Packaging the Premium: Identifying the Design that Defines Value
Research Objectives
To evaluate four packaging options and shortlist the final one
that resonates with the consumer,
is seen as differentiated, unique and appealing
fits with premiumness and brand Imagery
Approach and Methodology
Focus Group Discussion
With 8 Respondents
Lasting up to 2 hours
At a central location
SAMPLE SIZE: 6 FGDs
MARKET: Delhi
Target Group
Male & Female
18-21 yrs, 23-26 yrs & 27-35 yrs
College Students & Working
SEC: A1
Usership
Evolved Consumers:
Must be at least postgraduates
Working in top companies or organizations
Should prefer to watch English channels
Should read English magazines
Must be eating out at least 3-4 times a month
Must take at least one vacation with friends in a year
Category Consumption:
Health conscious: needs to consume snacks that are healthy – packaged or unpackaged
Must be consuming healthy snacking options
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