RESEARCH ON BRAND SWITCHING BEHAVIOUR

Company

A leading Beauty & Personal Care Brand

Overview

The management wanted to understand the brand switching behaviour of their target audience. Brand Kare was consulted for conducting the research.

Approach

Focus Group Discussions were conducted in Delhi. Participants were recent users (people who had recently switched to the Client’s brand from other brands) and recent lapsers (people who had recently switched from the Client’s brand to other brands)

Outcome

The research provided an overview of the Client’s brand, the positive aspects that made people stick to the brand, the negative aspects that made people switch to other brands, etc were analyzed.