Client:
Leading global
consumer goods company
Geographies Covered
Project Objective(s)
Study to understand shopper behavior in selected categories in India, covering channel dynamics, shopper profile, shopper mission, shopper behavior and purchase journey.
Study Methodology and Specifics
3,500 in-store/ exit interviews were administered at 166 outlets across nine major cities in India and 300 accompanied shopping trips were conducted at six major outlets.
17 focus group discussions (video recorded) and 20 video interviews with female shoppers were conducted in four major cities of India.
Successfully identified the ideal category definition and segmentation for coffee, instant noodles and chocolates, in the context of different channels, via focus group discussions.
Dedicated project management and delivery team of multi-lingual and multi-cultural interviewers traveled to 9 cities to facilitate successful completion of the project.