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Innovation and New Product Development Case Study

Case Title:

The Popularity of Assembled Personal Computers in India

Publication Year : 2010

Authors: Dr. Jagrook Dawra and Kanupriya Katya, Professors of Marketing, IBS, Hyderabad

Industry: Manufacturing


Case Code: IPD0100

Teaching Note: Not Available

Structured Assignment: Not Available

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It is widely believed that the Indian consumer is a price sensitive one. This is perhaps why assembled PCs are so popular here. This case on Indian PC market explores whether it is price or certain features that are responsible for the popularity of assembled PCs. The case runs simulations to simulate market conditions and recommend how organized players can maximize their market shares.

Pedagogical Objectives:

  • To understand how conjoint analysis can help product managers choose attributes/ features/ levels to maximize their market-shares.
  • To understand how benefit clusters are formed and how these can be useful for a product manager.

Keywords : Product Development, New Product Development, Consumer Behavior, Marketing Research, Conjoint Analysis, Personal Computer Market, Personal Computer Market in India, Product Attributes / Features Matrix, Benefit Clusters, Product Managers, Product Design Decisions, Product Decisions and Marketing Research,


  • Introduction
  • Methodology
  • Study Design
  • Sample Selection
  • Data Collection
  • Study Results
  • Flexibility
  • Brand
  • After Sales Service
  • Price
  • Segmentation Analysis
  • Cluster 1: The Germans "We want the best"
  • Cluster 2: The Indians "We want the best today and tomorrow"

  • Cluster 3: The Taiwanese "We want it cheap with a name"
  • Cluster 4: The Americans "We want service too"
  • DemographicAnalysis
  • Simulations
  • Current Market Simulations
  • To increase the Choice Shares of Branded Manufacturers
  • To increase the Choice Shares of Unbranded Manufacturers
  • Conclusions
  • Limitations
  • Suggestions for a Full-Scale Study

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