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Laundry Logic: Decoding Detergent Usage and Brand Loyalty for Machine Washing
Research Objectives
Understanding consumer behavior & need gaps in machine wash detergent category.
Category Understanding, Understand behavioral aspects of consumers, Understanding different need cases and use cases in the category
Understanding the Behavioral aspects for users while washing clothes in machines & unraveling consumer’s attitudes/ behavior towards machine washing.
Approach and Methodology
Focus Group Discussion
With 8 Respondents
120 minutes
At a central location
In-home Observatins
45 minutes
At consumer’s home
SAMPLE SIZE: 16 FGDs & 24 In-Home Observations
MARKET: Delhi East & West, Rohtak, Karnal, Ludhiana, Amritsar, Nagpur & Varanasi
Target Group
Female
21-35 years
SEC: B/C
Single and married with/out kid
Working & Housewife
Usership
Must be washing clothes themselves (by hand or semi automatic washing machine).
Must be branded detergent users (Surf Excel, Rin, Wheel, Ghadi, Tide, Aerial, Nirma)
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