Indian Institute of Management, Indore

Post Graduate Program in Management Academic Year 2013-14 TERM V

Qualitative Marketing Research

Instructor: Prof. Bhavani Shankar

Submitted by:

Pooja Jugran | PGP2 Term 5 | 2012PGP256

Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Table of Contents
Research Problem ......................................................................................................................................... 3 Research Methodology/Data Collection Techniques ................................................................................... 3 Respondents ................................................................................................................................................. 4 Sample questions/Areas to research ............................................................................................................ 4 Plan for Data Analysis ................................................................................................................................... 6 Expectations from the Study......................................................................................................................... 7

Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Individual Assignment Magppie Article: Magppie enters Modular Kitchen Range Research Problem
Research Objective: Understanding Consumer Preference and performing Gap Analysis Having entered into this segment by the name Icecube earlier and failing, Magppie should be sure of offering the right set of options to its high-end customers this time when it is offering the range of modular kitchens under the name Magppie itself; hence an in-depth understanding of Consumer Preference is a must. Also, it needs to build some brand differentiators so that the customers go for its range of modular kitchens despite so many competitors offering more-or-less similar features in their modular kitchens. A Gap Analysis would help identify these gaps on which Magppie can work and pull the customers towards its range.

Formatted: Underline

Research Methodology/Data Collection Techniques

To conduct the research, it is important to identify the research techniques to be used. The following Qualitative techniques shall be used: FGDs (Secondary Technique) In-depth Interviews (Primary Technique)

Since we are going to the innate feelings of consumers associated with their kitchens and the emotional and self expression benefits they derive over the functional ones, it would be ideal to conduct FGDs for both categories- people who are currently using modular kitchens, and people who intend to go for a modular kitchen in future. We can even get an overall idea about the features people expect in a modular kitchen and a degree of consensus on those features. It will also help identify gaps between what we Magppie thinks consumers want and what the target group actually wants. As we are dealing with deep rooted consumer perceptions and personal choices/feelings/attitudes when it comes to going for an expensive modular kitchen, it would be wise for us to use in-depth interviews to bring them out. Since we want to gather rich data, in-depth interviews will provide the most well-suited and well-organized method for data collection.
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Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Respondents
FIRST TG: SEC A1, A2 (SEC classification) Married Females 20-55 years old Users of Modular Kitchen SECOND TG: SEC A1, A2 (SEC classification) Married Females - 20-55 years old Non-users of Modular Kitchen but planning to get one in the near future

Sample questions/Areas to research

First we would conduct FGDs to figure out the general consumer perception towards modular kitchens, an overall idea about the features consumers expect in a modular kitchen, and assess consumers attitudes and opinions. After conducting a series of FGDs and collecting information about the behavior of both kinds of Target Groups, we move on to our primary technique of Data Collection, in-depth interviews. Since, we need to gather rich data and find out personal choices when it comes to designing the modular kitchen, in-depth interviews will help us in achieving our objective. We have divided our discussion into four major areas: General: Do you have a modular kitchen? If yes, why did you go for a modular kitchen? (Convenience, friends/colleagues have it, sense of sophistication/class associated with it etc) If no, do you intend to go for one? If yes, why? (Convenience, friends/colleagues have it, sense of sophistication/class associated with it etc) If you do not intend to go for one, what are your inhibitions? Who influences your decision in going for a modular kitchen?

Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Aesthetics: Which kind of styling would you prefer in your kitchen? (German/French/Italian/any other) Why? What do you associate with each of the above mentioned kind of styles? What kind of texture would you prefer and why? (Wooden/metal/solid/patterns) Do you prefer an urban/traditional look? Why? What kind of counter tops would you prefer? Why? What kind of lighting would you prefer? (Central lighting/individual cabinet lighting/both/2-3 sets of lights with different intensity levels/any other) Why? Functionality: What are the must-have features for a modular kitchen? What all appliances do you want to integrate with the kitchen? What size and type of cabinets do you desire? (This will capture their views on space management and utility) Are you more style-oriented or function-oriented when going for a modular kitchen? Why? Would you want the kitchen to be able to incorporate additional features or replace existing features? Why? Gap Analysis (asked only to the First TG) What are the wow factors associated with your modular kitchen? What are the problems you face while using a modular kitchen? What all services were/are provided by your existing modular kitchen supplier? What more services do you expect to be provided by them? (Electrician/periodic cleaning/installations etc) Do you think any accessories should be provided with the modular kitchen? If yes, what all and why?

Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Plan for Data Analysis

Analysis of the Results of FGDs Review the Notes made during the discussion: After a discussion session is completed, highlighting items we wish to review in greater detail when viewing the videotape. Review the Videotapes: The videotapes will be reviewed shortly after the completion of the discussion session. When viewing the tapes, important findings and quotes from the participants will be picked up. These quotes can be used later to support findings in the report. Analysis of results of in-depth interviews The key take-aways from the FGDs form the basis of in-depth interviews so that we have an idea on what all to focus on and get into more details. We will identify and investigate any inconsistencies. We will also distinguish hard facts from opinions. Transcribing: A verbatim text of each interview will be created by writing out each question and response using the audio recording. The side notes made during the interview will also be included in the transcription, and properly labelled in a separate column or category. Analyzing: The interview transcripts will be re-read to identify themes emerging from the respondents answers. The analysis will be done around the topics included in the discussion guide. If the interviews raise more questions than they answer, then more interviews will be conducted to properly examine the research problem. Analysis will be done by Coding: Reorganizing data into categories that enable the researcher to identify relationships between and among categories Data patterns will be identified and patterns and themes noted Data clustered and partition variables created Particulars subsumed into general and factor analysis done Relation between variables will be noted Intervening variables will be noted followed up by outliers Codes developed and applied to textual data Patterns, themes and relationship between themes identified An investigation of common/different aspects conducted Data categorized and sorted Data ordered and reordered by chronology, importance and frequency
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Pooja Jugran

Magppie enters Modular Kitchen Range

2012PGP256

Verifying: The credibility of the information gathered will be checked using the triangulation method. This will help us involve multiple perspectives to interpret a single set of information hence we can analyze the same information from the point of view of users/non-users of modular kitchen. Writing the Report: The written report should follow the questions contained in the discussion guide. The report can be broken-down into four sections including the background and objectives, the methodology, the summary, and the highlights of findings.

Expectations from the Study

1) The FGDs would give us insights into general consumer perception towards usage of modular kitchens 2) The FGDs will help us obtain data in a fast, economical and efficient manner 3) The FGDs will help us get an overall idea about the must-have features and/or mostdesired features in a modular kitchen 4) The FGDs will also help us identify gaps between what Magppie thinks consumers want and what they actually want thereby giving Magppie a better clarity on what all to offer 5) In-depth interviews will help us provide information for analysis 6) In-depth interviews will also help us validate information we already have 7) In-depth interviews will help us find out what do customers know/expect from their personal experience 8) The complete study will help us identify the needs and expectations of consumers 9) It will give us an in-depth analysis of Consumer Preference on the basis of which Magppie can modify its offerings 10) It will help us identify the gaps hence build brand differentiators by focusing on those gaps and modify its retail strategy accordingly 11) It will help us identify the emotional/self-expression benefits customers derive from using a modular kitchen and if there is any aspirational value associated with it