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Case Studies
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Understanding Rural Customers In the Catchments for A Large Format Retail Chain - Hariyali Kisaan Bazaar (DSCL)
| At the time of the retail revolution, Hariyali Kisaan Bazaar (HKB), large format rural retail stores by DSCL group wanted to expand its rural retail outlets across the country. The research was conducted to understand the differences in expectations of the rural consumer segments – viz. Farmers vs. Non-farmers. This study also aimed to ascertain the buying behavior, spending patterns, expected product baskets, problems from current purchase points, views on current nomenclature and understanding about existing large format retail stores. Based on the inputs of this study and success of strategies recommended by MDRA, similar studies were conducted at many other places in the country. |
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Consumer Insight During Motorcycle Purchase - Study to Understand the Reasons for Success Of CT 100
| This study was aimed to understand the reasons for the success of CT 100. The study also analyses consumer perception towards different brands, consumer expectations and his buying process in the economy segment of motorcycles. A comparative analysis of rural and urban consumers, different schemes and their impact on consumers was also to be analysed. The inputs of the study were used to launch a new offering in the segment. |
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Shagun - Analysis of Motorcycle Sales During Marriage Season In UP
Motorcycle companies experience sudden increase in sales of motorcycles on particular days during the marriage season in U.P. This resulted in significant logistical problems and loss of sales to the company due to inability to service the demand on that particular day. The company wanted to understand all issues related to the marriage process to formulate a strategy for targeting the right customers through the right channel. Looking at the complexities of the research issue, MDRA recommended an exploratory research design to carry out the study. In view of past experience in similar studies, MDRA identified and listed all the individuals and institutions involved in the marriage process. Focus Group Discussions and structured questionnaires were used as research instruments. The study was a field operations challenge as MDRA research teams had to be deeply involved to understand customer psyche, their needs and requirements. MDRA team visited Pundits, Banquet Houses, Tent Houses, Ghodi wallas, friends of groom and wedding card printers to get marriage leads. The study was able to provide valuable inputs to the client in terms of understanding the whole process of marriage, identifying key decision makers, identifying key influencers, gift baskets in the marriage, probable dates of motorcycle purchase, rationale behind choosing dates, brand choices, color etc. The study also provided inputs on sales promotional schemes to be run in the target season.
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Research on Car Styling Kits to Understand Attitudes and Preferences of Customers and Estimate Market Potential- NTF India Limited
| A study was conducted to understand the attitudes and preferences of customers – car drivers / owners for marketing first-of-its-kind car styling kits and estimate market potential. The study also included identifying the drivers for purchase and determining customer preferences, identifying prospective models, determining the price car owners would be willing to pay. The market potential of car styling kits was estimated. It was also imperative to assess trade channels/ business partners' perceptions of the product and their expectations. Car owners were segmented based on their attitude towards their cars and were classified into four categories - family member, need fulfillment, showpiece and statement – how they perceive their cars. |
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Study to Analyze the Changing Lifestyle of Youth and Its Effect on the Two-Wheeler Market
| A study was undertaken among young male college students to understand their values, attitudes and lifestyle. These aspects were used to understand and analyse the brand preference and choice of motorcycles. |
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