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Ad Lider Case Essay

768 words - 4 pages

Ad-Lider Embalanges SA.
a) What are the advantages and advantages of this approach?
First of all, there are only 2 social classes included in the research (A-B) and class C is missing, however it accounted for %28 of Brazil’s total consumption. Also, since Brazil is developing country, this class is the fastest developing social class as well. Moreover, the focus groups were selected from only southeast of the city, but I think at least one Northern city should be included and the focus groups should be selected homogenously in terms of demographic features. For instance, they have only selected house housewives from Rio, and the other features of the participants are not distinctive ...view middle of the document...

c) How many groups would you conduct?
I would conduct at least 8 groups which would be married women children lives in house vs. single women lives in houses, married women children lives in apartment vs. single women lives in apartments also I would add the social class factor to all groups and it would be 8 groups in total.
d) The current outline seems decent, so I would not change much. First of all, I would take an encouraging approach in the interviews in order to encourage participants to talk more freely and get more accurate answers.
Since we do not offer a eco-friendly product and environmental issues and recycling is irrelevant, I would skip 4th part. I would also ask our new product’s disadvantages in the 7th.
e) First off, both in Sao Paulo women are the dominant factor in purchasing decisions, but in Rio men are a bit more involved with these decisions. So, the women dominancy varies over cities and marital status. Women are more rational and consistent shoppers than men, they often develop brand loyalty, therefore capturing women is crucial. Participant from Sao Paulo lives in apartments do not know much brands and they prefer only black bags. The black (or darker) bags perceived as more resistant and color is more important in Sao Paulo whereas people...

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