Marketing Research Report: Zest Sedan Target Market, Sampling Methods

This report delves into the marketing research conducted by Tata Motors for its Zest sedan, focusing on strategies to target specific market segments. The research explores the identification of target market alternatives, including young customers and families, and the utilization of features like the HARMAN infotainment system to enhance customer satisfaction. The report also analyzes various methods for defining the population and sampling frame, such as probability and non-probability sampling techniques, including purposive and convenient sampling. The study highlights how these approaches, particularly the non-probability sampling method, enabled Tata Motors to gather crucial insights from managers and customers regarding the Zest sedan's launch. The report concludes by explaining how the chosen research strategies contribute to effective outcomes by aligning with customer needs and market dynamics to ensure the success of the Zest sedan within the competitive automotive market, emphasizing features like enhanced safety and global market expansion.

Running head: MARKETING RESEARCH
Marketing Research
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Contents
Introduction......................................................................................................................................3
A discussion of the target market alternatives for the Zest sedan...................................................3
A discussion of the alternative ways of defining the ‘Population’ for a research study on the Zest
sedan................................................................................................................................................5
A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on the
Zest sedan........................................................................................................................................7
A discussion of the alternative ways of defining the sampling approach for the research on the
Zest sedan........................................................................................................................................8
Explain why the approach expressed in the earlier sections will deliver an effective research
outcome............................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
The research paper discusses the marketing research conducted by the business
organization named Tata Motors to target specific market segments consisting of customers and
manage the delivery of their new product. Tata Motors unveils the new Zest sedan for the
customers of the middle segment because it is neither a hatchback nor a big sized car and can
serve the customers well. It is a new entry in the mid-sized car segments, and Tata Motors has
created an aggressive launch strategy after conducting a marketing research. The car has a new
design, and it has been combined with the designs of cars manufactured in UK and Italy. The car
consists of projector headlamps, LED tail lights and an advanced HARMAN music and
infotainment system that will definitely influence the buying behaviours of customers and keep
them satisfied too (Armstrong et al. 2015). The marketing research will include the various
information about the target market alternatives, ways of defining a population, define a proper
sampling frame to conduct research on the Zest Sedan and bring out positive outcomes in the end
(Tatamotors.com 2017).
A discussion of the target market alternatives for the Zest sedan
Tata Motors has followed an effective launching strategy after the marketing research has
been conducted to make sure that the new Zest compact sedan is launched properly in the
market. The targeted market here has been the customers who are neither satisfied with the
hatchbacks nor with the big sized cars. They want something new with the most advanced
features at a reasonable price (Babin and Zikmund 2015). The company thus unveiled the new
Zest sedan that has several features, which can make it stand out among the other cars in the
same price range. There are many features such as projector headlamps, LED Tail lamps, seating

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arrangement for more people than a hatchback can occupy. The excellent HARMAN
infotainment system is also present in the car that provides convenience to the user to enjoy
music, manage navigation, infotainment and other services like driver assistance
(Tatamotors.com 2017).
The Zest sedan has been targeted for the new customers all over the world, and it is a
great approach made by the organisation to manage a strategic shift towards a global portfolio
with ease and effectiveness. The target market consists of young customers who want something
new and astonishing and full of features within a reasonable price. Tata Motors has conducted
the market research, because the offerings made by customers are not dependent upon the time
after the car has been launched, rather is based on the conditions of market segments and market
dynamics (Burns and Bush 2013). The market alternatives include the young customers as well
as family persons who want something that is safe and offers better reliability and comfort while
travelling. The Zest sedan is one the best-midsized car with a 1.2 Revotron engine and is made of
high strength steel that makes it quite safe and secure during crashes and thus has been preferred
by many customers (Chatterjee 2015).
Tata Motors has always been a more profound company that delivers new vehicles from
time to time, and it has been a major approach taken by the company every year. The Zest was
launched a few years back, and it managed to grab a lot of market segments, though it did not
become successful as it was expected to be. So, to provide the customers with better features and
more space for seating, new segment leading features have been enabled including dual Airbags,
Advanced braking system or ABS, rear parking sensors, LED Headlamps and tail lights,
HARMAN infotainment system and many others (Dawar and Arora 2016). The company has
gained a good foothold in Australia and has even considered their new launch as a global

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vehicle. Tata Motors has targeted the middle-class people who want a stylish, feature packed
compact sedan at reasonable prices and the new launch can surely make a positive mark in the
competitive business environment (Gerlach and Witt 2012).
A discussion of the alternative ways of defining the ‘Population’ for a research study on the
Zest sedan
There are various ways of defining a proper sampling frame and determine the size of the
sample. The non-probability sampling technique is useful for determining the right sample
through consideration of the feedbacks of managers and leaders of the organisation and then
conducts a market research to enter new markets and remains successful globally. Both the
probability and non-probability sampling approaches are effective for defining the population
and make sure that data and information are collected from them to conduct the marketing
research with ease and efficiency (Hair Jr and Lukas 2014). The probability sampling technique
allows for utilising the various forms of randomly selecting the respondents and it is important to
set up processes and ensure that all the units have equal opportunities to take participation in the
sampling process. Computer systems are used for selecting the samples randomly and gain a
good amount of responses from the customers regarding their needs and requirements and
whether those would be met with the buying of ne Zest sedan delivered by Tata Motors (Hair et
al. 2012).
The random sampling method is a part of the probability sampling approach whereas the
non-probability sampling approach includes the purposive and convenient sampling methods.
The purposive sampling method is managed by keeping the sampling methods purposive in
nature, and the sampling problems can be approached with the help of a particular plan and even

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keep the individuals know about the marketing research topic. It is important to manage the
purposive sampling by making sure that the respondents meet the criteria of being a part of the
process of sampling (Malhotra, Birks and Wills 2013). The purposive sampling used by Tata
Motors in Australia has helped in reaching the targeted sample within very less time, and the
sampling for proportionality has not been considered here. The opinions and responses provided
by the customers, who have been selected as samples for the marketing research have been
obtained quite easily with the help of purposive sampling technique and is much convenient to
access and manage the data and information (Nielsen and Wilhite 2015).
The convenient sampling approach enables conducting interviews with the higher
officials of the company such as managers or leaders and even conducts interviews in a
consistent manner by television news programs for obtaining a quick response and unbiased
public opinions too. It is important to determine at first whether the samples would be available
or not because the convenient sampling approach had been beneficial for gathering qualitative
data mostly (Sinha 2016). As the managers and leaders might not always be available to provide
their responses during the marketing research context, it is essential for the researchers to make
sure that a suitable time is provided to them when they can be part of the interview to deliver
their valuable ideas and opinions (Tatamotors.com 2017). By gathering the samples through non-
probability convenient sampling approach, researchers would be able to know the actual purpose
of unveiling the new Zest sedan and what the target market had been for Tata Motors (Takeyasu
2013).

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A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on
the Zest sedan
The sampling frame is created to find out the source material, from which the samples are
drawn, i.e., the customers are targeted. The sampling frame would consist of the various
individuals within a population who could be taken as samples for researching the newly
launched Zest sedan. The sampling frame is created by defining the population, subject and
number of samples. During the first step of sampling, the customers are provided with survey
questionnaires regarding the launch of the new Zest sedan and assessing their reviews regarding
their satisfaction (Vakhariya 2017). The managers of Tata Motors were also called in for the
interviews with the help of convenient sampling method for gathering their responses and
furthermore determine the actual reasons and benefits that can be obtained by the company soon
after the launch of new Zest sedan. 100 people from different market segments have been
selected as samples for conducting the research and make sure that the conditions of the various
market segments are understood properly. Among these 100 respondents, 10 are the managers
who have provided their responses and opinions regarding the launch of their new product
without any bias (Wilson et al. 2012).
The research site consisted of 10 managers of Tata Motors from various parts of the
world according to their nature of work. For conducting the research and develop a proper
sampling frame, diversified professionals are considered such as individuals belonging from
departments of marketing, operations, procurement, environmental health and safety, logistics
and distribution, etc. (Armstrong et al. 2015).

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A discussion of the alternative ways of defining the sampling approach for the research on
the Zest sedan
There are two sampling approaches including the probability and non-probability
sampling approaches. The probability sampling approach consists of a random selection of
participants while the non-probability sampling approach includes the purposive and convenient
sampling techniques. However, the company has considered the non-probability sampling
approach as effective to obtain the important data in the form of responses from the managers,
which is another alternative way of defining the sampling approach (Babin and Zikmund 2015).
The purposive sampling approach is managed with the consideration of actual purpose in
mind and understand the specific group of individuals that will be taken into consideration while
conducting the research efficiently (Belk, Fischer and Kozinets 2012). The purposive sampling
approach allows the company officials to seek the purpose of conducting the research and
determine the size of the sample prior to the determining of feedbacks and responses of
customers who have either bought or are willing to buy the new Zest sedan offered by Tata
Motors (Burns and Bush 2013). The respondents could easily meet the criteria of being
considered as a sample, and the purposive sampling is also useful for reaching a targeted sample,
i.e., 90 customers within less time, though not focusing on the sampling for proportionality. This
would help Tata Motors to gain the important responses of the targeted population and then
conduct a market research for determining whether the newly launched Zest sedan would be able
to succeed and emerge as a winner within the competitive business environment or not
(Chatterjee 2015).

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Explain why the approach expressed in the earlier sections will deliver an effective
research outcome
All the approaches for developing a sampling frame have been beneficial because it has
not only helped the company to obtain responses and opinions of customers regarding the launch
of the new Zest sedan. By considering their opinions and responses, it will be easy for the
company to make sure that all[ the needs and requirements of the customer are fulfilled, and they
are kept satisfied by delivering a great vehicle at a much reasonable price range. For example,
the new Zest sedan that will be launched all over the world and even in Australia will have better
safety level to be maintained (Dawar and Arora 2016). Tata Motors has introduced by the vehicle
according to the Horizonext themes considering intense product focus, world class
manufacturing quality, enriched experiences of purchasers and consistent quality of services
offered to the customers. The journal articles can be presented to the group meetings and collect
relevant information and data regarding the launch of the new vehicle and which are the targeted
markets that have been targeted. This would help the company owners to make necessary
changes and improvements to the vehicle and furthermore ensure that the needs and preferences
of customers are kept fulfilled (Gerlach and Witt 2012). The sample size is thus chosen as 100
where 90 are the respondents from whom quantitative data has been collected, and the remaining
10 are the managers or leaders from whom qualitative data are gathered. All these outcomes
derived from the marketing research would not only help to ensure the successful launching of
the new Zest sedan but would also be able to influence the buying behaviours of customers
largely (Tatamotors.com 2017).

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Conclusion
The marketing research had been conducted based on the various data and information
obtained from the article “Tata Motors unveils new Zest sedan". The topic discussed the target
market alternatives for the newly launched car and even defined the population by developing a
proper sampling frame for the research on Zest sedan. The alternative ways or approaches for
defining the sampling frame and conduct a marketing research on the Zest sedan had been
illustrated here too along with the effective research outcomes that had been delivered in the end.

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References
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