Business Research

FEELS
Product launch research
This presentation highlights the
consumer response for the
product, a sample of 30
participants was selected for the
survey.
 • A sample of size 30 persons was taken for
this survey.
• 17 participants were 25-40 years old and
comprised over 55% of the total sample.
6

01 • The other age groups 7

participating in this survey

18-24
were 18-24 years old which
25-40
constituted around 23% 40+
and the rest of the
participants were over 40
years of age.
17
 Only 7 women participated in
i
this survey

23.4%

76.6%

02 i

ii
Out of the 30 persons in the
sample, 23 were men.

Men were more open to

sharing their information
with us than women.
 Weekly Spend

10
9
8
7
6

03
5
4
3
2
1
0
100-150
150-200
200-250
above 250
The mean spend on condoms per below 100
$
week for the sample is Rs. 170

$ 33% of the participants spend

between Rs.100-150 per week on
condoms.
 Most of the people
While others prefer
buy 7-10 pieces per
keeping around 14
week
pieces

04
Only 13%
people buy
more than 15
pieces
10
9

5 4
2
<2 3 to 6 7 to 10 11 to 14 15+

Weekly purchase data of condoms.

 Flavor Preference

14

12

10

0
Bubblegum Chocolate Grape Mint Strawberry Vanilla

Chocolate

Strawberry
46.6%

36.6%
i Clearly Chocolate and Strawberry are
the preferred flavors, constituting
more than 83% of the consumer
preference.
05
 1. Satisfied

46.6% participants seem to be

happy with the product
2. Somewhat Satisfied

While 10 participants were

3. Neutral
“somewhat satisfied” with
the product which opens
the scope of improvement
4. Somewhat Dissatisfied

5. Dissatisfied

06 0 2 4 6 8 10 12 14
 Likelihood
i
60% of the participants are
‘likely’ to buy a 15 pack.

7 participants were neutral

ii
about the 15 piece pack.

07
18

16
Only 4 people replied 14
iii
negatively to the 15 piece pack. 12

10

8
Optimistically 1 participant
iv 6
wascertainlylookingforward 4
tothe15piecepack. 2

0
1. Very 2. Unlikely 3. Neutral 4.Likely 5. Very Likely
Unlikely
 55% of the people who buy 11-14 pieces are
likely to buy the product.

Relationships Half of the sample which has a tendency of

1. Quantity-Likelihood
buying 7-10 pieces responded positively to a
15 pack.
While people who already purchase 15+
condoms are responded with a ‘yes’ to a 15
piece pack.

11 to 14
100%
90%
55.5%
80%
Very Unlikely
70%
Very Likely
7 to 10
60%
50% Unlikely 50%
40% Neutral
30% Likely 15+
20%
10% 100%
0%
11 to 14 15+ 7 to 10
6 11 to 14
15+
3 to 6

5 7 to 10

4
Quantity-Spend Relationship
• Participants who spent less between 150
3 and 200 bought 11 pieces on an average.
• Participants with expenditure of over
2
Rs.250/- also had a quantity average of
11.
1

0
100-150 150-200 above 250
 Conclusion & Result
The best selling flavors are
ii
‘Chocolate’ & ‘Strawberry’, so the
‘15 pack’ should be launched in
these 2 variants only.

As there is a very positive response from

iii
the segment which purchases ‘7 to 10’
pieces, the reduction of the contents from
15 to 12 can be considered.

The 15 piece pack should be priced around

iv
Rs.180/- to target the suitable market
segment.