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services or test new ideas. Focus groups are interviews of 6-10 people at the same time in the same group. Before conducting a focus group interviewing, the steps to be considered are as under:

(i) Recognition of the main goals of the session

(ii) Framing questions

(iii) Planning the meeting &

(iv) Inviting individuals for the session.

The most apt focus group for this research had to be the end users, rather consumers, of the grey IT products. Individuals between 23- 35 were the major participants within the discussion, the results for which shall be analysed in the next chapter.

Case Study: Case study is particularly useful in depicting a holistic representation of experiences and results concerning a service or a product. They play a pivotal role in analysing & evaluating the strengths & weaknesses & thereby successes & failure, for a product. Classifying a wide range of information about a case and then analysis of the contents by seeking samples and ideas in the data is being carried out in the case mentioned below.

The case which the researcher had chosen for this purpose, not only focuses wholly on the grey shade of the grey market- ‘free riding' & how does it help in penetrating markets.

A combination of methods, in this case, helps in gathering a great deal of information, and then interviews to get more precise data. Case study is being employed for more in-depth analysis.

ANALYSIS & EVALUATION

4.1 FOCUS GROUPS

The focus group was ranged between the age group of 23-35 years, which are the major end users of the grey IT products. Individuals from various backgrounds, educational & professional, were selected to get a broadened view of the grey market functioning.

The results, thus, obtained were quite precise. They help in gaining a better perspective not only about the products sold, pricing structure, but also the supply chain aspect of the grey goods. Let us now discuss & interpret the results obtained by studying focus groups:

The first & foremost question was about the pricing within the grey markets. The answer to which was quite predictable & can be known through the below graphical representation —

The Original Equipment Manufactures'' (OEMs) as well as authorised dealers', in such a situation are bound to suffer losses.

The major part of the respondents obtained products at 10%-20% discounted price. Take for instance, an original Belkin Router with an market price of ￡80 (appx) shall be costing ￡50 (appx) within a grey market, which is a deal to grab onto.

The next obvious question was about the products that are most often bought from the grey markets, the answer for which is displayed below:

From the above figure, it can be clearly stated that, Servers- may it be hard disks, operating systems etc- ruled the list. Whilst products used for servicing & networking contributed to a nominal percentile.

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