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From Paper to Pavement: How Print Ads Influence Scooter Purchase Decisions

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Research Objectives

To evaluate print ads

To understand the potential of the ideas

To arrive of the print ad which would create a stronger disposition towards the client’s brand in print media.

Approach and Methodology

Focus Group Discussion

With 8 respondents

Lasting up to 90 minutes

At a central Venue

SAMPLE SIZE: 16 FGDs

MARKET: Chennai, Cochin, Ahmedabad & Ludhiana

Target Group

Male & Female

25-30 Yrs and 31-35 Yrs

Working/ Self Employed

SEC: A/B

Usership

Intend to buy an ungeared scooter in the next 2 months.

Must be a sole decision maker in the decision of purchase of an ungeared scooter.

Must have taken some action for buying an ungeared scooter

Intenders of brands Activa, Access, Maestro, Dio, Wego, Ray

Must be the decision maker for an ungeared scooter purchase.

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