Word Association

METHODOLOGY
USED
Sentence Completion
Food product I buy the most

PROJECTIVE Chocolate, Chips, Maggi, Biscuits

Brand I buy the most

TECHNIQUES Nestle, Cadbury, Haldiram’s

Brand I don’t prefer a second time because

Bad taste, trust issues, quality

I’m loyal to my brand because

Quality, satisfaction, trust, reliable

I shift to a new brand because

New choices and options, cost, quality, dissatisfaction
1
 Challenges faced during In-
Depth Interview
METHODOLOGY
USED After a certain point of time, the interviewee becomes tired of
the questions

IN-DEPTH Interviewee couldn’t relate to what the interviewer was asking

Improper sequencing of questions or lack of flow in questions

INTERVIEW
Sometimes questions might be repeated

Answers tend to get repeated for similar but different questions

2
 Factors Affecting Brand Retention

CONCLUSION 10%
Taste
30% Satisfaction
Intermediate Results 20% Worth
Quality
10% Availability
It has been observed that the major reasons why 20% 10%
Others
people are loyal to a brand is due to taste,
satisfaction and quality.
Factors Affecting Change in Brand

15% Bad Taste

And it has been observed that the major reason
30% Quality
people change brands is due to bad taste, quality
New Option
and dissatisfaction. 25%
Dissatisfaction
15%
15% Cost