Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics.co

MarketGenics.co recently conducted an in-depth U&A (Usage and Attitude) and pack evaluation study for a reputed food nutrition brand, aiming to understand consumer relationships with nutritional supplements. Here’s a detailed look into how this research was conducted and the insightful outcomes.

Research Objectives and Methodology

Category U&A Study:

Investigating every aspect of consumers’ interactions with nutritional supplements was the main objective. Understanding felt needs, perceptions of the category, purchasing habits, and consumption behaviors were all part of this.

Pack Evaluation Study:

We assessed how consumers reacted to several nutritional supplement packaging solutions. The research examined the packaging’s capacity to persuade, as well as spontaneous reactions, features that were liked and hated, attractiveness, relevancy, and distinctiveness.

Research Approach

Qualitative Research: To achieve comprehensive insights, we employed a qualitative research approach comprising Focused Group Discussions (FGDs) and Depth Interviews with the target audience.

• Target Audience:

  • Gender: Female (Mothers of infants aged 0-2 years)
  • SEC: A1/A2/B1 households
  • Age Group: 23-45 years
  • Nutritional Supplement Consumption Pattern: Currently consuming Similac, Dexolac, or Lactogen
  • Authoritative Status: Key decision-makers in purchase

• Geographic Coverage:

  • Metro Areas: Delhi-NCR and Mumbai

Conducting the Study

• FGDs and Depth Interviews: MarketGenics researchers conducted FGDs and in-depth interviews with the target audience. These sessions, which were audio recorded, allowed us to capture nuanced consumer insights.

• Client Involvement: Clients were invited to attend the sessions, ensuring transparency and collaborative analysis.

• Data Analysis: The recorded sessions were transcribed and analyzed in-house to extract meaningful patterns and insights.

• Reporting: Findings were compiled into a comprehensive PPT report, detailing consumer attitudes towards the category and packaging options.

Key Findings

• Category Understanding: Consumers exhibited a strong need for nutritional supplements driven by concerns for infant health and nutrition.

• Pack Evaluation:

  • Spontaneous Reactions: Varied responses highlighting immediate perceptions of packaging aesthetics and functionality.
  • Elements Liked/Disliked: Specific design elements, such as colors and ease of use, significantly influenced consumer preferences.
  • Appeal and Relevance: Packaging that resonated with consumer values and practical needs received higher appeal and relevance scores.
  • Uniqueness and Persuasion: Innovative and informative packaging stood out, enhancing consumer persuasion and advocacy potential.

Conclusion

This comprehensive U&A and pack evaluation study by MarketGenics.co provided actionable insights for the food nutrition brand. By understanding consumer preferences and packaging perceptions, the brand can refine its products and marketing strategies to better meet consumer needs and drive engagement.