Shodh

Marketing Research for Economy

Housing

GROUP 10
VEDANT GOYAL (ABM19007)
AAYUSHI SINGH (PGP38055)
AKASH TYAGI (PGP38057)
SHIRIDINATH (PGP38065)
RAGHUNATH V (PGP38085)
SHRABAN DAS (PGP38095)
 CASE Facts

The client OBL had completed several mid-range housing projects involving apartments in the
price class INR 2.5 million to INR 7.5 million.
The client appointed Shodh to understand the market potential and consumer preferences in the
economy segment with the aim to obtain a deeper understanding of the market in a large,
metropolitan city like Bengaluru in India.
It took the services of Shodh to assess the market size, consumer requirements, and consumer
preferences in the economy segment in Bengaluru, India.
To address OBL’s information needs, Shodh has proposed to conduct market and consumer
research studies using secondary data analysis, focus groups, expert interviews, field surveys, and
conjoint analysis.
 Client's Management Decision Problem

No Reliable data & clarity on consumer expectations

Decision whether to go ahead with Economy Housing in 10 cities of South India

To Evaluate & Understand :

● Demand potential
● Attractiveness of economic housing concept (in selected areas of Bangalore)
● Consumer behaviour
● Ascertain the features and prices that consumer are looking for
● Competitor analysis
 Research Objectives
● What is the potential and market attractiveness of economy housing projects in
Bengaluru ?
● What is the most potential segment of prospective consumers as per the
demographic, geographic, and psychographic profiles?
● What is the price perception and price sensitivity of target consumers ?
● What are the preferred features and preferred price structures of target consumers?
● What should be the product profile for the economy houses?
● What should be the positioning strategy and marketing mix for the product?
Are the research designs proposed by Shodh appropriate
for this type of project?

YES. PROPOSED RESEARCH DESIGN

1. Secondary Data Analysis

● Helpful in competitor analysis
● Useful in studying time based absorption patterns of economy houses in current
running projects by rivals.
● Prevalent price structures, demand patterns can be analyzed

1. Qualitative Research
● Estimation of customer requirements
● Getting insights of proposed budget of the target customers
● Consumer behavior analysis
EXPERT INTERVIEW

PRIMARY RESEARCH
Profiling/ Listing samples
Projection of demand for economy housing from listing sample
Help in assessing respondent economic status

QUESTIONNAIRE
More detailed information about usage and attitude of target consumer group
 How should Shodh collect information on competitor activity
and plan?

Experts Interview: Interviews with experts, major players in the market

Collect informations about the competitors from public domains & conduct interviews
with senior executive of rival firms

Interviews with brokerage firms

Analyse growth rates of rivals, product offerings, strengths & competency

 Utility of focus groups

Socio-Economic Classification:
SEC C, B1, B2 ; Males (30-55 years); Female (25-50 years)
Customer profiling (social class, demographics, psychographics, geographic
locations)
Concept testing and Conjoint Analysis (main questionnaire)
Qualitative Research tested in Quantitative phase
Workable Ideas for economy housing project
 Moderator guide
Icebreaker> Introductory > Transition > Key or Content > Debriefing

-Tell me about yourself and your job? How long have you stayed in the same house (or flat)?

-What are your thoughts on Economy Housing ( affordable housing) ? Could you explain further?
-Do you like to have independent living or community living? What are your thoughts and feelings about
owning a flat? When was the last time you purchased a flat?
-Do you prefer
● Mid-rise flats or high-rise flats?
● Few house per floor or many houses per floor?
● open spaces? (Many & Small or One & Large)?
● Single side facing house or 2 side facing house?
● 1 bedroom house with larger rooms or 2 bedroom house with smaller rooms
● Open or closed kitchen?
-Is there anything we missed that you would like to talk about? What is the most important point we discussed?
 Sampling Approach

Probability Sampling Non Probability Sampling

Sampling method where the probability of Sampling method where the probability of
selection is known and equal selection is not known and is not equal

Simple Random Sampling Convenience Sampling

Systematic Sampling Judgement Sampling

Stratified Sampling Quota Sampling

Cluster Sampling Snowball Sampling

Sampling Approach
● Simple Random Sampling: Every element has an equal chance of being selected
● Systematic Sampling: Random starting point and choosing every nth element
● Stratified Sampling: Population divided into stratas and elements selected through simple
random sampling,
● Cluster Sampling: In this sampling method, the population is first divided into mutually
exclusive and collectively exhaustive clusters. A random sample of clusters is then selected
through SRS. Cluster sampling can give us a segregation based on factors such as geography,
age etc. In this case, this sampling method would work best as it would give researchers insight
into the clusters.
● Convenience Sampling: Selected based on convenient factors
● Judgement Sampling: Selected based on researcher’s judgement
● Quota Sampling: The first stage in this sampling involves developing control categories such as
age, gender, race, etc. This sampling method would be useful here as it would help divide the
focus groups accordingly as mentioned in the proposal.
● Snowball Sampling: First sample asked to identify other potential samples.
Utility of Survey Research
To determine - Consumer profiles & preferences, Estimate demand in various locations.

Consumer Preference - Conjoint Analysis to determine Price-Sensitivity & Optimal

Price Structures. Pricing Strategy includes assessment of energy rates, water charges,
monthly maintenance fees, cost of club membership and two-wheeler parking charges.

Consumer Profiling - Age, Sex, Education, Family life cycle stages, MHI, Occupation,
Geographic locations, Health Conciousness, Exercise Orientation etc.

Demand Estimation - Spread of economy households, Existing & Proposed

developments, Accessibility & Connectivity, Availability of infrastructure like roads, job
potential, power, community development etc.
Questionnaire for Public Survey
THANK YOU