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Habits & Attitudes Study  Qualitative Research Findings Abridged Version  2009 Brand masked for confidentiality purpose
Agenda  Findings Way Forward Background The Consumer The Category The Brand
Agenda  Background
Background and the need for research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Research objectives ,[object Object],[object Object],[object Object],[object Object]
Methodology and sample We conducted a qualitative research using  focus group discussions (FGDs) . Various projective techniques were used to elicit emotional benefits and associations with mobile phones ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample split Total no. of focus groups = 9 Age Group City A City B City C 16-19 1  "Brand" buyers 1  Competition buyers 1  "Brand" buyers 20-24 1  "Brand" buyers 1 Competition buyers 1 Competition buyers 25-35 1 "Brand" buyers 1  "Brand" buyers 1  Competition buyers
Agenda  Findings
The analytical approach The Consumer Who is she and what makes her tick? The Brand Where does "Brand" stand versus competition? The Category How do the consumers interact with the category and what are the key category drivers?
Information areas inside the structure The Consumer The Category ,[object Object],[object Object],[object Object],[object Object],The Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda  The Consumer
What I usually do …(20-24 years)  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],At Home Out of Home
My personality …(20-24 years)  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ When we go out I act as the leader and decide where to go”  “ I have a Samsung  mobile..can get to internet with it..this differentiates me..it has a unique shape”
My best friend personality ,[object Object],[object Object],[object Object],[object Object],[object Object],Key traits  Serious traits are more salient while describing the ‘best friend’ ,[object Object],Physical attributes ,[object Object],[object Object],[object Object],Behavior
Most popular girl (20-24 years) ,[object Object],[object Object],[object Object],More energetic image pops up! ,[object Object],[object Object],[object Object],[object Object],[object Object],Personality Appearance
Most unpopular girl (20-24 years) ,[object Object],[object Object],[object Object],Personality Appearance ,[object Object],[object Object]
Psychographics  (20-24 years) Values Personality Lifestyles Aspirations Current activities Cherished Loathed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary 1 ,[object Object],[object Object],[object Object],[object Object]
Summary 2 ,[object Object],[object Object],[object Object],[object Object],Communication cues:  my mobile is my friend. It is a part of my inner social circle … should be always there for me …in good times and bad times
Agenda  The Category
Mobile phones: Spontaneous Functional Emotional ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile phones: Relationship  ,[object Object],[object Object],[object Object]
Internet applications on laptop & on mobile phones
Social networking ,[object Object],[object Object],[object Object],On Laptop
3G ,[object Object],[object Object],[object Object],[object Object]
Social networking in general ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Likes Dislikes
Social networking  on mobile : barriers towards usage ,[object Object],[object Object],[object Object],[object Object],“ If talking to your friend and then someone joins the conversation and flirts - saying inappropriate things” “ One friend was talking to a boy then her cousin happened to be in the discussion and he made a big fuss about it in the family”  Inhibitors
Who uses social networking websites on mobile? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ They like the internet too much, ..they are online 24 hours regardless of the size of the screen”  ” “ If you log on to Facebook, you will find most people are young boys (more than girls) who love internet and electronics and love to put their photos and get into discussions” ”
Videos  ,[object Object],[object Object],[object Object]
Category Drivers
Functional: most important (overall) Highest Lowest Brand Shape Features Color Price Warranty Memory Country Size Camera User friendly
Brand ,[object Object],[object Object],[object Object],[object Object]
Prompted emotional benefits Highest Lowest Unique Modern High Tech Prestige Popular Fun
Decision Making
Decision making path Motivation/ Trigger Seeking  Information Selective Criteria Place of  Purchase Planned:  “I need to change mobile /buy a new one”  Impulsive:  “While walking I check shops for new models.. or notice that there is a new model launched” The main sources of information  are retail outlets / salesmen Functional  parameters Mobile complexes Malls Point of Sale Material Well written, easy to understand Arabic brochures Demos on digital screens Emotional parameters still prevailing Need gap: pure feminine mobile Mobile Complexes are relatively more important  Internet Other media vehicles (TV, Print, Outdoor, etc.) Emotional parameters Hypermarkets Action Points
Motivation / trigger ,[object Object],[object Object]
Sources of information Internet  Radio  Newspaper  Word of mouth Outdoor  Magazines  TV  Shop The salesman at the shop is the most important source of information
Summary 1 ,[object Object],[object Object],[object Object],[object Object],Emotional Benefits
Summary 2 Emotional Benefits A Feminine Mobile. Only For Females ,[object Object],[object Object],[object Object]
Summary 3 ,[object Object],[object Object],[object Object],[object Object],Functional Purchase Drivers
Summary 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Functional Purchase Drivers
Summary 5 ,[object Object],[object Object],[object Object],[object Object],Decision Making Process
Summary 6 ,[object Object],[object Object],[object Object],Mobile Internet Applications
Agenda  The Brand
Spontaneous awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Brand": Spontaneous Associations  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Brand"  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strengths Weaknesses
"Brand": Imagery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Personification
"Brand": Imagery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Celebrity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Brand": main relevant factors considered when purchasing it ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brands Salience
Summary 2  ,[object Object],[object Object],[object Object],[object Object],[object Object],Brand Imagery
Agenda  Way Forward
Key Action Points  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rationale
[object Object],[object Object],[object Object],[object Object],[object Object],Key Action Points  Rationale  ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Key Action Points  Rationale  ,[object Object],[object Object],[object Object]
[object Object],[object Object],Key Action Points  Rationale
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Qualitative Research Report

  • 1. Habits & Attitudes Study Qualitative Research Findings Abridged Version 2009 Brand masked for confidentiality purpose
  • 2. Agenda Findings Way Forward Background The Consumer The Category The Brand
  • 4.
  • 5.
  • 6.
  • 7. Sample split Total no. of focus groups = 9 Age Group City A City B City C 16-19 1 "Brand" buyers 1 Competition buyers 1 "Brand" buyers 20-24 1 "Brand" buyers 1 Competition buyers 1 Competition buyers 25-35 1 "Brand" buyers 1 "Brand" buyers 1 Competition buyers
  • 9. The analytical approach The Consumer Who is she and what makes her tick? The Brand Where does "Brand" stand versus competition? The Category How do the consumers interact with the category and what are the key category drivers?
  • 10.
  • 11. Agenda The Consumer
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Agenda The Category
  • 21.
  • 22.
  • 23. Internet applications on laptop & on mobile phones
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 31. Functional: most important (overall) Highest Lowest Brand Shape Features Color Price Warranty Memory Country Size Camera User friendly
  • 32.
  • 33. Prompted emotional benefits Highest Lowest Unique Modern High Tech Prestige Popular Fun
  • 35. Decision making path Motivation/ Trigger Seeking Information Selective Criteria Place of Purchase Planned: “I need to change mobile /buy a new one” Impulsive: “While walking I check shops for new models.. or notice that there is a new model launched” The main sources of information are retail outlets / salesmen Functional parameters Mobile complexes Malls Point of Sale Material Well written, easy to understand Arabic brochures Demos on digital screens Emotional parameters still prevailing Need gap: pure feminine mobile Mobile Complexes are relatively more important Internet Other media vehicles (TV, Print, Outdoor, etc.) Emotional parameters Hypermarkets Action Points
  • 36.
  • 37. Sources of information Internet Radio Newspaper Word of mouth Outdoor Magazines TV Shop The salesman at the shop is the most important source of information
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. Agenda The Brand
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. Agenda Way Forward
  • 54.
  • 55.
  • 56.
  • 57.

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