A vice president of a shoe company was in India to assess the market. He found that many people in the southern part of India were walking bare footed. This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world. To formally confirm one instinct or the other the vice president should:

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Conducting research to find potential and actual customers would provide the necessary information to confirm whether there is a potential market for shoes in the southern part of India or not. This would provide the VP with the needed market data to make an informed decision regarding business opportunities in India. Establishing an office to start manufacturing shoes without adequate research and data would be a premature and risky decision. Giving free shoe samples to a selected group of customers may not be an accurate representation of the market as a whole. Finding out if this is true for other Asian countries is irrelevant as the VP's focus is solely on the Indian market. Giving up the idea of doing business in India based on one observation would also be premature.

A Vice President of a Shoe Company Was in India