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Clean Sweep: Home Hygiene Rituals and Key Product Loyalty Drivers and Insights
Research Objectives
Developing a nuanced understanding of each of the three categories: Bathroom cleaners, toilet cleaners and Floor cleaners.
Evaluating motivations behind usage, usage behavior, needs gaps etc. within each of these categories.
Also, understanding perceptions around each brand – associations, what is working, not working for the brand, reasons why it is preferred.
Approach and Methodology
Home Audit: In-Depth Interview
Lasting up to 1.5 hours
Focus Group Discussion
With 8 Respondents
Lasting up to 2 hours
At a central location
SAMPLE SIZE: 18 IDIs
MARKET: Delhi & Mumbai
Target Group
Female
28-33 Years, 34-40 Years
Housewife
SEC: A & B
Married with kid
Usership
Regular users of Bathroom cleaners [Harpic Red]
Must have bought the product in L6M.
Must be using it frequently [at least 3 times] in a week
Regular Users of Toilet Cleaners [Harpic, Sanifresh, Domex]
Must have bought the product in L6M.
Must be using it frequently [at least 2 times] in a week
Regular Users of Floor Cleaners [Lizol, Phenyl]
Must have bought the product in L6M.
Must be using it frequently [at least 4-5 times] in a week
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