Fruitzone India Limited: Additional Conclusive Research (D)

Fruitzone India Limited: Additional Conclusive Research (D)

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Abstract

FIL is contemplating the launch of a new sugarcane juice and has entrusted IMI consultants with the market research study. Exploratory research by IMI has shown positive results; conclusive research through a survey of the Ahmedabad market has revealed that there is a purchase intent for sugarcane juice and the key product attributes that influence this intent were identified by regression analysis. Based on the consultants’ initial recommendations, Preeti had a discussion with the product development team and they started work on the development of the product. Preeti had to decide on the consultants’ recommendations for additional research to be conducted to validate the conclusive research.

Preeti and Hemant discussed the additional validation survey, taste testing and simulated market testing that the consultants had recommended. After ...

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