Group

Mens3Grooming

Market in India: A
Predictive study of future trends
through comparisons with Developed
markets.
Research Proposal
SECTION C

Contents
Problem Definition...................................................................................................... 1
Selection of Basic Research Design............................................................................ 1
Structure.................................................................................................................... 3
Selection of Sample.................................................................................................... 4
Data Gathering........................................................................................................... 4
Data Analysis and Evaluation..................................................................................... 4
Type of Report............................................................................................................ 5
Overall Evaluation...................................................................................................... 5

Problem Definition
The purpose of the study is to establish the market potential for mens grooming products in
India and to predict the future of this market from the point of view of new products. This study
will be conducted by analyzing the current position of the market and making a comparative
study with the markets in more developed countries like France. Current market estimates put the
growth of the mens market in India at 11% CAGR, and to reach Rs 5300 cr. By 2016. (Euro
monitor).
But even this market is only 8% of the total $10 billion personal care market in India. But we are
still not aware of the specific products that the Indian men need to or want. This is a large
informational gap that can help companies identify the next big market in this segment. A study
of the markets in France could suggest how the more mature market evolved and hence where
we could be heading in India.
With respect to measurements, we need to estimate the growth of the market i.e. the market
potential. Reports tell us that the potential is there but not in which segments we need to
concentrate. The best way to measure this would be through consumers surveys and questions.
This would give us the best insight into the mind of the target consumer. This data is available in
the form of large samples all around us, and would be a rich and easy resource to tap into. This
will require us to conduct a long and detailed look into the target market through a variety of
research methods.

Selection of Basic Research Design

The important questions to be answered include, but are not limited to what kinds of products
are used now by the Indian Man, what kind of products they see themselves using and how much
they are willing to pay to improve their personal grooming. The first step will include more
descriptive based questions with the objective of understanding the variables involved. Later we
will look to narrow down using more objective and measureable quantities. All the data will be

sourced from primary sources and firsthand accounts. The secondary sources will be used to help
build a base and later validate the findings of the study and predict the future course of action.
Depending on the structure of the questionnaire we can get answers that are more objective and
help get us to the right result. The information for the focus group and in depth interview are
required quickly so that we can go on to the questionnaire design. From then the speed is less
important as we need to insure maximum reach first. We plan to word the survey in simple and
easy to understand language as we also have people from France reading them, so it will be
simple.

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Report

Present the findings and reccomendations

Analyse the data from the sample and attempt to develop

correlations

Analysis

Survey

An objective study of the target consumers

In Depth
Interview

To better understand and highlight the main variables

To understand the variables

Focus groups with both Indian and French Participants

A look into the current literature available on the subject

Identify the gaps therin

Defining and understanding the research problem

Focus Group
Discussions

Secondary
Research

Problem
Definition

Structure

Selection of Sample
Selecting the right sample is one of the crucial task while performing a research. The target
population for research will be identified through various procedures, for example: By analyzing
historical data etc. The sample size for this research should as big and diverse as possible in line
with the target market, so we would be looking forward to cover major regions of India along
with some foreign regions. The sample size thus would be approximately 100. The sample would
diverse on the basis of age, location, profession, income group etc. The source for the data would
be both primary: focus group, In-depth interviews, questionnaires etc. and secondary research.

Data Gathering
One of the laborious task during a research is the accumulation of relevant data from different
sources which can be used to meet the goal. The time duration assigned for this task is one
month. Data would be gathered by the secondary researches which have been done in the past
and from the questionnaires which would be floated to a large sample across various
geographical regions and diverse people. Focus group discussions and In-depth interviews will
also be part of it. The data would be collected by all the members of the team to meet the
common goal of extensive research on the topic. This would be taken care of that minimum
biases are introduced in a data collection process by each team member.

Data Analysis and Evaluation

Data analysis is the application of reasoning to understand the data that has been gathered. So in
this stage, we will determine the consistent patterns of collected responses and summarize the
relevant details revealed in our research. Based in the results, we will find out that planned
analysis methods used is appropriate and complete to analyse and evaluate the data.
The information mined from raw data will involve standardized editing and coding process. In
standardized editing, we will check for omissions, legibility and consistency that would help us
5

to correct questionnaire errors. Meaningful categories and symbols will be used for grouping
responses through coding. Computer tabulation will be used to enter the data into computer and
verify the research process. Through Predictive Analysis, We will check for association between
different variables grouped and their dependency based on the significance. This will help us to
answer the nature of data and the significant variables need to be investigated. For statistical
analysis, we will prefer multiple regression, multivariate analysis and conjoint analysis to further
evaluate the data.

Type of Report
The report is intended to serve as a study and can be used by any person interested to know about
the trends in Mens Grooming product category. The report would also predict the next big
product in this category which could be used by marketers. Managerial recommendations are
requested to further enhance the report and add value to it. The report would also be presented in
the class upon completion. Work in progress presentations can also be made as and when
required.

Overall Evaluation
The complete research study will cost anywhere around Rs 2000-5000. Most of the cost would
be incurred for focused group studies and in-depth interviews. Other costs include any
conveyance expenses which might be incurred during the course of the project. Guidance and
help from faculty members and industry members would be highly beneficial for the project. The
research design is expected to achieve its stated objectives. The work on research design has
already begun.