Understanding Brand Equity and Customer satisfaction for Major Seed player across 4 Crops

The Scope –

  • The client had multiple brands across four different crops.
  • They did an internal customer satisfaction study each year but wanted to get a third-party perspective in one particular year.
  • Furthermore, two acquisitions made in the last five years created no differentiation between the umbrella brand and the sub-brand – leading to confusion among the end-users, and thus, satisfaction scores being biased.

The Methodology –

  • About 3700 growers were contacted across 19 states and 69 districts
  • The crops covered were Cotton, Millet, Rice, and Corn
  • The study was conducted through face to face interviews among the growers
  • A C-SAT model was used to get feedback from the growers on several parameters.

The Outcome –

The study findings helped the client to understand the following –

  • Brand equity of all the significant client brands vis a vis competition in each crop.
  • Strengths and weaknesses of each brand.
  • Understanding key purchase drivers for the category in each crop.
  • Customer satisfaction index (CSI) for all client brands vs. the key category players in each crop.
  • Critical drivers for satisfaction for each of the client brand.