Evaluation of Consumer Perceptions

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Case Details:

Case Code : MKTG276
Case Length : 7 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Food
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

About KBI

KBI was established by Kumar in 1995 in Bangalore. Within one and a half decades of its inception, KBI had become one of the most well-known bakeries in Bangalore.

The chain became popular for its wide variety of reasonably priced, quality products.

The demand for the bakery items was very high; its stores were particularly crowded during weekends, festive occasions, and holidays.

On request, bakery items were home delivered to customers within a specified time.

KBI was known for its variety of confectionery items like cakes, burgers, puffs, pizzas, and biscuits. Kumar emphasized the unique taste in each of KBI's products.

Exhibits

Exhibit I: Questionnaire on Consumer Perceptions of Biscuit Products

Exhibit II: Input Data

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