The E-Commerce Equation: What Drives Online Shoppers and Brand Connections?
Research Objectives
The objective of this research is to understand the overall response along with the:
Comprehension
Likability
Believability
Uniqueness
Relevance/Relatability / Emotional connect with the consumers
Persuasiveness / Call to Action (Understanding the Sale / Urgency factor, which script best creates the perception that a BIG event is coming up?)
Fit with the Brand / Brand proposition
Approach and Methodology
Focus Group Discussion
With 8 people,
Lasting up to 120 minutes
At a Central Venue, In-home interview
Sample Size: 17 FGDs
Market: Delhi, Mumbai, Bangalore, Kolkata & Coimbatore
Target Group
Male and female
Age: 18-35 years (Split into 18-21 years, 22-25 years, 26-30 years, 31-35 years)
SEC A1A2
College Students, Early Jobbers, Working Professionals, Homemakers
Usership
Active Online shopper
Must do online shopping at least once a month
Must have different online shopping apps for clothing shopping and have experience with different online shopping apps.
Must purchase branded clothing online from different apps.
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