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The Evolution of Beer Consumer Behavior: Crafting Emotional Connections

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Research Objectives

  • To build a brand muse for each of the key client’s portfolio brands as well as key competition brands.


Approach and Methodology

Ethnographic Consumer Immersions

  • Lasting up to 120 minutes

  • At Consumer’s home

Sample Size: 32 Immersions

Market: Delhi, Mumbai, Bangalore, Pune, & Hyderabad

Target Group

  • Male & Female

  • SEC A1+

  • 21-35 years

  • College Student/ YWA/ Working Professionals

Usership

  • Regular consumers of Alcoholic beverages and must be Preferers of BEER.

  • Must have consumed Beer at least 6 times in the last 10 occasions.

  • Must consume Beer at least 4-6 times a month, 2/3 times a week

  • Must mostly purchase/ be the decision maker for their brand of beer

  • Mix users of Corona, Hoegaarden, Beck’s Ice, Budweiser Magnum, Bira and Craft Beer.

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