Brand Perception and Competitor Landscape Analysis
Narrative Description of Project:
Convergent undertook a comprehensive, nationwide study to understand consumer perceptions of Devyani's brands (India’s largest franchisee for Yum Brands, operating KFC and Pizza Hut outlets, and the exclusive franchisee for Costa Coffee cafes in India) and validate demand, buying preferences, and growth potential. Convergent also mapped the competitive landscape and analysed competitors’ market share, growth trajectories, and key challenges. The insights were used to develop a robust business strategy and informed communication plan for sustained market growth. To achieve this, we used a mixed-method approach and conducted 23,500 interviews, including face-to-face, and online surveys. The research was executed across all 33 states and union territories of India, ensuring comprehensive national coverage and regionally nuanced insights.
Description of Actual Services Provided:
Convergent managed the entire research lifecycle, providing end-to-end services that included:
- Study Conceptualization & Design: Partnered with the client to define core objectives and analytical framework.
- Research Tool Development: Designed and scripted the detailed quantitative survey instrument.
- Sampling Strategy: Developed a multi-stage sampling plan for representation across 33 States and UTs.
- Full-Scale Field Operations: Recruited and trained field staff and executed 23,500 interviews.
- Quality Control & Piloting: Conducted pilot studies and implemented real-time quality checks.
- Data Analysis & Synthesis: Performed statistical analysis and delivered actionable strategic recommendations.
- Survey Instrument Deployment: Deployed the survey in multiple local languages for accurate data collection.
Research Methodology
A Quantitative Research methodology was employed to gather statistically significant and projectable data from a vast and geographically dispersed sample.
7,000 online surveys
16,500 face-to-face Computer Assisted Personal Interviews (CAPI)
