Cream Filled: Growth Blocks in Packaged Cakes and Cream Biscuits
Research Objectives
Tracking consumption moments
The aim is to capture all consumption moments where snacking is present in any form:
Packaged snacks – sweet and savoury
Fresh snacking – bought from local bakeries/ neighborhood outlets
Home cooked/ baked snacks – sweet and savoury
Perceptions and reasons for continuity, drop in frequency and lapsing
Check consumer perceptions on the patterns seen in the diary
Determine preferences, perceptions and reasons for changes in the consumption
Approach and Methodology
Online Bulletin Board
With 24 Respondents
24 Days X 30 min daily
With an intuitive online discussion's platform
In-Depth Interview
Up to 60 minutes
At the end of every 9 days
Virtual Platform
SAMPLE SIZE: 24 Respondents for OBBs & 48 IDIs
MARKET: Kolkata & Chennai
Target Group
Mom/Youth & Kids
25-40 years, 16-24 years and 10-15 years
Housewife, Working, College/School Students
SEC – A1/A2/B1
Usership
User groups:
Regular Consumers of any branded packaged cake (once a month at-least)
Infrequent consumers of any branded packaged cake (consumed the category in last 1 year but not in last one month) Lapsers of any branded packaged cake (Not consumed in the category in the last 1 year but used to consume it earlier)
Core and other categories to covered:
Packaged Cakes: Bar/Slide Cake, Layer Cake, Cup Cake, Swiss Roll (Mix of popular brands, India)
Cream biscuits: Mix of the various popular brands, India
Chocolate Cookies: Bourbon, Oreo, Chocofills, Hide & Seek (these are the popular brands)
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