Project parlour; Quantum Market Research Private Limited

Abstract

The project was in the area of Qualitative Market Research. It is _known as PROJECT PARLOUR and is a study on Ice Cream parlours commissioned by one of the leading players in the Fast moving Consumer Goods (FMCG) market. It involved understanding the role of an ice cream parlour in. the consumer’s life; the motivations and barriers for him to consume ice cream in a parlour; why he chooses the parlour that he does and finally his concept of an. ideal The study was principally aimed at helping the client company, which has launched its own brand of ice cream, to get an idea of the satisfaction levels with the present parlours, to probe into and elicit the need gaps that exist in this area and ultimately arrive at a concept of a parlour that has the maximum potential for the future. The study involved conducting Extended Creativity Groups (ECGs) in Bombay and Madras, which were the centres recommended by the client.