Research Objectives
To understand the product experience in terms of the fit, feel, usage, appeal, likeability, uniqueness, fit with the concept and cues of improvement on different attributes: Fit, Comfort, Fabric, Design and Color, Quality, Ease of garment care etc.
Target Group
Male
25-35years
Working Professionals, Business Owners
SEC – A1/A1+
Single/Married
Approach and Methodology
Extended Group Discussions
With 8 Respondents
Up to 120 Minutes
At a central location
SAMPLE SIZE: 8 EGDs
MARKET: Delhi
Usership
Mix of Louis Philippe, Zara, Blackberrys and Van Heusen Users.
Must have purchased a Louis Philippe, Zara, Blackberrys and Van Heusen garment in last 6 months for themselves from an Exclusive Store, a Multi brand outlet or a Large Format Retail store.
Must be regularly wearing shirts and trousers (Formals or Casuals) at least 4-5 times a week
Must have themselves purchased at least one shirt in the last 3-4 months
