Tresa Joseph

0920149

Part of Seiko Epson Corporation, Japan Epson India Pvt. Ltd is a 100% subsidiary of Epson

Singapore Pte Ltd Total Digital Imaging Solutions company Manufactures the entire range of i/o imaging devices Vision: A commitment to developing technologies that

enhance multiple aspects of people's lives All-round imaging solutions: home, office or studio Client portfolio: Leading ad agencies, graphic artists,

architects, photographers, film producers, directors, large studios and corporate

169 service centers covering 134 cities

To conduct a Dipstick study on the potential customers and influencers for Epson’s two new products in order to get an initial feel about the potential market and to evaluate their response.

Epson has come up with two new products and it needs to know the potential customers/influencers and their response before entering the market.

Sample Design : Hypermarkets, Electronic mallsSample Size: 100Respondent’s profile: Mix of men, women, potential buyers and influencers in the age group: 20 to 60 yrsData Collection: Primary, Questionnaire methodResearch: Exploratory (dipstick survey)

100 % of the potential buyers liked the features

100 % of the influencers like the features

88% of the respondents were in favour of making a purchasing decision

2 TAIL Z - TEST TO CHECK IF THE FEATURES OF DREAMIO IMPACT THE BUYING DECISION OF THE RESPONDENTS

 

NULL HYPOTHESIS: The product Dreamio should have 6 or more features to appeal to the respondents so as to make a buying decision.

Zcritical<Zobserved

Hence null hypothesis is rejected

2 TAIL Z - TEST TO CHECK IF THE FEATURES OF PICTUREMATE IMPACT THE BUYING DECISION OF THE RESPONDENTS.

NULL HYPOTHESIS: The product Picturemate should have 6 or more features to appeal to the respondents so as to make a buying decision.

Zcritical<Zobserved

Hence null hypothesis is rejected

PictureMate: 58% people gave a positive inclination towards buying the

product which included 70% of the potential buyers and 40% of the influencers

However, the z-test proves that the product need not have as many features as it has, instead it may cut down on a few and in turn reduce the price so as to make the product more sellable amongst the population

Dreamio: 63 % of the potential buyers and 47% of the influencers (57% of

the total sample) suggested they would consider buying the product

However, the z-test proves that the product need not have as many features as it has, instead it may cut down on a few of the features and in turn reduce the price so as to make the product more sellable amongst the population.

From the analysis of the questionnaires and the primary data generated, the following are the suggestions for the products given by the respondents:

  Variable sizes for PictureMate Optional printing facility in PictureMate Option to use PictureMate as a wall piece Battery backup system for Dreamio Demo sessions in schools, companies for Dremio The features of both the products were found to be intriguing by

the respondents

As per the analysis done through the z-test, the products need not have as many features as they have, instead a few of the features could be cut down and in turn the price could be reduced so as to make the product more sellable amongst the population.

Especially for the product Dreamio, the target audience could be changed to places where the use of projectors would be for a larger audience, viz. schools, colleges, business houses. Further, a demo could be arranged for such people to popularize the product on a wider scale.

Dipstick study proved that the potential customers and influencers were clearly impressed with the products’ features.

The respondents were also keen to make a purchasing decision.

However as the research was an exploratory one, it has its own limitations.

Epson should consider cutting down on a few of the features and in turn reduce the price so as to make the products more sellable amongst the population.

Exploratory research has its own limitations in terms of the accuracy of the data collected, the population size, the biased behavior of the respondents etc.

These limitations can at times give a different picture of the problem and may show a wrong observation.

The target population of the two products is very dissimilar, so the observations of the general public could be partial.

The respondents are selected based on simple random sampling based on the convenience of the researcher which has its own disadvantage.

Bias may occur in interpreting the questions by the respondents. Accidental answering of the questions may cause bias.