Rice and Shine: The Cultural Power of a Staple Food in Consumer Decisions

Research Objectives

The objective of this research is to understand what is the deeper meaning of rice in the consumer’s life.
The output of this research will be used to identify positioning spaces for a rice brand.
Therefore, we must probe deeply and understand the larger meaning that rice plays in the consumer’s life.

Approach and Methodology

Focus Group Discussion, Depth Interview & Caterers Expert Interview

Lasting up to 90 minutes
At a Central Venue

Sample Size: 6 FGDs, 12 IDIs & 6 Expert Interviews

Market: Thiruvananthapuram, Thrissur & Kannur

Target Group

Male & Female
NCCS A/B
19-34 years
Should be the decision maker when it comes to purchasing rice, selecting rice when calling caterers over

Usership

Consumer: Should be consumers of Sella and Jeera Rice regularly. Should be familiar with brands such as Roz etc.
Caterer: Should be running a catering business for the last 5 years at least. Should be conducting at least 6 – 7 catering assignments in a month. Should be familiar with India Gate

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