Chewing Over Choices: What Drives Gum Brand Loyalty and Consumer Perceptions?
Research Objectives
To understand Client’s Brand Chewing gum - the key values associated, role and impact of all its mix elements, strengths, weaknesses of the brand, functional and emotional image
Understanding the differences and similarities between two different products from same client’s brand with regards to the functional, emotional and image values
Approach and Methodology
Focus Group Discussion
With 8 people,
Lasting up to 90 minutes
At a Central Venue,
Sample Size: 18 FGDs
Market: Delhi, Mumbai & Bangalore
Target Group
Male and female
NCCS A/B/C
Age: 11-24 years (Split into 11-14 years, 15-19 years, 20-24 years
School/College students, Early Jobbers
Usership
Must have been regularly consuming Boomer/ Happy Dent/Center Fresh/ Center Fruit for at least TWO years
Must be aware of different chewing gum brands like Center Fruit/Center Fresh/ Happy Dent/ Boomer/ Tic Tac etc.
Mix loyalist users of Center Fruit & Center Fresh across all centers
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