Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Published by: IIMA Case Centre, Indian Institute of Management Ahmedabad
Originally published in: 2014
Version: 18 June 2019
Revision date: 16-Oct-2019

Abstract

This is part of a case series. The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

Time period

The events covered by this case took place in 2013.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

This is part of a case series. The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

Settings

Time period

The events covered by this case took place in 2013.

Geographical setting

Region:
Asia
Country:
India

Related