Gamma, has completed an insightful ethnographic study followed by Shop Along among dairy consumers in Georgia
The study involved 30 mothers aged 25 to 35 years, and provided valuable insight into the behaviour and consumption of different categories of dairy products.
The study was conducted in three stages. The first stage
involved studying the behaviour
and consumption habits of the target group. The second stage monitored the
frequency of purchases and preferences for a month. Finally, the third stage
involved observation of actual purchases in a trading facility during Shop
The final data provided Gamma with an opportunity to
understand product commitment and importance, selection criteria, and other
important factors that drive purchase decisions among young mothers in Georgia.
According to CEO of Gamma: "This was an extremely valuable project which
allowed us to gain a much deeper understanding into the mindsets of young
mothers when it comes to dairy consumption".
The study found that price is a major factor influencing
purchase decisions but there is also an increasing focus on health benefits
offered by various dairy products. In addition, convenience is becoming
increasingly important as time becomes more precious for this demographic
Overall, the findings from this qualitative research will be
invaluable for company looking to target young mothers in Georgia. This
research serves as an excellent example of how ethnographic studies can be used
effectively to uncover key insights about target audience which can ultimately
help shape marketing strategies and campaigns going forward.