Consumer Behaviour Essay

949 Words Sep 1st, 2015 4 Pages
Marketing Management 1

Group Project Phase 1

Consumer Behavior Analysis
Submitted To:
Prof. Freda Swaminathan

Submitted To:
Prof. Freda Swaminathan

Submitted By:
Chiranjeev Sethi 241040
Adarsh Singh 241007
Anmol Trehan 241020
Ishita Saraswat 241054
Janmeet Singh 241055
Submitted By:
Chiranjeev Sethi 241040
Adarsh Singh 241007
Anmol Trehan 241020
Ishita Saraswat 241054
Janmeet Singh 241055

Introduction to the product
The product “Subjectrum” is a MOOC (Massive Open Online Course) platform launched by Tata Sons. Subjectrum is a platform which would provide students and working professionals a chance to pursue selective courses from reputed educational institutions throughout the country such as: a) IIT’s
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Overall Response
The survey showed that 91% of the total sample are interested in taking up a courses that would be offered by Subjectrum.
2. Obvious reasons to buy the product
a. Better Job Prospects: Students which formed 55% of the entire survey conveyed that they would take up courses of such sort for future job prospects.
b. Diversity in Knowledge: The students who are in favor of such a platform stated that they would take up subjects which were very different their courses which they were pursuing in schools and colleges. Whereas working professionals they would take up such courses for expertise in multiple domains.
c. Service Quality: Other than the teachers we surveyed a small group of working professionals also expressed willingness to share knowledge via this MOOC platform. This assures the quality of the service.
3. Consumer Insights
a. Brand Value: Amongst all the consumers who want to opt for a course listed on Subjectrum, 100% want to pursue them from reputed institutions like IIT’s and IIM’s.
b. Market Acceptance: Working professional who formed 39% of the sample audience agreed to the fact that such courses, if in place can be recognized by corporate as well. When asked if they would use such courses as KPI benchmarks, 79 % of the working professionals agreed that if such courses are backed by recognized educational institutions they can be considered valid.
c. Course Model: Amongst all the people to be surveyed 56% of the

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