Research Proposal for

Understanding the consumer buying

behavior due to branding of i-pill and its
competitive edge.

Submitted By:
Submitted to:
Sagar S Sharma Dr.
Himani Joshi
 • Stevens Business School, AHMEDABAD

Title

Research Proposal for Understanding the consumer buying behavior due

to branding of i-pill and its competitive edge.

Background
i-pill has brought the “contraceptive revolution” in India and as consumers
look towards it as an emergency contraceptive pill to prevent unintended
pregnancy from occurring after unprotected sex or contraceptive failure, we
will try to establish why they think so.

Research Objectives
1) To compare the effectiveness of brand awareness of i-pill amongst
consumers.

2) To evaluate the consumer buying behavior of i-pill over its

competitors.

Hypothesis:

H0: Brand awareness is not effective on consumer’s buying behavior of

i-pill
H1: Brand awareness is effective on consumer’s buying behavior of i-pill.
Research Design

The proposed research will have 3 stages.

1. Firstly, inspection and screening of useful information including cross
media campaign and other methods employed for marketing of the
product.
2. Secondly, qualitative research to provide in-depth information on
awareness due to branding and its effect on consumer buying. This
information will help in formulating questionnaire in the third stage.
3. Thirdly, to reach to a conclusion we will use quantitative questioning
in the surveys. At the end the survey we will analyze and report the
data to reach to a favorable result.