A prominent PE firm was looking to invest in a Home shopping company.
Their objective was to:
Get a comprehensive understanding of the shopping habits to understand the key drivers and preferences for this retail format, expectations and values associated especially in reference to Online shopping
Approach
CAPI/CATI for targeted shoppers in the age group of 25-54 years belonging to SEC A/B
A sample of 4000 consumers matching the TG shared qualitative and quantitative insights on their experience
An important aspect of the study was to understand the overall shopper experience, duration spent on shopping online, reasons/occasions of shopping, Size of the basket, amount spent, their preferences and key drivers for the Home shopping Channel, etc. The study was spread across 40 cities spanning Tier-1 and Tier-2 cities. Insights were gathered from 4000 consumers
Impact
Identified the preferred categories for the Target Segment
Insights on Shopping Pattern of TG
Identified that two major home shopping companies are most preferred channels for purchase across home shopping channels with one of the companies being #1 in terms of awareness across home shopping channels and # 2 in Top of Mind recall.
Case Studies
Identified most preferred Home shopping companies basis CAPI/CATI of targeted consumers