Basic Market Research

C&E provided market decision support for rapid sales growth of an air cleaner for local application

Since fog and haze began to sweep large and small cities in China in 2012, some ordinary consumers have been increasingly aware of their hazard and taken active measures for prevention.

An air cleaner company developed a portable air cleaning product for local application. In order to achieve a rapid sales growth and become a famous brand in the industry, the company entrusted C&E to investigate the current situation of air cleaning market in China and answer the following questions.

How big is the cake?

In what situation do consumers consider buying protective products?

How do consumers choose from numerous products?

What are the most important influencing factors? Who is the decision maker?

Which market segments should we lever at fist?

What are characteristics of these market segments? What are characteristics of their consumers? How to influence them with information transfer?

What are their purchase channels? What purchase channel is the most effective?

How to fix the price?

And so on.

C&E provided the following solution.

C&E used the method combining qualitative research and quantitative research and made in-depth interviews and held sessions with ordinary consumers, drugstore assistants and doctors of related departments in accordance with severity of fog and haze, age group, income level, education background, occupation situation and disease situation, etc., in the qualitative step. Then, C&E completed 2714 screening questionnaires and 969 quantitative survey questionnaires in total through random street intercept and target consumer interview.

Finally, C&E helped the customer gain a comprehensive and clear full view of the market, understand the driving factors and hindering factors of consumer’s purchase and the most suitable sales channel, establish the pricing scheme and obtain the core promotion information so as to develop a better market strategy.