Marketing Research Case Study

Marketing Dilemma for 'Elan' Jeans Brand

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Abstract:
Highly suited for the Marketing Research course, this case study helps to understand and analyse ‘Factor Analysis’ technique in the context of ‘Elan’ jeans brand’s business challenges. Smartwear, a leading apparel designer and manufacturer started its jeans brand ‘Elan’. Although the company was making profits with its other products, in jeanswear it was not so successful. To improve business, the management decided to conduct marketing research to understand the perceptions of consumers about jeanswear and factors influencing their purchase decisions.

The analysis and results of the research showed that there are six important common factors that influence jeanswear brand purchases. Students must evaluate the data and make recommendations regarding the marketing of ‘Elan’ brand.

Pedagogical Objectives:

• To understand the need for analysing perceptions and behaviour of consumers purchasing jeans.
• To discuss how, through factor analysis, important dimensions that affect the purchasing behaviour of consumers can be determined.

Keywords : Factor Analysis, ANOVA, Questionnaire, Data Analysis, Statistical Analysis, Data Collection, Marketing Research, Market Research, Brand, Jeanswear, Factors Inflencing Purchase Decisions

Contents:

• Trends of Jeanswear Market in India
• Dilemma at Smartwear
• Assignment Questions