Abstract

The case study focuses on a pilot study in marketing conducted by an organic vegetables firm in Hyderabad, India. The firm had grown vegetables organically and supplied them to customers in Hyderabad. The company conducted a pilot study to assess customer satisfaction toward their products. It wanted to initiate new strategies to increase its market share, based on analysis.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the various steps involved in Multi Regression Analysis and its benefits
• To discuss how Multiple Regression Analysis could be used in this case to assess the factors affecting customer satisfaction.

Keywords

Multiple Regression Analysis, Marketing Research, Consumer Preferences, Customer Satisfaction, Dependent Variable, Independent Variables, Pilot Study, Decision Making