Abstract
Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was conducting market research to identify a new flavour of fruit juice that it could launch. The case discusses how Fruitzone India Limited conducted the exploratory research and then prepared to conduct a confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
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