DEVELOPMENT OF RESEARCH PROPOSAL

After several weeks of preparation, a research proposal is developed and sent to the sponsor for review. At a subsequent meeting with the research firm and after a few changes, the proposal is approved. The following is the summary a finalized proposal.

Rationale for the study: 

The rationale is to have an in-depth understanding of the overall durable market as well as that of the washing machine market. This will aid in identifying opportunity segments and the need gaps present in the market. Based on this, they will be able to develop appropriate positioning strategy. Moreover, it will help in providing specific inputs for development of an effective communication strategy and plan.

Research Objectives: Following are the major research objectives:

1. To understand consumer psycho-graphics with respect to ownership and purchase of durables in general and washing machines in specific. 
2. To understand existing habits and beliefs that influenced the needs and expectations with respect to ownership and purchase of washing machines, its type and brands in specific. 
3. Top map positions of different brands of washing machines in the consumer’s mind by 
   perceived strengths and weaknesses of each of its contributors. 
4. To gauge the existing equity of the company and its variance across different levels of
   familiarity.   Research Methodology  
5.  The research design will be an exploratory-cum-diagnostic qualitative research study.

It will involve personal, face-to-face and in-depth interviewing technique with the help of an interview guide.
The research is to be conducted by the field staff. 

Target Respondents: 

To give the premium pricing strategy of the company’s range of washing machines the following could be the target groups. 
1.Monthly household income of Rs.10,000 plus or owning a new generation car and air-conditioner at home. 
 2. Potential buyers on active search. Recent buyers (within 3 months) of washing machines. 
 3. Households having a high level of education as well as high income. 
 4.Either replacement or first time buyers of washing machines.  

Research Centers: The centers, have chosen by contrasting weather and buying habits are two of the largest cosmopolitan cities and the most potential markets in India.Mumbai          -     Humid and high monsoon. A city of middle-class earners.

Delhi               -     Dry and low monsoon market. A city constituting mostly of business class earners.

Sample Size and Sample Composition
                                                Delhi              Mumbai                         Total
Recent Buyers                          15                   15                                    30
Potential Buyers                      15                   15                                    30
Total                                          30                    30                                    60
(a) A quota of about 10 to 15 buyers of front loading washing machines. 
 (b) 60:40 split between replacement and first time buyer. (c) 50:50 split of executives/professionals and businessman.
Sampling Procedures: 

The procedure adopted for this project is purposive sample method.
The listing of respondents from both households and dealers outlets is spread across 6-8 areas within each city.  Appointments will be fixed during listing and respondents interviewed at home. 

Research Project Execution: 
(a) The entire recruitment is carried out and managed by the general field force of recruitment consultant.
(b) Research executives carry out all interviews. 
(c) Usual norms of quality are followed both at the recruitment as well as before the interviewing stage to ensure data integrity. (d) Research executives analyze all response contents. Research units:

(i) Most of the houses surveyed were nuclear families living in flats with 4-6 members.
(ii) Out of them 2-3 were families with school going children.
(iii) The living room wears a functional look with a sofa-cum-bed, a center table, wall paintings/hangings, bronze plates, wall paper decorations.
(iv) The flats usually have attached dining and drawing rooms.
(v) The television and music systems are normally kept in the living room (in Mumbai) and in the bedroom (in Delhi). Normally there is a trend of multiple television ownership in Delhi.
(v) Washing machines are normally kept in the toilet or dining area.

Samples: 

• Life revolves around the house and family.  
•  In Delhi, mainly full-time housewives, whereas in Mumbai, it’s the reverse. 
•   Cooking-she does it herself.

 Research at a Glance: Typically the middle class and a few upper middle class families have a functional outlook. The housewife almost always holds the rein of the family with the husband as the financier. Most of the families apparently seem quite content with what they own. Household entertainment and kitchen gadgets form the basic possessions everywhere. There is wide variation evident across cities surveyed for items like car, cooler, air-conditioner, oven, Vacuum cleaner. Washing machine – emerging as a necessity.