Originally published in Tripathi, S. (2015). Fruitzone India Limited: Additional conclusive research (D). MAR0477(D). Ahmedabad: Indian Institute of Management, Ahmedabad.

FIL is contemplating the launch of a new sugarcane juice and has entrusted IMI consultants with the market research study. Exploratory research by IMI has shown positive results; conclusive research through a survey of the Ahmedabad market has revealed that there is a purchase intent for sugarcane juice and the key product attributes that influence this intent were identified by regression analysis. Based on the consultants' initial recommendations, Preeti had a discussion with the product development team and they started work on the development of the product. Preeti had to decide on the consultants' recommendations for additional research to be conducted to validate the conclusive research.Preeti and Hemant discussed the additional validation survey, taste testing and simulated market testing that the consultants had recommended. After a brief deliberation, they decided to proceed with all of the consultants' recommendations. Preeti called upon the regional sales manager of Gujarat and together they identified a suitable store where the consultants could perform the simulated test marketing. The consultants had identified the taste testing location as the Cane-D retail sugarcane juice outlet and had decided to conduct the additional validation survey at the same locations as the first conclusive research, namely, Alpha One Mall, Hypercity and Reliance Mart stores.

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