Crisp Choices: Rusk Buyers’ Habits Across Branded and Unbranded Segments
Research Objectives
To determine who a Harvest Gold/ Modern / Kitty rusks consumer is and what does it stand for through the lens of Harvest Gold/ Modern / Kitty consumer as well as unbranded rusk consumers.
Understanding associations, decision making process, behaviour, triggers, barriers in the category of rusks, need gaps for the users of unbranded rusks.
Gauge feedback on the product and the packaging
Target Group
Male & Female
20– 48 years
Student, Early Jobber, Working, Business, Housewife
SEC – A1, A2 & B1
Decision maker in the category purchase
Approach and Methodology
Focus Group Discussions
With 8 Respondents
Up to 120 Minutes
At a central location
SAMPLE SIZE: 20 FGDs
MARKET: Delhi, Mumbai, Kolkata & Chennai
Usership
Regular consumers of branded rusks (more than 2 times in a week)
Regular consumers of unbranded rusks (more than 2 times in a week)
Consumers of Modern and Harvest Gold brands [as per the market]
Consumers of Parle, Britannia, Mario, Elite, PRAN [as per the market]
