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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Please note:

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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Kumar Raja (Kumar), founder of KBI, a well-known chain of bakeries in Bangalore, India, had focused on coming out with a unique taste in each of the products he had introduced over the years.

The chain had become popular for the wide variety of quality products it sold at a reasonable price.

Kumar wanted to expand KBI's business and to join the organized sector of the industry. As part of that vision, he decided to launch a new biscuit product that would attract the Indian middle income group.

Before launching the new product, Kumar wanted to assess consumer perception and preferences toward existing rival products...

Industry Background

By the first decade of the 2000s, India had emerged as a producer of food and agricultural products that would meet the basic needs of its vast population.

As the urban population increased, the demand for processed and readymade food products increased. Factors such as rapid urbanization, change in life styles, and increase in double income families contributed to the growth of the consumer food industry in India...

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