Abstract

David Martin (Martin), the marketing manager of Trendz4U, a UK-based garments manufacturer, which offered a range of clothing, was mulling over some key decisions that he would have to take while launching the company’s successful brand in India. Two months earlier, the company had taken a decision to enter the rapidly growing market. Since then, Martin had been actively involved in devising the company’s marketing strategy for India. As part of the planning phase, he had a pilot study conducted on Indian consumers. The tabulated responses were in front of him and based on these he had to make some recommendations emphasizing specific marketing strategies for specific market segments.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The case will help the students: To discuss how through discriminant analysis, similar kinds of users/customers can be classified based on certain characteristics
• To elucidate how discriminant analysis can be used in marketing
• Appreciate the importance of marketing research in making decisions. The case is meant for MBA/MS level students as part of their Marketing Research/ Consumer Behavior curriculum.

Keywords

Discriminant Analysis, Marketing Research, Consumer Decision Making Styles, Marketing Strategy, Market Segment, Targeting, Apparel Industry, Branding, Domestic Vs Foreign Brand, Purchase Behaviour, Decision Making, Survey