The consumer durable industry in the last few years has become an extremely competitive sector and is making the retail environment particularly challenging. Consumers continually engage in purchase and consumption of durables according to their own disposable income challenges. Retailers and manufacturers are caught between the need to provide value while trying to gain market share, keep their brands relevant and innovate rapidly in a fast growing market.
Q&Q Research Insights Pvt Ltd has been working in the consumer durable sector for several years – helping manufacturers and retailers increase profitability by understanding consumer purchase motivations/drivers, seeking product attributes that are valued by consumers, identifying usage need gaps, helping to refine the mix and size of product lines and optimizing their product portfolios.
We bring to the table, unprecedented experience in carrying out consumer research with durable companies long established in the India, as well as the new entrants. We listen to your business objectives and apply quantitative and qualitative research solutions to create a 360° understanding of your issues with consumers, shoppers, brands, categories and retailers. Then, we deliver deep market analysis and recommendations to drive confident business decisions for your brands.
Types of Research Conducted –
1. Brand Related Studies – including tracking, equity check, concept checks – We can help you find the strengths, weaknesses and opportunities to improve your brand identity among consumers. We carry out qualitative assessments using Focus Group Discussions, In-depth Interviews, Dyads, Triads etc to understand the perception, likeability, recall and impact of your Marketing and Advertising strategy.
2. Understanding Path to Purchase – Increasingly shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The experiential view of shopping takes a far more holistic approach to the consumption process, right from involvement to post purchase usage. The decision making process and value perceptions could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops. Hence understanding the Path to Purchase becomes important, especially in a consumer durable segment since it is a very well thought out, moderated and rationale process unlike in the FMCG category. Q&Q conducts specialized path to purchase surveys using qualitative and quantitative methodologies to gauge the need realization, awareness, evaluation, consideration and finally the buying process.
3. Consumer Panel – Q&Q Consumer panels make use of consumers who are pre –fixed based on given criteria. Information on their buying behaviour across the product categories is gathered through multiple visits to the same consumer in the panel throughout the duration of project. It is a continuous sample of randomly selected households, representative of the population of the Market covered. These panels run over a period of time to gain a broad overview of purchasing habits.
The panel provides insights around product design and development, marketing, and branding decisions, in addition to helping determine media strategies, and overall policy.
4. Retail Audit – Retail audits in the consumer durable segment mainly caters to understanding the width of distribution by observing the retailer stocking pattern of the client brand vis-a-vis competition, depth of distribution by understanding no. of units stocked of client brand vis-a-vis other brands in the same category, brand & unit wise sale and finally understanding the reasons behind stocking and promoting a particular brand within an organized or unorganized market setting.
5. Market Share Analysis – In order to obtain a holistic view of your product v/s the competition, we can study the market response to your product and sale trends over a period of time. This data is then compared against the competition in order to predict an accurate market share of your product.
Our client is a Domestic Appliances brand - US giant in Consumer durables. Apart from this, they have their presence in many kitchen appliance and home environment products – with special reference to Rice Cooker, Irons and Vacuum sealers. Upon entering the Indian market 5 years ago, they launched an international brand of mixer grinder in India. The brand being a leader in the Mixer Grinder category it wanted to attain a similar position in India. They approached Q&Q with an objective of carrying out a retail audit amongst outlets stocking mixer grinders and other small kitchen appliances.
Understanding the Width and Depth of Distribution amongst outlets stocking and selling client brand. Reasons and Preferences for stocking the client brand vis-a vis competition. Mapping the brand wise sale for all client brand products and understanding the motivations for promotion of a particular brand in a category.
Sampling and Methodology
A total of 490 Traditional Trade outlets and 70 Modern Trade Outlets (including Reliance Digital, Hypercity, Vijay sales, Croma, Viveks, Big Bazaar, Star Bazaar) were covered across 10 cities in India including Metros, mini-metros and Tier 1 cities.
- Insights on Width and Depth of distribution were generated in order to understand the percentage of retailers currently stocking the brand. This was then compared against internal data to understand the shortfall if any. This insight could be used to drive the sales team further and prepare a concrete plan of action for future.
- Shelf Space visibility for all client brands were provided and display of promotional materials were observed to understand the visibility levels of client brand in the outlet.
- A detailed capsule of retailer feedback with regards to reasons for stocking, reasons for promoting, competitive pricing, margins, consumer demands, the market landscape and BTL activities was given to the client which could be used to draw out a comprehensive strategy for dealing with the retailers.
- In Modern Trade outlets specifically, the brand personnel knowledge, awareness, promotion of client brand was thoroughly evaluated and areas of improvements were suggested.
- Finally the report consisted of short, mid and long term action plans for the client to implement in order to adopt a 360 degree method for brand marketing.
Our client has been one of the leading brown goods manufacturers for quite a long time. But lately in the last few years they have been seriously threatened in some markets and completely overwhelmed in some others. The south market posed as one of the biggest threats to them, with the entry of local brands in the category of small kitchen appliances.
The study aimed at understanding customers of the client brand and its competitors to unravel the purchase decision making process and reasons for such decisions. Additionally the study also envisaged to understand the role of dealers of these products in terms of the price, product, placement and promotion of the major brands. A major reason of the study is also to understand the reason why the local competition was doing so well.
Sampling and Methodology
A large quantitative study consisting of a sample size of 1560 consumers was conducted in AP, Tamil Nadu, Kerala and Karnataka. The TG consisted of Housewives and Retailers stocking the client and competition brand.
- The study showed that the client brand was seriously in trouble, with the retailers having lost all interest in the brand and consumers all faith.
- Brand Awareness amongst consumers revealed that though the brand was recalled heavily, very few consumers actually asked for the brand by name at the purchase point. Why was the awareness not converting into sales was the crucial question – that the client needed to understand and further work on.
- The dealers didn’t seem to have enough knowledge about the brand features and specifications, which lead to under promotion of the brand in-spite of offering large margins. A clear need for sales training was recommended to improve dealer knowledge. Dealer meets were encouraged in order to make them feel part of the family and instigate a feeling of business growth.
The client is one of the largest media companies in India and was looking to study the media habits of Indian consumers in the category of Flat TV.
The main objectives of the study included awareness mapping of various brands in the Flat TV segment, understanding the rational, functional, emotional and path to purchase drivers, media habits and frequency of utilizing various media channels for each driver.
Sampling and Methodology
A total sample size of 4500 customers who have purchased a flat TV in the last 6 months or considering a purchase in the next 3 months were part of the study. Face to Face in-home interviews were carried out in Delhi, Bangalore and Mumbai.
- Comprehensive insights on purchase drivers were drawn out and segmented in rational, functional and emotional.
- A detailed path to purchase process was drawn out to understand the journey of a consumer from when the need to purchase a Flat TV arises to the final purchase.
- The role of promotions, dealer benefits was studied on the final purchase decision.
- Brand wise drivers for purchase was plotted and mapped against consumer media habits.