Delhi NCR and Mumbai exhibit a mixture of cultural diversity and changing urban lifestyles, indicating a need for businesses to understand consumer preferences. MarketGenics recently conducted an in-depth consumer immersion study for a popular food brand to better understand consumer behaviour toward idli batter, a common household item. The study focused on comparing branded grocery items with local items and provided insights into consumption, purchasing behaviour, and lifestyle implications on consumer preferences.

Research Objectives

• The overall goal is to understand how consumers consume idli batter (patterns such as frequency, preparation, occasions) and purchase the branded item compared to the local item.


• Uncovering the decision-making factors that drive choice such as quality, price, convenience, and brand trust.

Methodology

This study took a qualitative approach including:

• Home visits to observe lifestyle and food preparation styles; and


• Individual interviews to discuss the decision-making process and explore factors impacting purchasing behaviour and brand choices. 

Participants included families from different demographics, which provided for a well-rounded perspective.

Main Findings of the Study

The consumer immersion study offered an in-depth view of factors affecting consumer behavior relating to idli batter in urban households in Delhi NCR and Mumbai.

• Evolving Lifestyle and Food Choices


• Idli Batter Consumption Patterns


• Shopping Behaviors and Preferences


• Determinants of Product Choice


• View of Packaged and Frozen Food


• Lifestyle and Hobbies Impacting Consumption

It has discovered key themes in lifestyle choices, preferences in consumption, shopping behaviors, and the process of decision-making on branded versus local products. The study provided actionable insights to address the changes of families, how food is viewed in the packaged and frozen food categories, and how hobbies and daily lives impact the decision-making process.

Conclusion

MarketGenics had given an idea on the preferences, behavior, and lifestyle of urban families in Delhi NCR and Mumbai, through a consumer survey. Brands, understanding the nuances of consumer behavior from eating habits to shopping habits, gives you the opportunity to develop products relevant to your target market. MarketGenics is committed to delivering actionable intelligence through its research studies. If you are seeking to unveil the root causes of consumer behavior in your category, contact us to help you to make informed decisions to differentiate your brand.