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Diabetic Nutrition: What Shapes Consumer Choices and Purchase Decisions?
Research Objectives
Evaluating the concept routes on key parameters like comprehension, appeal, relevance, freshness, credibility, and effectiveness in driving purchase intent
Identifying the preferred communication route – Understanding the likes/ dislikes and providing improvement cues (if any)
Approach and Methodology
Focus Group Discussions (FGDs)
With 6 consumers
Lasting up to 120 minutes
At a central venue
Sample Size: 8 FGDs
Market: Bangalore & Kolkata
Target Group
Male & Female
NCCS A
30-50 years (30-40 yrs, 41-50 yrs)
Equal mix of recently diagnosed (<6 months) diabetics and relatively long standing (diagnosed diabetics since 2-3 years) in each group
Usership
Primary Decision Maker in the purchase of powdered nutritional supplements
Diabetic Powder Users: Suffering from diabetes and using diabetes specific protein / nutrition powders, since at least 3 months
General Powder Users: Suffering from diabetes and using general protein / nutrition powders, since at least 3 months
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