Laundry Logic: Decoding Detergent Usage and Brand Loyalty for Machine Washing

Research Objectives

Understanding consumer behavior & need gaps in machine wash detergent category.

Category Understanding, Understand behavioral aspects of consumers, Understanding different need cases and use cases in the category

Understanding the Behavioral aspects for users while washing clothes in machines & unraveling consumer’s attitudes/ behavior towards machine washing.

Approach and Methodology

Focus Group Discussion

With 8 Respondents

120 minutes

At a central location

In-home Observatins

45 minutes

At consumer’s home

SAMPLE SIZE: 16 FGDs & 24 In-Home Observations

MARKET: Delhi East & West, Rohtak, Karnal, Ludhiana, Amritsar, Nagpur & Varanasi

Target Group

Female

21-35 years

SEC: B/C

Single and married with/out kid

Working & Housewife

Usership

Must be washing clothes themselves (by hand or semi automatic washing machine).

Must be branded detergent users (Surf Excel, Rin, Wheel, Ghadi, Tide, Aerial, Nirma)

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