Keywords

Little Giant, aluminum briefcase, students' perceptions, price

Abstract

This report is a compilation of the survey conducted by the B.Y.U. marketing research team of Zastowney and Associates, as outlined in the proposal approved on May 15, 1985. The purpose of this research study was to: 1. Determine students' perceptions of the Little Giant aluminum briefcase with other existing products in the marketplace; 2. Determine the student groups that would be most likely to purchase the briefcase; 3. Determine the retailing price which students would be the most willing to pay; 4. Determine what accessories students would most prefer for the briefcase. Zastowney & Associates comprised of Max Downing, Lisa Reese, Greg Rummler, Michael Ryan, John Zastowney.

Description

This is a collection of marketing research case studies of local companies prepared by BYU graduate students.