In January 2016, Ishmeet Singh Chandiok, a dog food retailer, was browsing the Internet at his home in Mumbai, India. He was trying to understand the growth rate of Indias dog food industry by accessing reliable secondary sources. He came across some interesting statistics on the dog food industry: (i) the domestic product market of pets in India was expected to grow at a rate of 1015 per cent; (ii) every year, almost 600,000 pets were adopted in India; and (iii) the sale of dog and cat food products was expected in 2016 to be worth $102.89 million. The leader was Mars International India Pvt. Ltd. (Mars International), with a revenue share of 70 per cent in 2014.

Though Chandiok was encouraged by the industry trend, he was still worried. Chandioks major concern was avoiding the continuation of a trend he had detected: the declining revenue and net profit of Harleys Corner, his dog food business, from 2014 to 2015. He wanted to understand the probable rationale behind the change in customers attitude toward Harleys Corner and address this issue before things worsened, but he did not know how to go about doing so. Chandiok had worked hard to build on Harleys Corners imagefocusing on a unique sellingpoint and positioning elementsbut he neededto learn where he may havegone wrong in his positioning, which might have affected customers preference for HarleysCorner, and then improve his positioning. To craft a suitable positioning for Harleys Corner and to address the issue, he hired a marketing researchteam, which conducted a survey of 300 Mumbai-based Harleys Corner customers using all the positioning elements (see Table 1 for the information collected during the study) to capture changes in customers preference. The team analysed the data and attain the objective of evaluating the impact of positioning elements on customers preferences (See Tables 2, 3 & 4 for detailed data analysis results). As a marketing researcher, your job is to help Mr. Chandiok to interpret the data analysis and its results, and also to generate suitable managerial insights for brand positioning.

Table 1: Positioning Elements Used in the Study	Codes
1. Please rate your perception about the following image attributes of Harleys Corner as developed using its positioning elements:
Price offered by Harleys Corner is	Price
Wet dog food without preservative as offered for pets by Harleys Corner is	Product1
Dry Kibbles for pets	Product2
Vegetarian diet offered by Harleys Corner for pet	Product3
Availability of variety under Harleys Corner	Product4
Overall quality of products offered by Harleys Corner is	Product5
Overall perception about the brand name of Harleys Corner	Product6
Buying pet food directly from Harleys Corner (retailer in the present case)	Channel1
Buying pet food online from other retailing sites (e.g., Amazon)	Channel2
Print media in creating awareness about Harleys Corner	Promotion1
Social media in creating awareness about Harleys Corner	Promotion2
Sales promotion in creating awareness about Harleys Corner	Promotion3
Packaging offered by Harleys Corner	Packaging
Future preference of consumers for Harleys Corner's products	Future Preference

Note: A Likertscale is the sum of responses on several Likert items. It is a psychometric scale commonly involvedin research that employs questionnaires. It is the most widely used approach to scaling responses in survey research.

Table 2: Model Summary (Preference)
R	R Square	Adjusted R Square	Std. Error of the Estimate
0.97	0.95	0.95	0.12

Table 3: ANOVA (Preference)
	Sum of Squares	df	Mean Square	F	Sig.
Regression	71.16	13	5.47	409.45	0
Residual	3.82	286	0.01
Total	74.99	299

Table 4: Coefficients (Preference)
	Unstandardized Coefficients	Standardized Coefficients	t	Sig.
	B	Std. Error	Beta
(Constant)	11.39	0.16	0	73.01	0
Price	-0.19	0.01	-0.26	-14.16	0
Product1	-0.09	0.02	-0.07	-3.82	0
Product2	-1.07	0.04	-0.92	-26.05	0
Product3	-0.11	0.03	-0.07	-3.98	0
Product4	-0.49	0.02	-0.82	-24.9	0
Product5	0.05	0.02	0.07	2.76	0.006
Product6	-0.03	0.01	-0.05	-2.91	0.004
Channel1	0	0.02	0	-0.15	0.884
Channel2	0.04	0.02	0.04	1.55	0.123
promotion1	-0.05	0.03	-0.05	-1.8	0.073
promotion2	0.15	0.02	0.17	7.31	0
promotion3	0.04	0.02	0.04	1.7	0.091
packaging	0.03	0.02	0.04	1.99	0.047

Note: dependent variable: future preference

Questions: 1. Help Mr. Chandiok to interpret the data analysis and its results, and also to generate suitable managerial insights for brand positioning. 2. Create the model for Preference 3. How would you analyze standardized & unstandardized coefficients? 4. How do you rate the affordability of Harley's corner's pricing?