Usage & attitudes study for condiments category in Saudi Arabia
Business Practice- Brand & Communication
Usage & attitudes study in KSA
A two-stage Quantitative research, to measure the household penetration & frequency of consuming food products/condiments, category consumption behavior, barriers, purchase behavior, brand awareness/ usage/ image, attitudes towards food/ lifestyle/ health & nutrition/ shopping.
Design: Listing survey (random) to measure the penetration & frequency of food condiments consumed at home. Main survey to capture the consumption & purchase diagnostics for food condiments.
The research helped create a positioning strategy matrix for the client, based on the category drivers & current brand perceptions. The insights helped to understand the brand stature vis-à-vis competition and brand typology within each category.
The consumer segmentation helped in sizing, profiling and prioritizing each segment for brand positioning & targeting. The study also provided inputs on preferred consumer promotions, leveraging the brand & quality credentials, developing superior functionality & emotional connect, communication inputs on bringing all the senses alive/ health & nutrition/ convenience, distribution & shelf impact.
“Excellent report. Great strategic piece of research with good story-telling. The proposed recommendations are useful and actionable.”