Sivapalan - what sort of comment are you looking for? Do you mean the use of NVivo with a grounded theory approach. Marketing is a huge field - so you might need to be more specific. If it's just general information you wanted on qualitative software application - there is a section in this attached chapter that might assist. 

Thanks for your valuable facts.

I need to justify that, whether coding from Nvivo ( Software Driven) is best suited than the Manual Coding technique ( Researchers Driven)  ?

Whether the Coding with Software really reflect the inner perception of the consumer?

NVivo is totally researcher driven. It's not an automated process at all (wouldn't that be nice!!) So it is exactly the same as you doing it manually, just a lot easier, neater, and more organised.