Brand Health Study on a Cooking Oil Brand in Karnataka

Cooking Oil

Client

The client is a prominent brand of cooking oil in South India, known for its quality and popularity among consumers.

Overview

The client sought to gain insights into the perception of their brand in Karnataka, with a focus on understanding why it is preferred over other cooking oils in the region.

 
 

Approach

To address the client’s objectives, we designed a research methodology tailored for a Brand Perception Study, targeting frequent consumers of the cooking oil in Karnataka

  • Research Methods: Both quantitative and qualitative research methods were employed to gather comprehensive insights. Quantitative surveys were conducted among cooking oil consumers and retailers, while qualitative interviews were conducted among female consumers across eight cities in Karnataka.

  • Target Audience: The study focused on frequent consumers within the cooking oil product category in Karnataka, including both individual consumers and retailers.

  • Respondent Criteria: Regular users of cooking oil were specifically hired as respondents for the research to ensure that insights were gathered from individuals with first-hand experience and knowledge of the product category.
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    Outcome

    The study yielded valuable outcomes that provided insights into the perception of the client’s brand in Karnataka:

  • Brand Awareness: The brand was found to have high levels of awareness among consumers in Karnataka, indicating its strong presence and recognition in the market.

  • Habitual Buyers: Many consumers identified themselves as habitual buyers of the client’s brand, indicating a strong preference and loyalty towards the product.

  • Brand Loyalty: A significant proportion of consumers expressed loyalty towards the client’s brand, citing factors such as quality, taste, health benefits, and trustworthiness as reasons for their loyalty.

  • Retailer Perspective: Retailers also displayed a positive perception of the client’s brand, often recommending it to customers based on its quality, popularity, and demand in the market.