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    Codebook - BM - Qualitative Project - 11-6-2022

    Uploaded by

    Muhammad Atif
    The document contains a list of themes and descriptions that emerged from qualitative coding of a brand management project. The key themes included awareness of different ice cream brands, popular flavors, consumption occasions like family outings or dessert, attributes like quality, packaging and price, and perceptions of premium vs regular products.

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    © All Rights Reserved
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    Codebook - BM - Qualitative Project - 11-6-2022

    Uploaded by

    Muhammad Atif
    26 views15 pages
    The document contains a list of themes and descriptions that emerged from qualitative coding of a brand management project. The key themes included awareness of different ice cream brands, popular flavors, consumption occasions like family outings or dessert, attributes like quality, packaging and price, and perceptions of premium vs regular products.

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    Codebook - BM - Qualitative project - 11-6-2022

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    The document contains a list of themes and descriptions that emerged from qualitative coding of a brand management project. The key themes included awareness of different ice cream brands, popular flavors, consumption occasions like family outings or dessert, attributes like quality, packaging and price, and perceptions of premium vs regular products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    26 views15 pages

    Codebook - BM - Qualitative Project - 11-6-2022

    Uploaded by

    Muhammad Atif
    The document contains a list of themes and descriptions that emerged from qualitative coding of a brand management project. The key themes included awareness of different ice cream brands, popular flavors, consumption occasions like family outings or dessert, attributes like quality, packaging and price, and perceptions of premium vs regular products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 15

    BM - Qualitative project

    Nodes\\Autocoded Themes

    Name Description

    Awareness

    baskin

    baskin robbins

    baskin robins

    dairy baskin robin

    box

    03 litre box

    brown box

    card boxes etc

    cardboard box

    empty box

    brand

    11/6/2022 Page 1 of 15
    Name Description

    big brand

    brand boy

    brand management project

    brand name

    brand rutaba

    brand value

    called brand management

    favorite ice cream brand

    favourite brand

    good brand

    icecream brands

    mainstream brands

    medicine brand

    mexican brand

    national brand

    11/6/2022 Page 2 of 15
    Name Description

    pakistani brand

    premium brands

    similar brands

    cake

    3 milk cake

    lava cake

    lotus cake

    lotus cheese cake

    maybe cake

    plain cake

    chocolate

    belgian chocolate

    chocolate chip

    chocolate icecrea

    chocolate outside

    11/6/2022 Page 3 of 15
    Name Description

    chocolate sauce

    dark chocolate

    imported chocolates

    local chocolates

    milk chocolate

    usually chocolate icecreams

    colour

    colour scheme

    colourful colours

    dark colours

    gold colour

    Consumption occasions

    dessert

    desi dessert

    fancy desserts

    11/6/2022 Page 4 of 15
    Name Description

    favourite dessert

    generally consumer desserts

    premium dessert

    sweet dessert

    warm desserts

    word dessert

    family

    enture family

    family affair

    family outing sanya

    family pack omore

    family packs section

    whole family

    favourite

    favourite brand

    11/6/2022 Page 5 of 15
    Name Description

    favourite dessert

    favourite flavour

    favourite icecream

    favourite memory

    favourite movie

    time favourite

    flavour

    exclusive flavour

    favourite flavour

    flavour boy

    particular flavour

    premium flavours

    strawberry flavour

    focus

    entire focus

    11/6/2022 Page 6 of 15
    Name Description

    focus group

    good quality

    good quality

    good quality shirt

    pink shirt

    happy

    arham satisfaction happiness

    happy anas

    happy sanya

    happy satish

    quite happy

    word happiness

    icecream

    adamjee icecream

    big icecream

    11/6/2022 Page 7 of 15
    Name Description

    biryani icecream

    blueberry icecream

    citrusy ice

    definitely ice cream

    eating ice cream

    favorite ice cream brand

    favorite icecream

    favourite icecream

    good icecream

    icecream boy

    icecream brands

    icecream category

    icecream man

    icecream parlour

    icecream scoops

    11/6/2022 Page 8 of 15
    Name Description

    icecream soe

    little ice

    mango icecream

    peshawari ice cream pista

    premium ice cream

    premium icecreams

    random icecreams

    usually chocolate icecreams

    movie

    favorite movie

    favourite movie

    um watching movies

    negative comments

    negative comments

    omore

    11/6/2022 Page 9 of 15
    Name Description

    ate omore

    family pack omore

    omore ayesha

    omore pricing

    opinions

    opinion deceptive

    valuable opinions

    packaging

    blue packaging

    premium packaging

    Magnum

    product packaging

    tiramisu packaging

    points

    consumer point

    11/6/2022 Page 10 of 15
    Name Description

    different points

    specific price point

    premium

    looked premium

    premium brands

    premium dessert

    premium flavours

    premium half tub

    premium ice cream

    premium icecreams

    premium ones

    premium packaging

    premium taste

    rather premium

    something premium

    11/6/2022 Page 11 of 15
    Name Description

    usually premium

    word premium

    yeah premium

    premium dessert

    premium dessert

    price

    omore pricing

    price boy

    price matters

    price range

    pricing quality taste

    rimsha price

    specific price point

    quality

    good quality

    11/6/2022 Page 12 of 15
    Name Description

    good quality shirt

    paper quality

    pricing quality taste

    quality everything

    scoop

    double scoop

    half scoop

    ice-cream scoop

    icecream scoops

    ma scoop bhi itna hee bhara

    sweet

    mehmood sweets

    sweet breads

    sweet dessert

    sweet dish

    11/6/2022 Page 13 of 15
    Name Description

    sweet dish kheer

    sweet dish sanya

    sweet girl

    sweet side

    sweet things

    sweet tooth

    thing

    brown thing

    curly thing

    entire thing

    festive things

    important things

    normal thing

    right thing

    sweet things

    11/6/2022 Page 14 of 15
    Name Description

    written thing

    valuable

    brand value

    good value

    great value

    valuable insights

    valuable opinions

    11/6/2022 Page 15 of 15

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