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The Daily Bread: A 360° Exploration of Bakery Category & Brand Imagery

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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

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

Target Group

  • Females

  • 25-45 Years

  • Working Women and Homemakers

  • SEC: A/B

  • Married with kid

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.

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