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Rolling Logos: Consumer Interpretation of Tyre Branding, Design, and Symbolism
Research Objectives
To understand how relevant is client brand’s tyres logo to the current target consumers
Understand the meaning and role of the category in the consumers’ life.
Understand how the current logo is decoded by client brand’s tyres amongst targeted consumers.
Understand how the client brand’s tyres logo stack up against competition.
Approach and Methodology
In-Depth Interview
Up to 120 Minutes
In-Person at central location
SAMPLE SIZE: 36 IDIs
MARKET: Delhi, Ahmedabad & Bangalore
Target Group
Male
25-55 years
Single, Married
Salaried/ Self Employed
SEC – A1/A2/A3
Usership
Owner of two-wheeler- <150 CC & 150-350 CC
Owner of four-wheeler – Sedan/ SUV
Personally drive the vehicle
Owners who have preowned/resale vehicles
Customers must have changed their tyres in the past 1- 1.5 year
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