Consumer Behaviour

DOY KID’S SOAP

Market Research….

Research Objectives

a) To trace activities of children in the age group of 4 – 10 years and also their mothers.

b) To identify relevant media windows for more effective brand communication.

Sample Size

• Total no of kids interviewed : 63

– Age group (4-7) : 30– Age group(8-10) : 33

• Total no of mothers interviewed: 52

– Housewives : 27– Working Women : 25

Areas of Inquiry• Time spent on routine activities:

– Kids:• School• Tuitions• Study

– Mothers:• Office• Housework• Visits to supermarkets & their frequency

Areas of Inquiry

• Time spent on recreational activities:– kids:

• Sports• Computer games• Other Outdoor Activity

– mothers:• Clubs• Informal groups• Recreational activity at home.

• Media Consumption:– kids & mothers:

• Television viewing habits– Favourite programs

• Cinema • Radio• Newspapers / Magazines

Areas of Inquiry

• Lifestyle & leisure activities:– kids & mothers:

• Shopping• Visits to restaurants

• Traveling – Frequency– Routine Destinations– Preferred mode of transportation

Areas of Inquiry

Research Findings & media windows(Age group 4-7)

School• All the kids have morning school• 60% travel by school bus or hired rickshaw• Rest are dropped by parents in car or bikes• During the recess they spend time in the canteen.

Media Windows

• Painting school buses: Effective reach

• Outdoor: Regular traveling & tendency to look outside while traveling

• Painting school canteens: Effective reach.


Tutions

Children in this age group were not seen to attend tuitions.

Media Windows

No suggestions for relevant media windows.


Study

• Studies any time between 3:00-6:00 in the Afternoon. Media

Windows

Doy school bags, pencils, pens, pencil boxes, erasers, sharpeners, notebooks, notebook covers, labels can be used as a medium for communication: Effective reach due to regular usage.

Research Findings & media windows(Age group 4-7)Sports & Games

• 95% of the kids play any time between 5:00-7:30• Games: Cricket, Football, hide & seek, cycling Media

Windows

Sports kits (cricket bat, ball, stumps, caps, T-shirts): Effective reach due to regular usage.


Television• 95% watch Cartoon Network, Star Plus• Programs: Shakalaka Boom Boom, Sonpari (95%), X-men, Thunder Tracts, Tom & Jerry, Tiny TV(50%), • Kkusum, Kasoti (20%) with parents

Media Windows

• Advertising on the above mentioned channels: Maximum reach

• Sponsoring the above mentioned programs: Higher recall

• Organising magic shows: Maximum reach.


Parks• 70% kids regularly visit parks• Rest of the times they play inside Building compound.

Media Windows

Doy animal characters in form see-saws, slippers etc.:

Kids can ride on them, play with them. Such involvement will register the brand in their mind.

Outdoor & transit media: Moderately effective. Kids may not have active attention towards such advertising.


Shopping• 75% of the kids accompany their mothers for shopping or to super markets.

Media Windows

Doy games can be installed at the shopping centers. As the kids play with it. It will register the brand in their mind. (Doy Kids Zone)

Contests can be run at shopping centers. The winners should be given attractive Doy Pencil boxes, Doy School bags, Doy Water bottles etc. (something that they will preserve or use). This will establish regular contact with the kids.

Dummies of Doy characters (in costumes) can be used for promotion in shopping malls. Their interaction with the kids register the brand in the kid’s mind.

Such promotions can also be done in games parlors like Hackon.

Advertising in lifts/elevators(in shopping malls): High visibility


Restaurants• Visits once or twice a month with parents

Media Windows

• Promotions inside restaurants: Games, Dummies of Doy characters should be used to entertain kids inside restaurants. Kids can be reached during the waiting time for the food by providing entertainment. It will register the brand in their mind. Separate kids zones can also be started in restaurants.

•Outdoor(hoardings near restaurants) & transit media: Moderately effective. Kids may not have active attention towards such advertising.


School• 78% of the kids have morning school• 85% travel by school bus or hired rickshaw• Rest are dropped by parents in car or bikes• During recess they spend time in the canteen.

Media Windows

• Painting school buses: Effective reach

• Outdoor: Regular traveling & tendency to look outside while traveling

• Painting school canteens: Effective reach.


Tutions

• 50 % of the kids go for tutions.Media Windows



Studies• Any time between 3:00-6:00 in the afternoon•Any time between 8:00-10:00 in the evening.• Same timings on a weekend.

Media Windows



Sports• 75% play between 5:00-7:30 in the evening.• 15% play between 7:00-8:00 due to evening tutions.• On weekends 70% play between 10:00-1:00 in the morning & 5:00-8:00 in the evening.• 10% kids play only on weekend.

Media Windows

Sports kits (cricket bat, ball, stumps, caps, T-shirts): Effective reach due to regular usage.


Television• 50% of the kids having morning school watch TV with lunch.• 65% in the evening between 6:30-8:00• 55% watch between 8:00-10:00 in the morning on weekends. • Programs: Shakalaka Boom Boom, Sonpari (90%), Dexter's Lab, Tom & Jerry(40%)• Kkusum, Kahani, Kasoti(45%) (not regularly, only after completion of homework)

Media Windows

• Advertising on the above mentioned channels: Maximum reach

• Sponsoring the above mentioned programs: Higher recall

• Organising magic shows: Maximum reach.


Parks

• 45% of the kids visit parks once a month.• Rest of the times they play in the building compound.

Media Windows

• Doy characters in form of see-saws, slippers etc.: Moderately effective for the kids of this age group. These kids are little grown up and don’t have fascination towards such things.

• Outdoor (hoardings outside parks): Moderately effective. Kids may have active attention towards hoardings while going to the parks.


Shopping• 80% of the kids accompany mothers for their own interest. Media

Windows

Doy games can be installed at the shopping centers. As the kids play with it. It will register the brand in their mind. (Doy Kids Zone)

Contests can be run at shopping centers. The winners should be given attractive Doy Pencil boxes, Doy School bags, Doy Water bags etc. (something that they will preserve or use). Such things will establish regular contact with the kids.

Advertising in lifts/elevators: High visibility


Restaurants• Once or twice a month.

Media Windows

• Promotions inside restaurants: Games, Dummies of Doy characters should be used to entertain kids inside restaurants. Kids can be reached during the waiting time for the food by providing entertainment. It will register the brand in their mind. Separate kids zones can also be started in restaurants.

• Transit & outdoor media (hoardings near restaurants): Regular visits to restaurants & tendency to look outside.

Research Findings & media windows(Housewives)Housework

• Starts in the morning & goes till lunch.•It resumes in the evening after 7:00.• Few housewives listen to radio while working.

Media Windows

Aprons, small towels(napkins) to use in the kitchen: Effective reach due to everyday usage.

Radio: Advertising on radio channels.

Research Findings & media windows(Housewives)

Visits to supermarkets or grocery stores• 60% of housewives visit 2-3 times a week• Rest visit once a week. Media

Windows

Point of Sale advertising: Communication while making the purchase decision(advertising on trollies, streamers & danglers etc.)

Outdoor: Housewives regularly visit markets so outdoor can provide effective reach.

Free magazine: Providing recipes,budget planners, health care and other tips.


Clubs

• 1-2% housewives go to clubs.

Media Windows



Other informal groups

• Neighbours and friends in the society. • Satsang groups. Media

Windows


Research Findings & media windows(Housewives)Reading habits

• 25% housewives read newspaper or magazines (Femina, Grihshobha etc.) in the evening.

Media Windows

A column on health & skincare tips in the newspapers or magazines, sponsored by Doy.


Television

• Very loyal to their regular TV serials.• Serials: Kkusum, Saans, Kasoti, Kahani, Des mein Nikla hoga Chand (80-95%), Khana Khajana (40%)• Friends, Every Loves Raymond (1-2%)

Media Windows

• Advertising on the above mentioned programs: greater impact & maximum reach.


Parks• 57% take kids to the parks once or twice a month.• Rest of the times they either go for walks or stay with their children as the kids play inside the building compound.

Media Windows

Outdoor: As they make frequent visits to parks they can be targeted by advertising outside parks.

Transit media: Advertising on bus stops etc.


Shopping

• 50% of the housewives shop with the whole family• 60% housewives prefer to shop on weekends.

Media Windows

Outdoor(advertising at traffic signals, market places): Effective reach.

Transit media: Frequent traveling hence effective reach.

Advertising in lifts/elevators: High Visibility.

Research Findings & media windows(Housewives)Restaurants

• 50% housewives visit restaurants once a month.• Prefer to go on a weekend.

Media Windows


Transit media: They can be targeted while traveling to the restaurants through transit media.

Research Findings & media windows(Working Women)

Office

• 97% travel by bus,taxi or train• 2-3% by car Media

Windows


Transit media: They can be targeted while traveling to the offices through transit media.


Clubs

• None of the working women interviewed were associated with any club.

Media Windows



Other informal groups

Friends circle in the office.Media Windows



Television

• In contrast to housewives show less loyalty towards television.• 1 or 2 Favourite serials like Kkusum,Saas bhi etc.

Media Windows

Advertising on the above mentioned programs: Not very effective. But still can reach more no of target audience than any other medium.


Parks

• 35% take kids to the parks• Rest of the times kids play inside building compound.

Media Windows

Outdoor(advertising outside parks): Effective reach.

Transit media: Effective reach.


Shopping

• 55% working women shop with family.• 85% of them shop on weekends.

Media Windows


Transit media: They can be targeted while traveling through transit media.

Advertising in lifts/elevators: High Visibility


Restaurants

• 65% visit restaurants once or twice a month.• 60% of them visit on weekends.

Media Windows


Transit media: They can be targeted while traveling to the restaurants through transit media.


Supermarkets or grocery stores

• 85% working women visit supermarkets on weekends. Media

Windows

Point of Sale advertising: Reminds of brand when the customer is in very much close to make purchase decision.(advertising on trollies, streamers & danglers etc.)

Outdoor: Housewives regularly visit markets so outdoor can provide effective reach.

Free magazine: Providing recipes,budget planners, health care and other tips.

THANK YOU

Business

Consumer Behaviour