggest influence Peers followed closely byrole model

A product sells itself rather than an endorserselling it

Youth icons lose their influence with age

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Recommendation

:C o m m u n ica tio n ch a n n e l In te rn e t:C o m m u n icatio n con cep t-N e g a tive a sp e ct Loss o f id e n tity-Po sitive a sp e ct In d e p e n d e n ce

-E n viron m en t A m on g st p ee rs:E n d o rse r N o t n e e d e d

If u se d th e n sh o u ld b e a y o u th ico nw h o is ch ro n o lo g ica lly y o u n g

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Thank You