Brand LoyaltyAmitavBalaji

Chetan Jemi

Johnson

In-depth Interview

• Relating self to a Brand

Coffee & Brand Image Analysis

• Precipitating factors to change a Brand

Coffee drinking relationship over time

• Comparing brands in consumers’ usage portfolio

Specific Brand relationships

~50 min

~50 min

~110 min

ZMET • Zaltman Metaphor Elicitation Technique• Based on following theories-– Human mind operates on visual images– Metaphor thinking• Understand one thing in terms of another

• Effective & Efficient way to understand consumer perception of brands

Image Analysis & Story Telling‘A picture is worth a thousand words’

• Informant describes theme of each image• Medium to ‘Deep dive’ into customer attitudes

To understand • Consumers’ thematic perception of coffee• Experience of drinking coffee• Negative connotations associated with coffee Relevance• Price & quantity has lost its competitive power• Quality & symbolic meaning becoming important Creates integrated marketing communication in product industry

Missing Pictures• Describe issue/relation for which there is no

image• Issues that were thought of but for which no

images were available• Further probing to understand key

relationships

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Kelly Repertory Grid• Idiographic measure of

personality

• Asked to differentiate between 2 sets of images and probed on ‘Why’? Laddering

• 5 – 7 point Scale ranging between extremes

• Analysis of Results

Most Representative Image

• Chose picture to represent feeling• Picture as the stimuli • Consumer <->Brand : How • Deeper and more clear than verbal discussions

alone

Thank You!!!