Fruit zone India ltd.

(b)
Case Study
By,
Group 1
Summary
 Fruit zone India Limited was the Indian subsidiary of the
multinational company Gypsy Inc, the global leader in the
beverages industry.
 The company was contemplating the launch of a new flavor of
fruit juice and decided to conduct a feasibility study.
 It hired an external market research agency, India Monitor
International (IMI) to conduct the market research.
 In this case, the designing of the research questionnaire and
factors considered while formulating the questionnaire is
discussed
Summary (Cont…)

 The group discussions and in-depth interviews not taken the top
of mind replies of customers.
 In turn to capture it, they use projective interviewing techniques.
 Two techniques- Word based association and Sentence
completion.
 In sentence completion, the respondents were said to complete
the incomplete sentences with the words.
Summary (Cont…)

 After completing projective studies – consultants felt that customer

segments for fruit juices could be classified on consumer buying
behavior.
 Customers where classified in to five categories.
 Information Conscious(IC)
 Health Conscious(HC)
 Price Conscious(PC)
 Convenience Conscious(CC)
 Novelty Tryers (NT)
Summary (Cont…)

 Questionnaire was designed

 Questionnaire pretesting was conducted
 Procedure involved- administering the survey to three
respondents and asking respondents to think aloud as to what
he understood from the survey questions, and how exactly he
had arrived at the response.
 They should come up with data analysis plan – to answer on
whether to launch sugarcane juice.
1-What do you think is the rationale behind
IMI going for the Projective Technique? Do
you agree with their choice of going with
their techniques?
2-Was IMI right in classifying customer based on
behaviour rather than on demographic or solo
economic parameters.
3-Should the consultants have tested the
revised questionnaire after
incorporating the changes that were
discovered in pre testing?
4-Kindly fill the questionnaire in the
Case Exhibit and identify any aspect
that you would like to change.
5-Do you think the consultants should have used expert
interviews to identify possible consumer concerns? Also,
should they address these concerns before conducting
interviews? Discuss the pros and cons of doing so.
6-Do you think the decision to drop the point of
purchase at railway stations and airports from the
conclusive research was appropriate? Justify your
answer.
Thank you