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Fruitzone India Limited (FIL) was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company had conducted market research to identify a new flavour of fruit juice that it could launch. The case discusses how the data collected in confirmatory research using primary research is analysed and interpreted. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
© 2015 by the Indian Institute of Management, Ahmedabad
2015
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for classroom discussion. They are not designed to present illustrations of either correct or incorrect handling of administrative problems.
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