METHODOLOGY

In order to carry on with the sample design, we will focus on a single brand (Sony Vaio). For qualitative research, we have to use a brand as it is impossible to find any insight by focusing on the generic product. The rationale behind choosing this specific brand is that the growth rate of the concerned product is in sync with the category itself. However, the insights that we come up with can be applicable on generic product category only with the assumption that this brand is representative of the generic product and the parity in growth rates is not just a case of co-incidence. We will use the tool of focused group discussions. In the beginning, the main objective would be to gather a better idea about the consumer profile of the people who are in the FGD. The issues being delved upon would revolve around the consumer describing himself/herself in his/her own terms, getting an idea about the self-image of the consumer and thereby using projective techniques of role models. We would require a range of insights since a functionality product does not vary widely across its range of users. It will so happen that through more participants, we will be exposed to a breadth of new ideas. Laptop, with a very few exceptions, is not a product with a lot of customization among users. So, exploring triggers & barriers in a group is easier. Also, there is no feeling of embarrassment to share about ones experience with laptops unlike some personal products. We can gather a gamut of experiences as against 1 if we did an in-depth interview.

SAMPLE DESIGN
A sample is selected purposively for a qualitative research. We may use the principle of exhaustion to represent all the diversities in the target group who are likely to have diverse points of view on how they choose a laptop (functional benefits vs. emotional benefits), the role of a laptop in the their lifestyle, the role of brand image and self-image in buying a laptop, the existing brand images of major brands in their minds and differences in benefits sought from a laptop between first time buyers and laptop owners. However, we do not use the principle of exhaustion but the one of minimalism to make the study feasible and time/cost effective. Before we employ techniques of collapsing, polarization or rotation, we try to make an exhaustive list of all the target group parameters which are likely to affect attitudes to Sony Vaio. Level of usage High Medium Low

Income class: The upper and medium segments have only been selected in this study because we believe that the lower segments (D and below) wouldnt be able to afford the product.

Upper most segment of the consuming class-A1,A2 and B1 Middle segment- B2 and C (As per Urban SEC Grid-old version, http://en.wikipedia.org/wiki/SEC_Classification)

Age (in years) Under 25 25 34 35 - 44 45 - 54 55 - 64 65 or older

Replacement buyer vs. First time buyer Collapsing stands for reducing the number of groups in the target group parameters. This process brings down the total number of combinations to a manageable count. The above sample design has been obtained using exhaustive criteria. The total number of groups obtained are: 3x2x6x2 = 72. Since such a large number of groups are not feasible, we first use the principle of minimalism to reduce the number of groups. Collapsing stands for reducing the number of groups in the target group parameters. This process brings down the total number of combinations to a manageable count. Level of usage High Medium Low

Collapsing low and medium into a single group, we get two groups i.e. High Low

Age (in years) Under 25 25 34 35 - 44 45 - 54 55 - 64 65 or older

We can collapse the groups from 25 to 55 into a single group because we assume that the consumer behavior will be similar in this group which would consist of working and earning people using the laptop for both personal and professional purposes. However the behavior of people under 25 (who would be mainly students) and those above 55 (who might be using a laptop for personal use mainly)would be different. Hence, we finally have three groups: Under 25

25-54 55 and older

Hence the sample design comes out to be: Usage Rate High usage Low usage Total New vs. Repeat Age First time buyer Replacement Buyer First time buyer Replacement Buyer Under 25 1 FGD 1 FGD 1 FGD 1 FGD 4 25-54 1 FGD 1 FGD 1 FGD 1 FGD 4 55 + 1 FGD 1 FGD 1 FGD 1 FGD 4 Total 3 3 3 3 12

Now we use polarization and rotation concepts to reduce still further as shown: Usage Rate High usage Low usage Total New vs. Repeat Age First time buyer Replacement Buyer First time buyer Replacement Buyer Under 25 1 FGD 1 FGD 1 FGD 1 FGD 2 25-54 1 FGD 1 FGD 1 FGD 1 FGD 4 55 + 1 FGD 1 FGD 1 FGD 1 FGD 2 Total 2 2 2 2 8

For high usage, we have removed first time buyers above 55 as we assume that if a person is a high user, he/she would not be a first time buyer at that age. Hence, the other corresponding group removed is the replacement buyer under 25 with high usage. For low usage, we have removed the first time buyer under 25. The reason for that is that the replacement buyer under 25 with low usage would possibly be thinking about buying a laptop or any other device not for the functional reasons but for social and emotional reasons (as he/she does not actually need the device). Finally we assume that the behavior of replacement buyer with low usage in the 25-54 category and 55+ category would be very similar and hence we would only focus on first time buyers in this segment.

Arpan Chakrabarti Samannay Mullick

PGP28054 PGP28252