Objective and Scope:

The client, a leading capital management firm, was aiming to understand the perception and views of customers regarding a leading shoe brand in various Indian geographies. For this, it sought Benori’s help to assess the following parameters:

• Market positioning of the brand
• Consumer perception, spending trends, and the current buying patterns and share of wallet for the brand
• Price perception and mode of buying products
• Likelihood of non-buyers purchasing from the brand in the future

Approach:

We undertook a comprehensive primary study to achieve the client’s requirements. An online survey was conducted in approximately ten metro/tier-I and five tier-II and tier-III cities in India, and responses were collected to complete the study. The sample collected was a mix of users and non-users of the brand’s shoes.

Impact:

The study helped the client to understand:

• Their brand’s likeability through net promoter scores (NPS)
• Brand image and perception amongst different geographies, including metros, tier-I, tier-II, and tier-III cities
• Purchase behavior and trigger areas for buying sports shoes
• Role of the salesperson in the entire purchase cycle
• Preferred purchase channel between online and offline