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The Indian Market Research Bureau ( IMRB ) is a leading market research agency that specializes in tracking consumer purchase behavior in consumer goods (
The Indian Market Research Bureau IMRB is a leading market research agency that specializes in tracking consumer purchase behavior in consumer goods both durable and nondurable
IMRB tracks about product categories eg detergents, etc. and within each category, about brands. To track purchase behavior, IMRB has constituted about household panels in cities and towns in India, covering about of the Indian urban market. In addition to this, there are sample households selected in rural areas; however, we are working with only urban market data The households are carefully selected using stratified sampling. The strata are defined on the basis of socioeconomic status, and the market a collection of cities
IMRB has both transaction data each row is a transaction and household data each row is a household and, for the household data, maintains the following information:
Demographics of the households updated annually
Possession of durable goods car washing machine, etc.; updated annually and a computed "affluence index" on this basis
Purchase data of product categories and brands updated monthly
IMRB has two categories of clients: Advertising agencies who subscribe to the database services. They obtain updated data every month and use it to advise their clients on advertising and promotion strategies. Consumer goods manufacturers who monitor their market share using the IMRB database.
Key Problems
IMRB has traditionally segmented markets on the basis of purchaser demographics. They would like now to segment the market based on variables more directly related to the purchase process selling proposition
Doing so would allow IMRB to gain information about what demographic attributes are associated with different purchase behaviors and degrees of brand loyalty, and more effectively deploy promotion budgets.
The better and more effective market segmentation would enable IMRBs clients to design more costeffective promotions targeted at appropriate segments. Thus, multiple promotions could be launched, each targeted at different market segments at different times of a year. This would result in a more costeffective allocation of the promotion budget to different marketsegments. It would also IMRB to design more effective customer reward systems and thereby increase brand loyalty.
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