Abstract:
Research methodology means, how the research should be undertaken or it is theory or science
of methods. Qualitative research refers to interpretative naturalistic approach to the world in which the
study of things of in their natural settings, make sense of interpreting , phenomena, in terms of
meaning people bring to phenomena. The outcome of the qualitative research is qualitative
understanding of phenomena or experiential knowledge about the phenomena. Grounded theory
approach although traditionally associated with sociology, nursing and health, and organizational
studies. Grounded theory has, in recent years, started to enter the repertoire of marketing and
consumer research. However, in comparison to other qualitative methodologies its application is still
fairly confined to experiential consumer behavior, despite its potential for theoretical developments
across a range of marketing phenomenon that are predicated on a behavioral component. Post war
marketing environment is unique in its characteristics, understanding the in-depth, Un- known
knowledge in that particular context is needy in the current research gap. Grounded theory grounds
theories from the data to make known theories for generating new knowledge still there are lack of
researches, which focused to generate theory in the post war marketing environment by using the
grounded theory methodology. This study fills the gap by exploring the aptness of grounded theory
methodology in exploring marketing strategy in the post war marketing environment.
