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Every minimart or warung has one or multiple chillers where they display ready-to-drinks products. There are abundant of them with different categories and characteristics. So how people actually choose and buy an RTD product?
This research delved deeper into the behavior of consuming an RTD product that influence buying decision. Beside that objective, we also tried to uncover the context of certain product sales in General Store (or warungs) where consumers often buy the product. Our research was based on these two exploration:
Focus Group Discussions with consumers meeting specific criteria.
In-depth interviews with several general trade sellers.
We conducted focus group discussions with ready-to-drink product users from different age brackets. In this project, we utilized psycho-drawing method to capture consumer consumption patterns toward the product. Psycho-drawing allowed respondents to visualize their experiences and share stories based on their drawings, enabling us as qualitative researchers to assess how, when, and where the product would be consumed.
We analyzed respondents’ drawings to identify the attributes that influence product consumption. This method proved valuable, as it revealed consistent patterns in the product’s consumption.
An example of a psycho-drawing (disclaimer: this is not taken from the research)
In parallel with the focus group discussions, a separate team conducted in-situ interviews with general trade store sellers, primarily warung and canteen owners. The research was designed to uncover ground-level facts in three location categories: schools, universities, and offices. This approach was informed by one of our hypotheses involving the product’s target audience. The findings were coherent with the consumption pattern model derived from the consumer side, but our discoveries extended beyond this.
One of the general trade seller that we visited in Surabaya
This study provided valuable context and a better understanding of the factors contributing to below-target sales. We uncovered important insights, such as the product consumers’ consumption patterns and expectations from general trade touch points. These insights were translated into actionable recommendations that helped us identify what was missing in its strategy.
