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Our Client is an American multinational manufacturer of confectionery, pet food, and other food products and are looking to onboard a consumer insights consultant who can give insights in the Buying Behaviour of Affluent Consumers.
Research Background :-
There are 200,000 affluent households in India in top 10 cities which have annual income more than $100,
0
0
0. 78000 of these households have $1M net worth. The client is launching a premium imported range in India to cater to these rich households who are not price conscious and are actively looking to purchase.
Research Objective :-
1. Which all imported categories do they buy from our range – chocolate, protien
bars, confectionary, mints, pasta sauces, shakes.
2. How frequently do they purchase.
3. Is the purchase planned or unplanned.
4. What are the buying occasions- gifting, self consumption, sharing.
5. Where do they purchase products from – neighbourhood stores, malls, online ,
airport travel.
6. Who makes the physical purchase- themselves, house help.
Actions to be taken :-
1. Categories beyond chocolate from consideration
2. Identity the right marketing mix basis who make purchase
3. Which are the right channels of sales? D-com, Travel, MT, TT. Planning will be
done according to the channel potential
4. What would be right format basis buying occasions and preferred sizes
-Strong business analysis and analytics acumen;
-Fluency in pulling and summarizing datasets
-Excellent communication and presentation skills;
-Ability to work independently without supervision;
An American multinational manufacturer of confectionery, pet food, and other food products.
Personal & Household Goods
4+ years
1
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