Trends

Looking at the data we were able to find some few trends. We found that most of the consumers
dont have high brand loyalty, they are not very price sensitivity and there exists a market for
unprocessed sugar.
Brand Loyalty
After deeply analyzing the interviews we conducted. One thing was prominent that consumers
are not very brand loyal. They will switch the brand without giving it much thought if anything
better comes up. Many people responded like
We dont have any brand preference; we can easily switch brand
This can be attributed to the buying of private label products. Since, most of the consumers dont
buy branded sugar and buy private label sugar from the stores they buy grocery. We heard
reponses like
We buy sugar from this store (Victoria) when we come here to buy our monthly grocery
Building upon this we further investigated that is there any preference for private label product
of any store. To this we learned no such preference exist. If they switch their store they will buy
the sugar from that store. This is because quality and price of sugar of all good stores is almost
the same. One respondent said
When we go to Hyperstar we buy sugar from there, if we do to Metro we buy their sugar. No
preference for any specific brand exist.
So based on extensive interview we can safely say that people dont have much brand loyalty to
sugar. The can easily switch brands.
Price Sensitivity
We also learned that people are not very price sensitive in case of sugar. We are still a bit unsure
about the reason for this relationship because price difference is significant, a 1kg private label
sugar pack sells for 70 rupees whereas 1Kg branded sugar sells for 82-85 rupees. We mostly got
responses like
We dont consider price a factor while buying sugar
When we probed deeply and asked the question again by telling them the price of both private
label and branded sugar we still got the same reply. We think that there is a relationship between
price and buying but people were reluctant to admit it. We are planning to analyze this
relationship in more detail in the quantitative research section. We also asked the same question
from people buying branded sugar and their answer was also the same.
We think this trend need further probing to come up with a clearer picture.
Health Conscious People

Finally, the biggest insight we got from our analysis was that there exists a market which is
looking for substitutes of sugar due to health factor. We heard statements like
As you know sugar is not good for health, so we are shifting from sugar to shakker and
honey
Sugar is banned these days in our house, you dont know what chemicals they have mixed in
itShakker seems more natural to me so I am buying it.
Many people told us that natural sugar is not white in color, its mostly brown or black. Also its
not in the crystalized form as these companies sell. Many chemicals are added in it till it reaches
its final form. Because of that they are looking for alternatives which are more natural. Shakker
was the most common substitute that came up as it is sold in its natural color and people have a
perception that its not chemically processed.
Thus we can conclude that there exists a market of health conscious people who are moving
away from sugar because of the image that sugar is chemically processed. We think a brand can
target such market by introducing sugar which is sold as natural sugar without any addition if
chemicals.