BRAND CANNIBALIZATION: RECENT TREND

Objective: In recent times, there has been tremendous increase in the rate at which new products are being launched. Int
telecommunication, consumer goods, health products or financial instruments, has made it a compulsory part o
when companies used to sell same brand for years and yet kept their consumers very happy.

We wanted to understand whether this new strategy of frequent product launches is really effective. The outco
consumers have been reacting to these launches, and the driving factors behind their reaction.
Suggestions: We have asked a set of questions below. Each questions has multiple choices that you can see as dropdown l
quickly answer the questions.

However, more important is to ensure that answers truly represent your recent purchases and your motivation

We suggest that you first answer all the questions related to any one product. After completing all the queries f
focus on one segment at a time helping to give most representative data.

In case you do not want to answer any query, you may skip the cell without entering any data, or without selec
have uniform baseline for comparison.

1. Name
2. Gender
3. Age group:
4. Monthly Family Income
5. Profession

Questions
Do you own following products
Manufacturer of your present product
Pls indicate the year of purchase
Where did you make decision about the choice of brand and model
you bought
What was the nature of purchase (First time OR replacement
purchase)
If it was a replacement purchase, what was the time gap from the
earlier purchase?
The manufacturer of earlier product:
Was that the latest model at the time you purchased
If replacement/repeat purchase, what was the main reason for
purchasing new product?:
Second reason for previous question if any

How much time you took to decide the brand/model/make of new

the product purchased
The reason you took time for deciding brand/model or make was:

Second reason for previous question if any

During this period, was there a change in the brand you initially
decided and actually purchased
Reason for the change in the choice of the brand:
Second reason for previous question if any
Was it difficult to decide the brand to be purchased due to large
number of options
NNIBALIZATION: RECENT TRENDS AND CAUSES
e at which new products are being launched. Interestingly, almost every segment, be it automobiles,
cial instruments, has made it a compulsory part of their business strategy. This is so different than good old days
pt their consumers very happy.

nt product launches is really effective. The outcome is expected to give some trand that will demonstrate how
ing factors behind their reaction.
multiple choices that you can see as dropdown list when you will go to the respective cell. This will help you to

sent your recent purchases and your motivation for the purchase.

ny one product. After completing all the queries for one product, you may go to the next product. This may help to
ative data.

e cell without entering any data, or without selecting any of the listed items. The entries are restricted in order to

A.Babul Reddy
Less than 25 years

Student

Mobile Handset TV Computer/Laptop Car

Yes Yes Yes
Others SONY Others
2009 2009 2008
I did some research

Repeat Purchase Repeat Purchase Repeat Purchase

2 years More than 3 2 years

years
Nokia SONY Others
Yes Yes Yes
Poor performance of older Better Poor performance of
product technological older product
features
 Poor Better technological
performance of features
older product
3 months or less 3 months or less 3 months or less

Waiting for market response Waiting for Waiting for price

price decline decline

No Yes Yes

new launch
better price
Yes No Yes