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.