In the modern competitive snacking market, the analysis of what exactly can lead a consumer to make a specific decision is of great significance. Recently, at MarketGenics.co, we did a Consumer Behavior and Packaging Evaluation Study of a well known brand of Banana Chips, which involves a thorough observation of behavior and integration into an innovative Shop Simulation Module. The goal? To get into the minds of consumers and understand which pack of chips they choose the most online and offline.
Target Audience
- Cities to be covered: Delhi NCR, Mumbai, Bangalore.
- Target Audience: Girls and boys, over the age of 19-35 years.
- Sample Mix: Mixed samples of brand consumers and non-consumers.
The Objective
To determine usage and attitude (U&A) of chips/snacks category and the brand.
To determine the effectiveness of the existing packaging design.
To determine the opportunity to increase brand preference and buying intentions.
Shop Simulation: The Real World and Research
In order to replicate the process of real life purchasing behaviour, we developed an exciting Shopper Module that loaded the retail environment into the research location.
Offline Module- A brick and mortar store.
It was arranged by building a small, real-like shop at the location with different chips brands as suggested by the client. Respondents were put in the context of real-life shopping, and their actions and decisions were monitored:
- What pack first struck their eye?
- What did they pick up?
- And how long did they look or search before they settled on a decision?
- To evaluate the effect of the packaging on purchasing behavior, preference, shelf impact and engagement cues were closely monitored by our researchers to understand the impact of the packaging on the purchasing behavior.
Online Module Simulation of Digital Purchase Behavior.
In another scenario, respondents were exposed to various shopping scenarios on Internet shopping websites. Their steering, clicking, and brand choice was also noted to know:
- What would motivate a click-through/cart addition on the Internet?
- What does packaging visibility mean in the online world?
- What type of information or design stimulates online conversion?
Why Shop Simulation Matters
Shop simulation is a technique which bridges the gap between intention and actual action of the consumer. Here’s what we uncovered:
Shelf Impact - Is the packaging noticeable?
Decision Drivers What attracts attention: color, label, benefit claims?
Emotional Appeal- Does it inspire trust or excite?
Competitive Comparison - What is the position of the brand compared with others?
Improvement Cues- What can be improved in design or message?
Exploring Insight with Deeper Perceptions: Focus Group Discussions (FGDs).
Guided group discussions provided us with the deep narrative of:
- Consumer behavior
- Which taste, flavor they like.
- Brand Preference
- Color, font, design, and pack shape perception.
- Packaging cues are emotional reaction triggers.
- Clarity and distinctiveness of messages.
- Design improvement recommendations.
- Purchase intent
What We Delivered
At the end of this project, our client was provided with:
- An integrated perception of consumer behavior- offline and online.
- Shelf impact diagnostic package analysis.
- Competitive analysis to gain knowledge on market stance.
- Evidence-based suggestions to package, product messaging and strategic planning.
Final Takeaway
This research not only presented some meaningful behavioral findings but also provided our client with practical solutions to further their packaging improvements, improve their shelf life as well as suitability to consumer expectations to create a stronger brand association and sales.