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Nivea Case Study

Research design
The research design that will be most suitable for Nivea would be Descriptive research as the
company wants to increase its market share in India and to do it will have to get good knowledge
about the Indian Customer. By knowing your customer it will enable the company to develop
strategies accordingly be it regarding the advertising, budgeting and promotion.
A descriptive research will give the company an in depth knowledge about the preference of Indian
buyers and their buying habits. It will also provide the buying habits of customer across the
demographic region. It provides the impact of advertising on the customer and highlights the areas
of improvement.

Q2: Questionnaire
A2
Basic details
Name:
Age:
Gender:
Male ____

Female ____

Q1 How often do you buy Skin care products?

1-7 days
7-15 days
15-30 days
30+ days

Q2 Monthly Expenditure on Skin care products?


Below 100
100-200
200-300
300+

Q3 What specific features do you look in Skin care product?

Price
Quality
Brand
Packaging

Q4 How familiar are you with Nivea Products?


I've never heard of them
I've heard of them, but never buy their products
I buy their products occasionally
I buy their products on a regular basis
Q5 Have you seen the Nivea Ad?
Yes
No
If yes then in past month how many times have you seen an advertisement for this product?

1
2
3
4+

Was the ad appealing to you?


Yes
No

Q6 Have you used Nivea Products?


Yes
No
If Yes then Out of the last 5 products how many of them were Nivea?
1
2
3
4+
How satisfied are you with Nivea Products?
Highly Satisfied
Satisfied
Moderately Satisfied
Not Satisfied
Not at all satisfied

Q3. Sampling Technique


A3. Stratified technique can be used as it will help to review batch data .The population can be
divided into different groups and those groups can be fairly represented in the sample .For
example a group which lies in age group between 18-28 and are female will have different view
of the ad and buying pattern then the group of which are between 28 -38 and are female and the
same will apply to male also.

Assumptions: Sufficient funds as well as resources were available with the company.
Sample Population is homogeneous.
The researcher was not biased in collecting the data.

Sample size
We could calculate the sample size for our survey research to study the effectiveness of the
Nivea advertisement, suppose if we want 95 percent confident level and range of error of less
than 5 rupee. The estimate of the standard deviation is 25rupees.
N= [(1.96)(25)/5]2
= 97

Pretesting
The first thing to do is to find that the questions are appropriate in respect to the information to
be collected. So first the questionnaire will be tested on a small group of population like friends,
family or colleagues. After that, their views will be taken regarding the questionnaire about was
it regarding the questions asked or the options available , sequence of the questions or any other
question to be added. After the review is taken will make the necessary changes and then test
the questionnaire then the pre-tests can be tried out on friends, family or colleagues. This way I
can get a better idea of how my sample will really react. I will ask-follow up questions to make
sure they understand and are giving valid answers. Take notes on their reactions and be aware
of whether they seem to be losing interest. Revise the survey if necessary.

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