TABLE OF CONTENTS

Page No.

Executive Summary 1

Introduction 2

Management Decision Problem 3

Marketing Research problem 3

Research Questions 3

Hypothesis 4

Research Framework 4

Industry Analysis 5

Competitor Analysis 6

Research Design 8

Exploratory Research 8

Descriptive Research 9

Focus Group 9

Objectives of Focus Group 9

Methodology 10

In-Depth Interviews 10

Objectives of Focus Group 10

Methodology 10

Questionnaires 11

Objectives of Focus Group 11

Measurement and Scaling 12

 Sample Design and Size 12

Methodology 12

Data Analysis 13

In-depth Interview Analysis 13

Focus Group Analysis 15

Focus Group No. 1 15

Focus Group No. 2 16

Focus Group No. 3 17

Focus Group No. 4 18

Consolidated Analysis 19

Questionnaire Analysis 20

Statistical Analysis 21

Discussion, limitations and future research 27

References 29

Appendix A - Questionnaire 32

Appendix B – Moderator’s Guide 36

Appendix C – Transcribed Focus Groups 37

Appendix D – Questionnaire Graphs 81

Appendix E – Consent Form 88

Appendix F – Focus Group Pictures 89