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Situation:
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The client wished to understand its competitive positioning in the appliance retail sector.
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Method:
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Two focus groups were conducted, one with individuals who purchased appliances from the client’s stores in the past year, and one with individuals who purchased appliances in the past year from the competition.
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Outcome:
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The client gained insights into the appliance purchase decision-making process, identified the factors that influence the choice of shopping locations, and evaluated it stores and the main competition on the key factors which influence purchasing.
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