Study festive gifting across Hyderabad

The decision

A sweets brand proposes one premium gift box for households and corporate buyers. Store staff report both groups use the word “premium,” but buyers inspect different things at the counter.

What observation would justify two distinct assortments?

Worked solution

Reveal the visual and solution

1. Observe consenting buyers in stores and ask who chooses, pays and receives the gift. Recruit across neighbourhoods and occasions to avoid generalizing from one store.
2. Code observed priorities such as dietary information, visible variety, ease of transport and invoice handling. Contrast what people say with what they inspect or reject.
3. Test an occasion-led household pack and a logistics-friendly corporate pack with matched stock and price. Track sell-through, margin and repeat orders separately.

Review the marketing concepts

• Culture and Consumption
• Qualitative & Ethnographic Research
• Consumer Ethnography & Cultural Insights