Research Objectives
360 degree understanding of the consumers and their interaction/usage of the category as well as the brand(s)
Unravelling the key category codes? The role, need, payoff attached to ‘bread’ as a category
Associations and perceptions of the key brands in the market? Deconstructing the values, imagery, benefits, perceptions that influence consumer decision making
Assessing feedback on packaging/communication to learn and identify cues for future campaigns
Target Group
Females
25-45 Years
Working Women and Homemakers
SEC: A/B
Married with kid
Approach and Methodology
Extended Group Discussion
With 8 Respondents
Lasting up to 2.5 hours
At a central location
SAMPLE SIZE: 12 EGDs
MARKET: Delhi & Mumbai
Usership
Frequent consumers of bakery products like Croissant, muffins, Kulchas, Pav etc.
Must be consuming these products at least 2-3 times a month.
Open to trying new products available in the market.
