Dr. Prem Prakash Dewani
This case discusses an important issue in market research and service pricing in a small town. A real estate businessman Mr. Topiwala has started thinking of his business expansion. Around one and half years in advance of the launch of the service, he is considering to invest in a chain of multiplexes in his hometown, Paonta Sahib in Himachal Pradesh, India. To check the viability of the business, Mr. Topiwala has to forecast the revenue, right pricing of the movie ticket along with demand for eatables etc. His partner’s key concern (who will be investing with the business) becomes increasingly complex as he considers the intricacies of ticket pricing and other means to generate revenue. The case discusses application of qualitative enquiry along with quantitative research techniques to forecast the demand of the movie tickets. Case also discusses the issues related to sampling, pre-testing, along with validity and reliability in market research.