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INTRODUCTION

INTRODUCTION

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INTRODUCTION

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  1. INTRODUCTION • Gillette - The Company.

  2. RESEARCH PROBLEM • Distinguish Gel as a Separate Product Category. • Finding the Attributes that are Important in the Purchase Decision.

  3. OBJECTIVES OF THE STUDY • Determining the Awareness of the Product Category Shaving Gel. • To find out the Awareness of the Product ‘Gillette Shaving Gel’ In the Target Market. • Determining the Clarity of the Concept Of Gel as a Shaving Product.

  4. OBJECTIVES OF THE STUDY • Finding out the Attributes that influence the Purchase Decision. • To find out How Various Products & Brands Rank on Consumer Preference. • To find the Advertising Recall Of Gillette Shaving Gel.

  5. SIGNIFICANCE OF THE STUDY • Indicate the Market Potential for Gillette Shaving Series Gel. • Will help the Brand Team with the Promotion of the Product.

  6. SAMPLING PLAN • Definition of Population • Selection of Sampling Method. • Sampling Frame. • Sample Size

  7. METHODOLOGY • Step 2 • Questionnaire Development. • 20 Questions. • STEP 3 • Pretest & Review.

  8. METHODOLOGY • Step 4 • Data Collection& Entry. • Step 5 • Analysis.

  9. METHODOLOGY • Step 6 • Findings & Recommendations.

  10. FINDINGS • Concept of Gel Satisfactorily Clear. • Convenience - Most Important Attribute. • Foam & Gel- Most Preferred Shaving Lather Products

  11. LIMITATIONS • Lack of Resources. • Replicability. • Researcher's Inexperience.

  12. FINDINGS • Gillette- Most Known & Preferred Brand. • Gillette- Market Leader in Foam & Gel Categories

  13. RECOMMENDATIONS • Advertisement campaign should focus on attributes rather than on concept delivery. • Improve distribution in Gulshan-e-Iqbal.