1. What kind of research study should Shridhar undertake ?

Ans. The type of research of research that Shridhar should undertake is Qualitative Research.
The Qualitative research should be conducted due to the following reasons :
Since in the given case, a variety of micro and macro variables need to be studied like
Micro variables
1. Personal factors
2. Access to hire purchase finance
3. Mileage comparison and promotion by companies
4. Introduction of electric vehicles in market.
5. Safety considerations
6. Comfort of a car
7. Issues faced

Macro- variables

1. Expanding city.
2. Low penetration of vehicles
3. Rising per capita in rural areas
4. Purchasing power
5. Student population
6. Working Population

2. Define Research Objective and Problem

Ans: Objective- to examine market trend, consumer profile, behavior & attitudes towards electric cars in
India.

Problem: To reposition the car in the market due to the low sales and address the design problems and
reframe marketing strategies

3. Do stated objective has a scope of qualitative research? Why?

Ans: Yes, there is scope of qualitative research in this particular case study as in order to understand and
analyse the personal factors like attitude of customers and the information on consumers’ awareness,
motivation, knowledge, and intension which are important variables in marketing decisions

4. Which method would you recommend and why?

Ans: I would recommend a qualitative method rather than quantitative method due to the following reasons:

Quantitative research is used to quantify behaviours, opinions, attitudes, and other variables and make
generalizations from a larger population. quantitative research uses quantifiable data to articulate facts and
reveal patterns in research. Since in this case we need to identify and analyse various demographics ,
attitude and various inter related micro and macro variables the affects the sales of the product.

5. Frame the questions for a moderator to be discussed on FGD method if followed ?

Ans: Questions:

1. Is Family Income level has impact on the category of vehicle acquired for personal transportation?
2. Is Age has impact on category of vehicle acquired for personal transportation?
3. Is there is difference is choice of vehicle depending upon size of family?
4. Is there a preference on the car depending upon income levels of the consumer?
5. Is there a impact of gender preference on buying behaviour?
6.What elements would you like you recommend Shrishar ?

Ans: Do a careful study on the consumer behaviour and attitude of the consumer of the electric vehicle.

Create and healthy environment for discussion

Set clear goals and objectives for the discussion

Crisp and clear questionnaire for the target group

Focus on negative feedback of the audience to strategize.