Usage and attitudes towards infant formula and cereals
- Doctors and mothers
- Usage & attitude
- Van Westendorp pricing
- 01The challenge
- A leading manufacturer of infant formula and cereals wanted to understand consumption habits, brand awareness, perception and recommendation, how brands rank on product characteristics, and what customers are willing to pay.
- 02Our approach
- We studied both sides of the purchase: the doctors who prescribe the products and the mothers who buy them. A quantitative usage and attitude survey was combined with Van Westendorp price sensitivity analysis.
- 03Client impact
- The client gained a clear picture of its brand’s position and what consumers value, the barriers to reaching its audience, and the price points at which customers prefer to buy.
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