ADVANCED MARKETING RESEARCH

Identifying switching behavior in the

pain relief category

Introduction
Pain relievers are medicines that reduce or
relieve headaches, sore muscles, arthritis,
or other aches andpains.
There are many different pain medicines
like balm, gel or spray, and each one has
advantages and risks.
Some types of pain respond better to
certain medicines than others and each
person may also have a different response
to a pain reliever.

Introduction
Pain management market is
estimated to be Rs 2,500 crore,
growing at a pace of 16-20 per cent
per annum (as of 2014).
Customers situation, attitude,
product availability, level of
awareness and ease of accessibility
can be some factors that influence
product choice.

Objectives
Identify perception and attitude
towards different formats of pain
relief products.
Purchase and usage patterns of the
different formats.
Identify reason for using specific
formats.
Identify reason for switching from
one format to another.
Explore switching patterns.

Research suitability
Exploratory
Research
GSK has to understand target
respondents attitudes, opinions and
behavior associated with different
formats of pain relief products.
GSK has to give a new angle to the
existing
of Iodex. related
No new formats of Iodex are
beingpositioning
launched, Perception
to the same has to be studied.
GSK has to study a wide variety of perspectives in a short period
of time.
Open ended questions can indicate important trends and opinions

Research Methodology
FOCUS
GROUP
DISCUSSION
S

IN DEPTH
INTERVIEWS

4 groups will be formed.

2 groups each for males and females.
Further categorization based on age and
income level.
Time allotted: 45-60 minutes
Size: 6-8 PAX (per group)
Profile: Sec A&B, 35-50 years
Purpose: listing out the factors broadly
which affect decision making for each
group.

To be held after focus group

discussions.
Questionnaire will be based on
analysis of results from Group
discussions.
Questions will be kept open ended.
Sample size: 18-20 PAX.

Sample Plan
To observe the pattern and
reasons why people switched
from one variant to another, we
decided to include following in
our research:
1.Mature men- desk job / field job
2.House makers

SEC

MALES

FEMALES

TOTAL

14

14

TOTAL

16

12

FOR MALES (for each

group):
AGE
35-40
GROUP

40-45

45-50

TOTAL

FIELD
JOB

DESK
JOB

TOTAL
3
FOR FEMALES (for each
group):
AGE
35-40
GROUP
HOMEMAK
ER

40-45

45-50

TOTAL

Project Timeline
Proposal
(4 days)

Secondary
Research
& analysis
(3 days)

Field Work
(14days)

Analysis &
Report
(3 days)

1st
Augu
st 15
28th
July
15

22nd
August
15
3rd
August
15

Sampling
(2 days)

6th
August
15

19th
August
15

THANKYOU