Fizz Forward: What Colas Stand for in Today’s Youth Culture and Identity
Research Objectives
To get an update on the what does the cola category stand for: functional, emotional and image and what lead to this image.
Understanding what needs does the cola category fulfill.
What are the trends in the category? How has it changed over the years especially 3-5 years? And how has it impacted consumers? Also understand how has it been for the brands.
What kind of aspiration is associated with this category and to what degree? What are the current values that define the category.
Approach and Methodology
Focus Group Discussion
With 8 Respondents
Lasting up to 3 hours
At a central location
SAMPLE SIZE: 16 FGDs
MARKET: Delhi, Kanpur, Ludhiana & Chennai
Target Group
Male & Female
12-15/16-17/18-21/22-25 years
School/ College Students & Early Jobber
SEC: A1, A2B1, B2C
Usership
Pepsi/Thums Up/Coke/Sprite Loyalist
Should be purchasing & consuming Pepsi/ Thums Up/ Coke/ Sprite for the last 1 year.
Should have consumed Pepsi/ Thums Up/ Coke/ Sprite at least once in the last one week
Must be consuming Pepsi/ Thums Up/ Coke/ Sprite from bottle format.
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