Research Proposal

Pakwaan Ghar
Consumer Analytics

Submitted to:
Dr. Farrah Arif
 Pakwaan Ghar
Consumer Analytics

Problem Statement:

Pakwaan Ghar is an online platform that connects home cooks with the customers that crave
home-cooked food. The problem with the business is that although there is awareness among the
consumers in the current market (LUMS) where it is operating, but the conversion is not there.
So the business is aiming to develop a marketing strategy based on the consumer insights to
increase its customer base; by finding the sweet spot of the aware consumers, developing their
interest and desire for Pakwaan Ghar, and finally making them respond to the call to action.

Objectives:

Through this research, we plan to achieve the following objectives:

Understand the underlying dimensions or attributes consumers are interested in a home-

cooked food brand.
Understand the different type of consumers within our TG for home-cooked food and
evaluate their respective profiles to understand their demographic and psychographic
characteristics. We also plan to understand whether preferred attributes or dimensions
differ across different consumers groups within our TG to determine whether different
marketing strategies are required for different sub-groups.
Understand the price-points for different consumers within the TG.
Understand the competitive landscape using attribute-based perceptual maps for current
home-cooked food brands and for some indirect competitors of desi food restaurants.

Through achieving the above-mentioned objectives, we plan to develop a marketing strategy for
Pakwaan Ghar to cater to our problem of low conversion rate.

Scope & Limitations:

This research aims to conduct an analysis of customers in the market for home cooked food. The
scope of this study can be characterized by the age, city and location of the target group.
Students between 18-25 years of age will be our primary focus. For simplicity, Defence Housing
Authority (DHA) Lahore has been identified as the area of focus. There are two universities in
and around DHA namely LSE and LUMS which will be the focus of this research.

However, this study is not without its inherent limitations.

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 Pakwaan Ghar
Consumer Analytics

Since this is an academic study, time will act as the primary constraint.
Moreover, out of all the potential target groups, we have chosen students as our research
subjects. Hence, there is a high probability of tunneling and skewed results.

Also, there could be a problem of non-representative sampling since the sample size is relatively
small and only two universities belonging to a certain SEC segment are used.

Research Methodology:

The research methodology will be comprised of two parts.

Qualitative:

Focus Groups: As mentioned before our TG is students. Initially, we will be adopting

focus group methodology to understand our TG better. We will conduct two focus groups
(One Master and One Undergraduate Student) for both LSE and LUMS. The purpose of
qualitative analysis is also to assist us to reconcile with quantitative analysis.

Quantitative:

Moving forward, we will be designing a questionnaire from the insights we gained from focus
groups. We will conduct 150 surveys to gather the data and then will be adopting three methods
to achieve aforementioned objectives.

Factor Analysis: To understand underlying dimensions that affect our TG, we will use
factor analysis.
Cluster Analysis: In order to get customer profiles and identify majority segments in our
TG, we will use cluster analysis (Both Demographic and Psychographic). It will help us in
understanding their pain points and will enable us to design marketing strategy to capture
these segments.
MDS: This is to understand the competitive landscape. Furthermore, we will use it to
identify unmet need and our brand positioning.

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