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?
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