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Qualitative Marketing Research

Individual Assignment

Exploring consumer perception and factors that make up for the
brand choice towards domestic and international tablet brands

Submitted To
Saripalli bhavani Shankar
For the partial fulfillment of the course

Submitted by
Barleen Kaur

.....7 .....2 ANALYSIS OF THE GIVEN SITUATION......................................................................................................................................................................................................................6 RECOMMENDATIONS......................................................3 METHODOLOGY AND ANALYSIS............................................................................................................................................................................2 PROFILE OF PARTICIPANTS..................................................Contents ABSTRACT..................................................................3 THEORIES TO GUIDE THE ANALYSIS..................5 EXPECTATION FROM THE STUDY..................................................................................7 REFERENCES.........................................................................................................................

category type and loyalty drivers. having the ability of enhancing the consumer’s self-image as being cosmopolitan. 2005). sophisticated and modern (Friedman. Influenced by the patriotism what are the factors that make up for the brand choice. In 2007 BCG conducted an extensive research in 2007 in China in order to understand that what will be the long term market dynamics in China with respect to brands. However all these researches are specific to generic product categories. On researching the news lines. All these research are very much in demand and can be proved from the fact that top notch consulting organisations like McKinsey and BCG have taken a foot forward to conduct such a research. In the light of the given situation there is an interesting aspect to research with respect to perception about domestic and international brands. Research expectations: Mangers shall be cognizant of the consumer relationship with the brand and thus shall be mindful of the strategies in future. shopping trips are the three methods of inquiry in this research. however this was not an expected trend. Ultimately it is the rationalisation that influences the decision making. Also the low cost domestic manufacturers are resorting to other channels for selling their products. so as to guide the marketing efforts By means of this assignment I would wish to conduct a research on RQ1 : What are the consumer perception about domestic tablet brand and international tablet brand RQ 2: What are the factors that complicate brand choice in India for the tablet products . ITAM Mexico. Industry data of sales of tablets reveals a different story. low cost tablets from the domestic manufacturers had been able to take up a considerable share but lately the international manufacturers have also come up with their own version of low cost tablets. it was found that America is facing near saturation with respect to tablet computer markets and the sales have started to decline. 1999). higher esteem (Johansson and Ronkainen. Most of the sales of the low cost tablets are not recorded thus a comparison with the low cost international brands in the given condition shall not be fair. In such a scenario consumers are turning towards the low cost tablets from international makers. 2005). It also suggested that how differences are brought due to demographics. Analysis of the given situation As per the given article there is a mix trend observed in the tablet consumer markets. No specific research is done with respect to mobile phones and tablets market specially in the Indian sphere. 1990. Thompson and Tambyah. Another literature review (Maria Merino. previous research have concluded that perceived brand global ness is normally associated to brand quality and prestige (Steenkamp et al. Focus group discussions. Silvia Gonzalez. And what are the factors that influence the consumer decision. Tablets in India are used as a substitute for computers especially among the lower income group families was also observed in the news scripts. Design/methodology/approach: In-depth interviews.Abstract Purpose: The purpose of the assignment is to examine the consumer perception and factors that make up for the brand choice towards domestic and international brands. ITESM Mexico. As far as international brands are concerned. 2010) also tries to find out which loyalty drivers are influenced by global and local brands in order to understand the consumer purchase behaviour. Some results that were obtained suggested that Chinese have a complex brand choice criterion.

home visits. 1967). Profile of the participants Decreasing order of preference for the Choice In-Depth interview Focus Groups Shop-alongs Knowledge about the tablets Personal characteristics Location Personal Characteristics Location Location Personal Characteristics Knowledge about the topic Methodology and Analysis That effort shall be supplemented by in-depth qualitative research consisting of focus groups. Using the constant comparison method (Glaser and Strauss. Another set of participants can be of the same age group and different social class. So it is necessary to a have an informal discussion where the interview is semi structured and the person being interviewed doesn’t know about what is he being interviewed. but as per the studies it is found the market reach of the product that are perceived as the same brands worldwide by consumers (Johansson and Ronkainen. There aren’t any formal definitions in the research literature about global/international brands. with at least 5 per cent of sales coming from outside the home regions and total revenue to be at least 1billion $. is it national or international. the respondents shall be selected in such a way that there is maximum contrast between the two. As for practitioners. Furthermore. but their knowledge about tablets may not be given much of participants.Profile of participants Because few studies guide the consumer perception about domestic and international tablets in India. So trying to find out are the consumers clear about the brand they own. a consumer shall be struck in the social construct and the answers shall be painted in the same picture. who are avid purchaser of technology products and decent knowledge about tablet computers. age and sexuality can also help provide insights about the research.2005). Among other factors such as social class.” Approach in-depth interviews As the research suggests situations like these in which the factors are being determined that influence the product choice. To recruit the participants a snowball sampling technique can be used to recruit the participants for FGD and interviews. Even the local brand seems to be international and vice a versa is also true. It is revealed through literature review that there is a world of chameleon brands. this technique shall ensure the contrasting perspectives would provoke disconfirmation of theories and researches done earlier wherever possible. rather the interview shall be carried till no new constructs accounting for brand preference shall be emerging. it would be recommended that fixed number of participants not to be accounted. and “shop-along. So. As three methods are being used the ranking of the criterion also form the basis summarized in the table below. The subjects research participants shall be asked to compare groups of three pictures of mobile tablets and say why two were similar and in which way they differ . the AC Nielsen 2001 study of global brands they gave the definition to be global if it is present in the four major regions of the world. For shop-along convenience technique will be best suited. a qualitative research oriented approach shall be suitable to solve the research problem. This would provide a richness of data and also the perspectives difference shall provide rich insights. Therefore the informant pool can be restricted to men and women of the age 20-40(major decision makers of purchase of tablets).

The transcripts are prepared.… instead joining him for the trip and finding out the reasons for the choices he made… what he / she was thinking when making that choice can be asked later…. Shop along may become necessary to administer as the views of the shopper shall be administered without the purchase intent being clearly depicted. In addition. Why Don’t use WHY in questioning do you think it’s an international/domestic brand? Q5. Rather than concerning the relevant ideas and themes to descriptive level. There will be two researchers in the focus group discussion in order to ensure internal validity of the data of research. Approach during the focus group discussion: A similar approach is intended for the focus group discussion but laddering shall not be done. How the stimuli is making an impact on the participant. This information thus obtained shall be collected and the interviews are recorded and transcribed. Videography of the same can be made and later the transcript can be studied to compare the results of the two No by shooting the consumer’s shopping behaviour you will completely influence it. Subsequently. At the point of sale. The codes evolved inductively as one transcript was compared to the next. Effort shall be made to extend them to a very abstract preference criteria (for instance dealing with the image of the brand).. coded. By asking the respondent to say which two mobile tablets and their brands were similar and which he or she preferred. the respondent shall be asked which of the two groups of mobile phones tablets shall be preferred and the reason for this choice. What similarity or difference you find between the images? Q2. Kelly’s (1955) personal construct theory and the use of laddering technique shall prove to be resourceful for ascertaining the emotional reasons for preference of one brand over the other. valuable insight could be found about the values of the respondent and how these were reflected by the brand in the research. How you did first came to know about the product / brand? Q6. ?? Picture shall be shown and the participants shall be asked to make a comparison. . Some of the supportive questions that shall be helpful during the picture comparison are as listed below:Q1. labelled and analyzed using the method of constant comparison to find common patterns. When you went to shop were you certain about the product choice? If not what / who influenced your decision? These questions can be laddered down to know the real answer from the respondent. The codes shall be re-evaluated and refined as the cross analysis progresses. Do you think it’s an international brand/domestic brand? What made you come to such conclusion? You prefer to carry an international brand or Indian brand? What is the reson? Does being seen with international brand carry any meaning in your life style? what could that be.from the third. can you elaborate? Q4. What other products of the same brand have you owned before? Or currently owning? What was your experience with those gadgets? Q3. 2001).. At the end of the FGD the participants shall be given a sheet with 8 tablet devices and their brands (4 domestic and 4 global(as per the Nielsen definition)) and the participants shall be asked to rate those brands. This shall help us to logically quantify our results. and getting past the more obvious cognitive ones (Neimeyer et al. During the shop-along the focus shall be to observe the actions of the participants. actions speak louder than words—and the discrepancy between preferences and purchases adds yet another level of complexity to the attitudes toward brands.

higher opinion.. The brand is salient and growing in popularity. Another research done by BCG in context of China. Theories to guide the analysis As me being a novice in the research. People see the brand as a leader in the category. The author had tried to compare the various relations and tried to build the theory of corporate brands. better product performance. 2003. Difference. The brand has a better price than others. Challenge. Few of them are as listed below:Keller. Fame. People see the brand as different from others. so I may not be able to classify several constructs and may fix into one framework only that is the 4-A framework of (accessibility. greater appeal). Another study by Julie Schoenfelder and Phil Harris. adaptability. Frequency count of the constructs can also be done to ascertain the significance and the impact of the constructs to the respondents. or already popular. setting the trends. awareness). whether it is directed by patriotism or liking towards the international brands. .1987. Composed of both rational and emotional attributes. The BCG consultants came up with the following framework expressing their content. Please see the bullet points are just examples. this is a key indicator of a positive relationship (e.2004 the following transcript was designed. However the research by several entities has defined several constructs that have been identified when analysing the global v/s domestic debate on all sort of categories. Price.Also the ranking derived at the end of the focus group discussion can be used to judge the coherence between the say and working of the participants. the number of times a construct is mentioned it depicts the relevance of the construct to the individual. Brand Dynamics from Millward Brown stated gives the major drivers of purchase as follow in domestic V/s international context. It is a simple structure based on specific additions and deletions the influencing constructs can be understood. affordability.g. while analysing the consumer behaviour of Chinese population. within the category. As per a study by Fransella and Bannister. Affinity.

distribution. This part of the analysis shall be sufficient to give answer to question on determining the factors determining the brand choice. and point-of-sale strategies override the biases among the famously experimental consumers of India.and branddevelopment. shall help the brand managers to understand how consumers are likely to think about a company’s brands and those of its competitors. Understanding the focus areas. marketers shall be able to tighten their brand affiliations with targeted segments of consumers. technical or emotional. Armed with these insights. Once you put all this literature from the papers.Based on the response and the date obtained the three theories can be tested and the necessary additions or deletions can be made from the same.. which ones you would like to drop for better understanding. Expectation from the study The study. Among the other expectations from the study I would like to know what accounts for the difference between alleged preferences and buying behaviour? Do skilled product. In case the study needs to be scaled to know a brand specific behaviour then the following questions shall be answered by the analysis. which we describe in this report. the specific benefits that the companies need to concentrate in order to market their brands. is it functional. . you are also supposed to finally say that you are going to use some of these constructs for your research and how they will fit. Such factors can be points of leverage for marketers in redirecting consumers’ predisposition to purchase either a foreign or a local brand. To the first research question in order to understand the perception of the consumers towards the domestic and international brand there are not many frameworks available earlier. By the keywords-in-context/construct count a better picture can be realized about the same. Just by placing them here you are making the reader to connect the dots….

Vol. Academic Press. 2. New York. Norton. Good References [1] Maria Merino. “Snakes versus ladders: a validation of laddering technique as a measure of hierarchical structure”. A Manual for Repertory Grid Technique. (1987). 85-105. The Psychology of Personal Constructs. how can consistency be ensured with their global positioning? Are their any specific benefits of positioning the product as local brand or a marketing resources? Does the product as per the consumer perception meet their needs Do consumers who consider us a local brand expect different things from our products—such as lower prices or particular flavors? Do we understand how to meet their needs? Recommendations In respect of the drafts designed above the recommendations to the marketeersmarketers and other stakeholders related shall be as follows:Design of the point of sale artefacts as per the consumer perception Consumers have a very complex pattern of making decision and choices. Marketers must understand the components of the attitude and also their relation to the behavioural intentions. Silvia Gonzalez. London. Antecedents of attitudes. “Perception of global brands in Latin America” [2] Foreign or local brands in China?.A. Journal of Constructivist Psychology. (1955).. Anderson. and Bannister.Would the brands benefit from a chameleon strategy? How can the marketers position their brand with respect to the competitors? If a brand is perceived as local. F. subjective norm. . G.A. [5] Neimeyer. Brands and their identity play an important role in guiding their decision. and Stockton. A. 14 No. and perceived behavioural control shall be exerted based on the results derived. pp. [4] Fransella. (2001). ITAM Mexico. ITESM Mexico(2010). R. Boston Consulting Group [3] Kelly. L. NY. D.