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Research suggesting brand is not price competitive

Problem:

Suppose you are the brand manager for Do-the-Wild-Thing, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Explain why you selected certain methods and not other ones.

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 4-5, Pages 89-157.

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Marketing Management: Research suggesting brand is not price competitive

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