Cerenity Sanitiser: Marketing Research for New Product Launch (B)

Cerenity Sanitiser: Marketing Research for New Product Launch (B)

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

The case deals with a marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out a quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis of the collected and drawing managerial inferences.

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