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From Paper to Pavement: How Print Ads Influence Scooter Purchase Decisions
Research Objectives
To evaluate print ads
To understand the potential of the ideas
To arrive of the print ad which would create a stronger disposition towards the client’s brand in print media.
Approach and Methodology
Focus Group Discussion
With 8 respondents
Lasting up to 90 minutes
At a central Venue
SAMPLE SIZE: 16 FGDs
MARKET: Chennai, Cochin, Ahmedabad & Ludhiana
Target Group
Male & Female
25-30 Yrs and 31-35 Yrs
Working/ Self Employed
SEC: A/B
Usership
Intend to buy an ungeared scooter in the next 2 months.
Must be a sole decision maker in the decision of purchase of an ungeared scooter.
Must have taken some action for buying an ungeared scooter
Intenders of brands Activa, Access, Maestro, Dio, Wego, Ray
Must be the decision maker for an ungeared scooter purchase.
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