Customer
Profiling

The client is pioneer for the mall culture in India with an objective of influencing lifestyle. Their malls have universal class and appeal, and they seek to provide a one-stop destination for fashion, lifestyle, food and entertainment leading to an international experience. The existing malls are enjoying enviable presence in the city; they wanted to understand their brand perception.

The challenges…

o To understand how their brand is perceived by the customer visiting the mall.
o To understand the most preferred communication media that target customers prefer.
o To find out the cues for questions like “what would be my entertainment options and food court mix?”
o To understand shopping behaviour and brand preference for different categories like retail and eatery.

Our approach…

Market Search India conducted face to face interviews with the mall visitors by setting up a kiosk in the mall. Customers visiting mall for shopping or entertainment purpose were intercepted. For having appropriate geographical coverage primary, secondary, tertiary catchment areas were selected for both malls.

Outcome…

o The shopping habits which illustrated reasons for preferring/not preferring malls for purchase of different categories were indentified.

o Brand preference for different retail categories was established.

o The eating habits i.e. preferred cuisine of the customer along with its purpose and frequency of eating in the mall was established. We could also understand preferred eatery brand.

o Most preferred activities for entertainment and the travel habit illustrated the customer profile.

o Information like type of housing, payment mode, vehicle ownership, occupation helped in understanding customer in depth. Perception of the client brand vis-à-vis competition was also captured among target respondents.