APPROACH TOWARDS

MARKETING
RESEARCH DESIGN
BRAND PERCEPTION OF
SUPERMARKETS

Group AK-1
MEMBERS
Mr. ANIRUDDH BHAT (15S705)
Mr. ATUL GUPTA (15S710)
Ms. NIKITA YADAV (15S726)
Mr. NILADRI CHAKRABORTY (15S727)
Ms. PUJA V SHERLEKAR (15S734)
Mr. RAWSHAN ZAMEER (15S736)

APPROACH TOWARD MARKETING RESEARCH

DESIGN
TOPIC/ASSIGNMENT:
BRAND PERCEPTION OF SUPERMARKETS
LITERATURE:
Each supermarket has its own advantages and
disadvantages for different set of consumer.
An understanding of current brand perception
of More, Niligiris and BigBazaar in terms of
various aspects (e.g. utility, variety, proximity,
services etc.) needs to be developed. Also,
further

consumer

expectations/scope

of

improvement for the stores needs to be

researched.

Marketing Research Objectives: The objectives were specified in the

Assignment Literature, we separated it into the number of distinct
objectives of marketing research problem. Point 3 flows directly from the
assignment literature, this objective is exploratory in nature. For point 1 &
2 we have listed some of the variables we will be looking for. The list of
variable is a draft which will be finalised and refined after direct interviews
and focussed group discussions.
Point 1-To study the advantages and disadvantages of More, Nilgiris and
Big Bazaar for different sets of consumer.
Point 2-To determine the current brand perception of More, Nilgiris and Big
Bazaar on their utility, variety, proximity, services, advertising, pricing.
Point 3-To find Consumer expectations/scope of improvement for More,
Nilgiris and Big Bazaar.

Scope of Study: The scope of the study has been formulated based on
intuition and secondary data from internet relating to each aspects of the
research objectives, the scope can be revised after preliminary interviews
and further exploration of the topics. The research will be aimed at
understanding the various aspects and the extent to which they have
awareness relating to

Perception of brand

Utility of shopping at these supermarkets

Problem they face while shopping at these supermarkets

Factors influencing their choice of supermarket

Sampling Method: Convenience sampling will be chosen due to lack of

time. The method has been chosen because the sampling units are
accessible, easy to measure and cooperative. Also convenience sampling
is helpful while doing exploratory research.
Sampling Frame: Tapmi students will be chosen because of ease of
contacting them and we will get the information through the record books.
Also since the students come from all over the country we will get a
diverse sample which will improve our accuracy.
Sampling Size: The size was chosen as 100

Value selected for the risk of rejecting a true hypothesis

i.e. = 0.01. Value of the risk of accepting a false null
hypothesis when a particular value of the alternative
hypothesis is true i.e. = 0.01 and value of the
population standard deviation was chosen to be =0.5.
The required population for this setup require a
population of 98, so we chose the nearest round digit for
that. This number of sample will also help in giving a
distribution close to the normal distribution.
Data Collection Method:
Primary data: Primary data will be obtained by interviews, focussed
group discussion and administrating questionnaire, more focus will be on
focussed group discussion as interviews with decision makers and industry
expert could not be arranged.
Secondary data: Secondary data will be obtained from newspapers,
magazines, research report, books and internet. A lot of data can be
collected from the mentioned sources which will help us analyse all the
aspects. More focus will be toward information from online resources due
to ease of access.

Data collection will be primarily done through structured questionnaire so

that advanced statistical tools can be employed to test the various
hypothesis.