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Step by Step: Behavioral Insights in PU, Hawai & Sports Footwear Market​ Dynamics

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Research Objectives

  • To understand the purchase behavior, motivations, triggers and barriers of consumers in the three categories of footwear: Hawaii, PU and Sport Shoes.

  • To understand the current perception/residual brand equity of client’s brand and where it stands on key parameters versus competition.

Approach and Methodology

  • Focus Group Discussion

  • With 8 Respondents

  • 1.5 to 2 hours

  • At a central location

SAMPLE SIZE: 11 FGDs

MARKET: Patna, Gorakhpur & Chennai

Target Group

  • Males and Females (70:30)

  • 21 to 40 years

  • Single, Married, and Married with kids

  • Student, YWA, Working (Skilled & Unskilled), Trader

  • SEC B & C

Usership

  • Mix user of sport shoes, Hawaii & PU (Slippers/sandals).

  • Mix purchaser of sport shoes, Hawaii & PU in the last 1 year.

  • Mix brand user

  • Sports Shoes: Sparx, Campus, Columbus, Action, Abros

  • Hawaii & PU: Paragon, Relaxo, Liberty, Bata, VKC, Aqualite.

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