promo survey 2006

DO YOU KNOW 57% of the Indians are loyal to certain Brands About 87% of the Indians have participated in Promos 77% would try a new Brand if an Offer is available 53% of the Customers agree that their purchase decision has been positively influenced by various Promos 34% of the people go on a shopping spree every week 41% of the Customers visit Supermarkets for regular purchase 61% of the Customers prefer to shop in Supermarkets since it is the One-stop-Shop 40% agree to have changed their Buying behavior based on Celebrity Endorsement Modern Trade Retailers believe “Display” can increase Brand Demand in 83% of the cases PROMO SURVEY – 2006 ACTIVATION–CREATING BRAND DEMAND A Presentation By Kidstuff Promos & Events CONSUMERS RESPONDENT’S PROFILE Sample Size (N) = 2612 General Consumers Male Female Gender 16 – 21 22 – 35 36 – 50 472 907 721 Cities Delhi Chandigarh Lucknow Mumbai Pune Ahmedabad Bangalore Hyderabad Chennai Kolkata 4 2100 1336 764 Consumers at Malls/Multiplexes Male Female Gender 16 – 21 22 – 35 36 – 50 512 332 180 102 206 204 OBJECTIVES To explore consumers’ rationale behind demanding particular brands Buying Behavior Brand Loyalty Influence of Celebrities as Endorsers Importance of Brand Ambassadors Consumers’ Opinion on Private Labels Attitude towards Promotions Preferences for : Participation Mode Tools Location Schemes Motivation What makes a Winning Promotion 5 GENERAL CONSUMERS TOP BRANDS 120 100 80 60 40 20 0 Soap Cold Drinks Cooking Oil Lux 48 FMCG Others9 Dettol 19 Pears 5 Others, 12 Others, 11 % of Respondents Pears 19 Mirinda 12 Sprite 18 Coke 27 Sweekar 5 Lux is the Favorite Soap among 54% of the respondents Pepsi is liked by majority of the people Most of the people use Sundrop as their Cooking Oil in home Dhara 20 Saffola 31 Pepsi 31 Sundrop 33 120 100 80 60 40 20 0 Consumer Durable, Telecom & Transport Others 12 Sony 6 Samsung9 Motorola 11 Others 13 Others 7 Toyota, 3 % of Respondents In the Mobile Phones segment Nokia is being used by majority of the consumers Sony tops the list for Televisions Maruti continues to be the leader in Passenger Car segment Hero Honda is leading in the Two Wheeler Category Others, 16 Tata, 8 Hyundai 17 Onida 12 Samsung 23 Bajaj 27 TVS, 18 Nokia 62 LG 25 Sony 27 Maruti 56 Hero Honda 48 The Respondents here are the Repeat Purchasers to all these above Brands Mobile Phone Television Passenger Car Two Wheeler 7 WHY ARE THEY USING THESE BRANDS REPEATEDLY 45 40 35 % of Respondents 30 25 20 15 10 5 0 Meeting Expectation Suits Lifestyle Strong TVC Liked by Family Minimum Price Market Leader Change Packaging Celebrity Endorsement 40 41 27 21 24 25 22 14 21 16 19 12 8 10 7 16 General Consumer Consumers at Malls/Multiplex Majority of the Customers admit to be using these brands as it has been continuously Meeting their Expectation Many of them also say that it Suits their Lifestyle TV Commercials & Preferences by Family Members also affect their purchase decision Strong & Emotional TVCs influences customers Taste of Family members also influence the buying behavior Price Variations also plays a function for repeat purchase 8 PERSUADING PARAMETERS FOR BRAND PURCHASE 50 45 40 35 30 25 20 15 10 5 0 Offers Discounts POP Inside Shop Shopkeeper's Recommendation Kid's Opinion TVC 47 37 23 21 12 12 Purchase decision of the Impulse Purchase items, like the FMCG products, are made in-store. For Impulse Purchase items the Parameters that persuade mostly are: Offers top the list of parameters influencing the Purchase Decision, Discounts follow closely behind Displays inside shop & Recommendation by the Shopkeepers often create the urge to buy 9 HOW MANY OF THEM ARE BRAND LOYAL 60 50 25 % of Respondents 40 30 20 10 0 Loyal Switcher 32 43 57% of the Consumers are Loyal 25% Always Tend Buy a Particular Brand In case of unavailability in a single shop 32% would even choose to search for their preferred Brand in other shops 10 WHAT AFFECTS A NEW BRAND TRIAL – ALL CITIES 14 32 25 29 Price / Budget Health & Safety Convenience Packaging Majority of the customers give priority to Price / Budget Health & Safety follows next 11 70 60 % of Respondents 50 40 40 NEW BRAND TRIAL – CITY WISE 62 42 31 34 40 42 44 Price gets the highest priority in Hyderabad and Lowest in Kolkata Concerns over Health/Safety is ranked highest in Ahmedabad 30 20 22 25 17 13 12 13 9 6 16 13 9 6 10 0 Delhi Hyderabad Bangalore Chennai Kolkata Packaging 60 50 % of Respondents 40 30 22 20 12 10 0 1 Ahmedabad Chandigarh Lucknow Mumbai Convenience 12 49 40 32 32 24 24 21 16 35 30 31 23 16 10 25 Price / Budget Health & Safety Convenience 45 Need for Convenience is ranked highest in Pune Packaging gets the highest votes in Lucknow Price / Budget Health & Safety Packaging 12 Pune MALLS & MULTIPLEX “Consumerism in Action’” ARE THEY SHOPAHOLIC 35 30 25 20 15 9 10 5 0 24 34 % of Respondents 17 16 Once a week Once a month Twice a week or more often Once in two / three months Never 17% of the Indians indulge in shopping Twice a week or more often 34% of the people goes on a shopping spree Every Week 24% admit to do shopping for fun at least Once a Month 14 INFLUENCER FOR APPAREL PURCHASE 60 50 40 30 20 10 0 Offer & Discounts Advertisements WOM POP inside shop Shopkeeper 36 30 24 55 % of Respondents 13 Shopping for Entertainment includes impulse purchase of apparels & accessories Offers & Discounts mainly influence the purchase followed by Advertisements On the spot offers or ongoing discounts on certain brands often trigger the purchase decision Frequent ads ( Print or Hoardings/Posters) also sways them Word of Mouth (WOM) and Attractive Visual Displays also persuade them 15 MY ATTITUDE TOWARDS SHOPPING CAN BE DEFINED AS: I don’t like shopping clothes or accessories I am addicted to it 9 15 23 If is my favorite thing to do It helps to ease out my stress & provides relaxation It is a necessary task 0 5 10 15 24 29 20 25 30 % of Respondents Majority of the people indulged in shopping believe that it is their necessary task 24% admits shopping to be restorative While 23% declares shopping to be their favorite thing & 15% confesses it to be their obsession 16 WHAT ABOUT THEIR SPARE CASH I have no spare cash Home Improvement / Decorating Investing in shares / Stocks New Technology Holidays / Vacations Paying off debts / Credit cards / Loans Out of home entertainment Putting into savings New clothes 0 10 20 21 25 39 48 30 % of Respondents 40 50 60 6 11 12 13 20 After covering the essential living expenses 48% people spend their spare cash after new clothes, 39% puts it into Savings 25% goes for out of home entertainments 17 WHERE DO THEY MAKE THEIR REGULAR PURCHASE Kendriya Bhandar 10% Local kirana store 21% Departmental stores 28% Supermarkets 41% For buying regular Grocery items: 41% go to Supermarkets while 28% gets it from Departmental Stores 21% prefers Local Kirana stores only 18 WHAT DO THEY SAY…….. 62% of the respondents believe that the Supermarket owned brands or the ‘Private label brands’ are usually extremely good value for money 48% of them strongly believe that the ‘Private label brands’ are really meant for people who are on tight budgets & can’t afford the best brands 19 TOP PROMOTIONS Rin Ponds Pepsi Intel Star Hunt Sapno Ki Rajkumari Pepsi TV Kismat Ki Chabi 45% 32% 30% 24% 10% 20 Coca Cola Gyaarah Hindustani DO THEY PARTICIPATE Participation GENERAL CONSUMERS Winners No, 13 Yes, 87 Yes, 53 No, 47 87% respondents have participated in some form of promotion or the other 53% of these participants claim to have won some prize/gift as well This may be a Buy 3 Soaps Get 1 Free or even wet sampling of tea/coffee by the roadside 21 WHERE DID THEY PARTICIPATE 40 35 % of Respondents 30 25 20 15 10 5 0 Local Store Malls Office Market Kiosk Direct Home Contact Phone / SMS 13 12 9 22 36 GENERAL CONSUMERS 8 This clearly shows Local Grocery Store is the best place to reach the TG These is where the purchases are actually made Cine/Multiplexes & Malls are also good place to catch them when they are at their leisure Through Market Kiosks also many of them participated Direct Contact with the TG at various places is vital 22 PARTICIPATION IN PROMOTIONS AT MALLS/MULTIPLEX Participation Product Category 24% 16% No, 55 Mobile Phones Apparels & Accessories Insurance Personal Grooming products Electronic Gadgets / Appliances Automobile Ready to eat meals Yes, 45 16% 13% 13% 10% 8% 45% of the consumers agree to have participated in promotions in the Malls/Multiplexes Most of consumers participated in promotions of Mobile Phones, followed by Apparels and Insurance Personal Care Products and Electronic Appliances follow next 23 DO PROMOTIONS INFLUENCE PURCHASE No, 47 Yes, 53 53% of the Consumers agree that their Purchase decision of any item has been actually influenced by the various Promotions some time or other. 24 HOW DOES THE WORD SPREAD 80 70 60 % of Respondents 50 40 30 20 10 0 70 48 29 22 17 TV/Radio Outdoor WOM Prints Ads Others ATL media like TV & Radio plays the major role Outdoor media (Roadside/Mall Hoardings, POS materials & Direct contact with the customers) has struck a note in the customers’ minds Word Of Mouth (WOM) also influence the customers to participate in Promotional Campaigns Suggestions/Opinions of friends/relatives & shopkeepers influence them Information through Online media is also getting increased importance 25 25 WHAT DRIVES A PROMO 40 35 30 25 20 15 10 5 0 New Campaign Idea Top Prize Brand ReputeAssured Price Chance of Winning General Consumer Regular Purchase Small Purchase Amount 37 39 35 30 27 24 22 18 15 12 13 26 33 33 Consumers at Malls/Multiplex It is the New Campaign Idea that attracts the General Consumer towards a Promo, whereas the Mass Affluent perceives the Top Prize Innovative & thrilling campaign ideas create buzz and excitement around a Promo The value of Top Prize creates the media hype Brand Repute matters for both the Masses Assured/Base Prize drives participation 26 WHAT MAKES ONE PARTICIPATE General Customer Customers at Mall/Multiplex WOM, 13 Liked The offer, 56 Family Member, 22 I liked the offer, 48 Shopkeeper, 12 Family Member 18 r, pe e ke op h 13 WOM, 18 S Majority of them claim that they participated because they Liked the Offer Promos should target the Purchaser Request of the Family Members (sometimes Kids’) rank next Word of Mouth helps to create the buzz 27 WHAT DO THEY THINK ABOUT PROMOS General Customer Customers at Mall/Multiplex Avoids Promos 18% Indiferent to Promos 28% Love Promos 54% Avoids Promotion 18% Love Promotion 46% Indifferent 36% 54% of the General Consumers love Promos vis-à-vis 46% of the Affluent Masses These are the most adorable set as they are easily lured 28% of the General Consumers and 36% of the Mall mass will buy the chosen products anyways They participate in the Promos which come along with their regular purchase 28 ARE THEY WILLING TO SHARE THE DETAILS Always give Give only what is necessary Depends on Brand name Never give 23% 27% 28% 22% 28% of the respondents admit to give their Personal Details depending on the Brand Name/Repute Whereas 27% will eagerly give away their personal details Rest 22% will either provide only the bare minimum or 23% will desist from giving all the details People seem to be apprehensive about sharing the personal details from possible misuse of it 29 PROMOS CAN INCITE TRIAL 40 40 35 30 % of Respondents 25 20 15 10 5 0 Repeat only if new product is good Never Change Buy new, only if no gift from old brand Return to old Brand after offer 23 19 18 Promos can motivate a Trial Purchase of a New Brand 77% of the people would try a New Brand if an Offer is available 40% would however make Repeat Purchase only if they find the new product to be good 23% of the people would never change their Brand under any circumstances 30 HOW WOULD THEY LIKE TO PARTICIPATE IN A CONTEST 70 60 50 40 30 20 10 7 0 SMS & Tele phone Contest Scratch Card Online On Ground Direct Mailer 24 20 21 11 59 52 42 28 25 24 44 % of Respondents Customers - Malls & Multiplex General Customers For their Opinion on Route of Participation the Trend among General Customers vis-à-vis Customers at Malls or Multiplexes seem to be fairly similar SMS/Telephone is the favorite mode among both the segments Entry though Contest forms (in newspaper/on Product Pack) & Scratch Cards is still favorite amongst many for its thrill & excitement Online participation is also gaining much preference 31 HOW TO CONTACT FOR RECEIVING TOP PRIZE Company Directly 13% Post 9% Online 15% Redemption Centre 18% Phone is the most preferred medium Phone 45% Redemption Centre are also preferred by many Online medium is mostly preferred in the Urban areas Some would like to contact the company directly so that there is no delay in receiving the Prize 32 CELEBRITY ASSOCIATION 60 52 50 %of Respondents 40 30 20 20 10 0 Makes Brand Popular Brand to Penetrate the Market Brings Brand more closer to Customer Overcome Competition 18 9 Regarding Association of any Celebrity with a Brand, most of them feel that it makes a brand More Popular compared to a meager 9% who believes it helps to overcome competition Celebrities only help to bring the brand in vogue Today most of the brands use celebrities, hence it doesn’t help much to face competition 33 BRAND AMBASSADORS – UNAIDED RECALL Sachin Tendulkar as the Brand Ambassador of Pepsi was reminisced by the highest number of people, followed by Amitabh Bachchan for Dairy Milk 34 BUYING BEHAVIOR No 60% Yes 40% 40% of the respondents agree to have changed their buying behavior based on the Celebrity Endorsement. These include: Influenced to buy a new product Switched to another Brand 35 IS A BRAND AMBASSADOR ALWAYS NECESSARY No 48% Yes 52% 52% of the Customers believe that a Brand should always have a Brand Ambassador Who He Needs To Be A product expert 13 Most of the people prefer the Brand Ambassador to be a Celebrity Some of them although believes that it can depend on the Product or the Brand Any Common Man Depends on the product and brand A Celebrity 0 10 17 21 49 20 30 % of Respondents 40 50 36 60 RETAILERS 37 38 RESPONDENT’S PROFILE Sample Size: 820 Stores Shop Types Grocery & Departmental Stores Modern Trade Outlets 658 162 Cities Delhi Chandigarh Lucknow Mumbai Pune Ahmedabad Bangalore Hyderabad Chennai Kolkata 39 OBJECTIVES To explore Retailers opinion on Consumers’ rationale behind demanding particular brands Can they influence Buying Decision Promo Participation Are POS materials necessary Success of Modern Trade Outlets Display Merchandising Brand Promoters Private Labels Views on Consumer Promos Which tools work well with the Customer What motivates the Retailer to support a campaign Issues faced by the Retailer during a Promo 40 GENERAL TRADE WHAT IMPELS THEIR PURCHASE DECISION Sometimes the customer asks for the product only without mentioning the Brand… Offers 11% Displays 16% Shopkeepers recommend 30% Particular Brand 43% 43% of the Shopkeepers comment that the customers usually ask for a particular predetermined Brand Whereas 30% agrees that they recommend the Brand against a particular product Seeing the Displays or ongoing Offers also the customer sometimes makes on-spot purchase decisions 42 HOW OPEN IS THE CUSTOMER FOR A NEW BRAND Most of the Customers either inquire about Trial Packs or look for Introductory Offers/Discounts 20% of them seek for the Shopkeepers’ Opinion on the Quality or Demand of the Brand Some prefer to Compare the Prices with its competing Brands or look for the Company’s past record or Goodwill in the market Compare the prices with other brands 14% Seek Shopkeeper's opinion 20% Company’s goodwill 12% Seeks Trial Packs 27% Discounts / offers 27% 43 CAN RETAILERS INFLUENCE BUYING DECISION Building relationship with Customers 20% Assured gifts on Selling 15% Highest margin on Selling 25% Other customers Demand 40% The Retailer recommends any Specific Brand to a Customer: Mostly when the Brand has good Demand in the market When they get a Good Margin on Selling that particular Brand 20% of the Retailers admit to Build Good Relation with the Customers on suggesting them Brands to buy 44 THEIR CONCERN AREAS WHILE SELLING A NEW BRAND 45 40 35 % of Redemptions 30 25 20 15 10 5 0 Interest Margin Past relationship with Distributor Past image of company Demand in your locality Success based on TVC 28 28 42 27 25 42% of the Retailers are concerned about the Interest Margin 28% looks for the Past Relation with the Distributor & Image of the Company before keeping a New Brand in his shop Local Demand of that Brand also plays significant role along with the quality of the TVC 45 CONSUMERS’ REACTION AGAINST RUMOR 17% of the Customers either Remain Sale drops rapidly 39% Continues to purchases 17% Indifferent to all kinds of rumors & continues to purchase that Brand or sometimes they purchase it based on the Retailer’s Recommendation But in 39% of the cases Sale Drops Rapidly While in 25% of the cases Customers Ask for Substitutes & 19% Ask for Money Refund Ask for substitute 25% Customers ask for money refund19% 46 MODERN TRADE “New Face of Retail – The Mom-and-Pop Stores ” 48 REASONS FOR PREFERRING SUPERMARKETS 70 60 50 40 30 20 10 0 One stop shop Wide product selection High quality brands & products Ease in shopping Display of Products Cheaper price Stock Touch & feel Continuous Car parking offers facility 61 44 30 28 20 16 13 13 11 3 Majority of the Modern Trade Retailers believe that people prefer to shop in the Supermarkets since it is the One Stop Shop Variety in Products, Good Quality Products & Ease in Shopping are also rated as preferred reasons 49 HOW CAN A BRAND INCREASE ITS VISIBILITY 70 60 50 40 30 20 10 0 8 5 3 32 26 24 64 Display Branded Shelves Brand Demonstrators Attractive packaging Visual Display TV’s In-store Branded Vehicles announcements Outside shop Display has been rated highest by the Retailers Eventually Wide Display of Products & various Brands is the area that keeps these outlets ahead of Traditional Grocery Shops 32% believe focus should be given towards the Branded Shelves & 26% vote for the Specialized Brand Promoters Marketers need to give importance to these parameters while selling a Brand in Modern Trade Outlets 50 DOES DISPLAY INFLUENCE BRAND DEMAND MODERN TRADE Display Parameters Majority of the Retailers in both the segments believe POS/POP display is necessary for creating Brand Demand Modern Retail outlets rate the Size & Design as top Priority followed by Looks of the Display The Brand needs to stand out from the clutter of other Brands in the Outlet 43% Size & design NO, 17 Yes, 83 36% 34% 19% 13% Attractive & Glossy Proper message regarding the brand Pictures of celebrity Offer GENERAL RETAILERS Parameters Display Most of the General Retailers rate the Display to be Attractive & Glossy as the first requirement Catchy looks draws the attention of the consumers No, 18 Yes, 82 47% Attractive & Glossy 36% 34% 30% 19% Offers Proper message regarding the brand Pictures of Celebrity Size & Design 51 Offers, if any, should also be clearly mentioned in the display WHICH POS IS PREFERRED 60 50 % of Respondents 40 30 20 10 0 Banners / Posters Glow sign Board Standy Others Branded Shelves Arch gates In-Store Signage 30 28 25 18 15 25 49 General Retailers % of Respondents 50 45 40 35 30 25 20 15 10 5 0 46 Modern Trade 26 22 18 14 12 24 23 Banners / Posters In-Store Signage Arch gates Branded Shelves Danglers Others Glow sign Board Standy For the display material Banners & Posters are the most preferred ones for both the Segments These are easily changeable from time to time The unique message about the brand can be clearly mentioned Branded Shelves are also important Glow Sign Boards are rated next by the General Retailers Helps the stores to standout from the mass 52 DO THEY PREFER MODERN POS Modern Technologies like Scan/Shelf Talker & Whispering Windows etc. are in vogue nowadays 47% 28% Customers would definitely be excited by such things Whereas 25% feel that these won’t make much difference 47% of the Retailers feel that the 25% The rest 28% are although not aware of such Modern Technologies, yet they would like to gain the knowledge of it from the companies Yes No, they won’t make too much of a difference I am not aware of such things 53 RETAILERS LOVE PROMOTIONS 60 50 % of Respondents 40 30 20 10 0 Campaign Prize offered increases by Company sales Sales Incentive Schemes Get Loyal Customers Bond with company Dislike promotion 45 40 % of Respondents 35 30 25 20 15 10 5 0 Bond with Increases Customers Sales Higher MarginVolume Sales Increased foot fall in shop Sales Incentive Schemes Good Dislike Relation promotion with Company 54 24 22 20 20 12 56 Retailers increasing sales & clearing stocks 25 25 20 15 6 56% of the General Retailers feel it helps in 25% love the Retailer Prizes Handling Charges are also a big motivation for 25% of them, a chance to earn more 40 34 Modern Trade The Modern Trade outlets perceive Promotions as an Opportunity for establishing relationship with customers These Increase their Sales and good chance to gain Higher profit margin from Volume Sales CAN RETAILERS ENSURE PARTICIPATION 46% 41% 13% Only if Customers like the offer Love to participate anyway If I request / advise them to participate In 41% of the cases the Retailer ensures the Participation of a Customer Through his Recommendation These set of people usually asks for the shopkeepers Opinion prior to participation Hence the companies need to have exciting schemes to lure the Retailer 46% would however participate Only if they personally Like the Offer 55 WHICH PROMOTIONS DO CUSTOMERS LIKE 60 50 % of Respondents 42 % of Respondents 40 30 20 10 0 Buy 1 & Get 1Free Free Samples Gifts / Premiums Contest Form Value Added Packs Discount/Price-off Coupons Scratch Card 9 10 0 BOGOF Free Samples Value Added Packs Contest Form Discount/Price-off Coupons Gifts Scratch Card 30 29 22 21 53 Retailers 60 50 40 30 20 53 Modern Trade 35 31 30 27 9 5 Buy one Get one, Value Added Packs, Free Samples, top the list of preference according to the Retailers Most of the Consumers look for instant gratification They don’t need to put any effort to get the prize All these have the assured prizes for the customers Discounts & Premiums are also preferred by the Customers Scratch Cards & Contest Forms are comparatively less preferred 56 DO THEY RECEIVE QUERIES DURING A PROMOTION Shopkeeper's Interest Which Company's campaign About Campaign Details 5 8 22 22 26 34 37 0 5 10 15 20 25 30 35 40 No, 36 Yes, 64 Chances of winning a prize How Soon get prize How to win a prize What Prize he can win 64% of the respondents receive Queries during a Promotional Campaign Mostly these are : – What Prizes he can Win How can he Win the Prize How soon can he get the Prize Marketing Communication needs to be clear & simple Retailers need to be kept aware of regarding the Promo Details 57 WHAT PROBLEMS DO THEY FACE DURING PROMOTIONS Shopkeeper Company favors bigger retailers 5 12 15 18 21 48 0 10 20 30 40 50 60 No, 57 Yes, 43 Financial benefits Delayed Delivery Insufficient POS/POP display Excess stock 43% of the respondents have faced some problem or the other Problem of Excess Stock tops the list Insufficient POS materials is another problem They also complain about Companies either Delaying in Delivery of Handling Charges or not passing the Financial Benefits as promised 58 BRAND PROMOTERS FIT MOST FOR WHICH PRODUCT CATEGORY 40 35 30 25 20 15 10 5 0 Cosmetics & Personal Care Electronic appliances Mobile Phones Detergents Garments Cooking products Snacks Beverages Others 40 19 19 15 14 14 13 20 12 The Personal Care Category has been ranked highest by the Modern Trade Outlets Customers prefer demonstration of all the cosmetics & personal grooming products Specialized demonstrators are required for the Electronic Appliances & Mobile Phones aswell Furniture, Artificial Jewellery, Cookware, Frozen Foods are some of the Other areas 59 FOCUS AREAS OF THE BRAND PROMOTERS 60 50 40 30 20 10 0 16 14 9 37 30 57 ift s Pr iz es s isc ou nt str at io n Fr ee G ar ds em on es & D Sc ra G am 57% of the Retail Outlets believe that the Brand Promoters should be clearly conveying the various Discount Offers available Sampling is also an area where the Companies need focus with specialized Brand Promoters 60 Sa m pl in g /D C on t es tF or tc h C m s WHAT DO THEY SAY…….. 43% of the Respondents Strongly believe that “Giving a particular brand more shelf space compared to its competitor brands influences the sales of that brand” demonstrators strongly helps in pushing that brand” 71% of the Respondents feel that “Presence of specialized brand 61 WHAT MORE DO THEY SAY…….. Outlets are more inclined to use plastic money (Credit / Debit cards) than cash” 64% of the Respondents Agree that “Shoppers in the Modern Retail banners, posters, standees etc.) plays an important role in selling a brand” 43% of the Respondents Strongly Agrees that “ Merchandising (like or the ‘Private label brands’ give a strong competition to the other renowned brands” 62 70% of the Respondents Agree that “Supermarket owned brands 63 METHODOLOGY Results based on One-to-One interviews with respondents Respondents have been chosen at random A semi-structured questionnaire has been used Reach: Across 10 cities in India North - Delhi, Chandigarh, Lucknow West - Mumbai, Pune, Ahmedabad East - Kolkata South - Chennai, Bangalore, Hyderabad 64 DATA QUALITY CONTROL 3 Level Quality control (during interview, editing and analysis) Level 1 Selection & Briefing of experienced interviewers Pilot interviews conducted to familiarize interviewers with the questionnaire Level 2 All completed questionnaires reviewed for legibility, accuracy & consistency 100% of the data collected is scrutinized before acceptance Level 3 Collected data cross-checked for validity & sanity 65 THANK YOU 66