BRAND POSITIONING & CONSUMER BEHAVIOUR (MUSIC INDUSTRY)

Abstract

The project was started on 6th of June 2014 after knowing all the relevant information related to keyboard industry, under the guidance of Mr. Sumit Kumar (Astt. Manager, Marketing). The first part of my project involved qualitative study of students, music academies and music instrument dealers in Bangalore region and then identifying their perception towards brand- CASIO. For this, I used method of personal interviews.

To complete my project, I visited students, music academies and musical instrument dealers located in MG Road, Koramangala, Brigade Road, Jayanagar, Konunakunte, Banashankari, Bunnergutta Road, Mico Layout and few more places.

Second part of the project involved quantitative study. Based on the findings from qualitative study, I prepared 4 separate sets of questionnaires each for students, music teachers and musical instrument dealers. I interacted with 70 students, 30 teachers, 30 parents and 10 dealers and got their responses on respective questionnaires.

After analyzing the findings from qualitative study and responses from quantitative study, a proposed marketing development plan was formulated.