A puzzle that that has plagued man since time immemorial, goes like this: What do Women Want? Mel Gibson took a shot at it and went down in history. And, now MCI has come up to solve the puzzle, of course, taking a more scientific route than Hollywood. MCI research team studied Indian women with respect to the differences in their mindsets, brand interactions, purchase drivers and media preferences. The project is said to help brands to identify their most profitable customers and communicate to them in the most effective manner.
As V Balasubramanium, National Director, MCI, puts it: “In a market, cluttered with innumerable studies on men, youth and children, a comprehensive analysis on the Indian woman was sorely lacking and this factor led us to the study.”
The research unveiled some “very interesting” results. “We found four clusters of women with different mindsets, highly skewed to specific cities with differing media preferences,” he said. The research team classified Indian women on the basis of these four clusters: ‘Simple Sita’, ‘Anxious Anita’, ‘Progressive Payal’, and ‘Modern Mona’. A deeper look into the groups revealed that their differing mindsets also resulted in different levels of bonding across categories.
MCI included FMCG (foods), FMCG (personal care), FMCG (household), Durables and Financial Services as the subjects of industrial categories to conduct the study. Across categories it was found that mindset was the driver for choice and it also determined the levels of commitment to each. Alongside, the study found that image, price and product performance were the leading purchase-drivers and different mindset clusters had assigned different levels of importance to each of them, for instance, the ‘Simple Sita’ cluster would respond better to product-centric advertising while ‘Anxious Anita’ would get hooked to discount or promotion-based ads.
Besides identifying the media preferences of each mindset cluster, the study also offers a breakdown into mass media, TV content and print skews. The study aims at assisting marketers in understanding women’s mindsets to define their value for a particular category.
Balasubramanium says: “The implications for a marketer lies in the fact that (a) if you want to launch a product or talk to your consumer, you know exactly which women you should be talking to; (b) with this in mind you can also design your basic communication for brand development; and (c) it helps you decide on the most appropriate media vehicle.”