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Market Research for Aahar

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Submitted By nairnisha18
Words 713
Pages 3
Aahar
What is the Management Objective?
To widen the product line in Aahar by introducing North Indian snacks.

What are the research objectives?
   To understand the customer profile of people in Manipal Acceptance of North Indian snacks amongst customers Impact and extent of possible cannibalisation of existing South Indian snacks

What kind of research design do you employ to study the management objective?
We will be employing an exploratory research design as that will help us in gaining a better view of the likes and dislikes in food habits of people in Manipal. After this initial stage we will employ a descriptive research.

Is this a qualitative research or a quantitative research?
This will be a qualitative research when we use exploratory research methodology and quantitative when we use descriptive research.

Does this study require a FGD? In-depth interviews? If yes, prepare the questionnaire for FGD and in-depth interviews.
FGD: To get an overall picture of the objectives, we should first conduct at least three Focus Group Discussions (FGD). FGDs should be conducted in groups of 8-10. Out of the three FGDs, at least two groups should contain students with apt representation of male and female students, North Indian and South Indians as well as International students (according to ratio of student representation in Manipal University got through Secondary data). The last group should comprise of people who live in the vicinity of Aahar, but not the University students. Questionnaire for FGD: 1) 2) 3) 4) 5) State the purpose of FGD and establish certain ground rules ( 5 minutes) Ask them their places of origin and places they have lived longest (10 minutes) Move on to their food habits at Manipal and at home (only for students) (15 minutes) Preference to Indian snacks (15 minutes) Thoughts about North Indian and South Indian snacks and

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