a Bengaluru-based market research agency has learnt that his proposal for carrying out a market research study for a new customer has been given assent.

1. SHODH- MARKET RESEARCH
FOR ECONOMY HOUSING

2. a) Comment on Vaseem's understanding of the client's management decision problem, market
research problems, and information needs.
 Vaseem had a clear understanding about managements decision problem and information need .
He considered that client was planning to enter economic housing segment in a big way , so he
considered market attractiveness and potential in economy segment, the location within Bengaluru
where economy housing project were most likely to succeed, the project and apartment features
desired by consumers, prices that consumers were willing to pay, profile of target consumers and
description of key variables of consumer behavior
 Vaseem market research problems had gap of not considering knight frank’s estimation of
consumer earning 300000-500000 which has 80% of the housing demand. These are also the buyers
who are looking to buy property in the range of 1.3 to 1.8 millions INR.

3. MARKET RESEARCH PROBLEMS
 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 ?

4. b) How should Shodh collect information on competitor activity and plan?
• Shodh is interviewing Ten senior executive & salesman of rival firms.
• Shodh is also conducting interview of experts, brokers and foreign players in the market.
• Competitors profiling through secondary research.

5. d) Are the research designs proposed by Shodh appropriate for this type of project?
ANALYSIS OF PROPOSED RESEARCH DESIGN
 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
 Qualitative Research
- Focused Groups
• Estimation of customer requirements
• Getting insights of proposed budget of the target customers
• Consumer behavior analysis

6. - Expert Interview
• Insights about market sentiment from senior executives of rival firms
• Comparative advantages and weaknesses of existing players
 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
RECOMMENDATION
Expert interviews should be conducted with real estate investors, real estate fund managers, and REIT
Managers as it would tell about the expected market condition and upcoming of the economy housing sector.