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Client Consult Problem Statement:

MnM’s client who is a multinational company active both in the consumer and industrial sector was interested in project involving “Consumers and Business user survey and insight analysis for Padded Mailers in North America”. The key objective for the study involved:

  1. To understand the user preferences on padded mailers with respect to different segments such as health and personal care, clothing and accessories, information stores, wholesale trades, electronics and appliances, online stores and direct marketing
  2. To provide relative importance of mailer attributes across these segments based on regression analysis

Solution Provided:

  1. Methodology Adopted by MnM : MnM carried out a detailed web survey and conducted primary interviews to understand the user preferences on padded mailers with respect to different segments. A questionnaire was designed with more number of open ended questions in consultation with the client. Conjoint analysis questions were set based on the responses for each segment. Three different price levels were finalized considering high, average and low price levels for the most predominant size in the segment. Importance levels for the performance attributes such as impact resistance, puncture resistance and flexibility were measured on the high, medium and low scale. Bundles sets of the attributes with different price levels were formed based on the importance levels of attributes across the segments and price levels. The respondents were asked to rank their preferences on a scale of 1 to 6 for each bundles, 1 being most preferable and 6 as least. The questionnaire was uploaded in the online survey platform and responses were collected using both online and offline methods. The link to fill up the survey was sent to a large set of respondents belonging to different industry segments. Analysis of the collected responses is done using regression analysis.
  2. Actual Solution Provided: - Through the detailed outcome of the study, we provided inputs on-

    The overall scenario of padded mailers in North America for various segments such as health and personal care, clothing and accessories, information stores, wholesale trades, electronics and appliances, online stores and direct marketing. The products different segments ships using Padded Mailers were identified, with their demand per month. Also, what performance attributes of padded mailers are required by the user were identified and were rated based on the consumer preference on a scale of 1 to 5. The client was provided with the price of padded mailer based on the relative importance of mailer attributes across these segments based on regression analysis.

Value Delivered:

MnM’s client was able to understand the current scenario of the usage of padded mailers across different segments such as health and personal care, clothing and accessories, information stores, wholesale trades, electronics and appliances, online stores and direct marketing in North America. Through this study the client was able to set the price of their product for various segments depending on the performance attributes required by the segments considered in the study.

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