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Living in Style: Furniture Brand Perception and Purchase Triggers for Couples
Research Objectives
To understand the category trends, buying behaviour, interplay of offline versus online retail channels and brand’s competitive set in this regard.
To understand the brand’s overall perception, strengths, weaknesses, brand world and associations with the brands.
Evaluate the store experience for delighters and pain points
Approach and Methodology
Extended Group Discussion
With 3 couples
Lasting up to 2.5 hours
At a central location
SAMPLE SIZE: 13 EGDs
MARKET: Delhi NCR, Bangalore & Ahmedabad
Target Group
Male & Female
Married Couple
35-45 years
Working Professional
SEC: A1+
Usership
Evok/ Urban Ladder/ Home Center/ Hometown Purchasers
Must have purchased Home furniture from either of Evok/ Urban Ladder/ Home Center/ Hometown in the last 6-12 months.
Must have purchased furniture unit worth INR 10,000 or more.
Either of the couple must be the decision maker on the purchase and both husband & wife have visited these outlet for furniture purchasing.
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