To understand the consumer perception and assess the price sensitivity of the target segment

Lohia, Velu Nayakan (2018) To understand the consumer perception and assess the price sensitivity of the target segment. TAPMI, Manipal.

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Abstract

Founded in 1990, CBS are international designers, manufacturers and distributors of award-winning ergonomic products. Their list of high-profile clients range from BMW Motors to the Heathrow Airport. In India, CBS distributes its products through a partnership with Herman Miller. In India, they are prominently present in the B2B market. Their buyers are mostly corporate organizations and offices. But now the company aims at venturing into the B2C Indian market with their PC, Laptop and Tablet related products which are perfect fits for households.The main objective of the project was to enable the company to enable them to understand how the Indian B2C customer would respond to their ergonomic products. Th research objectives were developed keeping in mind the basic trends of the market. Indian B2C market is consumer dominated and price points play a key role during the selection of brands.Therefore, the research objectives were aligned towards consumer behavior and attitude understanding and the price points.

Item Type:	TAPMI Special Reports
Subjects:	Marketing
Divisions:	Marketing Management
Depositing User:	Mr. Muralidhara D
Date Deposited:	12 Mar 2019 04:43
Last Modified:	12 Mar 2019 04:54
URI:	http://tapmi.informaticsglobal.com/id/eprint/621

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