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Crisp Choices: Rusk Buyers’ Habits Across Branded and Unbranded Segments

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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

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

Target Group

  • Male & Female

  • 20– 48 years

  • Student, Early Jobber, Working, Business, Housewife

  • SEC – A1, A2 & B1

  • Decision maker in the category purchase

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]

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