Product details

This is part of a case series. This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the conjoint analysis through the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. After two decades of its inception, the Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, decided to launch pizza variants at his bakery after evaluating consumer perceptions on the existing products and the important product related attributes considered while purchasing pizza. When Srinivas approached Muthiah Venkatesan (Muthiah), Research Manager and Freelance Consultant, he agreed to perform the required survey and analysis. Muthiah, assigned the responsibility to his junior Aswin to perform the analysis. Aswin was in a dilemma as the time available to perform the analysis was minimal.