Marketing Research on Zest Sedan

This assignment delves into the realm of marketing research specifically applied to the Zest sedan. It examines various sampling approaches that could be employed in this research, analyzing their suitability and potential for delivering effective outcomes. The goal is to demonstrate a clear understanding of how different sampling methods can contribute to a comprehensive analysis of consumer perceptions, preferences, and purchase behavior related to the Zest sedan.

Running head: MARKETING RESEARCH
Marketing Research
Name of the student
Name of the University
Author Note

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MARKETING RESEARCH
Table of Contents
Introduction......................................................................................................................................2
Discussion on the target market alternatives for the Zest sedan......................................................2
Discussion on the alternative ways of defining the ‘population’ for a research study on the Zest
sedan................................................................................................................................................4
Alternative ways of defining the ‘Sampling Frame’ for the research on the Zest sedan.................5
Alternative ways of defining the sampling approach for the research on the Zest sedan................6
Reasons for the use of the earlier approaches for delivering an effective research outcome..........7
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10

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Introduction
Market research is considered being the process to do the assessment of the practicability
of a new product or service via research conducted in a direct manner with the customer that will
be allowing an organization for discovering the target market as well as do the recording of
opinions as well as other input from the customers in regard to the product related interest. A
business is required engaging in different tasks for the completion of the process related to
market research. There is the requirement for gathering information depending upon the market
sector that is being examined. The business is required analyzing as well as interpreting the
resulting information for determining the existence of any patterns, which can be used by it
regarding the process of making decisions.
The Tata Zest is a compact sedan having five diesel and four petrol variants. The Tata
Zest is following similar principles as that of the Bolt hatchback in respect of design as well as
overall appearance. The side profile is remaining the same up to the C-Pillar, however the boot is
having a varied appearance. The competitors of Tata Zest are Honda Amaze, Maruti Suzuki
Swift Dzire as well as the Hyundai Xcent.
Discussion on the target market alternatives for the Zest sedan
The new sedan that has been launched by Tata Motors is primarily targeting the young
working professionals in urban areas. Because of the aggressive competitors in the current
market, Tata Zest has undertaken innovative strategies of marketing that is associated with brand
positioning strategy, promotional strategy, as well as advertising strategy (Krishna 2015).

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Brand positioning is considered to be the most essential concept regarding the market
strategy of a brand. Zest sedan followed a very efficient segmentation strategy for grabbing the
market segment comprising of middle class as well as upper middle-class business professionals.
In regard to brand positioning, it can be stated that Tata Motors always provides a strong
emphasis on market research and prior to the launching of the Tata Zest, they did an exhaustive
research in respect of the requirements of the customers. This is majorly done for understanding
the demography as well as psychology of the customers in respect of positioning the new brand
of car (Winer 2014).
Tata Motors also implemented certain innovative strategies of promotion since
promotional campaigns have a tendency for having a significant impact on the way a new
product will be received by the customers. Tata Motors should be launching attractive
promotional campaigns for attracting the middle class and upper middle-class business
professionals for its new car brand named Tata Zest (Palmatier 2017).
Advertising is one aspect of building a brand. Whenever, Tata Motors does the launching
of a particular brand of car, it provided support to that brand with an advertisement campaign.
The advertisement campaigns of Tata Zest will be including TVCs, Radio and Print
advertisements, Point-of-sale, mobile promotions, online marketing, as well as outdoor
promotions (Yoo 2013). The major focus of the advertising strategy for Tata Motors is to build
up its corporate image and do the promotion of its brand of cars. The campaigns regarding Tata
Motors provided an emphasis on the various aspects of its cars, which includes fuel efficiency,
looks, space and so on (Koubaa 2014).

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The recommended target market alternatives for the Zest sedan could be the middle class
and upper middle-class business professionals as well as the young married couples as because,
a research study conducted on these two market segments revealed that, these market segments
are having a penchant for buying luxury sedans but within the price range of 5 lakh to 8 lakh.
Tata Zest can exactly fit into the requirement of these market segments. The base model of Tata
Zest is having the price range of approx. 5 lakh and the top-end model is having the price range
of approx. 8 lakh.
Discussion on the alternative ways of defining the ‘population’ for a research study on the
Zest sedan
For understanding the target population for a research study on the Zest sedan the various
ways that defines the ‘population’ are considered being the demographics, psychographics,
location and availability as well as benefits and uses.
The demographic traits are more-or-less intrinsic identity attributes that the target
population might be holding. These will be including the age range, gender, socio-economic
background as well as education level (Bansal 2015).
The psychographics are considered being the lifestyle choices that Tata Motors can
pinpoint in its target customers. These will be including the aspects such as the activities as well
as hobbies, interests as well as ethical values. A target population’s psychographic traits will be
assisting Tata Zest in revising its marketing plan for reflecting these lifestyle traits (Bitner 2014).

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Moreover, to determine the perspective of the consumers regarding the benefits or uses
of Tata Zest is also considered being a significant aspect to determine the target population
attributes.
The determination of the location regarding the target population is also a key to
understand its traits as well as patterns for purchasing the Tata Zest sedan.
Tata Motors is generally, taking into consideration the psychographic traits for defining
the target population for the Zest Sedan, however the recommended alternative way in respect of
the target population should be the demographic traits in respect of the middle class and upper
middle-class business professionals and the young married couples, as because these will assist
in knowing the more-or-less intrinsic identity attributes that these target populations might be
holding (Burns 2013).
Alternative ways of defining the ‘Sampling Frame’ for the research on the Zest sedan
A ‘sampling frame’ is considered being the source material or device from where a
sample is taken. It is regarded as a list of everyone within a population whose sampling can be
done, and this might be including the individuals, households or establishments (Morosan 2014).
An ideal sampling frame will be having the qualities such as, all units having a rational,
numerical identifier, the organization of the frame is done in a rational, methodological way, the
frame is having additional knowledge regarding the units that are allowing the utilization of more
advanced frames of sampling, and all the components regarding the population of interest is
available within the frame (Armstrong 2015).

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The most direct kind of sampling frame is considered being a list of elements regarding
the population having proper contact information. For instance, sampling frames might be
including the records of employment, files of patients in hospitals, establishments that are listed
in a thematic database and many more. More practically, sampling frames are having the form of
computer files (Brown 2014). However, not every frame is having an explicit listing of the
elements of population, some of them are listing only the ‘clusters’.
Tata Motors is using the more direct kind of frame for the Zest sedan, however the
alternative way that can be recommended for the Zest sedan is to list only the clusters. This
sampling frame will be offering certain beneficial aspects because it will be including the middle
class and upper middle-class business professionals as well as the young married couples who
have recently visited one of the dealer shops of Tata Motors (Eisend 2015). This sampling frame
will also be considered being easier to use since, it does not have the requirement for storing data
in respect of every population unit, and there is the requirement for storing only in respect of a
smaller number of clusters (Babin 2015). In this regard, it is for the middle class and upper
middle-class business professionals as well as the young married couples only.
Alternative ways of defining the sampling approach for the research on the Zest sedan
In respect of the different sampling approaches regarding Zest sedan, it can be stated that
either random sampling can be considered or stratified sampling can be taken into consideration.
Random sampling is considered being the subset of a statistical population where every member
of the subset is having an equal probability of getting selected. The key towards random
sampling is that there are no involvements of biases towards the aspect of selecting the samples.

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Any deviation amongst the sample traits as well as the population traits is simply a matter of
preference (Hair 2014).
The stratified sampling is considered being a probability sampling method, in which the
researcher does the division of the overall population into various sub-groups or strata, then does
the random selection of the final subjects in a proportionate manner from the various strata. It is
considered being a mini-reproduction of the population. Prior to the sampling, there occurs the
division of the population into characteristics of significance in respect of the research. After
that, there occurs the random sampling of the population with every segment or stratum (Kumar
2015).
Tata Motors is taking into consideration the random probability sampling in respect of
the Zest sedan, however the alternative way that is recommended for the research on the Zest
sedan could be the stratified probability sampling approach. The reason for this is that the
stratified sampling is offering various advantages over simple random sampling. A stratified
sample will be providing greater meticulousness in comparison to a simple random sample of the
same size. Due to the fact that, it is providing a greater meticulousness, a stratified sample is
often having the requirement for a smaller sample that assists in saving money (Adil 2013).
Reasons for the use of the earlier approaches for delivering an effective research outcome
The reasons for the use of the earlier approaches in respect of delivering an effective
outcome of research regarding the Zest sedan are mentioned as under,
1. In respect of the alternative ways of defining the ‘population’ for a research study on the Zest
sedan, the recommended alternative way in respect of the target population should be the

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MARKETING RESEARCH
demographic traits in respect of the middle class and upper middle-class business professionals
and the young married couples, as because these will assist in knowing the more-or-less intrinsic
identity attributes that these target populations might be holding.
2. In respect of the alternative ways of defining the ‘Sampling Frame’ for the research on the
Zest sedan, the alternative way that can be recommended for the Zest sedan is to list only the
clusters. This sampling frame will be offering certain beneficial aspects because it will be
including the middle class and upper middle-class business professionals as well as the young
married couples who have recently visited one of the dealer shops of Tata Motors. This sampling
frame will also be considered being easier to use since, it does not have the requirement for
storing data in respect of every population unit, and there is the requirement for storing only in
respect of a smaller number of clusters. In this regard, it is for the middle class and upper middle-
class business professionals as well as the young married couples only.
3. In respect of the alternative ways of defining the sampling approach for the research on the
Zest sedan, the alternative way that is recommended for the research on the Zest sedan could be
the stratified probability sampling approach. This is due to the fact that the stratified sampling is
offering various advantages over simple random sampling. A stratified sample will be providing
greater meticulousness in comparison to a simple random sample of the same size. Due to the
fact that, it is providing a greater meticulousness, a stratified sample is often having the
requirement for a smaller sample that assists in saving money.
Conclusion
To conclude, it can be stated that in this assignment the target market alternatives in
respect of the Zest sedan has been discussed. Regarding the alternative ways of defining the

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‘Population’ in respect of a research study on the Zest Sedan has also been discussed. An
explanation has been provided in respect of the alternative ways to define the ‘Sampling Frame’
in respect of the research on the Zest sedan. There has also been a discussion regarding the
alternative ways to define the sampling approach in respect of the research on the Zest sedan and
finally an explanation has been provided as to why the approaches that have been expressed in
the earlier sections will be delivering an effective outcome regarding the research.

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Reference
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