Understanding End-User Perspectives on Women’s Innergarments: A KAP Survey by MarketGenics

Introduction

MarketGenics conducted an extensive study with a focus on the trainer bra and bralet categories in an attempt to comprehend end-user preferences and behaviors related women’s innergarments. In order to give a comprehensive study, this research used both qualitative and quantitative approaches to map the Knowledge, Attitude, and Practices (KAP) of end users. This blog post describes this large-scale research project’s goals, approach, and success story in- depth.

Objective of the Research

Undertaking KAP mapping for trainer bras and bralets from the standpoint of end users was the main goal of this study. In order to better understand the factors impacting the purchasing and usage behaviors of these undergarments, information from influencers and retailers was gathered.

Respondents’ Criteria

To achieve a comprehensive understanding, the research targeted:

• Trainer Bras: Females in the pre-teen age group of 9-15 years.
• Bralets: Females aged 15-30 years.
• Retail Outlets: Multi-Brand Outlets (MBO) and National Chain Stores (NCS) that stock trainer bras and bralets.

The overall respondent criteria encompassed females aged 9 to 30 years, ensuring both product segments were well-represented. Additionally, retail audits were conducted in stores stocking these products.

Sample Size and Centers

The research covered:

• 500 respondents from four major cities: Delhi, Mumbai, Nagpur, and Coimbatore.
• Depth interviews with 40 respondents from each city, split equally between trainer bras and bralets.
• Retail audits of 60 stores in these locations, including photographs of the shops and their products.

Research Methodology

MarketGenics adopted a structured KAP research methodology, segmented into three modules:

Module 1: Quantitative Listings Exercise

A comprehensive questionnaire was created to obtain the necessary data. To make sure they fit the client’s requirements, the team called prospective responders to start the process. After they gave their consent, they were given access to an online survey for their answers.

Module 2: Qualitative Research and Depth Interviews

The team conducted in-depth interviews (DIs) with chosen respondents during this phase. To guarantee that the respondents could commit enough time for an in-depth conversation, appointments were scheduled in advance. Additionally, this module required video presentations of respondents’ wardrobes in order to conduct home audits of bras and bralets. Interviews with young girls were done in their presence and with their consent.

Module 3: Retail Audit

The sales team visited various local and branded retail stores across the four cities. They documented the stores and products through photographs, capturing essential details like product types and price tags.

About the KAP Survey Method

A KAP survey is a quantitative approach that uses pre-formulated questions on a standardized questionnaire. The gathered responses disclose the opinions and statements of the respondents and offer both quantitative and qualitative information. Based on user input and choices, market reports are then created using this data.

Success Story

At first, MarketGenics was allocated a week to do this job. Although gathering feedback from 500 participants via the web form was somewhat simple, conducting in-depth interviews presented considerable difficulties. A lot of respondents were reluctant to show off their clothes or take part in the interviews. In spite of these challenges, the committed team at MarketGenics was able to establish a connection with the intended audience and meet the needs of the client. Even though the job took ten days rather than the seven that were originally scheduled, the client was satisfied with the outcome.