Delhi NCR and Mumbai are a blend of cultural diversity and evolving urban lifestyles, making it critical for businesses to understand consumer preferences. MarketGenics recently conducted a comprehensive consumer immersion study for a well-known food brand to explore consumer behaviour towards idli batter, a staple in many households. The study compared branded products with local alternatives and provided valuable insights into consumption patterns, purchase motivations and the role of lifestyle in shaping preferences.

Research Objectives

• The primary objective was to gain an in-depth understanding of how consumers consume idli batter (frequency, preparation method, occasions) and
  purchase the branded product compared to the local product.
• Identify the deciding factors that influence decision making such as quality, price, convenience and brand trust.

Methodology

The study adopted a qualitative approach including:

• Home visits to observe lifestyle and food preparation habits;
• Individual interviews to explore the decision-making process and understand factors influencing purchasing behaviour and brand choice.

Participants included families from different demographics, ensuring a holistic perspective.

Key Findings of the Study

The consumer immersion study provided a comprehensive understanding of the factors influencing consumer behavior related to idli batter in urban households across Delhi NCR and Mumbai.

• Evolving Lifestyle and Food Preferences
• Patterns of Idli Batter Consumption
• Shopping Behaviors and Preferences
• Drivers of Product Choice
• Perception of Packaged and Frozen Foods
• Impact of Lifestyle and Hobbies on Consumption

It uncovered key patterns in lifestyle choices, consumption habits, shopping preferences, and the decision-making process for branded versus local options. The study offered actionable insights into the evolving needs of families, their perception of packaged and frozen foods, and the role of hobbies and routines in shaping purchasing decisions.

Conclusion

The consumer survey conducted by MarketGenics has provided valuable insights into the preferences, behavior and lifestyle of urban families in Delhi NCR and Mumbai. For brands, understanding the nuances of consumer behavior – from eating habits to shopping preferences – provides an avenue to develop products that resonate with your target audience.

MarketGenics is committed to delivering actionable insights through customized research studies. If you want to uncover the driving forces behind consumer behavior in your category, let’s work together to make informed decisions that will set your brand apart from the rest.